資料探勘技術在客戶關係管理之應用-以金控公司為例

Abstract

本研究整合金融商品銷售系統、資料倉儲、線上分析處理、資料探勘等領域之理論，提出一個可應用於客戶關係管理的資料探勘系統。本系統架構是以現有的金融商品銷售系統所儲存的大量資料為基礎，經由整合金融商品銷售系統、資料倉儲與資料探勘系統等過程，實際建置涵蓋行銷、銷售、服務等三個構面的系統架構。資料探勘系統則是應用倒傳遞類神經網路與資料探勘工具，以探勘金融商品銷售系統中隱含的、有意義的客戶消費行為的知識。

This research integrates some theories including sale system of financial products, data warehouse, OLAP, and data mining; furthermore, this research proposes a data mining system that can be applied to CRM. The system architecture is based on a large number of data that were recorded by the sale system of financial products, and the research actually implements a prototyping system that consists of marketing, sale, and service. The data mining system uses the algorithm of Back Propagation Network and a related software tool in order to discover the hidden and meaningful customer knowledge.