DC 欄位 | 值 | 語言 |
dc.contributor.author | 任立中 | zh_TW |
dc.creator | 任立中 | zh_TW |
dc.date | 2006 | zh_TW |
dc.date.accessioned | 2006-07-26 | - |
dc.date.accessioned | 2018-06-29T12:20:41Z | - |
dc.date.available | 2006-07-26 | - |
dc.date.available | 2018-06-29T12:20:41Z | - |
dc.date.issued | 2006 | - |
dc.identifier | 932416H002008 | zh_TW |
dc.identifier.uri | http://ntur.lib.ntu.edu.tw//handle/246246/17048 | - |
dc.identifier.uri | http://ntur.lib.ntu.edu.tw/bitstream/246246/17048/1/932416H002008.pdf | - |
dc.description.abstract | 資料庫行銷是落實關係行銷與一對一行銷不可或缺的利器,廠商透過資料
庫的分析得以衡量個別顧客之價值。傳統的顧客價值衡量方法多偏重於顧客於
特定時點的平均價值,於廠商成長並無太大的助益。本研究認為廠商應從動態
的角度觀察顧客價值成長或萎縮的過程,事前預判顧客價值的遷移路徑,方能
達到開發顧客價值潛力以及預防顧客價值流失的效果。本研究以馬可夫鏈模型
為基礎,根據顧客過去之價值狀態遷移路徑,搭配層級貝氏方法,如貝氏多項
式模型、層級貝氏Probit 模型以及層級貝氏Logit 模型,建立個人化的移轉機率
矩陣,進而預測顧客的價值遷移路徑,據此採取適當的顧客關係行銷之策略。 | zh_TW |
dc.description.abstract | Database Marketing is a requisite and efficient weapon for firms to put
one-to-one relationship marketing in practice. The major task of this practice is to
evaluate or calculate individual customer value through proper analyses of customers'
purchase history data. Conventional approaches to measuring customer value are
focused on the average value from past to present, which is less helpful to firm's
growth strategy. What firms need to do is to be able to capture the migration
patterns of a customer's value in advance, in order to explore potential customers and
prevent inactive customers. This paper employs Markov chain model and
hierarchical Bayesian approach to construct individual customer's transition
probability matrix for forecasting the customer value migration process. | en |
dc.format | application/pdf | zh_TW |
dc.format.extent | 322252 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.language | zh-TW | zh_TW |
dc.language.iso | zh_TW | - |
dc.publisher | 臺北市:國立臺灣大學國際企業學系暨研究所 | zh_TW |
dc.rights | 國立臺灣大學國際企業學系暨研究所 | zh_TW |
dc.subject | 顧客價值 | zh_TW |
dc.subject | 遷移模型 | zh_TW |
dc.subject | 馬可夫鏈模型 | zh_TW |
dc.subject | 層級貝氏方法 | zh_TW |
dc.subject | Customer Value | en |
dc.subject | Migration Patterns | en |
dc.subject | Markov Chain Model | en |
dc.subject | Hierarchical
Bayesian Approach | en |
dc.title | 個人化馬可夫鏈模型在顧客價值遷徙路徑之分析 | zh_TW |
dc.title.alternative | Customer Value Migration Analysis: Markov Chain Model | en |
dc.type | report | en |
item.fulltext | with fulltext | - |
dc.identifier.uri.fulltext | http://ntur.lib.ntu.edu.tw/bitstream/246246/17048/1/932416H002008.pdf | - |
dc.coverage | 計畫年度:93;起迄日期:2004-08-01/2006-01-31 | zh_TW |
item.languageiso639-1 | zh_TW | - |
item.cerifentitytype | Publications | - |
item.fulltext | with fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_93fc | - |
item.openairetype | report | - |
item.grantfulltext | open | - |
顯示於: | 國際企業學系
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