模糊约略集合法於顾客与购买样式之关联分析FuzzyRoughSet.PDFVIP

模糊約略集合法於顧客與購買樣式之關聯分析 59 模糊約略集合法於顧客與購買樣式之關聯分析 Fuzzy Rough Set Approach to Association Analysis of Customers and Purchasing Patterns 邱宏彬 張晉赫 吳文盛 Hung-Pin Chiu Jin-He Chang Wen-Sheng Wu 南華大學資訊管理學研究所 Department of Information Management, Nanhua University 摘 要 針對不同的顧客群給予不一樣的行銷策略，是提高企業競爭優勢的重要方法。在現今市場中， 企業以商品組合方式銷售之行銷策略，已普遍運用。若成功將這些商品組合推薦給合適的目標顧 客群，將可達到吸引顧客及提高銷售量之目的。關聯法則探勘以發現商品關聯性為主；少有文獻 探討顧客屬性與購買樣式之間的關聯分析。在本研究中，我們先挖掘出顧客購買商品之間的關聯 性，根據其購買樣式給予組合方式銷售。然後，透過改良後之模糊約略集合方法找出顧客特徵與 商品購買樣式之間的關聯性，作為目標行銷策略之依據。顧客數值屬性的模糊化，讓轉換過程保 留較精確與完整的資訊，同時，本研究利用α-cut 過濾雜訊，以便模糊約略集合法能挖掘出更有 意義的法則。我們實作系統雛型，並且透過一些實驗來分析系統之可行性及有效性。 關鍵詞：顧客區隔、資料探勘、關聯分析、模糊約略集合理論。 60 資訊管理研究第八期 Abstract It is an important task that the enterprise must give different marketing strategies based on the different targeted customers to raise its competitive advantages. In the present market, the sale marketing strategy by merchandise combination is widely used by the enterprise. The enterprise can gain a lot of profit by recommending the relevant purchasing patterns to the targeted customers to promote their consumption desires. However, the previous researches on mining association rules only focus on discovering the relationships among items. Also, few researches have explored the association analysis between items and customer attribute values. In this paper, we first mine the frequent purchasing patterns from the transaction database. Then the association rules of customer characteristics and purchasing patterns are discovered through the Fuzzy Rough Set Approach. In addition, several modifications are proposed to mine the more useful rules. Finally, so