隨著資訊科技進步，出現許多工具能協助企業了解消費者，並對於顧客關係管理是很重要的。同時也發展出精準行銷之概念，即是以相較精確的方式操作行銷組合，在對的時間傳遞給正確的消費者。因此將透過4P行銷組合，應用資訊科技技術對顧客行為進行探勘，更進一步做為顧客分層的依據，發掘潛藏在銷售數據後的產品連帶關係。本研究以補教產業做為理論基礎，蒐集2017/01-2018/04之交易紀錄，去了解不同顧客行為模式。結合RFM模型與關聯分析法，探討4P行銷組合彼此關係及對企業產生的效益。
具體及明確的4P行銷組合，能提升顧客的滿意度。在過程中發現消費頻次與消費金額交叉比對後，能針對不同營業額貢獻度的客層，進一步分析與課程產品之對應。而研究結果顯示在顧客分層後，能看到更多的產品連帶銷售關係，是在全體顧客中未能看見的資訊。因此4P行銷組合透過資訊科技的協助，是能提高銷售量及行銷策略品質，而這也是本研究最大的宗旨。

With the rapid advance of information technology, it is important for business to have better understand of their customers and maintain good relationship with the clients by using analytical application. It can help enterprises to develop precise marketing strategies and define the components of marketing mix. By doing so, business can deliver the right product in front of the right person at exactly the right moment. The study uses data mining techniques to analyze 4Ps of marketing and identify the customer segmentation and find out the insights behind the products and sales. The research applies techniques to distinct different customer behavior of supplementary education company by examining the transaction records within 2017/01 to 2018/04. We combine the RFM model and Association Rule Analysis to discover the relationship between components of 4Ps and to see how it benefits the company.
A specific and clear 4Ps of marketing can enhance customer satisfaction. In the process, we cross match the frequency of consumption and the amount of consumption, we can get the correspondence with the course product in response to the different levels of the contribution of the turnover. The results show that after the segmentation of customers, company can get more relationships between products and sales. The information cannot be seen without segmentation. Therefore, through the assistance of IT, the 4Ps of marketing can indeed improve the sales and marketing strategy quality. This is also the core concept we want to prove.

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