在大量化生產、銷售以及消費的時代，各企業經營者基於生存之考量想盡辦法促銷自己的產品。郵購買賣為因應這時代而產生之新興交易型態，與一般傳統商店內販賣之行銷手法有所不同，郵購買賣希望透過「消除中間商」的方式直接對消費者銷售。
而在需要處理龐大資料時代，如何有效提升處理效率且探勘出有用的知識是企業競爭優勢的來源，運用資料探勘技術協助市場區隔與促銷更是目前常用的方法。
此篇研究目的在於透過資料探勘技術找出會員特性和投保意願的關聯性，幫助提升電話行銷的成功率，使個案公司不必花費資源在購買可能意願不大的客戶上。因此，本研究利用資料探勘技術中之支援向量機及決策樹預測顧客是否接受促銷活動。
經實驗證明，支援向量機理論有很高的分類能力，而在資訊理解上，決策樹也擁有不錯的分類能力。透過此兩種方法能加速電話行銷人員對客戶進行分類工作，也能找出顧客接受電話促銷活動與否之潛在關鍵因素，以提升電話行銷的有效性。

In this mass producing, selling and consuming era, each enterprises operator does everything possible based on the survival to promote his own product. Mail-order business is the emerging transaction according to this era. Different to the selling trick in the general traditional store, mail-order business hopes to directly sell to the consumer by eliminating the resellers.
In the era, people need to process huge material. How to promote the processing efficiency effectively and to explore the useful knowledge is a source of the competition advantage. Using the data mining techniques assistance in market segmentation and promotion is the present commonly used method.
The purpose of this research is to find the relationship between the personality trait and insuring intensity by data mining techniques. It helps to promote the success rate of telemarketing, and helps the case company not to spend the resources on the customers who has less desire to purchase. Therefore, this research uses the SVM and the decision tree to forecast whether the customer will accept the promotion.
Proved after the experiment, SVMs theory has the very high classified ability. But in the understanding of information, the decision tree also has the good classified ability. Telemarketing staffs can accelerate the classified work to the customers by these two methods. They also can discover the key latent aspect that if customer accept the telemarketing or not. Finally, this research wishes to promote the validity of the telemarketing.

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