研究生: |
江妮蓉 Ni-Jung Chiang |
---|---|
論文名稱: |
整合人工免疫系統與K-means於顧客關係管理之分群應用 Integration of Artificial Immune System and K-means for Customer Relationship Management (CRM) Clustering Application |
指導教授: |
郭人介
Ren-Jieh Kuo |
口試委員: |
許總欣
Tsung-Shin Hsu 楊文鐸 Wen-Dwo Yang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 工業管理系 Department of Industrial Management |
論文出版年: | 2010 |
畢業學年度: | 98 |
語文別: | 中文 |
論文頁數: | 128 |
中文關鍵詞: | 分群分析 、人工免疫系統 、克隆選擇 、K-means演算法 、顧客關係管理 |
外文關鍵詞: | cluster analysis, artificial immune system, clonal selection, K-means, customer relationship management |
相關次數: | 點閱:458 下載:5 |
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本研究主要整合人工免疫系統方法與K-means演算法,提出一套新的分群分析方法,本研究命名為AISK演算法,透過Iris、Glass、Wine和Breast Cancer等基準資料集與K-means、和2006年黃庭瑋結合粒子群演算法和K-means方法的PSKO分群演算法,以及人工免疫系統方法(Artificial Immune System,AIS)比較群集效益。結果分析後,AISK為本研究評估出最佳的分群分析方法。
在個案研究中,本研究以某網路花店之顧客交易資料為例。本研究先將原始交易資料作RFM模型轉換,再應用分群分析方法進行兩階段分群,在第一階段中先以自適應共振理論2神經網路(ART2)自動找出群數,接著第二階段中再以K-means、PSKO、AIS與AISK各演算法找出最佳的分群結果,最後可得ART2+AISK為最佳的兩階段分群方法。同時也證實了AISK不論在基準資料集或是真實案例中均有良好的分群效果表現。接著再把顧客價值分群結果進行顧客關係管理的應用討論,以提供企業一個參考依據。
This study intends to propose a novel clustering analysis approach, artificial immune system K-means (AISK), which combines artificial immune system based on the clonal selection principle with the well known K-means algorithm. In order to evaluate its computational performance, three clustering analysis methods including particle swarm K-means optimization (PSKO) and K-means and artificial immune system (AIS) are employed for comparison via Iris, Glass, Wine and Breast Cancer benchmark data sets. The simulation results indicate that AISK has the best clustering performance both in efficiency and accuracy.
For further assessing AISK’s capability, we discuss a case study, which is an E-commerce about marketing flowers and plants, provides the related customers transaction information. In the first place, we uses RFM model to transform customers transaction information into customer lifetime value (CLV). What’s more, we apply a two-stage method, which first uses the adaptive resonance theory 2 (ART2) network to determine the number of clusters and then employs K-means, PSKO, AIS, AISK algorithms to find the final solution. As a result, ART2+AISK is the best two-stage clustering method. Results of the experiment show that the AISK algorithm outperforms other methods both in benchmark data sets and a real-world clustering problem at the same time. Through customer clustering based on their customer lifetime value, the business can draw up a marketing planning to manage and control the relationship between an enterprise and customers.
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