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    题名: 資料探勘於圖書館行銷及顧客關係管理之應用
    The application of data mining in library marketing and customer relationship management
    作者: 顏嘉惠
    Yen, Chia-hui
    贡献者: 圖資與檔案學刊
    关键词: 資料探勘;圖書館;行銷;顧客關係管理
    Data mining;Library;Marketing;Customer relationship management
    日期: 2002-08
    上传时间: 2019-06-14 14:19:46 (UTC+8)
    摘要: 資訊時代的圖書館必須善用行銷策略，並經營讀者關係。因此，可利用資料探勘工作與顧客關係管理來協助行銷策略。資料探勘(Data mining) 是指從大量資料中尋找有效且可付諸行動之規則或知識。顧客關係管理是指建立企業與客戶之關係，利用資訊科技來分析客戶資料以創造雙方價值。所以圖書館行銷策略可擬為分析讀者與提昇服務，對圖書館自動化系統中讀者模組與流通模組的紀錄進行資料探勘，使用技術包括：利用分類分析(Classification analysis)來分析圖書館使用者，利用群集分析(Clustering analysis)來分析非使用者，利用連結分析(Association rule analysis)與次序相關分析(Sequential pattern analysis)來推薦書單。期望圖書館藉由資料探勘以擬定行銷策略達到經營之成效。
    Nowadays, libraries should use marketing strategy to offer their various services and build up good relationship with their users. Therefore, they may use data mining technology and customer relationship management to heighten up the results. Data mining is the process of extracting previously unknown, valid, and actionable pattern knowledge from large databases for crucial business decision support. The purpose of using, customer relationship management is establishing mutually beneficial relationship between business and customers. From above, we can take two approaches to execute library marketing strategy: one is user analysis and the other is service progress. Both of them are based on reader model and circulation model of library automation system. Hence, many useful data can be originated. The available data mining tools which including classification analysis, clustering analysis, association rule analysis and sequential pattern analysis, which can be applied to the user analysis, nonuser analysis, and recommended book listing relatively. By using data mining technology, we could analyze the characteristic of nonuser to encourage them go to library, and recommend books for users to improve library service.
    關聯: 圖書與資訊學刊, 42, 58-68
    数据类型: article
    显示于类别:[圖資與檔案學刊] 期刊論文

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