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系統識別號 U0026-1102201917001100
論文名稱(中文) 企業客戶採購電信服務的獲取型態
論文名稱(英文) Corporate Customers' Acquisition Pattern for Telecommunication Services
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 107
學期 1
出版年 108
研究生(中文) 周佩錡
研究生(英文) Pei-Chi Chou
學號 R96054018
學位類別 碩士
語文別 中文
論文頁數 68頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李政德
中文關鍵字 B2B  電信服務  獲取型態  循序樣式探勘 
英文關鍵字 B2B  Telecommunication Services  Acquisition Patterns  Sequential pattern mining 
學科別分類
中文摘要 隨著網路資通信科技(Information and Communication Technology , ICT)的發達,近年來台灣電信業者的利潤不再僅限於傳統電信業務:語音、網路等,而是搭售包括非傳統電信服務在內的加值服務組合。透過台灣前三大電信業者公佈的2017年年度報告書,可以發現電信業者對於企業客戶市場(B2B)日益重視,紛紛尋求提供企業用戶差異化的服務,企圖轉型為整體服務供應商。
然而,過去對於電信服務消費的研究多以一般消費者為主,較缺乏探討企業客戶對於電信服務的採購型態。因此,本研究主要欲透過整理企業客戶歷史交易資料並結合政府公開資料,找出企業客戶對電信服務的獲取型態。根據過去的文獻,整理出兩個會影響企業客戶對電信產品需求的前置因素,分別為:行業別和經營規模,希望藉由此次研究得知企業客戶對電信服務的獲取型態是否因其規模大小或行業別而有不同,以期提供電信業者建議,如何針對既有客戶有效推廣潛在電信服務。本研究透過循序樣式探勘做為主要研究方法,運用台灣龍頭電信業者於高雄地區2014年至2018年的企業客戶交易資料來了解企業客戶對於電信服務的獲取型態。
根據本研究的結果發現,企業客戶採購不同電信產品之間有存在序列關係,且在企業客戶經營規模結構的轉變下,整體而言不同客群之間的獲取型態確實有差異;然而當企業客戶所處的行業別不同,其對電信產品的獲取型態則不顯著。
英文摘要 With the development of information and communications technology (ICT), in recent years, the revenue of Taiwanese telecom operators has not only come from traditional telecommunication services: voice, network, etc., but also tying services including value-added services other than traditional telecommunication services. Through the respective annual reports of the top three telecom operators in Taiwan, it can be found that telecom operators are paying more and more attention to the corporate customer market (B2B), attempting to transform into integrated ICT service providers. However, past research on the consumption of telecommunications services focused on B2C, and B2B was rarely discussed.
Therefore, this research is to discuss the corporate customers’ acquisition pattern for telecommunications services. Based on the literature review, we sorted out the two pre-factors that affect the demand of telecom products of corporate customers: industries and business scales. Through this study, we wanted to determine whether these factors influence corporate customers’ acquisition patterns, and then providing telecom operators with advice on how to effectively promote potential telecommunications services to existing customers. This study uses sequential pattern mining as the main research method and uses the corporate customers’ transaction data of Chunghwa Telecom (Taiwan's leading telecommunications industry) and Taiwan government open data to learn about the acquisition patterns for telecommunication services. The result of this research is corporate customers are in a sequential access to telecommunications services. The acquisition patterns of telecom products by enterprise customers vary with the scale of their operations, but not for industries.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻回顧 9
第一節 電信產業企業客戶服務現況 9
第二節 獲取型態分析 12
第三節 資料探勘 15
第三章 研究方法 20
第一節 方法概述 20
第二節 資料前置處理 22
第三節 循序樣式探勘方法 26
第四節 序列驗證 30
第四章 資料分析與結果 31
第一節 資料與分析環境說明 31
第二節 企業客戶樣本資料的敘述性統計分析 32
第三節 整體獲取型態分析結果 33
第四節 企業規模客群差異分析 38
第五節 序列驗證 48
第五章 結論與建議 49
第一節 研究結論 49
第二節 實務建議 52
第三節 研究限制與後續研究建議 53
參考文獻 55
附錄 62
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