| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 94 === 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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