提供以顧客為導向的服務、提升顧客價值成為各企業經營策略的出發點，因此了解顧客特徵、需求、行為成為首要任務。
隨著經濟發展，台灣整體用電需求不斷攀升，同時電力產業亦須面對全球燃料價格上漲的現況，政府邁向低碳經濟時代，推出一系列相關政策，於我國電力結構中占有重要地位的台灣電力公司也開始思考如何在需求及成本皆提升的環境下，繼續維持穩定供電，提供以用戶為導向的服務。
本文即以台電公司為個案，以資料倉儲與資料採礦技術進行【用戶區隔】了解台電用戶特徵、【選擇目標用戶】找出優先服務的用戶對象及【產品定位】推薦適合目標用戶用電特徵之電價及優惠方案，實現行銷活動STP分析過程之研究。 / Providing customer-oriented services and elevating customer value have became the starting point of business strategy. Therefore, understanding customer characteristics, requirements, and behavior has become the primary task.
As the overall demand for electricity rises constantly in Taiwan along with economic development, electric power industries have to face the surging fuel prices. To put low carbon economy into practice, the government has launched various policies. Taiwan Power Company, which plays an important role in the electric power structure in Taiwan, started thinking about how to provide stable power and customer-oriented services under the circumstances both demand and cost increase.
Based on the case of Taiwan Power Company, this research investigated customer segmentation - to understand customer characteristic, customer targeting - to find out the prior customer, and product positioning - to recommend target customer appropriate tariff and preferential tariff treatment through data warehouse and data mining technology. The purpose of the research was to achieve STP analysis in marketing process.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099356014 |
| Creators | 劉映蘭, Liu, Ying Lan |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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