-تسهیل فروش متقاطع خدمات ارزش افزوده تلفن همراه با استفاده از تکنیک‌های داده کاوی | ||
| مدیریت مهندسی و رایانش نرم | ||
| مقاله 8، دوره 9، شماره 1 - شماره پیاپی 16، فروردین 1402، صفحه 108-122 اصل مقاله (894.11 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22091/JEMSC.2022.7298.1159 | ||
| نویسنده | ||
| حمیدرضا عاطفی* | ||
| کارشناس ارشد مهندسی فناوری اطلاعات، دانشکده فنی و مهندسی، دانشگاه قم، قم، ایران. رایانامه: atefi.hamidreza@gmail.com | ||
| چکیده | ||
| کسب مزیت رقابتی برای اپراتورهای تلفن همراه بسیار با اهمیت است. خدمات ارزش افزوده تلفن همراه یکی از نوآوریهایی است که اپراتورها از آن برای تنوع بخشیدن به کسب و کار خود استفاده میکنند. فروش متقاطع برای اپراتورهای تلفن همراه، برای گسترش درآمد و سود بسیار مهم است. زیرا اپراتورها هزینههای جانبی کمتری را در مقایسه با جذب مشتریان جدید متحمل خواهند شد. اما شناخت مشتریان بالقوه خریدِ خدمات ارائه شده توسط اپراتورها، برای آنها ساده نیست. در این مقاله، برای تسهیل فروش متقاطع خدمات ارزش افزوده تلفن همراه تلاش شده است. دادههای استفاده شده در این تحقیق اطلاعات مربوط به خرید های گذشته مشتریان شرکت همراه اول از خدمات ارزش افزوده تلفن همراه است. در راهکار ارائه شده، به زیر ساختهای ایجاد پروفایل فروش متقاطع مشتریان پرداخته شده است. در این راهکار، پس از تعیین دسته بهینهای از مشتریان با استفاده از خوشه بندی آنها، برای کشف قوانین میان خدمات استفاده شده توسط مشتریان، تلاش شده است. با ساخت این پروفایل میتوان جامعه هدفی برای فروش متقاطع هر یک از خدمات بدست آورد. | ||
| کلیدواژه‌ها | ||
| خدمات ارزش افزوده؛ خوشه بندی؛ فروش متقاطع؛ قوانین وابستگی | ||
| عنوان مقاله [English] | ||
| Facilitate cross-selling of value-added mobile services using data mining | ||
| نویسندگان [English] | ||
| Hamidreza Atefi | ||
| MSc. Information Technology Engineering, Faculty of Engineering, Qom University, Qom, Iran. Email: Atefi.hamidreza@gmail.com | ||
| چکیده [English] | ||
| Gaining a competitive advantage is very important for mobile operators. Mobile value-added services are one of the innovations that operators use to diversify their business. Cross-selling is crucial for mobile operators to generate revenue and profits. Because operators will incur lower ancillary costs compared to attracting new customers. But it is not easy for them to identify potential customers who buy the services provided by operators. In this article, an attempt has been made to facilitate the cross-selling of mobile value-added services. The data used in this research is information about the past purchases of the customers of HamrahAval Company from the value-added mobile services. In the proposed solution, the infrastructure for creating cross-selling customer profiles is discussed. In this solution, after determining the optimal category of customers using their clustering, an attempt has been made to discover the rules between the services used by customers. By creating this profile, a target community can be achieved for the cross-selling of each service. | ||
| کلیدواژه‌ها [English] | ||
| Association rule, Clustering, Cross sale, Value-added services | ||
| مراجع | ||
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