在現在這個資訊科技進步的時代，數據的儲存與獲取比過去更為容易，透
過數據分析，我們可以找出隱藏在繁雜資料當中的資訊與模式，進而幫助業者
制定更好的決策。
然而根據 2016 年《資誠台灣大數據調查分析報告》，將近 90%的企業認為
大數據會影響未來企業營運，但只有 8% 的受訪企業現在正運用大數據。也就
是說，大家都知道數據很重要，卻不知道如何有效運用數據。因此，本研究希
望能幫助業者利用資料探勘、數據分析來更有效的利用數據，讓業者在這個競
爭愈發激烈之市場中取得優勢與一席之地。
而過去有關資料探勘以及知識挖掘的研究，大多僅集中在單一面向，例
如：顧客管理、人力資源管理，但交易數據中其實往往還有包含產品、通路等
欄位資訊，因此本研究以台灣某一通路商 2016 至 2018 年約 28 萬筆的交易紀錄
為研究對象，希望利用資料探勘、資料視覺化的技術結合管理理論(如：BCG
矩陣、顧客管理矩陣)對顧客、銷售人員、產品、銷售通路等各個分析對象進行
分析，最後給予台灣中小企業一個用數據分析挖掘資料中知識的流程架構，幫
助他們能夠用數據做更好的決策。

With advanced information technology, data is easier to be stored and acquired
than the past. Through data analysis, we can find out the information and knowledge
hidden in the complicated data, and help managers to make better decisions.
According to the《PwC Taiwan Survey and Analysis Report in 2016》, nearly
90% of enterprises believe that big data will affect their business operation in the
future, but only 8% of the respondents are using big data now. Enterprises know the
importance of big data; however, they don't know how to use data effectively.
Therefore, this study focuses on finding out the way to help enterprises to use data
more effectively, it will help them to build an advantage in the increasingly
competitive market.
Past research about data mining and knowledge discovery in database mostly
focus on single dimension, for example, customer management or human resource
management, but there are many other variables in transaction data like products and
channels. As a result, this study obtains the transaction data of a distributor in Taiwan,
between 2016 to 2018 as the research object. The final goal of this study is offering a
process of data analysis to Taiwan’s enterprises through comprehensive analysis of
products, salespersons, customers, and channels, and facilitate them to combine data
mining techniques and data visualization technology with management theories in
order to find out the hidden data information and knowledge and make better
decisions.

論文審定書.....................................................................................................................i
摘要................................................................................................................................ii
Abstract........................................................................................................................ iii
目錄...............................................................................................................................iv
圖目錄...........................................................................................................................vi
表目錄..........................................................................................................................vii
第一章 緒論..................................................................................................................1
第一節 研究背景與動機......................................................................................1
第二節 研究目的..................................................................................................2
第三節 研究流程..................................................................................................2
第二章 文獻探討..........................................................................................................4
第一節 資料探勘..................................................................................................4
第二節 顧客管理..................................................................................................6
第三節 人力資源管理..........................................................................................9
第四節 BCG 矩陣 ..............................................................................................10
第三章 研究方法........................................................................................................12
第一節 研究流程................................................................................................12
第二節 研究方法................................................................................................14
第四章 分析與討論..................................................................................................16
第一節 分析資料說明........................................................................................16
第二節 趨勢分析................................................................................................22
第三節 集群分析................................................................................................35
第五章 結論與建議....................................................................................................42
第一節 結論與策略建議....................................................................................42
第二節 研究貢獻................................................................................................44
第三節 研究限制與未來發展............................................................................45
參考文獻......................................................................................................................46

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三、網路資料
朱麗芝(無日期)。應用大數據，贏戰大未來。民 108 年 4 月 11 日，取自
http://www.mjtaiwan.org.tw/pages/?Ipg=1008&showPg=1458