Title page for etd-0530116-195906


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URN etd-0530116-195906
Author Hsuan-wei Hung
Author's Email Address No Public.
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Department Business Management
Year 2015
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study of Applying Big Data Analysis in Customer Retention in Cable Communication Industry - A case of Company C
Date of Defense 2016-06-29
Page Count 50
Keyword
  • Customer Lifetime Value
  • Customer Retention
  • Digital TV
  • Big Data analysis
  • Random Forest
  • Abstract Taiwan will enter into a thorough digital times in 2017. However, operating model, environment and policy which are important for digital TV industry are not sufficient and left to be accomplished to the fullest. So far, one of the main difficulties remained is revenue problem which deeply affected the industry. Therefore, the thesis viewed cable TV corporation C in Kaosiung city as research objective and observe the trend of digital TV subscribers in recent 5 years. Discovering decline trends, the corporation manage to enhance the revenue and accelerate the progress of digitalization in cable TV industry. Through the research of customer retention management in digital TV subscribers and the forecasting ability of big data analytical model, researcher calculated customer lifetime value on every individual and applied “Random Forest” classification methods into prediction of churn rate of digital service in one year. Then we spend retention cost on those who have higher opportunity of leaving and compare two annual payoff outcomes which are divided into correct and incorrect prediction. In conclusion, the corporation C will raise their profits through exerting big data analysis methods and customer retention strategy.
    Therefore, through the research of customer retention and big data analysis techniques, I wish I could make practical contributions to company C.
    Advisory Committee
  • Hsuan-Yi Chou - chair
  • Wei-Ning Wu - co-chair
  • Chien-Yuan Sher - advisor
  • Chi-Cheng Wu - advisor
  • Files
  • etd-0530116-195906.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2016-07-12

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