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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/33308

Title: The fuzzy clustering method: Applications in the air transport market in Taiwan
Authors: Ian Wen-Yu Chiang;Gin-Shuh Liang;Shmuel Yahalom
Contributors: 國立臺灣海洋大學:航運管理學系
Keywords: Database;Marketing;Customer;Relationship;Analytical;CRM;e-CRM;Direct;Mail;Telemarketing;Targeting;Segmentation;Behavioural;Analysis;Systems;Profiling;Campaign;Intelligent;e-marketing;Interactive;Market;Modelling;eCommerce;Internet;Information;Management;Research;Data;Protection
Date: 2003
Issue Date: 2012-12-28T07:33:29Z
Publisher: Journal of Database Marketing & Customer Strategy Management
Abstract: Abstract:In the air transport market, passengers select different airlines based on service quality, travellers' socioeconomic characteristics and the purpose of the trip. So how does one treat passengers' shopping behaviours in the entire air transport market and, based on these findings, how does one design an optimally customised marketing strategy? The key issue for airlines and their agencies is to develop a niche of new customers and keep the old ones. What is the real market for an airline and how does an airline design an optimum customised marketing strategy? Passengers may belong to different market segments. This paper uses the fuzzy clustering method to analyse the air transport passenger market from Taipei to Vancouver and provide a systematised analytical method for marketing and other uses. The air transport market from Taipei to Vancouver can be divided into three definite clusters and two fuzzy clusters. The research also compares its results with the traditional Ward clustering method. Airlines and/or their agents dealing with marketing can aim at the three definite clusters and two fuzzy clusters when developing fuzzy packages. Using database marketing, airlines can provide the fuzzy packages via the internet to fuzzy travellers who belong to frequent flier programmes. Fuzzy travellers can get preferential treatment and discounts. For the fuzzy market, it is very effective and low-cost marketing. Follow-up research could be applied to other international routes, eg Taipei–Amsterdam.
Relation: 11, pp.149–158
URI: http://ntour.ntou.edu.tw/handle/987654321/33308
Appears in Collections:[航運管理學系] 期刊論文

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