傳統連鎖加盟業多著重於加盟規模的擴張，而未於連鎖加盟產業的核心，即顧客關係管理上付出相同的努力。導致業務量到達一定規模後便無以為繼。而顧客關係管理的核心便是要掌握顧客的需求，甚而創造需求。而要了解顧客的習性，現今最有效率的方式便是透過一個良善完整的資料庫，進而透過資料探勘方式來發掘顧客的特徵。本研究以連鎖加盟產業為研究對象，並以台灣少數具備線上系統之連鎖租書業，作為分析之個案。

顧客為何會產生流失，及顧客流失前是否有相同的特徵，皆是連鎖加盟業所關注的議題。本研究試圖以資料探勘方式找出顧客流失的相同特徵，並比較使用於個案公司之資料探勘技術。而研究亦顯示決策樹分析應用於流失預測具有較高之正確率，可作為未來個案公司實際執行顧客流失分析之參考。此外本研究亦針對個案公司之資料庫，進行顧客價值之分析，期望未來能有效應用於顧客價值之區隔，以幫助行銷人員更精準的執行相關行銷活動。

應用資料探勘進行分析的成敗關鍵因素之一，為資料來源的質與量，此關係到整體資料庫行銷設計方案的完善與否。本研究亦提出顧客資料庫行銷的設計方案、資料收集的管理面建議、可採用之個別化顧客接觸的工具、資料庫行銷時與顧客接觸的關係循環中顧客的行為及衡量的指標、以及資料庫行銷的測試標準等，可供連鎖加盟業執行參考的指標。

Traditional Franchise Chains pay more attention on the scale expansion of chain stores instead of focusing on the core of Franchise Chain which is customer relationship management (CRM). This leads to the result that when the firm size comes to a certain extent, it cannot get further improved. The axis of CRM is to have customers’ need in hand. Even more, their needs could be initiated. The most efficient way, nowadays, to find out the character of customers is through the accurate and flawless data base. Based on data mining, customers’ specialty could be found. The subject of this study is Franchise Chain. The rent bookstore with on-line systems which are rarely equipped with in Taiwan is the case analysis in this study.

The owners of Franchise Chains are concerned that the reasons why the customers flow away as well as whether there are same patterns before and after customer loss. This study attempts to seek out the same patterns of customer loss though data mining and to compare the data mining techniques used in the company. The result shows that there is higher validity to apply decision tree to estimate the customer loss, which can be used as a reference when it comes to analyzing the customers’ loss in the future. Furthermore, this study is aimed at analyzing the customers’ value based on the data base of the company as well. It is expected that the distinction of customers’ value can be put in use effectively in the days to come in order to help sellers to carry out selling tasks more precisely.

One of the factors of success or failure of the analysis which based on applying data mining is the quality and the quantity of the data source. It relates to the perfection of the entire database of marketing plans. This study also presents plans of customer database marketing, the suggestions of data-collecting management, adaptable individualized tools of customer contact, the index of customer behavior and measurement in the circulation of database marketing and customer contact, and the test standards of database marketing. These can be index for reference to Franchise Chains.

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