Bahram Sadeghi BIGHAM, Shahriar MOHAMMADI, Mohammad Ali FARAJIAN, Farhad SHAMSFAKHR

Big Data ve SPACE Matris Yöntemlerine Dayalı Akıllı Stratejiler Belirlenmesi (FASE Model)

Şirket yöneticileri için en önemli sorulardan biri, şirketleri için akıllı bir stratejiyi nasıl seçtikleridir. Bu soruyu cevaplamak için yöneticiler, kurumun geleceği üzerinde etkisi olan bazı boyutları göz önünde bulundurmalı ve ardından şirketleri için uygun bir strateji seçmelidir. Bu makale, stratejik pozisyonu değerlendirmek ve Büyük Veri teknikleri ve UZAY matrisini temel alan akıllı bir strateji seçmek için yeni bir model (FASE modeli) sunmaktadır. Piyasadaki en iyi pozisyonu elde etmek için FASE modeli, en iyi stratejiyi seçmeyi kolaylaştırır: saldırgan, muhafazakâr, savunmacı ve rekabetçi stratejiler. FASE modeli, Fuzzy-Cmeans, Apriori birlik kural uyarıcısı, UZAY matrisi olmak üzere üç ana işlemden oluşur. Fuzzy-Cmeans algoritması, müşterileri RFM değerlerine ve davranışsal puanlamaya dayalı olarak kümelemek için kullanılır. Kümelenmenin sonuçları daha sonra Apriori birlik kural uyarıcısı kullanılarak müşterilerin özelliklerine göre şekillendilir. Stratejik pozisyonu değerlendirmek ve akıllı bir strateji seçmek için UZAY matrisi kullanılır. FASE modelini daha iyi anlamak için, bir bankacılık vakası seçildi ve bunun üzerine FASE modeli uygulandı.

Selecting Smart Strategies Based on Big Data Techniques and SPACE Matrix (FASE model)

One of the most important questions for managers of corporations is how they select a smart strategy for their corporations. To answer this question, Managers should consider some dimensions witch impact on the future of the corporation, and then they select a suitable strategy for their corporations. This paper presents a novel model (FASE model) for evaluating strategic position and choosing smart strategy based on Big Data techniques and SPACE matrix. In order to achieve the best position in the market, FASE model facilitates selecting the best strategy among: aggressive, conservative, defensive, and competitive strategies. FASE model consists of three main processes namely Fuzzy-Cmeans, Apriori association rule inducer, SPACE matrix. Fuzzy-Cmeans algorithm is used for clustering customers based on RFM values and behavioral scoring. The results of the clustering were then profiled on customers’ attributes using Apriori association rule inducer. A SPACE matrix was used to evaluate the strategic position and to choose smart strategy. To get a better understanding of the FASE model, the banking case has been selected and FASE model is applied over that.

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