本研究是以Kalakota and Robinson（1999）所提出的顧客關係管理之顧客獲取、顧客增強、與顧客維持作為理論依據，其中導入五大人格特質之神經質、外向性、開放性、親和性及嚴謹性作為分析的因素，並且利用資料探勘技術之集群分析來探討顧客獲取，關聯規則來探討顧客增強，決策樹探討顧客維持。針對不同人格特質之顧客作為分類，訂定出有效的企業經營管理與行銷策略。並以紐約人壽保險公司之消費者作為研究對象，透過問卷調查方式所搜集回來之144分樣本，設置於資料庫中進行資料分析。分析結果顯示，1.神經質人格特質的人，財務規劃需求著重在退休基金及稅務規劃較多，故其商品組合以醫療保險搭配儲蓄險、定期人壽保險搭配醫療保險居多。2.外向性人格特質的人，財務規劃需求著重在創業基金、稅務規劃、旅遊費用與父母孝養金較多，故其商品組合以投資型保險搭配重大疾病保險、定期人壽保險搭配長意外保險居多。3.開放性人格特質的人，財務規劃需求著重在退休基金與創業基金較多，故其商品組合以定期人壽保險搭配還本型終身人壽保險居多。4.親和性人格特質的人，財務規劃需求著重在退休基金與創業基金較多，故其商品組合以終身人壽保險搭配儲蓄險、定期人壽保險搭配醫療保險居多。5.嚴謹性人格特質的人，財務規劃需求著重在創業基金、旅遊費用以及父母孝養金較多，故其商品組合以終身人壽保險搭配意外保險、定期人壽保險搭配長期看護保險居多。

This study is based on Kalakota and Robinson (1999) issued customer relationship management 3 main step which are customer acquisition, customer enhancement, and customer retention as the study theoretical basis. In there the study used the big five personality traits which are Neuroticism, Extraversion, Openness, Agreeableness and Conscientiousness as the factor analysis. By using Data mining technique's cluster analysis to explore the customer acquisition, association rules to explore the customer enhancement, decision trees and explore the customer retention. In accordance with different customer's personality traits as classify, to set out the effective business management and marketing strategies. Furthermore, the study used customers of New York Life Insurance Company as an research object, collected through a questionnaire survey of 144 sub-samples, set in the database and progress data analysis. The results show that1. Neuroticism personality traits of the people, demand for financial planning needs more focus on pension funds and tax planning, so the merchandise mix to the medical insurance with a savings insurance, term life insurance with the majority of medical insurance.2. Extraversion personality traits of the people, demand for financial planning focuses on venture capital funds, tax planning, travel costs and the parents remain devoted to gold more, so its merchandise mix to investment-oriented insurance with critical illness insurance, term life insurance with mostly long accident insurance.3. Openness personality traits of the people, demand for financial planning needs focus more in retirement funds and venture capital funds, so its merchandise mix with a term life insurance principal life insurance mostly.4. Agreeableness personality traits of the people, demand for financial planning needs more focus on pension funds and venture capital funds, so the merchandise mix with a whole life insurance savings insurance, term life insurance with the majority of medical insurance.5. Conscientiousness personality traits of the people, demand for financial planning focuses on venture capital funds, travel costs and more parents remain devoted to gold, so its merchandise mix with accident insurance whole life insurance, term life insurance with long-term care insurance to the majority.