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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74644
Title: | 酒類產品顧客活躍性指標分析-以超級市場酒類產品資料庫為例 Analysis of Customer Activity Index: A Case Study of Alcoholic Beverages Transaction Data |
Authors: | Ming-Yen Lee 李銘彥 |
Advisor: | 任立中(Li-Chung Jen) |
Keyword: | 酒類產品,酒,資料庫行銷,顧客活躍性指標, Customer Activity Index,alcoholic beverage,Database Marketing, |
Publication Year : | 2019 |
Degree: | 碩士 |
Abstract: | 以往資料庫行銷的分析中,未有針對酒類產品做顧客活躍性指標 (Customer Activity Index, CAI) 的研究。酒類產品因為酒精具有上癮性的緣故,非常適合做為顧客活躍性指標的研究對象。
本研究利用超市資料庫中兩年的交易資料,計算出全部酒類產品,以及各別不同酒類產品的消費者活躍性指標,並以會員的人口統計資料做為變數,進行迴歸分析,以期找出CAI與會員人口統計資料之間的關係。 本研究最終找出兩條非常簡單,解釋力也很高的CAI迴歸模型,分別是白酒CAI迴歸模型以及清酒CAI迴歸模型。希望以此做法提供給酒類廠商、公共事業單位或保險單位做為資料庫分析之參考。 In the past, there was no research on CAI (Customer Activity Index) of alcoholic beverages. Because of the tendency of alcoholism, actually alcoholic beverage is a very great target of CAI research. Using transaction data of two years in database of supermarket, I tried to calculate CAI data on alcoholic beverages and to conduct regression analysis. I wanted to figure out the relationship between demographic and CAI. Two reliable regressions were found, and many effective factors are determined. This method of analysis could be a very good and easy guidance for companies selling and manufacturing alcoholic beverages to make marketing decisions of marketing strategy. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74644 |
DOI: | 10.6342/NTU201902540 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 國際企業學系 |
Files in This Item:
File | Size | Format | |
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ntu-108-1.pdf Restricted Access | 1.73 MB | Adobe PDF |
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