「探討悠遊卡資料擴充對捷運廣告客戶行銷效益影響」之研究

Abstract

資料庫行銷的時代來臨了，在動態競爭的環境下，企業為了取悅顧客，建立品牌忠誠度，使行銷支出更具成本效益，並增加利潤，積極進行資料的蒐集，該資料包含了有關顧客、詢問者及潛在顧客的廣泛性、即時性、和相關性資訊，並應用上述資料找出最有可能對產品產生回應的顧客和潛在顧客，以和顧客發展高品質且長期性的關係。藉由發展一些預測性的模式，行銷人員得以在正確的時機，以正確的方式傳送欲傳達的訊息給正確的人。 悠遊卡公司為維持競爭優勢，及增加持卡人的附加價值，希望運用龐大的交易資料，創造新的應用服務，本研究以「捷運」為研究範圍，試圖將交易資料進行分析、利用，提供科學化的資訊給廣告客戶，併協助廣告客戶精確地估算目標客群，進而妥適安排廣告在捷運空間中露出，以提升產品的廣告行銷效益。 本研究透過「焦點團體座談會」及「問卷調查」分析，了解在提升捷運廣告行銷效益的目的下，悠遊卡資料需求者（捷運相關廣告業者及廣告客戶）以及供給者（悠遊卡持卡人）的資料需求與提供意願，並分析捷運廣告相關業者與持卡人間的資料供需關係，研究結論為：捷運廣告相關業者對資料需求程度與持卡人提供意願成正向關係，兩者間資料的供需吻合，由此可推論「悠遊卡資料擴充，以提升廣告客戶之行銷效益」是可行的，進而提出運用悠遊卡資料提升捷運廣告行銷效益之方案與建議。

The time of database marketing is coming. In a world of dynamic competition, business needs to attract customer, build brand loyalty and make more benefits from marketing investment. In order to do that, business needs to collect more customer information, including comprehensive and real time information of customer and potential customer, and use this information to find these customers, and then develop high quality and long time relationship with them. With developing these anticipating models, the Marketing people could send right message to the right customer at the right time. In order to keep competitive advantage and increase card value, EasyCard Corporation wants to use the enormous EasyCard transaction data to create innovative service. This research study on MRT and try to analyze transaction data and provide the outcome to advertiser. Advertiser could use this information to find their target audience, decide where and when to do advertising and improve marketing efficiency. This study use “Focus Group Interview” and “Questionnaire Survey” to analyze the relation between data requirement of demander (advertiser) and data providing will of provider (card holder). The study concludes that relation between advertiser requirement and card holder providing will appears to have positive relationship, the demand and supply of the data are match. It is concluded that enrich EasyCard data to improve advertiser’s marketing efficiency is viable, and this study propose the plan and recommendation of using EasyCard data to improve MRT advertising.