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

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.