請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77589
標題: | 流行女裝連鎖門市顧客購買行為之研究
—以台灣紋意Earth Music&Ecology品牌為例 Customer Purchase Behavior in a Women’s Fashion Retail Chain : The Case of Stripe Taiwan’s Brand Earth Music&Ecology. |
作者: | Jen-Chieh Chiu 邱人傑 |
指導教授: | 陳厚銘 |
關鍵字: | 流行女裝,顧客購買行為,顧客忠誠度,顧客關係管理,顧客價值,顧客活躍度, Popular women’s wear,Customer purchase behavior,Customer loyalty,Customer relationship management,Customer value,Customer activity, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 本研究以目前學生所經營之台灣紋意股份有限公司做為研究對象,挑選主力品牌「Earth Music&Ecology」過往在2012-2016年期間之顧客銷售資料做為研究樣本,同時輔以台灣服飾產業、顧客行為與顧客忠誠度、顧客關係管理(CRM)等相關文獻之蒐集後,透過多變量統計方法「區別分析」以瞭解在相同的特定期間內(2012-2015年),加入會員之顧客在不同的交易期間(2012-2015年與2016年),其所呈現的「購買行為特徵」分佈是否具有差異性?同時也利用「集群分析」的方式進一步對顧客進行分群,除了瞭解不同族群的顧客在各項「購買行為特徵」的分佈與差異外,亦示圖驗證在2017年各個促銷檔期對於各族群顧客之影響效果究竟為何,以及其所呈現出的「顧客價值」分佈。此外,亦透過顧客活躍度分析的方式,進一步建立顧客活躍指標,以瞭解顧客在「交易次數」的表現與「顧客活躍度」之間的關係。據此,本研究可得之研究結論與建議以及相關研究貢獻如下:
一、 在相同期間內2012-2015年加入會員之顧客,於各項「購買行為特徵」之表現普遍以2012-2015年優於2016年。顧客於2016年之交易資料僅在每人平均「折扣率」與「消費週期」的表現優於2012-2015年。 二、 建構出不同的「顧客分群」,分別為「高消費客群」、「高價值客群」、「成交主力客群」以及「小資女」等4群,除了可針對現有之顧客資料庫進行分群標記、識別,並各自歸納其促銷活動發展重點以外,亦可依其特性各別執行具客製且差異化之促銷檔期與顧客關係管理(CRM)活動,有助於降低廣告投放成本、提升投放成效與轉換率。 三、 「顧客活躍度」呈現弱化的人數比例高於優化,故如何讓交易2次的顧客於未來交易時轉為活躍度優化,並提升交易已在3次以上顧客活躍度優化的比例,將會是未來在營運上的重要課題。 四、 未來可再進一步完善會員資料庫之完整度(如:各類人口統計變項相關資料),可供執行更多元、更精緻的顧客關係管理(CRM)活動。 This case study is based on Stripe Taiwan Co., Ltd, and selected customers during 2012-2016, using the were the main brand “Earth Music&Ecology” as a research sample, supplemented by the literature collection about Taiwan apparel industry and customers behavior, customer loyalty, customer relationship management (CRM), and use discriminant analysis from the multivariate statistical analysis method to understand that during the same specific period (2012-2015), whether the customers who join the membership have different distributions of 'purchase behavior characteristics' during different trading periods (2012-2015 and 2016). At the same time, we use the cluster analysis method to further segment customers. In addition to understanding the distribution and differences of customers in different 'purchase behavior characteristics', we show the effect from each promotion period in 2017 for each group of customers, and describe the contour of customer value. On top of that, we established customer activity indicators to understand the relationship between customer performance and customer activity. Based on this, the research conclusions and recommendations are as follows: 1. Customers who joined the membership during the same period 2012-2015, whose purchase behavior characteristics in 2012-2015 generally performed better than 2016. Only the average 'discount rate' and 'consumption cycle' per person in 2016 were better than 2012-2015. 2. Establish the different customer grouping as “High consumption group”, “High value group”, “Main customer group” and “Petty bourgeoisie group” In addition to grouping and identifying existing customer repositories, and summarizing their development activities, they can also implement customized and differentiated promotion schedules and customer relationship management (CRM) activities according to their characteristics. It would facilitate the reduction of ad serving cost, increase delivery performance, and conversion rate. 3. The proportion by weaker customer activity which are more than optimization. So how to make the transaction 2 customers turn to active optimization in the future transaction, and increase the proportion of transactions that have been optimized for customer activity more than 3 times. It will be an important issue in the future. 4. Improve the integrity of the member database in the future.(such as: various demographic variables related information.) It can be used to implement more customer relationship management (CRM) activities which are diversified and refined. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77589 |
DOI: | 10.6342/NTU201802286 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業管理組 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-107-P05746042-1.pdf 目前未授權公開取用 | 867.72 kB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。