請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8772
標題: | 顧客集中程度對於廠商績效之影響 The Impact of Customer Concentration on Firm Performance |
作者: | Pim Soonsawad 翁雪玉 |
指導教授: | 任立中(Lichung Jen) |
關鍵字: | 客戶集中,財務業績,公司的特點,搜索,行為和電子商務, customer concentration,financial performance,firm characteristics,searching behavior,E-commerce, |
出版年 : | 2010 |
學位: | 博士 |
摘要: | 客戶集中發揮著越來越重要的作用對企業的營銷策略。重視客戶集中在文學是放在80/20 規則,小集團的利潤的客戶能產生收入的80%為公司。但是,關鍵的問題是什麼程度,客戶的濃度可產生最高利潤的公司。本文的目的是為了回答這個問題的關係,調查集中和公司的財務業績的因素,從而會影響這種關係。阿面板數據組裝了一套利用兩個數據庫的數據,即comScore 的網絡行為數據庫和計算機統計金融數據庫。數據分析的基礎上縱向大型二級數據的52 樣本上市公司,美國在線通過採用分層貝葉斯模型的分析方法。結果表明,客戶集中度有積極或消極影響公司業績這取決於每個公司。影響程度的客戶集中在公司業績將主持5 個變量:長度訪問時間,頁面瀏覽量,產品種類,渠道戰略,以及企業規模。調查結果提供指引,以電子商務營銷經理;表示強烈關注客戶集中度應納入發展的營銷戰略,吸引和留住客戶的盈利目標。該公司可以安排合適的營銷成本參與最有利可圖的網上客戶群,幫助企業制定個性化的策略超過競爭對手。 Customer concentration is playing an increasingly important role for firms’marketing strategies. Much attention in customer concentration literature is placed onthe 80/20 rule that a small group of profitable customers can generate 80% of revenue for firms. However, a key question is what degree of customer concentration can generate the highest profit for a firm. In this paper, the goal is to answer this question by investigating the relationship of concentration and firm’s financial performance and the factors that could impact on this relationship. A panel data set was assembled using data from two databases; the comScore web behavior database and the COMPUSTAT financial database. The research was based on longitudinal analyses of large-scale secondary data of fifty-two samples of publicly traded US online companies by adopting the Hierarchical Bayesian model approach in analysis. The results indicate that the customer concentration rate has a positive or negative impact on firm performance which depends on each firm. The degree of impact of customer concentration on firm performance would be moderated by five variables: length of visit time, page views, product types, channel strategy, and firm size. The findings provide guidelines to E-commerce marketing managers; indicating a strong focus on degree of customer concentration should be incorporated into the development of a marketing strategy by attracting and retaining target profitable customers. The firm can allocate suitable marketing costs to the most profitable online customer group; which assists firms in setting customized strategy over competitors. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8772 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 國際企業學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-99-1.pdf | 645.12 kB | Adobe PDF | 檢視/開啟 |
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。