營收績效分析及優化之研究 : 以I品牌為例

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Title:	營收績效分析及優化之研究 : 以I品牌為例
Other Titles:	A study of revenue performance analysis and optimization : a case of I brand
Authors:	江信毅;Chiang, Sin-Yi
Contributors:	淡江大學資訊管理學系碩士在職專班黃明達;Hwang, Ming-Dar
Keywords:	營收績效;客戶關係管理;資料庫行銷;資料採礦;Revenue Performance;CRM;database marketing;data mining
Date:	2016
Issue Date:	2017-08-24 23:45:48 (UTC+8)
Abstract:	化妝品是百貨業競爭最激烈之一，加上全球景氣的情況以及在眾多品牌的競爭下，企業如何透過營收資料進行交叉分析以利達到業績成長。經從三年間約41萬筆資料發現，此品牌目標消費族群(Target Audience，簡稱TA)是20-45歲，業績占平均整體業績約為86.27%，重要活動檔期月份為(4月、5月、9月、10月、11月、12月)，占平均整體業績約76%，非重要活動檔期月份(1月、2月、3月、6月、7月、8月)，業績占平均整體業績約為24%，重要活動檔期ARPU高於非重要活動檔期，女性會員為1.4倍，男性會員為1.7倍，此品牌業績大都由會員所貢獻。經本研究結果發現後，提出新的行銷策略，(1)建議暢銷商品與非暢銷商品組合成特販組。(2)未來可以持續創造新客與維持現有顧客。(3)可記錄行銷活動來分析會員的回購意願和活動效益。 Cosmetics are one of the most competitive in the general merchandise industry. Plus the global economic recession and competition of various brands, the objective of the study is to explore how the enterprise conducts cross analysis through the revenue data. As shown by the 410,000 data records over the past three years, the performance of this brand target group accounts for about 86.27% of the overall performance on average. During the months of important events, it accounts for about 76% of the overall performance on average. During Important events ARPU higher than non- important events, female members is 1.4 times, 1.7 times the male member. The performance of this brand is mostly contributed by members. According to the study results, the study proposes some new marketing strategies, (1) it suggests combining the popular commodities and the non-popular commodities in sale sets. (2) Although the members show high intention of repurchasing, the members show a younger trend. It may keep developing new customers and maintaining the existing customers in the future. (3) After the promotion activities are ended, it may input the data in the database for comparison, so as to understand the members’ re-purchase intention and the effectiveness of the activity.
Appears in Collections:	[Graduate Institute & Department of Information Management] Thesis

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