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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/51907
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| 題名: | 多元適應性雲形迴歸於高價值顧客商品偏好之研究 |
| 其他題名: | A study of merchandise preference of highly valued customers in retail stores using MARS |
| 作者: | 郭振達;Kuo, Cheng-da, |
| 貢獻者: | 淡江大學管理科學研究所企業經營碩士在職專班
陳怡妃;Chen, I-fei |
| 關鍵詞: | 量販店;宅配;RFM模式;MARS模式;顧客價值;Hypermarket;Home Delivery;RFM;MARS;Customer Value |
| 日期: | 2010 |
| 上傳時間: | 2010-09-23 16:15:37 (UTC+8) |
| 摘要: | 由於著時代腳步的改變，國內的零售業產生了許多重大的變革，古早的雜貨店已經逐漸被便利商店、量販店等其他消費型態所取代，現今消費者追求便利、快速的前提下，量販店業者受到不小的沖擊，以往只是使用「低價」為唯一策略的時代已經過去了，量販業者勢必要走出不一樣的路，在未來才有可能保有競爭力。除此之外，其他如郵購、電視行銷、網路電子商務等虛擬商店的興起，也進一步推波助瀾使的B2C的宅配市場也逐漸形成，雖然目前國內宅配業的發展程度不如日本，但國內廠商仍一致看好宅配業的未來發展，這也是量販業者不得不重視的新興市場。
過去文獻並無將顧客價值與宅配兩大議題加以整合探討，故本研究創新性地提出整合顧客價值及宅配之分類模式。本研究將所回收的問卷調查進行資料處理，再利用RFM模式計算出高、低價值的兩群顧客，進一步把高、低價值的顧客分別就生鮮與非生鮮產品及宅配意願進行結合，再利用MARS模式，針對高、低價值的顧客對未知的生鮮與非生鮮產品及宅配意願的產品組合，並根據各分群的消費偏好來設計行銷策略，增加產品組合對顧客的吸引力，提供業者一些行銷策略與宅配的服務跟建議，期望藉此吸引更多的顧客，開拓更寬廣的市場，為業者賺取更高的利潤。
本研究經過實證結果發現，隨著高、低價值顧客的不同，其對於生鮮與非生鮮產品及宅配意願的行為皆有所差異：
1. 以高、低價值的顧客對五類生鮮產品的偏好為例，高價值的顧客對「淡水魚類」偏好程度最高，低價值的顧客對「葉菜類」、「冷凍香腸/火腿」、「食用菌」、「冷凍豆腐」偏好程度最高。
2. 以高、低價值的顧客對五類非生鮮產品的偏好為例，高價值的顧客對「衛生紙/棉」、「冰棒/冰淇淋」偏好程度最高，低價值的顧客對「文具」、「尿布」、「鮮乳/調味乳」偏好程度最高。
3. 以高、低價值的顧客對三類產品宅配意願的偏好為例，高價值的顧客對「盥洗用品」偏好程度最高，低價值的顧客對「蛋糕/麵包」、「豆漿/米漿」偏好程度最高。
With the advancement of the modern science and technology, the domestic population to access the internet increases year by year. Under the young customer to pursue the convenient, fast prerequisite, the online shopping becomes a kind of new comsumption type. In addition, business to customer (B2C) home delivery market gradually take shape, because the virtual stores to rise and develop, e.g. mail-order, TV marketing, e-commerce. Though at present domestic home delivery development inferior to Japan, but the domestic manufacturer still has an optimistic view of the home delivery industry’s future.
There is no previous literature to customer value are two issues to be integrated with the delivery companies to explore, so this study put forward the integration of innovative customer value and the delivery service classification model. Synthesize the above statements, this research to combine online shopping and home delivery, attempt to use the association rule to prospect unknown bundling of fresh products and non- fresh products. Then divided up customers of some clusters by cluster analysis, and design the catalogue based on each of cluster’s consumption preference. By this method to increasing the catalogue’s attraction to customer, and offering hypermarkets some online shopping’s and home delivery’s services and propose. Expect to attract more customers by this, open up the more broad market, earn the higher profit for the hypermarkets.
The result of research find, with the difference of customer''s cluster, lead each cluster’s consumption preference, inclination of home delivery and online shopping exist some differences:
1. Take the consumption preference of the vegetables as an example, the customers of cluster one have a highest perference to “ Root vegetables “ and “ stem vegetables “. The customers of cluster two have a highest perference to “ leaf vegetables “ and “ flower and fruit vegetables “. The customers of cluster three have a highest perference to “ edible fungus vegetables “ and “ miscellany vegetables “.
2. Take the home delivery’s inclination of the drink as an example, the customers of clusters one have a highest inclination to “ fresh milks / flavored milk “, “ fruit juice “. The customers of cluster two have a highest inclination to “carbonated beverages “, “ tea beverages “. The customer of cluster three have a highest inclination to “ liquor “, “yogurt beverages “.
3. Take the products of online shopping as an example, the customers of clusters one have a highest inclination to “ clothes dress “, “ makeup /skin care products “. The customers of clusters two have a highest inclination to “ books magazine “, “ 3C products “. The customers of clusters three have a highest inclination for the intensity to “ music “, “ food “. |
| 顯示於類別: | [管理科學學系暨研究所] 學位論文
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