本研究是以直銷公司為主的個案探討,所選擇的產業則為直銷化妝品產業,原因是此一產業與顧客的關係有著密不可分的特性,而個案中所探討的公司係為國內此產業的標竿,本研究希望從此個案公司瞭解如何應用該公司的會員資料庫進行最佳顧客之相關變數分析,藉以擬定最佳顧客之保留策略(retention strategy),以及作為其他升級策略(upgrade strategy)之依據。研究方法中首先採用Hughes,Arthur (1994) RFM模型來將顧客進行價值分群,再利用關聯規則分析來獲取最佳顧客之消費傾向,同時使用 Logistic 迴歸分析來分析最佳顧客之顯著變數,及卡方檢定來得知最佳顧客訂購來源為何及最佳顧客可能的流失原因,最後歸納整理並提出具體策略涵意。
This thesis mainly focuses on direct-sales companies and the Cosmetic Direct-Sales was chosen as the case study. This company has an inseparable relationship with its customers, and has also become a milestone of the development of direct-sales company in Taiwan. This thesis hopes to explore how a cosmetic direct-sales company to use its customer database to develop the best customer retention strategies and other upgrade strategies. This research uses the Hughes, Arthur (1994) RFM model to segment groups by their customer value, then applies the Correlation Rule analysis to model customer’s spending tendency, Logistic Regression analysis to analyze changing issues of the customer, and the Chi-Square Test to uncover order source preference and related factors for customer loss, then evaluates the findings and purposes practical solutions and strategies.