消費者生活族群與消費型態特性之分析

Relation Research for Consumers’ Life style and Consumption Pattern and Characteristics

林芳民(Fang-Ming Lin)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.02237

摘要

隨著顧客關係管理觀念及工具的推行，以及競爭環境愈形激烈之下，消費者消費型態特性對於企業而言成為相當有價值的資訊，如何對資料庫裡的顧客資料做適當的分析，從中萃取出對企業決策有用的資訊，是本研究著重之處。包括3C流通業者如何利用資料庫中顧客之生活族群類型、休閒活動、資訊獲取來源以及購買行為、購買的產品組合等資料，進行交叉分析，以期幫助3C流通業者瞭解消費者之消費型態特性，並做為其制定行銷決策之參考。主要研究目的包括利用消費者生活族群做為市場區隔之基礎、探討生活族群與資訊來源間的關聯性、不同生活族群對其購買行為之影響、生活族群與購買之產品組合間的關聯性，最後是購買行為與產品組合的交叉分析。經過分析之後，得出之結論包含生活族群行銷、聯合廣告、對通路設置之建議，以及購買商品主要考量因素對廠商的意義等方面。

關鍵字

顧客關係管理 ； 生活型態 ； 消費型態 ； 消費特性 ； 消費行為

並列摘要

As the concept and tools of “Customer Relationship Management” (CRM) are promoted, and the competition between firms are even growing, the characteristics of consumption patterns is very valuable information for firms. So how to do adequate analysis to consumers’ data in the database, to extract helpful information, is this research focus on. How 3C firms use the data in database including life groups of consumers, leisure activities, information sources and consumption behaviors, product mixes purchased, through cross-analysis, to help 3C firms understand the characteristics of consumption patterns, and refer to make the marketing decision. The objectives of this thesis includes using the life groups of consumers as the basis of market segment, and the correlation between life groups and information sources, the influences of different life groups to consumption behaviors, and the correlation between life groups and product mixes purchased, then the correlation between consumption behaviors and product mixes purchased. The conclusion including the life group marketing, affinity marketing, the suggestion to distribution setup and the meaning of primary consideration factors as purchasing.

並列關鍵字

Customer Relationship Management ； Life Style ； Consumption Behavior ； Consumption Characteristics ； Consumption Pattern

參考文獻

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