顧客集中程度對於廠商績效之影響

The Impact of Customer Concentration on Firm Performance

翁雪玉(Pim Soonsawad)

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/博士(2010年)

https://doi.org/10.6342/NTU.2010.02024

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。

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

並列摘要

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.

並列關鍵字

customer concentration ； financial performance ； firm characteristics ； searching behavior ； E-commerce

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