圖書零售業B2C虛擬通路銷售研究－以K公司為例

A Study on B2C virtual channel sales for publishing Industry - A case study of K Company

張雅涵(ya-han chang)

指導教授 ： 黃明達

淡江大學/商管學院/資訊管理學系碩士在職專班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00530

摘要

為因應圖書零售業主要客群消費習慣的改變，透過資料的統計與分析，提出相關的策略行銷方式和建議，讓個案公司有限的資源能讓獲利最大化。
本研究採用個案研究法。以K公司三年間2013-2015年網路平台之銷售數據以及會員資料，以資料庫行銷進行分析。 有效銷售訂單數為600萬餘筆，實際購買會員數為82萬餘位。
研究發現銷售占比中文圖書占總銷售收入 三年平均占比約87%為最高，三年成長率116%，為個案公司銷售之主要收入商品類別。
會員銷售分析中：女性購買占比66%男性約為34%顯示個案公司女性會員數多，購買占比也跟會員的男女性占比相近。業績成長率15~19歲會員成長率最高(85%)，顯示個案公司青少年齡層的消費成關注重點之一。 前20%消費金額占收入占比超過81%符合80/20法則。
經本研究發現後提出新的行銷策略。
(1)中文圖書類別是個案公司主要銷售商品(銷售占比87%) ，個案公司的行銷廣告曝光順序應以中文圖書為優先再以其他類別商品為輔。
(2)針對女性消費者可增加潛在商品(婦幼類商品、清潔類商品)行銷活動。

關鍵字

資料庫行銷 ； 資料採礦 ； 營收績效

並列摘要

Abstract:
In view of the changes in the consumption habits of the major customers in the book retail industry, through the statistical analysis and analysis of the data, the relevant strategic marketing methods and suggestions are put forward to allow the limited resources of the case companies to maximize the profits.
This study uses case studies. Based on the sales data and membership information of the network platform for the three years 2013-2015, the database marketing is analyzed. Effective sales orders for more than 600 million pen, the actual number of members to buy more than 82 million.
The study found that sales accounted for more than the average annual sales of Chinese books accounted for about three percent of the total sales revenue of about 87% for the three-year growth rate of 116% for the case of the company's main income category.
Members of the sales analysis: women accounted for 66% of men accounted for about 34% of the number of women show the number of members of the company, the proportion of the purchase also with members of the proportion of men and women similar. Performance growth rate of 15 to 19-year-old members of the highest growth rate (85%), showing the case of the company's youth consumption into one of the key concerns. The former 20% of the amount of consumption accounted for more than 81% of revenue accounted for 80/20 rule.
After the study found that the proposed new marketing strategy.
(1) Chinese book category is the case of the company's main sales of goods (sales accounted for 87%), the case of the company's advertising exposure order should be preceded by Chinese books and other categories of goods supplemented by
(2) for women consumers can increase the potential commodity (maternal and child goods, clean goods) marketing activities.

並列關鍵字

database marketing ； data mining ； revenue performance

參考文獻

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