預測非合約客戶線上持續消費行為－以台灣某一鞋業製造公司為例

Prediction of Online Consuming Behavior for Noncontractual Customers：Evidence from a shoe manufacturer in Taiwan

謝書正(Shu-Jeng Hsieh)

指導教授 ： 蕭鉢

長榮大學/資訊暨工程學院/資訊管理學系(所)/碩士(2015年)

https://doi.org/10.6833/CJCU.2015.00126

摘要

隨著網路與相關科技方興未艾，電子商務（e-Commerce）還在吸引更多人去線上購物，建立商務線上平台也成為熱潮不退的討論話題。然而，在未參透線上零售業的性質與了解客戶群的情況下，欲成功營運一個線上平台並豐碩地獲取利潤，是無法被保證的。基於此事實，顧客生命週期開始展現出其價值，特別是它的可分割性。一個可分析客戶群以掌握哪部分人對公司是緊貼而哪部分是鬆散的恰當機制預期在金融和財務方面上能夠提供幫助。此篇研究當中，一個擴充機率模型會被使用並引薦給管理者和實業者以瞭解他們的客戶群是如何組成，並根據其結果而有所對應策略。

關鍵字

機率模型 ； 預測 ； 鞋業

並列摘要

Through the mounting wave of the Internet and associated technologies, electronic commerce (e-Commerce) is attracting more people than ever to shop online. Building an online platform for business also has been the talk of the town. However, it is for sure that the success of operating online stores and getting fruitful prosperity without penetrating the essence and of online retailing and understanding customers won’t be guaranteed. Based on this verity, customer life value is getting its light especially because of its disaggregability. An appropriate mechanism to analyze the clientele for seizing which part is highly attached and which part is highly loose to a company is expected to be financially and economically helpful. In this paper, an extended probability model is used and introduced for managers and practitioners to find out how their clientele is composed and, therefore, make strategies accordingly.

並列關鍵字

Probabilistic Model ； Prediction ； Shoe Manufacturing

參考文獻

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