線上購物之顧客價值分析 - 以亞馬遜網站為例

隨著購物型態的改變，由實體進入虛擬，企業之間的競爭也進入了虛擬的網路空間。消費者需求變得更加複雜，使得企業必須更加用心的思考與建立自身的競爭優勢，致力於維持企業在市場中的競爭力。對於經營電子商務的企業，如何有效利用顧客資訊以及做好顧客關係管理顯得至關重要。本研究欲從企業的角度對顧客進行分析，透過分析資料庫內所採集到的資訊，結合統計與行銷概念，提出幫助顧客價值成長的建議。根據四種顧客價值指標，包括購買金額、購買單價、購買產品種類、購買期間等，計算顧客價值的靜態平均與動態變化。透過資料庫分析顧客的消費內容與人口區隔，對不同的顧客提出適當的建議，使行銷的成本得以降低，確保行銷資源的使用有所回饋。研究結果顯示，有小孩家庭在購買金額這項顧客價值呈現良好的發展，無小孩家庭則為逐漸下降的趨勢；高所得家庭在購買單價這項顧客價值指標呈現良好的發展，平均所得家庭則為逐漸下降的趨勢；年長家庭在購買產品種類與購買期間這兩項顧客價值表現良好，年輕家庭則在購買產品種類與購買期間呈現下降的趨勢。

關鍵字

顧客價值； RFM分析；順序羅吉斯迴歸

並列摘要

With the changing shopping patterns, from the entity into virtual space, competition among enterprises has now entered the virtual cyberspace. Consumer demand becomes more complex, so company must be more thoughtful. Meanwhile how to build their competitive advantage is committed to maintaining enterprise competitiveness in the market. This study tends to analyze customers from a business perspective; by analyzing the collected information from database, combined with statistical and marketing concept, bring out the suggestions that help to grow customer value. In our study customer value based on four kinds of indicators, including the total purchase amount, purchase price per unit, numbers of purchase product category, and durations of each purchase time to calculate the customer average static value and dynamic change of customer value. Through analysis of the information from database and demographic segmentation, for different customers we give appropriate recommendations, to reduce marketing costs and ensure the use of marketing resources will pay back. Our research indicates that families with child show a good development in the total purchase amount, and the families not with child were not. High income families show a good development in the purchase price per unit, and the average income families were not. Old families show a good development in both number of purchase product categories and duration of each purchase time, but younger families do not.