本研究試圖以古典時間序列分析法解構區域營收資料,以制定差異化區域行銷組合策略。 研究樣本以租車業之A公司為例,探討該公司於民國96年1月至102年12月間共計7年之月營收資料,檢定各區域的淡旺季指數是否具有穩定性及移動性差異,並以內部及外部效度評估模式準確度。再透過各區域季節指數差異性,探討創新區域差異化之行銷組合。 得出結論如下: 1.淡旺季指數的差異(即穩定性測試):各區域之營收狀況達顯著差異。 2.淡旺季指數是否會隨不同年度而改變或移動方面(即移動性測試):各區皆未達顯著移動,僅宜花東地區有顯著移動。 3.依據區域季節差異,制定可配合淡旺季之創新區域差異化行銷策略。
The purpose of this study is to adopt the time series decomposition method for the building up of innovative differentiated regional marketing mix strategies. A car rental company is used for the study. Monthly data ranging from 2007/01 to 2013/12 of 4 different regional sales revenues were collected. The stability and mobility statistical tests of 7 regional sales revenues were examined. Internal and external validities were verified for model forecasting accuracy. The research findings are summarized as follows: 1.The stability tests for all 7 different regional sales revenues are significant. 2.The mobility tests show that eastern region has demonstrated moving seasonality pattern; while the other three regions seasonal pattern did not shift. 3.Based on differentiated regional seasonal indexes, innovative marketing mix strategies were analyzed and suggested.