網路商店的顧客分級與產品設計研究-以美妝品牌潔西卡部屋為例

據蕃薯藤2005年網路使用行為調查的最新結果，從2003年開始，超過6成的網友曾在網路上購物，其中31.5%網友購買美容保養用品，顯示網路逐漸成為女性購買保養用品的重要通路之一，加上近幾年以女性為主要對象的購物網站與行銷活動有越來越多的跡象。據本研究調查，當網站使用消費金額、頻率、品項等購買情形來計算出顧客價值後，這些以女性為主要消費者的美容保養品網站，將可把網站內的顧客分為8個種類，1. 每筆消費金額高者，2. 累計消費金額高者，3. 常舉辦團體合購者，4. 消費頻率高者，5. 對某產品回購率高者，6. 常參與網評者，7. 購買一次便消失者，8. 無購買紀錄但時常提供意見者。而其中對網站長期業績成長明顯有助益的類型有每筆消費金額高者(購買二次以上)、累計消費金額高者、消費頻率高者、對某產品回購率高者，以上類型統稱為黃金顧客，其他則稱為一般顧客。在本研究將實體網路商店「潔西卡部屋」所有顧客進行分級後，發現樣本網站24%的顧客，創造了63%的業績。本研究在樣本網站的黃金顧客與一般顧客中進行抽樣，並將其意見導入產品設計中，發現黃金顧客與一般顧客對於產品造形風格與材質要求上，都具有顯著差異。顧客分級除了能有效將對網站業績有所助益的顧客篩選出來之外，在往後也能以此做為新產品開發的市場區隔基礎。

關鍵字

顧客分級、網路商店

並列摘要

According to the outcome of 2005 Internet user’s behavior survey conducted by Yam.com, since 2003 over 60% of Internet users have shopped in the Internet. Among them 31.5% have purchased cosmetic care products, indicating the Internet has gradually become an important channel through which females buy cosmetic products. What’s more, in the last few years there have been more and more female-oriented shopping websites and marketing activities. According to the survey of this study, after the customer’s value is determined through purchase amount, frequency and items, these female-oriented cosmetic/care product shopping websites will be able to divide their customers into 8 categories: 1. Customers of high single transaction amount; 2. Customers of high accumulated transaction amount; 3. Customers frequently involved in group purchase; 4. Customers of high shopping frequency; 5. Customers who return frequently to purchase certain item; 6. Customers who frequently give Internet purchase comments; 7. Customers who disappear after just one purchase; 8. Customers who have no shopping record but often offer comments. Those who contribute significantly to the shopping website’s long-term revenues include customers of high single transaction amount (who have shopped twice or more), customers of high accumulated transaction amount, customers of high shopping frequency and customers who return frequently to purchase certain item – all these are called golden customers, and others are termed regular customers. This study after classifying all the customers of Jessicahouse, an Internet store, discovers that 24% of the website’s customers accounts for 63% of the sales revenue. This study conducts sampling among the golden customers and regular customers of the sample website and incorporates their opinions in product design. It discovers significant discrepancy between golden customers and regular customers in terms of their on product shape/style and material requirement. Customer differentiation can effectively help identify customers who contribute significantly to website revenues. It can also serve as the basis of market segmentation for new product development.