網路資料庫行銷之顧客集中度分析—以amazon.com為例

Customer Concentration Analysis in Internet Database Marketing: An Empirical Study of amazon.com

鄧雅云(Ya-Yun Teng)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01533

摘要

本篇論文主要是利用網路交易資料庫，以Modified Gini係數的概念(反羅倫茲曲線—Inverted Lorenz Curve)，計算出購買次數(Purchasing frequency)、平均購買金額(Monetary value)、造訪網站次數(Visits)以及平均瀏覽網頁數(Page views)的顧客集中度，來分析顧客的網路購物及資訊搜尋行為。並以amazon.com於2004年的實際交易資料進行分析。
依照遞減排序的購買次數和平均購買金額分別計算出造訪次數及瀏覽頁數的Modified Gini係數(MG)，將其和購買次數及購買金額的MG(MGF & MGM)相除，可得出顧客搜尋資訊的行為導向，和購買行為的診斷，進而可依顧客特性制定行銷策略或設計網站外觀、購物流程。

關鍵字

資料庫行銷 ； 顧客集中度 ； 網路書店 ； GINI係數 ； 亞馬遜

並列摘要

Abstract
Customer concentration issues are important for online companies. We’re interested in whether concentrations can provide a new perspective to e-commerce websites in order to understand the behaviors of customers and make suitable marketing strategies. Therefore, in this thesis, we use the Modified Gini Coefficient to calculate the customer concentrations of purchasing frequency, monetary value, visits and page views. Furthermore, we propose a diagnostic strategy of comparing MGs pair by pair to analyze the searching propensity of customers. In this way, we can understand the behaviors of customers according to different dimensions of customer concentrations. Websites can make marketing strategies based on the analytical results, which enable companies to segment and target profitable customers more precisely.

並列關鍵字

Database marketing ； Customer Concemtration ； E-Commerce ； GINI Coefficient ； amazon.com

參考文獻

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Huang, Mei-Chen (2003), “The Analysis of Customer Value Migration Path in Database Marketing,” Master Thesis of National Taiwan University

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