客戶價值分析-以婦幼衛生用品製造商為例

Customer Value Analysis for Feminine Care and Baby Diaper Manufacturers

李宏麟(Hung-Lin Lee)

指導教授 ： 盧以詮

元智大學/資訊學院/資訊管理學系/碩士(2012年)

摘要

台灣婦幼衛生用品市場高度成熟化、市場逐漸飽和且產品價格競爭度高。有鑑於此，本研究擬以婦幼衛生用品製造商K公司之客戶進行分析，探討客戶之價值。本研究使用RFM模型計算客戶價值及K-means分群演算法建立分群模型，分析婦幼衛生用品製造商K公司客戶分群結果之特性。分析在K公司現行有銷售客戶中具有價值的客戶，並為K公司帶來有價值的客戶資訊，以提供決策判斷之依據使用。研究結果顯示，本研究所建構的分群模型，可分為最佳型、消費型、頻率型、不確定型、潛力型及消失型等六群客戶，其中，最佳型，頻率型與潛力型之客戶為K公司有價值之客戶，此三群客戶即包含約90%之銷售比例。

關鍵字

婦幼衛生用品 ； 客戶價值 ； RFM ； K-means

並列摘要

Feminine care and baby diaper supplies market is highly sophisticated, market saturation and price competition high. This study intends to customers of Company K of the feminine care and baby diaper manufacturer for analysis to explore the value of the customer.
In this study, using the RFM model to calculate the customer value and K-means clustering algorithm to establish the clustering model, and analyze the characteristics of the feminine care and baby diape supplies manufacturer K customer clustering results. Analysis of Company K of existing customers of the value of sales customers, Company K, valuable customer information to provide a basis for decision making.
The results show that the clustering model, this research regarding (A) Best , (B) Spender, (C) Frequent , (D) Uncertain, (E) Potential and (F) Disappearance can be divided into six groups of customers.Among them, the Best , Frequent and Potential types of customer for the valuable customers of Company K, this three groups of customers which includes about 90% the proportion of sales.

並列關鍵字

Feminine Care ； Customer Value ； RFM ； K-means

參考文獻

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