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論文名稱 Title |
數據時代下行銷策略與顧客管理之研究-以O公司為例 The Study of Marketing Strategy and Customer Management in the Age of Data-A Case of Company O |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
79 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2016-06-29 |
繳交日期 Date of Submission |
2017-02-10 |
關鍵字 Keywords |
行銷策略、顧客管理、數據、預測、顧客終身價值 Data analysis, Customer lifetime value, Prediction, Marketing strategy, Customer management |
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統計 Statistics |
本論文已被瀏覽 5771 次,被下載 746 次 The thesis/dissertation has been browsed 5771 times, has been downloaded 746 times. |
中文摘要 |
顧客提供了企業收益的來源,是企業的命根,因此在行銷思潮中不斷強調顧客的重要性,但現在的行銷思維不再只是單向滿足顧客的需求,而是要讓企業與顧客雙方一起共創價值(Value Co-Creation),企業提供顧客價值,顧客也同時提供價值給企業。 那麼顧客如何提供價值給企業?靠的則是數據。交易數據對於企業來說隨手可得,卻常被忽它就是共創價值中的重要一環。它記錄了雙方關係的始點、中間的協調過程,以及離開的時機。從前,企業訂定STP後,透過4P去吸引顧客,但卻不知道這些顧客是否都是對的顧客?他們又能留多久?透過數據,企業能科學化的預測每位顧客未來可以為企業帶來的利潤及終生價值(Customer Lifetime Value, CLV/CLTV),藉此篩選出企業的「真心朋友們」,並在「對的」時間點,用「對的」管道去發展、保留他們,並獲得潛在相似性高的顧客,這樣的篩選機制不僅能讓企業掌握每一位顧客的經營成本上限,且能幫助企業做出最佳的資源分配,把經營顧客的流程自動化。 近年臺灣產業發展中,餐飲業為擴張速度最快的產業。不僅餐飲店家數從2008年至2012年成長近18%,遠高過其他行業平均值5.5%,營業額從2006年2月至2016年2月成長近一倍(經濟部統計處,2016)。另外,住宿及餐飲業從業人數從2003年到2012年成長26%,帶動餐飲科系學生數從2005年到2011年成長3倍(謝明玲,2012)。因此本篇研究將研究個案鎖定於具有未來發展性的餐飲企業,並符合以下指標 (1)快速發展且具代表性的餐飲業者 (2)已握有消費明細資料 (3)尚未將數據納入行銷策略一環,擇為個案,透過個案訪談分析該企業的環境背景及STP、4P之配飾,接著以實際的交易數據建立迴歸模型預測顧客未來價值,將顧客分群,給予行動建議,希望本研究能提供臺灣餐飲業在欲透過數據行銷時得以參考的方針與流程架構。 |
Abstract |
It is well-known that a company makes revenues from customers. In other words, customers can dominate and dictate the prospect of a company. Consequently, importance of customers for the survival of a company has attracted increasing attention in the trend of marketing. In current scenario, marketing is no longer a one-way strategy which regards satisfying customers’ needs as the only object. Instead, it should be a two-way approach by which co-values for both companies and customers can be created. How do customers offer values to a company? The answer is DATA! For instance, since transaction data between customers and a company is usually available, the latter can acquire the implied information easily. This includes the starting point of the relationships between customers and companies, negotiation and coordination in the transaction process, as well as completion time of the transaction. Unfortunately, only few companies can realize how these data can be applied to the co-value creation process. In the past, companies set the STP and then attracted customers through 4P actions. Nevertheless, there are several blind spots in this approach, e.g., if these customers are really suitable for the company, and how long they will stay in the company. Fortunately, these shortcomings can be overcome through the transaction data analysis. Based on the analyzed data, a company can scientifically predict each customer’s whole life contribution, which is called Customer Lifetime Value (CLV/CLTV), and can estimate potential revenues that can be produced by each customer. Moreover, based on the analyzed data, a company can find out its "true friends", then uses an appropriate approach at the right time to retain them, and even develop potential customers. In this way, a company can keep its regular customers, develop new customers, evaluate individual cost limit of maintaining every single customer, make optimum resources allocation, automatize the customer management process, and finally make more profits. Nowadays, restaurant industry is one of the fast-growing industries in Taiwan. It is reported that the number of restaurants nearly increased over 18% from 2008 to 2012, which was much higher than the average increasing rate of 5.5% in other industries. Based on an official document made by Ministry of Economic Affairs and Statistics Department, the turnover produced by restaurant industry nearly has increased by 200% from February 2006 to February 2016. In addition, the number of employees engaged in restaurant related industries has increased by 26% from 2003 to 2012. This drives the number of students studying in food and beverage departments has increased over 300% from 2005 to 2011 (Ming-Ling Xie, 2012). Therefore, this thesis will focus on restaurant industries by investigating the Marketing Strategy and Customer Management of a restaurant. We will choose a restaurant for our case study. The selected restaurant satisfies the following three criteria: (1) It is a benchmark in restaurant industry with rapid growth rate; (2) It has kept customers’ transaction data already; (3) The customers’ transaction data have not being employed to the marketing strategies yet. This research will use case interview method to analyze suitability of the company 's environmental background, as well as STP and 4P actions. Thereafter, we will use the data obtained from actual customer behaviors to set up a regression model. By using this model, we can predict each customer’s future contribution and value, classify them, and finally make recommendations to the company. In conclusion, we expect that this research can provide a useful guidance for those restaurant operators in Taiwan who want to use data marketing. |
目次 Table of Contents |
論文審定書 i 致謝詞 ii 摘要 iii Abstract iv 目錄 vi 圖次 vii 表次 ix 第一章 緒論1 第一節 研究背景與動機1 第二節 研究目的7 第二章 文獻探討8 第一節 行銷策略架構8 第二節 顧客管理15 第三章 研究方法19 第一節 研究方法19 第二節 研究流程23 第三節 研究個案選擇24 第四章 個案分析26 第一節 個案背景分析26 第二節 個案決策分析34 第三節 個案產出分析-顧客管理43 第五章 研究結論與討論57 第一節 研究結論57 第二節 研究貢獻60 第三節 研究限制與未來發展61 參考文獻63 |
參考文獻 References |
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