Using Customer Segmentation to Create Customer Value through Personalized Promotion-A Case Study of the Housing finishing Company

• Main Authors: Chia-hsiang Hung, 洪家祥
• Other Authors: Jen-rong Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/mp725w

碩士 === 國立高雄第一科技大學 === 營建工程所 === 96 === Housing finishing is part of construction business. It provides customers with not only techniques, but also service. Once customer data base is established, the practice of CRM (Customer Relational Management) helps to reduce marketing cost, build up healthy interaction with customers, and sense customers’ need. Accordingly, finishing companies can meet customers’ need, provide customers’ with great service, expand its business, increase profit, and improve competitiveness. This study will start with related researches, followed by case studies where data analysis and questionnaires help finishing companies to sense customers’ need, find target customers, and improve working procedure. The result is as followed: 1. Apply SPSS software to analyze Ho Jing’s existing customer-data to find out the characteristic of housing finishing demand customers; consequently, Ho Jing is able to apply the existing data and focus on their target customers to promote their service rather than to rush into establishing CRM system at primary stage. 2. According to Ho Jing Housing Finishing customers’ data, their prime market group is on a 16-year-old house with customer who is over 45 years old with around 25 thousand to one million consumption amount and above college education background. 3. Based on Ho Jing customer-data analysis, 45% of their customers are internet users that shows the internet is one of the best tools for marketing promotion. 4. Apply SPSS software to analyze the interrelation of operational process, marketing planning, the importance of customer interaction and satisfaction to find out improvement factor for Ho Jing and propose the improvement. (Noted: refer to conclusion)