Customer Value and Migration Analysis ─ An Example of Shopping Website Database

• Main Authors: Hsiu-Wei Yang, 楊修維
• Other Authors: 任立中
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/jpv962

碩士 === 國立臺灣大學 === 國際企業學研究所 === 100 === 　　Enterprise in this era of information, competition becomes furious and needs of customer are more complex, needs to build competence advantage elaborately. Efficiently utilizing customer information to manage relationship with client and effectively implementing marketing strategy is important. Datebase is core resource of shopping website industry so that marketing staff devote to extract valuable information from historic transaction record. Utilizing databese marketing skill integrating marketing knowledge and statistic methodology is useful to distinguish different needs of each customer. 　　This thesis use activity index and reliability index to analyze customer value. Besides, we use Hierarchical Bayesian methodology to modify the bias from shortage of individual transaction record and take customer heterogeneity into account. In addition, migration analysis could assist in predicting customer behavior and adopt dynamic marketing strategy. 　　The final results of this thesis provides systematic customer research structure with shopping website enterprise to allocate marketing resource to beneficial customer and strengthen customer relationship management.