A Case study of BigData Analysis to Target Marketing on the e-commerce of Online to Offline Business Model

• Main Authors: Pi-fang Hsieh, 謝碧芳
• Other Authors: Shuo-Yan Chou
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/n3w8eg

碩士 === 國立臺灣科技大學 === 工業管理系 === 102 === The arrival of digital era as well as popularization of internet and smart mobile devices have promoted online shopping as it is easy to access product and price information. On the other hand, traditional shopping store still has its advantages such as better marketing and consumer experiences. The enterprise has branched out from virtual shopping store to the traditional channels or from traditional shopping store to the virtual channels (online to offline, O2O). This innovative service model is receiving wide attention and it is changing e-Commerce business model and consumer behavior and habits. The beginning of Internet launches rapid growth of data where the invention of handheld device accelerates accumulation of mobile internet data. A vast number of digitization processes create structured and non-structured Big Data, with newly generated data increasing by 50% every year. We are now at the tide of Big Data; via Big Data, the enterprise can identify valuable information, collect real-time data for analysis, extract commercial values, and make decisions one step ahead of competitors. Big Data technologies are keys for changing business model and service model, bringing networked digital industry revolution and innovative applications. This empirical study focuses on O2O business online to offline scenario, joined by nearby traditional stores, with office workers and students as targets, taking place in Taipei public bike (Youbike) system area between MRT Gongguan and Technology Building stations. This study explores how Big Data analysis can be used to target marketing and what values are brought to large-scale enterprises, small and medium stores, and consumers. Impacts and values for O2O business model as well as impacts for the consumers are also explored. Through study results, suggestions of targeting marketing by using Big Data analysis via future O2O business model are offered as reference for enterprises and stores in future O2O business model operation and service