| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 103 === The rapid progress of technology, from relationship marketing in the past, to one-to-one marketing, and now the most popular way of marketing, which marketing method that each company should not be overlooked - database marketing. In order to maximize the value of every dollar for marketing costs, establish a complete customer database is very important. From the customers’ transaction records for each time, you can observe and predict individual customer preferences and their real needs. Then companies can offer every consumer a more suitable and more accurate product or service, and as far as possible to satisfied them, to improve the repo rate. But in addition to understanding the needs of consumers, this study hopes to discuss how to retain live customer: reduce the chance that customer stop consumption.
By using Payeasy database and research method of hazard rate regression analysis to figure out what kind of customers are particularly tend to stop consuming in specific category with kind of characteristics in consumer behavior. The research will help companies to deliver an effective and precise marketing strategy to consumers with similar characteristic and resemble consumer behavior. This kind of marketing activities such as promotional pricing down, bonuses feedback, etc., to stimulate their consumption to return to the platform, and strengthen customer reliance and loyalty with platform.
The result shows that the loyalty points, the total number of purchases, the average amount of consumption, the frequency of accounting for Beauty and Body category, the amount of life category, and the amount of Beauty and Body category, will affect consumer behavior of customers who have consumed in Beauty and Body category. This study suggests that a variety of customer behavior variables will affect the chances of anything is possible stationary consumption, as in this study accounted for in each category of consumption frequency and amount ratio, even though these categories are not with similar nature, but they are still likely to affect the consumer behavior. Enterprises should record all of the various behavior variables through a database and to explore the chances of static consumption, reducing the probability of loss of customers.
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