Applying Multi-dimensional Analysis to Regular Chain Consumer Market Segmentation

• Main Authors: Yu-Pin Chou, 周煜彬
• Other Authors: Chien-Lung Chan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/92616713891477949115

碩士 === 元智大學 === 資訊管理學系 === 104 === Company C, a watch product reseller, has been opening physical retail locations to establish brand image, want to provide a higher quality of service directly to their clients. The management level realized that an extensive understanding of the customer’s behavior and sales trend is the key to a clearer grasp on the complete picture of the market. In order to achieve such goal, business intelligence technology was used in analyzing past sales records. Understanding the correlation and distribution between different sales items, elaboration on the findings and conversion into valuable references had become the goal of this-study. In this study, literature review was conducted in order to find out the patterns of a regular chain store in the watches marketing. The OLAP framework was constructed according to the O2O business model and STP market segmentation theory. Then multi-dimensional analysis and Market Basket analysis technique were applied to analyze the behavior of customer consumption. After the analysis, The company will be able to came up with a more efficient and effective marketing plan after the analysis. There were total 46,831 visits and 33,160 purchases. In a line that carries 8 products, the GS watches and the BG girls’ watches together had accounted a total of 87.61% of the total sales, which indicates distinctive market segmentation between these two brands. However, both O2O and products combination sales were still very low, It indicates the direction for the corporate’s improvement in marketing strategy.