A Study on Customer Segmentation and Up-selling Analysis – An Empirical Case of Security Industry

• Main Authors: YU, I-TING, 游怡婷
• Other Authors: LIANG, TE-HSIN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ag35kv

碩士 === 輔仁大學 === 統計資訊學系應用統計碩士班 === 106 === In recent years, social security is so unsettled that people are increasingly aware of the protection for their own safety and property. However, due to the restriction of manpower and laws, police forces can not consider the needs of all people and the private area, causing people to increase the demand for "security". Nevertheless, in an environment of fiercely competitive market, it becomes a problem for security providers to attract and retain customers. Therefore, it is the purpose of the study to assist security providers to understand needs and purchase behaviour of customers in the market, and further segment customers and implement target marketing so as to reduce their marketing costs and achieve higher profits. The study is based on the analysis of customer information and transaction data from a domestic security company (Security A). By Data Mining technology, Security A’s customers implement segment to form customer segmentation and then understand the differences of each segmentations. Finally, for each customer segmentation, through the analysis of association rules to find the appropriate product portfolio recommendation, planning appropriate marketing strategy to provide marketers the reference of planning the product sales strategy. The results of empirical analysis show that decision tree is used to divide Security A’s customers into thirteen groups, and there are significant differences in the regions, industries and total amount of consumption. Based on the substantiality of effective market segmentation, the association rules are used to analyze for “North Financial Industry”, “North Electronics Information Industry”, “Food, Beverage and Tobacco Retail in Central and South Region”, “Residence in Central and South Region” and “North Non- Clothing Accessories, General Merchandise Retail and Education”. Then, finding the associations of purchased goods for recommended products -“GPS”, “defense equipments”, “entertainment products”, and “fire protection products”. Therefore, screening out hundreds of customers for sale from more than 9,000 customers, so that security providers in the sales of goods can be targeted to implement, to avoid the waste of marketing costs in order to achieve target marketing. In addition, through the appropriate marketing strategies of each customer group, customers can obtain better services and enterprises can obtain more profits, creating a win-win situations.