Apply Data Driven Methodology to Analyze the Effect of Price of Giveaway on Customers

• Main Authors: Lee-Yi-Che, 李宜哲
• Other Authors: 許秉瑜
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/bf6q66

碩士 === 國立中央大學 === 企業管理學系在職專班 === 106 === With the development and progress of current mobile communications and network technology, people are more demanding on handheld mobile devices for voice calls, data, and video transmission speeds. Since 2010, the fourth-generation mobile communications have collocated high-frequency, high-volume transmission technologies to rapidly change the way people live and increase the demand for instant digital multimedia services. However, the marketing strategies used by the telecom industry to rely on each other in the voice network have gradually changed. Recently, people have begun to use Internet instant messaging software, such as Line, Facebook, etc., resulting in a significant reduction in the number of mobile phone numbers, and almost reaching the threshold of one mobile phone per person. Therefore, in order to maintain the market share, the major telecommunications industries continue to cut prices, so there is almost no difference in each telecom industry rate plan. At present, the most common consumer methods of attracting customers are mainly promotional gifts and services. Therefore, this study uses Asia Pacific Telecom’s internal sales data to identify the associations of different regions, genders, age groups, and gifts for the company’s planning through the card-based verification analysis. The strategic model of the promotion activity can quickly provide the decision-makers with effective inspection of the performance output benefits.