A Study of Customer Value Management in Retail Industry- A Case Study of Membership Database in Company M

• Main Authors: Kuan-Yin Chen, 陳冠吟
• Other Authors: Chi-Cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/yxjz7b

碩士 === 國立中山大學 === 企業管理學系研究所 === 107 === Customers are essential for enterprises to have long-term operation. Therefore, customers are regarded as intangible asset. The value of customers is not limited to the profit brought in each transaction, but total profit that can get from the relationship with customers in future. (V Kumar & George, 2007) Nowadays, because of the rise of big data, “precision marketing" is no longer difficult. Through the analysis and exploration of the data database, enterprises can accurately understand every single customer''s consumption behavior as to maximize the profits of enterprises. To assist long-established company to manage customers in a more effective method, we apply data processing technology to the retail industry in Taiwan. In this research, RFM models and NES models are used to analyze profiles of members and transaction data as to further segment customers into different groups, which are new customers, main customers and sleep customers. After observing customer flow in different time, we use the customer lifetime value (CLV) and discount sensitivity to make strategy suggestions, and propose a customer retention plan. It is a plan that uses predictive models to optimize marketing tools for enterprises to retain right customers and reduce marketing costs. In this research, we analyze practical customer data of one retail sale in non-specialized store on the basis of academic theories. Finding out the key customers who can make the company profitable, we provide analytic and operational methods which are suitable for enterprises to apply in their marketing strategies.