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| Title: | 電商平台促銷方法對銷售額的影響分析
The Sales Effect of Promotion Methods on Order Value in E-commerce Platforms |
| Authors: | 張芷瑄
Chih-Hsuan, Chang |
| Contributors: | 莊皓鈞
CHUANG,HAO-CHUN
張芷瑄
Chih-Hsuan, Chang |
| Keywords: | 電子商務
促銷
隨機森林
E-commerce
promotion
Random Forest
Shapley value |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:01:21 (UTC+8) |
| Abstract: | 從疫情爆發開始，人們待在家裡的時間變長，使用越來越多的時間進行線上購 物，造成電商市場的蓬勃發展，電子商務的重要性不可忽略。而因為是線上銷售模式 ，故主要是靠行銷手法吸引顧客購買，本研究即針對這個層面，取了京東的交易數據 分析電子商務平台的各種促銷方法的效果，分別是直接折扣、數量折扣 、折價券 、 綁售 、贈品。首先，運用迴歸分析與隨機森林分析各促銷變數對訂單總金額的影響力 ，並用 Shapley value 做模型解釋。結果顯示，直接折扣和數量折扣是有效提升訂單總 金額的促銷方式，而折價券則無顯著影響。此外，針對京東的分析還顯示，對高消費 京東 Plus 會員提供數量折扣更可有效提升訂單金額。
Since the outbreak of the pandemic, people have been spending more time at home, leading to an increasing reliance on online shopping and a flourishing e-commerce market. The importance of electronic commerce cannot be overlooked. As online sales rely heavily on marketing strategies to attract customers, this study focuses on analyzing the effectiveness of various promotional methods on an e-commerce platform using transaction data from Jingdong (JD.com). The promotional methods investigated include direct discounts, quantity discounts, coupons, bundled sales, and free gifts.
Firstly, regression analysis and random forest analysis were employed to examine the impact of each promotional variable on the total order amount. Shapley value was used for model interpretation. The results indicated that direct discounts and quantity discounts are effective in increasing the total order amount, while coupons showed no significant impact. Additionally, the analysis specific to JD.com revealed that offering quantity discounts to high-spending JD Plus members can effectively boost their order amounts. |
| Reference: | 宋靜靜(2022 年 3 月 1 日)。中國電商滲透率達37%，國貨電商出海成新趨勢。億恩 网。https://chuhaiyi.baidu.com/news/detail/20404122
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2022年您該擁有的中國電商新思維(2022 年 4 月 1 日)。AsiaPac。 https://www.asiapacdigital.com/zh-cht/digital-marketing-insight/china-ecommerce-2022 Chris(2021 年 11 月 12 日)。低調中破紀錄，阿里巴巴雙十一 5403 億人民幣作收。
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Abolghasemi, M., Tarr, G., & Bergmeir, C. (2022). Machine learning applications in hierarchical time series forecasting: Investigating the impact of promotions. International Journal of Forecasting. Forthcoming. https://doi.org/10.1016/j.ijforecast.2022.07.004
Buil, I., de Chernatony, L. and Montaner, T. (2013). Factors influencing consumer evaluations of gift promotions. European Journal of Marketing, 47(3/4), pp. 574-595. eMarketer (2022). Global E-Commerce Forecast 2022: As 2-Year Boom Subsides, Plenty of Bright Spots Remain. ChannelAdvisor.
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Shen, M., Tang, C. S., Wu, D., Yuan, R., & Zhou, W. (2020). JD.Com: Transaction-Level Data for the 2020 MSOM Data Driven Research Challenge. Manufacturing & Service Operations Management, pp. 1–9.
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363073 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363073 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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