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| Title: | 生鮮電商之顧客關係管理應用－以G公司為例
Application of Customer Relationship Management of Fresh Food E-commerce - Case Study of G Company |
| Authors: | 王安怡
Wang, An Yi |
| Contributors: | 黃思明
王安怡
Wang, An Yi |
| Keywords: | 電子商務
生鮮電商
顧客價值
忠誠度方案
e-commerce
Fresh Food
Customer Value
Loyalty Program |
| Date: | 2016 |
| Issue Date: | 2016-08-22 13:42:08 (UTC+8) |
| Abstract: | 忠誠度方案（Loyalty Program）是業界常用的行銷工具，目的為依顧客特性給予適當獎勵，以建立顧客忠誠度，獲取更多的收益。又對生鮮電商而言，「回購率」為獲利關鍵之一。
本研究以個案公司之現有顧客對象，探究顧客對不同忠誠方案之偏好。首先以集群分析法將顧客分群，了解其行為特徵與方案之間的關聯，接著以電話訪談的方式，分析忠誠方案之構成要素（例如：報酬率），對顧客知覺價值的影響，最後給予忠誠方案之規畫建議。
從行為面表現來看，喜歡價格方案為「涉入程度低，月購買金額低」、「涉入程度低，錢包占有率低」、「月購買金額低，品牌忠誠度低」、「品牌忠誠度高，價格敏感度高」與「月購買金額低，價格敏感度高」的顧客。喜歡非價格方案為「涉入程度高，月購買金額低」的顧客。喜歡口碑方案為「涉入程度高，錢包占有率高」與「品牌忠誠度高，錢包占有率高」的顧客。喜歡非立即性獎勵方案為「品牌忠誠度高，價格敏感度低」的顧客。
從顧客價值區隔來看，消費型顧客、頻率型顧客以及不確定型顧客最喜歡價格方案，最佳型顧客則喜歡特權方案。雖然價格方案為多數顧客喜愛，但本研究也發現，顧客的個人興趣及背景，會增加其對特權獎勵之偏好，不受其所在區隔之影響。
針對上述，本研究建議在價格方案上，除了現有的促銷方案，可從建立顧客專屬資產、提供享樂性商品或海鮮贈品著手。特權方案則可透過新品預購、VIP體驗活動（廚藝教室、船釣體驗等）、會員推薦會員（MGM）、獎勵團購主等方式操作。
本研究限制在於問卷實施方法的限制，所以本研究調整劉文良（2011）顧客價值矩陣之中值的計算方式。
Loyalty Program is a commonly used marketing tool, the purpose is to give appropriate incentives according to customer characteristics to build customer loyalty and generate more income. Furthermore, the "repo rate" is one of the key factors of making profit for Fresh Food E-commerce.
This study explores the preferences of existing customers of G Company in different loyalty programs. First, cluster analysis groups customers to understand their behavioral characteristics associated with the programs, then followed by telephone interviews to analyze how the elements of loyalty programs like rate of return impacts the customers’ perceived value. Finally, give recommendations for the planning of loyalty programs.
From the behavior point of view, customers with "low degree of involvement, low monthly purchase amount", "low degree of involvement, low share of wallet", " low monthly purchase amount, low brand loyalty", "high brand loyalty, high price sensitivity" and" low monthly purchase amount, high price sensitive`` like the Price Scheme. Customers with "high degree of involvement, low monthly purchase amount" like the Non-price Scheme. Customers with "high degree of involvement, high share of wallet" and "high brand loyalty, high share of wallet" like the Word of Mouth Scheme. Customers with "high brand loyalty, low price sensitivity" like the Non-immediate Incentive Scheme.
From Customer Value Segments, the Spender, Frequent and Uncertain favorite the Price Program. The Best prefer the privileged programs. Although the Price Program are favorite by the majority of customers, however, the present study also found that personal interests and the background of customers will increase their preference for the privilege of reward, and they are not affected by the segment.
To sum up, the present study suggests that in addition to the existing marketing programs, Price Programs could establish customer-specific assets, or provide hedonic goods or seafood gifts. Through the privilege program, VIP could pre-order new products, experience special activities, like cooking lessons, boat fishing, Members Get Member Program (MGM), and reward the team buying initiator, etc.
The limitation of the study is the method of implementation of the questionnaire, so this study adjusted the middle value of the matrix of Customer Value Segments by Liu Wenliang (2011). |
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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)
103363085 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103363085 |
| 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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