A Study of Two-Stage Customer Value Analysis Model

• Main Authors: Li-Yu Wang, 王麗玉
• Other Authors: Hui-Chung Yeh
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/jj58a7

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 94 === According to the investigation of the domestic direct marketing business by fair trade commission, executive yuan, R.O.C. at 2004, the highest business volume of the top 16 direct marketing enterprises which are 41.365 billion dollars overall. The volume is more than 60%. It shows that there is a great difference between the scales of the direct marketing enterprise. Thus, the important managerial objective of the business is to increase their competitiveness on the market. Because the employees of the direct marketing business are also a customer, this study focuses on estimating and analyzing the customer valuation. Also, add the relationship as a variable, and this model use the Hierarchy Analytic Process to develop a customer valuation score table. And this model uses the actual trade data and the first score of the customer as two stage sifting standard. Finally, use the Regression analysis and the Naïve Bayesian Classification to estimate the customer valuation. This research use the estimated results by the two models to find the customer valuation. In the managerial implication, the strategy to find the valuable customer can provide the marketing insight to the manager.