The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes
碩士 === 國立臺灣大學 === 商學研究所 === 97 === When companies deal with new product marketing decisions, they usually analyze the historical market data of similar products in order to conduct sales forecast. Because each product is different from one another, there would be an obvious gap between forecast and...
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ndltd-TW-097NTU053180402016-05-04T04:31:31Z http://ndltd.ncl.edu.tw/handle/55929194094946880118 The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes 以商品屬性建立顧客分類之新商品預測模型 Yu-Ching Lai 賴郁晴 碩士 國立臺灣大學 商學研究所 97 When companies deal with new product marketing decisions, they usually analyze the historical market data of similar products in order to conduct sales forecast. Because each product is different from one another, there would be an obvious gap between forecast and reality. Furthermore, how to access different customer clusters through various marketing implications is one of the main concerns of companies. This research regards the customer database of TV-Commerce Company E as the analyzed subject. In place of product categories and functions, we conduct product classification by product attributes on which customers regard when making purchasing decisions. This research also clusters customers into several groups according to their emphasis on different product attributes. This research attaches the label of product attributes to 168 products by Content Analysis , and then generalized six categories as the purchasing factors by Logistic Regression. The core customers (top 20%) in TV-Commerce Company E`s database can be classified into 5 clusters by Binary Logistic Regression. It reveals high relevance between product attributes and customer clusters. This research succeeds in building up a New Product Forecasting Model (NPFM). This model could help companies to find out proper match between products and customers, rise up the marketing efficiency. Chung-hsing Huang 黃崇興 2005 學位論文 ; thesis 65 zh-TW |
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碩士 === 國立臺灣大學 === 商學研究所 === 97 === When companies deal with new product marketing decisions, they usually analyze the historical market data of similar products in order to conduct sales forecast. Because each product is different from one another, there would be an obvious gap between forecast and reality. Furthermore, how to access different customer clusters through various marketing implications is one of the main concerns of companies.
This research regards the customer database of TV-Commerce Company E as the analyzed subject. In place of product categories and functions, we conduct product classification by product attributes on which customers regard when making purchasing decisions. This research also clusters customers into several groups according to their emphasis on different product attributes.
This research attaches the label of product attributes to 168 products by Content Analysis , and then generalized six categories as the purchasing factors by Logistic Regression. The core customers (top 20%) in TV-Commerce Company E`s database can be classified into 5 clusters by Binary Logistic Regression. It reveals high relevance between product attributes and customer clusters.
This research succeeds in building up a New Product Forecasting Model (NPFM). This model could help companies to find out proper match between products and customers, rise up the marketing efficiency.
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Chung-hsing Huang |
author_facet |
Chung-hsing Huang Yu-Ching Lai 賴郁晴 |
author |
Yu-Ching Lai 賴郁晴 |
spellingShingle |
Yu-Ching Lai 賴郁晴 The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes |
author_sort |
Yu-Ching Lai |
title |
The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes |
title_short |
The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes |
title_full |
The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes |
title_fullStr |
The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes |
title_full_unstemmed |
The Research of Classifying Customers and Building New Product Forecasting Model Based on Product Attributes |
title_sort |
research of classifying customers and building new product forecasting model based on product attributes |
publishDate |
2005 |
url |
http://ndltd.ncl.edu.tw/handle/55929194094946880118 |
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