A Study on Customer Value Analysis in Food additive industry-The Application of Data Mining Techniques

• Main Authors: Cheng-hao Hung, 洪正豪
• Other Authors: Yi-Fei Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/97y5v8

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 101 === The food processing industry is a very important on Consumer industries; it also serves as an important indicator to a country’s economic growth and standard of living. With the recent accelerating globalization trend, competition among the food industry has intensified. Combined with the melamine contamination crisis in 2008 and the plasticizing agent contamination crisis in 2011, the food processers have toughen their requirement for the safety standards of raw materials. Therefore, under limited resources, how to determine the target customer. And Intended related customer management strategy, and how to invest the resources on high valued consumers are important topics for the management. This is a study is based on the food-addictive department of a domestic trading company. Integrating customers’ related information from ERP database and questionnaire about customer inquiring frequency, it applies method of data mining. First, use the RFM model (the most recent transaction date, the number of annual transactions, total contribution amount to gross margin in a year to measure client value. Subsequently, using decision tree from data mining method to analyze content (volume of value) of customers, including whether they purchase monthly, the number of items, company capital, transaction period, inquiring frequency, and so on. The results displayed whether the variables: client purchase monthly, the number of item types they purchase, their company capital, duration of transactions of a customer, and times a customer inquires semiannually…etc, can effectively predict customer value of food additive industry. To the company studied, the clients that purchased monthly are considered as high value customers. Long-term clients with high company capitals that purchase a large variety of items are also considered as high value customers. Lastly, long-term clients of over six years with capitals over five million dollars are identified by their factory type, and operating strategy recommendations are made to the company studied. The key point is to focus on increasing the purchase stability and variety, while simultaneously integrating and strengthening the relationships with foreign food addictive suppliers.