Customer Concentration Analysis in Internet Database Marketing: An Empirical Study of amazon.com
Date Issued
2007
Date
2007
Author(s)
Teng, Ya-Yun
DOI
en-US
Abstract
Abstract
Customer concentration issues are important for online companies. We’re interested in whether concentrations can provide a new perspective to e-commerce websites in order to understand the behaviors of customers and make suitable marketing strategies. Therefore, in this thesis, we use the Modified Gini Coefficient to calculate the customer concentrations of purchasing frequency, monetary value, visits and page views. Furthermore, we propose a diagnostic strategy of comparing MGs pair by pair to analyze the searching propensity of customers. In this way, we can understand the behaviors of customers according to different dimensions of customer concentrations. Websites can make marketing strategies based on the analytical results, which enable companies to segment and target profitable customers more precisely.
Subjects
資料庫行銷
顧客集中度
GINI係數
亞馬遜
Database marketing
Customer Concemtration
E-Commerce
GINI Coefficient
amazon.com
Type
thesis
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