Customer Concentration Analysis in Internet Database Marketing: An Empirical Study of DELL
Date Issued
2007
Date
2007
Author(s)
Chan, Hsiao-Han
DOI
zh-TW
Abstract
As the boom in internet, electronic commerce has flourished recently. Many retailers attempt to invest a lot in e-commerce to compete with their rivals. Some of the manufacturers even sell their products to customers via the internet directly. The typical instance is the well known company, DELL.com. Because of the attributes of internet, such as plenty capacity of information, simultaneous responses, high speed, no national boundaries, and no constraints on time, E-commerce becomes a more flexible way to sell goods.
Businesses have concerned more about the heterogeneity of customers lately. To satisfy the different needs, corporations tried to find the way to serve most of the customers more efficiently. Therefore, the most important missions to the businesses are to find the most valuable customers and serve them well to meet their needs separately, and further, to maintain the good relationships with them.
The thesis takes the DELL.com site as an example. By calculating the consumer concentrations of different variables, the study will display the structure of the customers. In addition, there will be modified concentration rates and ratios of concentration rates as well. According to the calculation, the characteristics of consumer behavior will be revealed. Finally, there will be some strategic advice at the end.
Subjects
資料庫行銷
集中度
GINI係數
戴爾電腦
database marketing
concentration
GINI
DELL
SDGs
Type
thesis