任立中臺灣大學：國際企業學研究所林芳民Lin, Fang-MingFang-MingLin2007-11-282018-06-292007-11-282018-06-292004http://ntur.lib.ntu.edu.tw//handle/246246/60552隨著顧客關係管理觀念及工具的推行，以及競爭環境愈形激烈之下，消費者消費型態特性對於企業而言成為相當有價值的資訊，如何對資料庫裡的顧客資料做適當的分析，從中萃取出對企業決策有用的資訊，是本研究著重之處。包括3C流通業者如何利用資料庫中顧客之生活族群類型、休閒活動、資訊獲取來源以及購買行為、購買的產品組合等資料，進行交叉分析，以期幫助3C流通業者瞭解消費者之消費型態特性，並做為其制定行銷決策之參考。主要研究目的包括利用消費者生活族群做為市場區隔之基礎、探討生活族群與資訊來源間的關聯性、不同生活族群對其購買行為之影響、生活族群與購買之產品組合間的關聯性，最後是購買行為與產品組合的交叉分析。經過分析之後，得出之結論包含生活族群行銷、聯合廣告、對通路設置之建議，以及購買商品主要考量因素對廠商的意義等方面。As the concept and tools of “Customer Relationship Management” (CRM) are promoted, and the competition between firms are even growing, the characteristics of consumption patterns is very valuable information for firms. So how to do adequate analysis to consumers’ data in the database, to extract helpful information, is this research focus on. How 3C firms use the data in database including life groups of consumers, leisure activities, information sources and consumption behaviors, product mixes purchased, through cross-analysis, to help 3C firms understand the characteristics of consumption patterns, and refer to make the marketing decision. The objectives of this thesis includes using the life groups of consumers as the basis of market segment, and the correlation between life groups and information sources, the influences of different life groups to consumption behaviors, and the correlation between life groups and product mixes purchased, then the correlation between consumption behaviors and product mixes purchased. The conclusion including the life group marketing, affinity marketing, the suggestion to distribution setup and the meaning of primary consideration factors as purchasing.第一章 緒論..............................................1 1.1 研究背景與動機 ........................................1 1.2 研究目的..............................................4 1.3 論文架構..............................................5 第二章 文獻回顧..........................................6 2.1 顧客關係管理(CUSTOMER RELATIONSHIP MANAGEMENT, CRM)...6 2.2 生活型態理論.........................................14 第三章 研究方法..........................................19 3.1 因素分析(FACTOR ANALYSIS)............................19 3.2 典型相關分析(CANONICAL CORRELATION ANALYSIS).........24 3.3 資料庫內容...........................................26 第四章 實證分析.........................................31 4.1市場區隔..............................................31 4.2生活族群之分析........................................35 4.3生活族群與資訊來源之關聯分析..........................44 4.4產品組合與生活族群之關聯分析..........................54 4.5購買行為與生活族群之關聯分析..........................59 4.6群體決策角色與產品組合及購買行為之關聯分析............64 4.7通路與產品組合之關聯分析..............................67 4.8購買考量因素與產品組合之關聯分析......................69 第五章 結論與建議.......................................71 5.1 本研究之結論.........................................71 5.2 行銷建議.............................................77 5.3 研究限制.............................................80 5.4 後續研究建議.........................................80 參 考 文 獻..............................................811172461 bytesapplication/pdfen-US顧客關係管理生活型態消費型態消費特性消費行為Customer Relationship ManagementLife StyleConsumption BehaviorConsumption CharacteristicsConsumption Patternthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60552/1/ntu-93-R91724052-1.pdf