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研究生:潘儀芸
研究生(外文):PAN,YI-YUN
論文名稱:線上行銷活動對銷售收入之影響:客群特徵值分析
論文名稱(外文):The Impact of Online Sales Activities on Sales Revenue: Analysis of Customer Characteristic
指導教授:劉炳麟劉炳麟引用關係張秀樺張秀樺引用關係
指導教授(外文):LIU,BING-LINZHANG,XIU-HUA
口試委員:劉炳麟簡正儀張秀樺
口試委員(外文):LIU,BING-LINJIAN,ZHENG-YIZHANG,XIU-HUA
口試日期:2019-06-03
學位類別:碩士
校院名稱:逢甲大學
系所名稱:財務金融學系
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:51
中文關鍵詞:推廣活動促銷活動偏好NES model
外文關鍵詞:PromotionPromotion PreferencesNES model
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近年大數據分析已從趨勢變為各家企業所需具備的能力,電子商務的市場也不斷地在迅速發展中,透過線上銷售與提供服務,得以快速地收集消費者訊息,再透過收集而來的大數據進行深入分析
與挖掘,來制定各項行銷策略、產品價格與公司目標等。因此,本文即透過台灣某跨國電子商務美妝公司(簡稱Y公司)的線上銷售數據進行研究,以其網路會員資料、線上行銷日曆以及出貨訂單明細等數據資料,分析消費者對於何推廣組合或促銷活動是否具偏好,以及是否得以促使消費者快速下單購買商品。本研究期望能提供電子商務公司對於線上促銷活動的使用提供建議,得以透過本研究之架構,更加了解現行台灣美妝市場之消費者,並提供企業對於行銷推廣上之建議。
In recent years, big data analysis has changed from a trend to the capabilities that companies need. The e-commerce market is constantly evolving. Through online sales and service, company can quickly collect consumer information. With in-depth analysis of big data, company can develop various marketing strategies, product prices and goals.
This study is based on the Y company, which is a multinational ecommerce beauty company in Taiwan. By analyzing Y company’s member information, marketing calendars and orders. Find out if consumers have a preference for promotions, or whether promotions can speed up consumer purchases.
Through the structure of this research, we can better understand the consumers in the beauty market in Taiwan and provide more suggestions for marketing promotion.

第一章 緒論
第一節 研究動機及背景
第二節 研究目的
第三節 研究架構
第二章 文獻探討
第一節 公司介紹
第二節 推廣活動
第三節 促銷活動偏好
第四節 購買意願
第五節 NES MODEL
第三章 研究方法
第一節 研究流程
第二節 資料來源
第三節 資料分析方法
第四章 研究實證
第一節 樣本分群敘述性統計分析
第二節 分群消費者與促銷活動之偏好分析
第二節 引發消費者快速下單之促銷活動分析
第五章 結論與建議
參考文獻


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