以資料驅動法分析促銷活動贈品金額對顧客意願影響之研究-以電信產業為例;Apply Data Driven Methodology to Analyze the Effect of Price of Giveaway on Customers

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/76841

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/76841

Title:	以資料驅動法分析促銷活動贈品金額對顧客意願影響之研究-以電信產業為例;Apply Data Driven Methodology to Analyze the Effect of Price of Giveaway on Customers
Authors:	李宜哲;Lee-Yi-Che
Contributors:	企業管理學系在職專班
Keywords:	資料驅動;顧客意願;電信產業;data driven;customers’ willingness;telecommunications industries
Date:	2018-07-26
Issue Date:	2018-08-31 11:50:52 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著目前行動通訊以及網路科技的發展及進步，民眾對於手持行動裝置在於語音通話、數據、影像的傳輸速度更為要求，自2010年以來第四代型行動通訊搭配高頻率高流量的傳輸技術，迅速的改變人們生活的方式，更提高即時數位多媒體服務的需求，然而電信產業以往依賴的語音網內互打的搶客行銷方式也逐漸的改變，後續民眾開始大量地使用網路即時通訊軟體，例如Line、Facebook等，此時手機門號數的需求大幅減少，幾乎到達每人只有一支手機一門門號的情況，因此各大電信業為了維持市佔率不斷的削價取量，以致各電信產業費率方案幾乎無差異，吸引客戶的消費方式導向於促銷活動贈品及服務，所以此次研究以本公司內部銷售資料透過卡方檢定分析找出不同地區、性別、年齡層與贈品金額的關聯性，作為本公司規劃促銷活動時的策略模式，可快速地提供決策著者有效的檢視業績產出效益。;With the development and progress of current mobile communications and network technology, people are more demanding on handheld mobile devices for voice calls, data, and video transmission speeds. Since 2010, the fourth-generation mobile communications have collocated high-frequency, high-volume transmission technologies to rapidly change the way people live and increase the demand for instant digital multimedia services. However, the marketing strategies used by the telecom industry to rely on each other in the voice network have gradually changed. Recently, people have begun to use Internet instant messaging software, such as Line, Facebook, etc., resulting in a significant reduction in the number of mobile phone numbers, and almost reaching the threshold of one mobile phone per person. Therefore, in order to maintain the market share, the major telecommunications industries continue to cut prices, so there is almost no difference in each telecom industry rate plan. At present, the most common consumer methods of attracting customers are mainly promotional gifts and services. Therefore, this study uses Asia Pacific Telecom’s internal sales data to identify the associations of different regions, genders, age groups, and gifts for the company’s planning through the card-based verification analysis. The strategic model of the promotion activity can quickly provide the decision-makers with effective inspection of the performance output benefits.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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