碩士 / 國立交通大學 / 企業管理碩士學程 / 98 / NVOCC (Non-Vessel Operating-Common Carrier) is a crucial distributor in maritime industry. There are more than one thousand forwarding companies in current Taiwan market. They not only contribute the volume more than million containers to liners, but also play important roles in a supply chain activity. From the perspective of a forwarding company, the author found different customer segments will have different purchasing considerations. By this case study, we would like to point out which factors are the most significant for the customers and understand their real demands. Furthermore, from a profitability analysis, we would like to segment these customers and manage them in effective investment portfolios for a long term strategy.
We take the advantage of all date bases from the monthly report of a global forwarding company. There are 2923 accounts with 26738 transactions as our research samples and it really takes time to deal with such large samples. Based on 80/20 rule, we divided the customers into two segments by total sales revenues from Jan 2007 to Oct 2009. After selecting four influential variables, we build up a regression model and create hypothesis so that we can implement to examine the significant value. From the outcome, we can find:
1) The customers in segment with 80% revenues have higher customer life time value and will be in the target list for the company
2) Show how heterogeneity in customer purchasing characteristics leads to important profit implications.
| Identifer | oai:union.ndltd.org:TW/098NCTU5121008 |
| Date | January 2010 |
| Creators | Huang, Shu Chen, 黃淑貞 |
| Contributors | 唐瓔璋 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 43 |
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