Pricing and promotion strategies of an online shop based on customer segmentation and multiple objective decision making
學年 100
學期 1
出版(發表)日期 2011-11-01
作品名稱 Pricing and promotion strategies of an online shop based on customer segmentation and multiple objective decision making
作品名稱(其他語言)
著者 Chan, C.-C. Henry; Cheng, Chi-Bin; Hsien, Wen-Chen
單位 淡江大學資訊管理學系
出版者
著錄名稱、卷期、頁數 Expert Systems with Applications 38(12), pp.14585–14591
摘要 The advent of the Internet and web technologies has enabled the prosperity of virtual stores, which greatly reduce customers’ search costs and retailers’ overhead. However, the furious competition between online shops makes it difficult for them to generate profits. This study attempts to establish pricing and promotion strategies for online shops to enhance their profitability. The pricing decision is based on the concept of customer relationship management, where a greater margin of price concession is given to customers who are more valuable to the shop. The process of our approach is: clustering customers into different classes based on their RFM data, computing and presenting the list prices of products to customers according to their classes, allowing customers to bargain over the price and offering conceded prices which are computed based on customer classes and a multi-objective decision making model, and finally providing promotion options to customers to reinforce their purchase inclination. The proposed approach is implemented at an online shop of a computer peripherals retailer. Transaction data before and after the implementation are collected and compared to assess the performance of the proposed approach.
關鍵字 Pricing; Promotion; Bargaining; Online shop; Customer relationship management; Multiple objective decision making
語言 en
ISSN 0957-4174
期刊性質 國外
收錄於 SCI
產學合作
通訊作者 Cheng, Chi-Bin
審稿制度
國別 GBR
公開徵稿
出版型式 紙本
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