全球海運市場顧客獲利模式之實證研究-以NVOCC為例

Abstract

海運貨運承攬業被視為一項重要的通路，在台灣地區目前就有上千家的海運貨運承攬商，他們可能主導著全球每年上千萬貨櫃的運量，對大部份的船公司來說，是主要的客戶群中最重要的指標。研究者以一個貨運承攬業的角度，來探討在整個海運出口供應鏈的活動過程中，影響顧客購買的因素為何，以及那些是影響貨運承攬商獲利能力的主要原因？另外藉由顧客區隔的方式分類顧客，透過利潤分析後的指標，找出對公司企業有價值的客戶，以長期的經營策略來投資顧客。

本研究利用某外商貨運承攬業之交易資料，共篩選出可能影響利潤的變數，以迴歸模型來檢驗其變數與利潤的關係顯著與否。總共選取2923家顧客，含有26738筆交易資料明細，把顧客之營業收入，利用80-20法則區隔為兩個族群，篩選出可能影響的變數之後，設立迴歸模型及進行假設檢定，檢定其顯著性，最後再利用逐步迴歸分析法，來找出所有變項中，較具有影響的因素，進而探討兩群顧客間的差異，擬定投資策略。研究結果發現，兩群客戶重視的購買因素具有差異性，第一群顧客是值得投資的重點客戶，80-20法則存在於此研究案例中。

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.