影響顧客利潤因素之實證研究-以定期航運產業為例

Abstract

定期航運為海運市場中之主要經營模式，提供固定航線的定期服務。為維持服務品質，航商必須投入龐大資本，屬於資本密集的產業。面對競爭激烈的環境，加上運費的高波動性與備受壓縮的利潤，航商為求永續經營，必須將有限的資源分配給適當的顧客，以達到利潤最大化。

本研究利用某航商之交易資料，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2539家顧客，98830筆交易資料明細，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，進而探討顧客間的差異，擬定投資策略。結果顯示80/20法則存在於本實證研究之中，不同的變數確實影響顧客利潤。

Marine Liners provide shipping service to carry cargo with fixed route and scheduled sailing service. In order to maintain the service quality, it requires a lot of capital investment. Thus shipping line is a capital intensive industry. While facing the tough competition, the fluctuation of ocean freight and the profit compression, liners should allocate the company resources to proper clients and maximize the company profit, so that they will be able to survive and keep sustainable development.

We have taken the database from one carrier, and chosen the possible variable which might impact the company profit. There are 2539 accounts with 98830 transactions as the research samples. After selecting six influential variables, we have built up a regression model and created hypothesis, so that we could implement to examine the significant value. Furthermore, we could identify the difference between customers and frame company investment strategy. From the outcome, we can found: 1) 80% of company profit comes from the customers in segment of top 20%, and will be in the target list for the company 2) Show what factors will impact the profit from customers of different segmentations.