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進行分析。
二、藉由客制化系統，規劃最佳行銷策略
藉由彙整客戶個人資料及交易資料，能建立客戶關係管理系統，由此系統能 夠使用更多有幫助的欄位，進行敘述性統計、關連性規則和分群分析，當我們擁 有更多的資訊，就更能夠規畫最適合的行銷策略，不僅能夠貼心地符合各種類型 的客戶所需，也能夠估計進口酒種的數量及品種型越趨準確，使得成本降低，銷 售量增加之最佳行銷策略。
三、因應最佳行銷策略，協調最適銷售通路
由客戶關係管理系統，不僅能夠規劃最佳行銷策略，也能夠從充足的資料 中，找出特定客群的最適行銷通路，目前資料中的銷售通路僅有便利商店、量販 店及菸酒專賣店等，也許能夠從了解客戶特性後，增加其他通路，例如網購、宅 配或者是電話行銷等方式，了解各特定客群較常使用的通路，進行行銷，如此一 來，能將行銷效果提高至最高。
第三節 後續研究發展
本研究主要探討不同進口酒種銷售金額與銷售資料，包括口味、價格等級與 銷售通路間關聯性，然而對進口酒種銷售金額的部分，除本研究所引用之口味、
價格等級、銷售通路外，亦包含前述建議所提到的客戶的基本資料、購買記錄等 變數，因目前銷售資料欄位有限，均未納入於本研究的研究範疇。因此，為能深 入瞭解不同進口酒種銷售金額與客戶基本資料、購買記錄的關係程度，期望納入 後續研究發展。
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立 政 治 大 學
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Na tiona
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參考文獻
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