{"id":343,"date":"2018-07-30T10:08:09","date_gmt":"2018-07-30T02:08:09","guid":{"rendered":"https:\/\/luke6887.me\/?p=343"},"modified":"2018-07-31T20:25:04","modified_gmt":"2018-07-31T12:25:04","slug":"mis784-marketing-analytics-week-2-market-share","status":"publish","type":"post","link":"https:\/\/blog.luke6887.me\/?p=343","title":{"rendered":"MIS784 Marketing Analytics &#8211; Week 2 &#8211; Market share"},"content":{"rendered":"<p>\u55ef\u3002\u3002\u7b2c\u4e8c\u5468\u7684\u4e3b\u9898\u5168\u662f\u5173\u4e8e\u5e02\u573a\u4efd\u989d-market share\u7684\u8ba1\u7b97\uff0c\u5e76\u4e14\u53ca\u4ee5\u4e0b\u7684\u5404\u79cd\u7ec6\u5219\u3002\u3002\u770b\u8d77\u6765\u8fd8\u662f\u86ee\u5927\u9635\u4ed7\u7684= =<!--more--><\/p>\n<p>\u4e00\u822c\u4eba\u90fd\u4f1a\u60f3\uff0c\u5e02\u573a\u4efd\u989d\u4e0d\u5c31\u662f\u628a\u4f60\u7684\u54c1\u724c\u7684\u9500\u91cf\u8ddf\u5e02\u573a\u603b\u9500\u91cf\u9664\u4e00\u4e0b\u5c31\u5b8c\u4e8b\u4e86\u561b\u3002\u3002\u4f46\u5b9e\u9645\u4e0a\u9664\u4e86\u8fd9\u4e2a\u7b80\u5355\u7684\u8ba1\u7b97\u65b9\u6cd5\uff0c\u8fd8\u6709\u522b\u7684\u5173\u4e8e\u5e02\u573a\u4efd\u989d\u7684\u8ba1\u7b97\u662f\u9700\u8981\u88ab\u8003\u8651\u7684\u3002\u3002\u4e0d\u4ec5\u4ec5\u7684\u5355\u7eaf\u5730\u8fd9\u4e48\u4e00\u9664\uff0c\u800c\u662f\u8fd8\u6709\u4ee5\u4e0b\u8fd9\u4e48\u4e00\u4e9b\u53c2\u6570\uff1a<\/p>\n<ul>\n<li>Penetration Share\uff0c\u5e02\u573a\u6e17\u900f\u7387<\/li>\n<li>Share of wallet\uff0c\u94b1\u5305\u4efd\u989d<\/li>\n<li>Heavy usage index\uff0c\u91cd\u5ea6\u7528\u6237\u6307\u6570\u3002\u3002\uff1f\u4e0d\u77e5\u9053\u600e\u4e48\u7ffb\u8bd1= =<\/li>\n<li>Market share\uff0c\u5c31\u662f\u4e00\u822c\u6307\u7684\u5e02\u573a\u4efd\u989d<\/li>\n<\/ul>\n<h3>Penetration share rate<\/h3>\n<p>\u6e17\u900f\u7387\uff0c\u4e00\u822c\u662f\u6307\u81ea\u5df1\u7684\u4ea7\u54c1\u5e02\u573a\u4e2d\u5df2\u6709\u7684\u5360\u6bd4\u3002\u5176\u4e2d\u53c8\u6709\u4e24\u4e2a\u5b50\u53c2\u6570\u4e3amarket penetration\u8ddfbrand penetration\u3002<\/p>\n<ul>\n<li>Market penetration\uff1a\u5728\u88ab\u8c03\u67e5\u7684\u6d88\u8d39\u8005\u603b\u4f53\u4e2d\uff0c\u5df2\u62e5\u6709\u8be5\u5206\u7c7b\u4ece\u4ea7\u54c1\u7684\u987e\u5ba2\u6240\u5360\u7684\u6bd4\u7387\uff0c\u8ba1\u7b97\u516c\u5f0f\uff1a<a href=\"https:\/\/luke6887.me\/?attachment_id=353\" rel=\"attachment wp-att-353\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-353\" src=\"https:\/\/luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-1.png\" alt=\"\" width=\"1000\" height=\"117\" srcset=\"https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-1.png 1000w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-1-300x35.png 300w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-1-768x90.png 768w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/a>\n<ul>\n<li>\u4f8b\u5982\u603b\u7684\u670910000\u4e2a\u6d88\u8d39\u8005\uff0c\u5176\u4e2d\u4e70\u4e86\u6c7d\u8f66\u7684\u67093000\u4e2a\uff0c\u6c7d\u8f66\u8fd9\u4e2a\u5546\u54c1\u5206\u7c7b\u7684market penetration\u5c31\u662f30%\u3002<\/li>\n<\/ul>\n<\/li>\n<li>Brand penetration\uff1a\u5728\u88ab\u8c03\u67e5\u7684\u6d88\u8d39\u8005\u603b\u4f53\u4e2d\uff0c\u4e70\u4e86\u8fd9\u4e2a\u54c1\u724c\u7684\u4ea7\u54c1\u7684\u987e\u5ba2\u6240\u5360\u7684\u6bd4\u4f8b\uff0c\u8ba1\u7b97\u516c\u5f0f\uff1a<a href=\"https:\/\/luke6887.me\/?attachment_id=356\" rel=\"attachment wp-att-356\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-356\" src=\"https:\/\/luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-2.png\" alt=\"\" width=\"1015\" height=\"124\" srcset=\"https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-2.png 1015w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-2-300x37.png 300w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-2-768x94.png 768w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/a>\n<ul>\n<li>\u4f8b\u5982\u603b\u7684\u670910000\u4e2a\u6d88\u8d39\u8005\uff0c\u5176\u4e2d\u6709\u4e70\u9a6c\u81ea\u8fbe\u8fd9\u4e2a\u724c\u5b50\u7684\u6d88\u8d39\u8005\u6709400\u4e2a\uff0c\u9a6c\u81ea\u8fbe\u7684brand penetration\u5c31\u662f4%\u3002(\u611f\u89c9\u8fd9\u4e2a\u8981\u66f4\u5bb9\u6613\u5f15\u8d77\u5174\u8da3\u4e00\u4e9b\u3002\u3002)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>\u6709\u8fd9\u4e24\u4e2a\u53c2\u6570\u4ee5\u540e\uff0c\u5c31\u53ef\u4ee5\u7b97\u67d0\u54c1\u724c\u7684penetration share\u4e86\uff08\u5176\u5b9e\u4e5f\u4e0d\u4e00\u5b9a\u5f97\u5fc5\u987b\u6709\u3002\u3002\uff09<a href=\"https:\/\/luke6887.me\/?attachment_id=360\" rel=\"attachment wp-att-360\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-360\" src=\"https:\/\/luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-3-1024x125.png\" alt=\"\" width=\"525\" height=\"64\" srcset=\"https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-3-1024x125.png 1024w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-3-300x37.png 300w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-3-768x94.png 768w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week2-3.png 1090w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\" \/><\/a><\/p>\n<p>\u4f8b\u5982\uff0c\u8c03\u67e5\u6837\u672c\u4e2d\uff0c\u6709\u5927\u69824000\u4eba\u4e70\u4e86\u6c7d\u8f66\uff0c\u800c\u5176\u4e2d\u6709400\u4eba\u4e70\u7684\u662f\u9a6c\u81ea\u8fbe\u7684\u6c7d\u8f66\uff0c\u90a3\u4e48\u5c31\u53ef\u4ee5\u8bf4\uff0c\u9a6c\u81ea\u8fbe\u5728\u6c7d\u8f66\u5e02\u573a\u7684\u6e17\u900f\u7387\u662f10%\u3002<\/p>\n<p>\u9700\u8981\u6ce8\u610f\u7684\u662f\uff0c\u7b97penetration share\u7684\u8bdd\uff0c\u662f\u9700\u8981\u6709\u5546\u54c1\u5206\u7c7b\u8ddf\u81ea\u5df1\u5728\u8fd9\u4e2a\u5546\u54c1\u5206\u7c7b\u7684\u9500\u91cf\u3002\u53ea\u6709\u5546\u54c1\u5206\u7c7b\u6570\u91cf\u8ddf\u603b\u6570\u662fmarket penetration\uff0c\u53ea\u6709\u4e70\u8fd9\u4e2a\u54c1\u724c\u7684\u6570\u91cf\u8ddf\u603b\u6570\u662fbrand penetration\uff0c\u5e76\u4e0d\u662f\u8fd9\u4e2a\u54c1\u724c\u5728\u67d0\u9886\u57df\u7684\u6e17\u900f\u7387\u3002<\/p>\n<p>\u53e6\u5916\u4e00\u70b9\u9700\u8981\u6ce8\u610f\u7684\u662f\uff0c\u6e17\u900f\u7387\u8ddf\u5e02\u573a\u4efd\u989d\u5e76\u4e0d\u662f\u4e00\u56de\u4e8b\u3002\u6e17\u900f\u7387\u56e0\u4e3a\u53ea\u7edf\u8ba1\u4e86\u5df2\u6709\u7684\u8d2d\u4e70\uff0c\u6240\u4ee5\u5728\u65f6\u95f4\u662f\u662f\u9650\u5236\u7684\uff0c\u4e00\u822c\u53ea\u80fd\u5f97\u51fa\u67d0\u4e2a\u65f6\u6bb5\u7684\u6e17\u900f\u7387\u3002<\/p>\n<h3>Share of wallet<\/h3>\n<p>\u5728\u8bf4\u4e4b\u524d\uff0c\u5148\u8bf4\u4e00\u4e0bsize of wallet\u3002<\/p>\n<p>\u867d\u7136\u8bf4\u94b1\u5305\u5927\u5c0f\u53ea\u662f\u5f88\u7b80\u5355\u7684\u6307\u67d0\u4eba\u80fd\u5728\u67d0\u7c7b\u5546\u54c1\u4e0a\u82b1\u591a\u5c11\u94b1\uff08\u6216\u8005\u7c7b\u4f3c\u7684\u610f\u601d\uff09\uff0c\u4f46\u8fd8\u662f\u6709\u4e00\u4e9b\u8981\u7d20\u7684\uff1a\u4e00\u4e2a\u6d88\u8d39\u8005\uff0c\u5546\u54c1\uff0c\u8fd9\u4e2a\u5546\u54c1\u6240\u5728\u7684\u5546\u54c1\u7c7b\u522b\u7684\u6240\u6709\u5546\u54c1\uff0c\u4ee5\u53ca\u9500\u552e\u989d\u3002\u6240\u6709sales of wallet\u7684\u4e00\u4e2a\u4f8b\u5b50\uff08\u8868\u8ff0\uff09\u5c31\u662f\uff1a<\/p>\n<ul>\n<li>\u4e00\u4e2a\u6d88\u8d39\u8005\u53ef\u80fd\u6bcf\u4e2a\u6708\u90fd\u4f1a\u4ece\u5404\u4e2a\u8d85\u5e02\u91cc\u4e70400\u5757\u94b1\u7684\u6742\u8d27\uff0c\u90a3\u4ed6\u7684size of wallet\u5c31\u662f400\u5757\u3002<\/li>\n<\/ul>\n<p>\u7136\u540e\u5c31\u662fshare of wallet\u4e86\u3002\u5bf9\u4e8e\u4e2a\u4eba\u6765\u8bf4\uff0cshare of wallet\u53ef\u4ee5\u7528\u6765\u8861\u91cf\u4ed6\u5bf9\u67d0\u4ea7\u54c1\u7684\u5fe0\u8bda\u5ea6-\u4f8b\u5982\u6bcf\u6b21\u67d0\u4f4d\u987e\u5ba2\u4e70\u78b3\u9178\u996e\u6599\u7684\u65f6\u5019\u6709\u591a\u5c11\u6b21\u662f\u4e70\u53ef\u53e3\u53ef\u4e50\uff1f\u5bf9\u4e8e\u67d0\u54c1\u724c\u6765\u8bf4\uff0cshare of wallet\u5c31\u662f\u8fd9\u4e2a\u54c1\u724c\u5728\u8fd9\u4e2a\u5e02\u573a\u7684\u5360\u6709\u7387\u4e86\u3002\u56e0\u4e3a\u6709\u4e2a\u4eba\u8ddf\u54c1\u724c\uff0c\u6240\u4ee5share of wallet\u4e5f\u5206iSOW \u8ddf aSOW\u3002<\/p>\n<ul>\n<li>iSOW\uff1a\u4e2a\u4eba\u7684share of wallet\u3002\u4f8b\u5982\u67d0\u987e\u5ba2\u6bcf\u4e2a\u6708\u4f1a\u82b1400\u5757\u94b1\u4e70\u6742\u7269\uff0c\u5176\u4e2d300\u5757\u94b1\u662f\u5728Coles\u4e70\u7684\uff0c\u90a3\u5bf9\u4e8e\u8fd9\u4e2a\u4eba\u6765\u8bf4\uff0cColes\u5728\u4ed6\u7684\u6742\u8d39\u7684share of wallet\u768475%\u3002<\/li>\n<li>aSOW(aggregate)\uff1a\u5bf9\u4e8e\u67d0\u5546\u54c1\u7c7b\u522b\u7684share of wallet\u3002\u4f8b\u5982Coles\u4e00\u6bb5\u65f6\u95f4\u5185\u7684\u9500\u552e\u662f$750,000\uff0c\u8fd9\u6bb5\u65f6\u95f4\u5185\u6240\u6709\u4e70\u6742\u7269\u7684Coles\u7684\u987e\u5ba2\u82b1\u4e86$1,250,000\uff0c\u90a3Coles\u7684aSOW\u5c31\u662f60%\u3002<\/li>\n<\/ul>\n<p>\u7136\u540e\u8fd8\u6709\u4e00\u70b9\u5c31\u662f\u201cWallet metric\u201d\u7684\u770b\u6cd5\u3002<a href=\"https:\/\/luke6887.me\/?attachment_id=373\" rel=\"attachment wp-att-373\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-373\" src=\"https:\/\/luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-5-1024x636.png\" alt=\"\" width=\"525\" height=\"326\" srcset=\"https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-5-1024x636.png 1024w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-5-300x186.png 300w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-5-768x477.png 768w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-5.png 1109w\" sizes=\"auto, (max-width: 525px) 100vw, 525px\" \/><\/a><\/p>\n<p>\u5176\u5b9e\u5c31\u662f\u8ddfMIS701\u7684customer gird\u4ec0\u4e48\u7684\u5dee\u4e0d\u591a\u3002\u3002\u5bf9\u4e0d\u540c\u7684\u5ba2\u6237\u91c7\u7528\u4e0d\u540c\u7684\u7b56\u7565\u3002\u3002\u6709\u7684\u5ba2\u6237\u5f88\u6709\u94b1\u4f46\u4e0d\u592a\u611f\u5192\uff0c\u6709\u7684\u987e\u5ba2\u867d\u7136\u4e0d\u592a\u6709\u94b1\u4f46\u6bd4\u8f83\u5173\u5fc3\u4ec0\u4e48\u7684\u3002\u3002<\/p>\n<h3>Heavy Usage Index<\/h3>\n<p>\u4e00\u822c\u7528\u6765\u8861\u91cf\u6d88\u8d39\u8005\u5728\u67d0\u7c7b\u522b\u7684\u5546\u54c1\u91cc\u5bf9\u67d0\u54c1\u724c\u7684\u504f\u597d\u7a0b\u5ea6\u3002\u5927\u6982\u662f\u8fd9\u4e48\u7b97\u7684\uff1a<a href=\"https:\/\/luke6887.me\/?attachment_id=377\" rel=\"attachment wp-att-377\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-377\" src=\"https:\/\/luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-6.png\" alt=\"\" width=\"929\" height=\"122\" srcset=\"https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-6.png 929w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-6-300x39.png 300w, https:\/\/blog.luke6887.me\/wp-content\/uploads\/2018\/07\/MIS784-week3-6-768x101.png 768w\" sizes=\"auto, (max-width: 767px) 89vw, (max-width: 1000px) 54vw, (max-width: 1071px) 543px, 580px\" \/><\/a><\/p>\n<p>\u4e3e\u4e2a\u4f8b\u5b50\uff1a\u5728\u8fc7\u53bb\u4e00\u5e74\u91cc\uff0c\u7528Sunflower\u6d17\u53d1\u6c34\u7684\u987e\u5ba2\u5e73\u5747\u4e70\u4e866\u74f6\u6d17\u53d1\u6c34\uff0c\u7136\u800c\u5bf9\u4e8e\u6240\u6709\u6d88\u8d39\u8005\u6765\u8bf4\uff0c\u4ed6\u4eec\u8fc7\u53bb\u4e00\u5e74\u91cc\u5e73\u5747\u4e70\u4e864\u74f6\u6d17\u53d1\u6c34\u3002\u90a3Sunflower\u6d17\u53d1\u6c34\u8fd9\u54c1\u724c\u7684HUI\u5c31\u662f6\/4=1.5.<\/p>\n<p>\u9ad8\u4e8e1\u7684HUI\u4e00\u822c\u5c31\u662f\u6307\u5149\u987e\u8fd9\u4e2a\u724c\u5b50\u7684\u987e\u5ba2\u8d2d\u4e70\u7684\u9891\u7387\u4f1a\u88ab\u666e\u901a\u4eba\u4e70\u4e00\u6837\uff08\u4e0d\u662f\u540c\u724c\u5b50\uff09\u7684\u4e1c\u897f\u8981\u9ad8\u3002\u3002\u611f\u89c9\u5c31\u662f\u8868\u73b0\u66f4\u597d\u3002<\/p>\n<h3>Market share<\/h3>\n<p>\u6700\u540e\u5c31\u662f\u5e02\u573a\u5360\u6709\u7387\u8fd9\u4e2a\u76ee\u6807\u4e86\u3002emmm\u3002\u3002\u5176\u5b9e\u8fdemarket share\u8fd9\u4e2a\u4e5f\u662f\u67093\u4e2a\u7c7b\u578b\u7684\uff08\u8fd8\u6709\u4e00\u4e2a\u54c1\u724c\u7684\u5e02\u573a\u5360\u6709\u7387\uff09\uff1a<\/p>\n<ul>\n<li>Unit market share of brand<\/li>\n<li>Revenue market share of brand<\/li>\n<li>Relative market share<\/li>\n<\/ul>\n<p>Unit market share\uff1a<\/p>\n<p>\uff08to be continue.jpg\uff09<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u55ef\u3002\u3002\u7b2c\u4e8c\u5468\u7684\u4e3b\u9898\u5168\u662f\u5173\u4e8e\u5e02\u573a\u4efd\u989d-market share\u7684\u8ba1\u7b97\uff0c\u5e76\u4e14\u53ca\u4ee5\u4e0b\u7684\u5404\u79cd\u7ec6\u5219\u3002\u3002\u770b\u8d77\u6765\u8fd8\u662f\u86ee\u5927\u9635\u4ed7 &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/blog.luke6887.me\/?p=343\" class=\"more-link\">\u7ee7\u7eed\u9605\u8bfb<span class=\"screen-reader-text\">\u201cMIS784 Marketing Analytics &#8211; Week 2 &#8211; Market share\u201d<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,2],"tags":[],"class_list":["post-343","post","type-post","status-publish","format-standard","hentry","category-mis784","category-school-things"],"_links":{"self":[{"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=\/wp\/v2\/posts\/343","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=343"}],"version-history":[{"count":31,"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=\/wp\/v2\/posts\/343\/revisions"}],"predecessor-version":[{"id":383,"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=\/wp\/v2\/posts\/343\/revisions\/383"}],"wp:attachment":[{"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=343"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.luke6887.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}