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Cyclistic 共享單車用戶
分析
報告人:李尹翔
Table of contents
1.情境與目標
2.分析的資料與任務
3.資料分析
4.Key Finding
5.建議行動
情境與目標
情境:芝加哥的Cyclistic共享單車公司提供了
1.普通用戶的單次服務
2.年度會員
目標:將普通用戶轉換成會員
Lyft Bikes and Scooters, LLC
的 2021三月~2022二月單車
騎乘資料
了解普通(casual)用戶與會員
(member)使用單車的行為上
有什麼不同? 並根據此洞見
來設計新的行銷策略來將普
通用戶轉化成會員
分析的資料與任務
資料:
任務:
年度使用趨勢
會員與普通用戶皆有明顯
淡旺季
旺季為4月到~10月
平均騎乘時間比較
65%
35%
會員
平均為16分鐘
使用目的:交通代步
普通用戶
平均為35分鐘
使用目的:運動
周間騎乘次數比較
會員
平日使用量較多
使用目的:通勤上班
普通用戶
周末用量使用量暴增
使用目的:休閒運動
Key Finding
1.會員為何會加入會員? 為了通勤上班,要高頻率使用自行車。
2.普通用戶為何不加入會員?
普通用戶使用目的為休閒,在周末需求較大,使用頻率不高
3.如何使普用用戶加入會員?
現有的方案無法滿足普通用戶的需求,需推出能滿足其需求的新會員
方案
建議行動
1.推出周末會員方案,其價格需較原本會員的低
2.行銷活動時間可在旺季4月~10月推出

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Cyclistic 共享單車用戶分析.pptx