隨著電子商務與數位行銷的發展，品牌對顧客資料的應用愈加重視，特別
是在 Direct-to-Consumer（D2C）模式盛行下，顧客輪廓分析與顧客關係管理（CRM）已成為精準行銷的重要工具。本研究以台灣某保養品牌（B 公司）之電商平台為對象，透過顧客歷史資料，分析不同會員等級在年齡結構、產品偏好及數位互動行為的差異。研究方法採用描述性統計與交叉分析，結果顯示會員等級與年齡、產品選擇及 App 與 LINE 綁定具有明顯關聯，高等級會員多為熟齡顧客，偏好高價值商品並積極使用數位工具；中階會員展現穩定消費偏好，具潛在成長價值；一般會員則參與度較低。研究成果可作為品牌分眾行銷與數位策略設計之依據。

With the development of e-commerce and digital marketing, brands increasingly emphasize the use of customer data, especially under the rise of the Direct-toConsumer (D2C) model. Customer profiling and Customer Relationship Management (CRM) have become essential tools for precision marketing. This study focuses on the e-commerce platform of a Taiwanese skincare brand (Company B), analyzing 1,976
customer historical records to examine differences among membership levels in terms of age structure, product preferences, and digital interaction behaviors. Descriptive
statistics and cross-tabulation were adopted as research methods. The results indicate that membership level is clearly associated with age, product selection, and the use of App and LINE binding. High-tier members tend to be older, prefer high-value products, and actively engage with digital tools. Mid-tier members show stable purchasing preferences with growth potential, while general members display lower
engagement. The findings can serve as a reference for developing segmented marketing and digital strategy design.

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