傳統零售市場因區域性規劃所產生，多具社區文化的特色，有著不可取代的存在價值。然而，隨著現代社會的進步與國家經濟快速成長，原來興建的傳統零售市場逐漸無法迎合現代人的生活習慣，加上消費習慣轉變、來勢洶洶的購物中心與大型量販店，早已瓜分傳統零售市場的功能，讓許多僅供應生活日用品的傳統零售市場經營逐漸走入夕陽。事實上，傳統零售市場可以不只是生鮮魚肉蔬果的賣場而已，應要調整自己、重新定位，透過政府輔導與攤商的合作，實施有效的行銷策略方案，才能在市場競爭潮流中再創生機。本研究利用分量迴歸模型來剖析每一位顧客於傳統零售市場消費時的消費狀況，並推測其未來的顧客價值所在，同時導入顧客分群的概念，將顧客分為不同價值的群體，然後針對這些不同客群，提出有效行銷策略方案，幫助業者與消費進行一對一的溝通，提升行銷方案的效，使每位顧客都能發揮其最大效 並獲得最大滿足。實證所得結論顯示，分量迴歸模型較傳統迴歸分析更能夠精準的區隔顧客特性，一方面提供顧客客製化的服務，另一方面則帶領企業獲得顧客的終身價值，協助企業帶來更大的商機，創造買賣雙贏的局面。

The traditional retail market has characteristics of community's culture, and its nostalgic value is hard to replace. However, as the modern society has made great progress and economies grow up fast, the traditional retail markets are becoming fadeaway and out of competition with modern supermarkets. Consumer's life has become better off, and their consumption behavior has changed. The environment of traditional retail markets does not match with consumer's needs anymore. Under siege of modern supermarkets, shopping malls and convenience stores, thesecompetitors have already dismembered the function of thetraditional retail market. Therefore, the strategies regarding how to readjust and reposition traditional retail marketbecomes an important issue for all stakeholders. This researchuses quantile regression model to analyzepurchasing pattern ofeach customer in the traditional retail market and find out the customer future value. The contribution of this research will helpcompany to do their promotion more efficiently and increase the customersatisfaction and loyalty. The study result shows that the quantile regression model captures customerbehavior more precisely than ordinary least square regression model.