產品的預測屬性在顧客關係管理的應用

Using Product's Predictability on Customer Relationship Management

邱光輝(Kuang-Hui Chiu)

《企業管理學報》 53期 (2002/06) Pp. 99-129

摘要

本研究由產品的預測性和顧客資料的可用性兩個構面所構成的四個策略地位來定位企業在導入顧客關係管理的位置。再由國內外企業實施顧客關係管理的成功案例，就每個地位探討企業可行的作法。期能為國內企業找出如何利用其本身在產品屬性與顧客資料收集的優勢上，能快速的導入顧客關係管理，及為想導入顧客關係管理的企業找出其定位以及可行作法。

關鍵字

顧客關係管理 ； 資料收集 ； 資料挖掘

並列摘要

This research is to explore the implementation of customer relation management in a business with respect to the four strategic positions defined by the following two dimensions: whether the product is predictable, and whether foreign businesses for customer relation management implementation and list the applicable procedures for each strategic position. We hope the results can help domestic businesses to accelerate the implementation of customer relation management based on the strength on the predictability of their product or customer data by precisely positioning their business and following the corresponding procedures.

並列關鍵字

Customer Relation Management ； Data Collection ； Data Mining

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