近年來由於網際網路興起,顧客關係管理(Customer Relationship Management; CRM)議題受到廣泛的重視,顧客已成為企業決策時的一項重要指標,因此如何保留顧客與創造顧客利潤成為企業當前最重要的課題。 顧客關係管理的本質是一種企業策略的執行。它的目標是將顧客的長期價值極大化,讓公司的業務、行銷與顧客服務都能以顧客為核心。公司在以客為尊的文化、策略與領導下,透過資訊科技的協助,有效做好顧客關係管理的工作,並精確地衡量成效。 本研究將將利用個案研究法,對企業個案進行實證研究,探究國際企業實施顧客關係管理的意義與內涵,並希望能透過個案分析,發掘出顧客關係管理中,找出各重要構面的相互關係,建構出顧客關係管理成功實施模式,進而能對顧客關係管理的執行程序加以規範,確保國際企業顧客關係管理成功。
With the raising of internet in recent years, customer relationship management (CRM) is getting more important. When enterprises make decisions, customers are usually important criteria. Therefore how to keep customers and create profits for them becomes the most important subject. CRM is one kind of enterprises policy enforcement. The goal is to maximize long-term customer values, so that enterprises direction will focus on customers. With customer driven strategy and information technology, enterprises can efficiently manage customer relationship and precisely estimate CRM values. Our research will adopt case study strategy to investigate enterprises cases, and find out why internal enterprises implement CRM. By case study, we hope to analyze the cross relationship and construct the successful model. Moreover, we can ensure international enterprises manage their customer relationship successfully by constraining the procedures of CRM.