台灣電商平台顧客關係管理（CRM）之研究-以F公司為例

現今的電子商務產業蓬勃發展，電商模式也在發生日新月異的變化，在如此激烈的競爭之下，存在著顧客選擇的多樣性和消費轉換的便利性這兩大危機，如何留住原有顧客，成為企業的一大考題。本研究利用個案研究法，對企業個案進行實證研究，探究企業實施顧客關係管理的意義與內涵，並透過個案分析，發掘出顧客關係管理中，各個重要構面間的相互關係，建構出顧客關係管理成功實施模式與策略，確保企業顧客關係管理成功。企業 CRM 的改造已經迫在眉睫，如何實現以「顧客為中心」的經營理念，並重新設計服務或營業(行銷)的作法與流程，乃當務之急，既使還沒有導入專業的 CRM 軟體系統，也需積極的實施 CRM 改革;因為這已成為競爭力的重要因素。而電子商務平台經營的成功之道來自於客戶關係的掌握，提高顧客終生價值便是 CRM 的唯一目的。

關鍵字

顧客關係管理； CRM ；電子商務；顧客為中心；顧客終身價值

並列摘要

The e-commerce industry is booming and the model is changes rapidly, but the variety of choices for consumers on the web is the crisis in the cutthroat competition. So how to maintain relationship with existing customers is a tall order for businesses. This study used the case study method to explored the significance and connotation of enterprise implementation of customer relationship management, and analyzed the success model and strategy of it. The customer relationship management is now imminent for businesses, insists the tenet “customer - focused and following the guide of market” will be the top priority. It is important to build - in corporation culture of CRM operation in time, even if a professional CRM server has not been introduced, because CRM has become an essential factor to determine the competitiveness of a company. The success of e- commerce business comes from the mastery of customer relationships, and the improving the lifetime value of customers is the sole purpose of CRM.