影響跨國企業不同地區分公司顧客管理模式相關因素之研究

Factors of Customer Relationship Management by the case of a transnational company

戴志偉(Chih-Wei Dai)

指導教授 ： 洪英正

共同指導教授 ： 黃曼琴

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00605

摘要

隨著全球化競爭、科技日新月異等因素之影響，現今企業經營的環境瞬息萬變，面對如此快速的環境變遷，唯有提出並施行有效的變革活動，才是企業延續生命與成長的不二法則。而近來企業為滿足顧客需求的多元及因應新顧客關係的轉變，於是開始重視起顧客關係管理(Customer Relationship Management/ CRM)的經營規劃，CRM也因而成為企業界熱衷推動的變革活動之一。
本研究以深入訪談方式針對T企業中兩個不同組織文化之總公司與美國分公司，以CRM四個關鍵程序：知識探索、行銷規劃、客戶互動及分析與反饋來探討不同組織文化下對顧客關係管理發展之影響。而本研究亦證實組織文化對顧客關係管理確有其重要性。
本研究發現下述三大命題：
一、創新型文化較適合推廣顧客關係管理，官僚型文化較適合產品導
向之市場。
二、創新型文化發展之顧客關係管理能提升經營績效，官僚型文化較
無法大幅提升經營績效。
三、規模較大之組織較容易發展顧客關係管理，規模較小較無法完全
發展顧客關係管理。
最後，歸納企業推動CRM策略，必須先訂定與組織文化、成長目標方向一致的策略，如此所推動執行之CRM策略才能與企業想要留住有價值的客戶、發展潛在客戶一致，並達成企業最大利益並實現企業願景之夢想與理想。

關鍵字

跨國企業 ； 組織文化 ； 顧客關係管理 ； 組織績效

並列摘要

For the global competition, high-speed progress of new technology and science etc., the environment of enterprises operation is fast changing now. Facing so fast environmental changes, it is crucial to propose and implement effective organizational changes activities only for enterprises survival and continuous growth. Recently, for meeting the various demands from customers, enterprises begin to pay attention on customer relationship management (CRM) becomes one of the change activities that the business circles make earnest efforts to promote.
This research uses in-depth interview to discuss two different units of T company with two different organizational culture. And using four key procedures of CRM: knowledge discovery, marketing planning, customer interaction, analysis and refinement, this study tries to discuss the impact of different organization culture to CRM. And by this research, we proved the importance of organization culture to CRM.
Three propositions of this research:
1.Innovative culture suited for customer-oriented market,
bureaucratic culture suited for product-oriented market.
2.CRM enhances more performance for Innovative culture
organization than bureaucratic culture organization.
3.Larger organizations develop customer relationship
management easier than smaller organizations.
This research concludes that the enterprise has to set up the appropriate CRM strategies, which are consistent with the business vision and goals, so that they can retain the valuable customers, and develop the potential customers so as to achieve the highest business profits and accomplish business vision.

並列關鍵字

Transnational Company ； Organization culture ； Customer Relationship Management ； Organization Performance

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