網路購物平台的顧客關係管理：以美安SHOP.COM為例

本研究皆在了解網路購物平台如何透過有效的顧客關係管理提升顧客的忠誠度，以及商業模式對經營網路購物平台發展之影響。本研究以銷售與顧客關係管理4C策略為研究基礎，採用次級資料搜集及深度訪談之研究方法，闡述美安集團SHOP.COM之公司背景及商業模式，並透過與SHOP.COM優惠顧客、夥伴商店業主及超連鎖®店主的訪談來進行分析。研究發現有四：一、美安集團SHOP.COM優惠顧客獲得一站式比價購物平台及購物顧問專屬一對一行銷服務，獲得優惠同時也從網路購物平台獲得一對一專櫃式服務，重複使用意願大大提升。二、夥伴商店業主與人流量龐大的美安集團SHOP.COM合作卻不需任何前置費用，享有免費強勢通路並且透過超連鎖®店主提升顧客黏著度，獲得穩定回購顧客與日益增長的知名度。三、美安集團SHOP.COM提供超連鎖®店主證實可行的創業系統，發展超連鎖®事業，協助普通人得以有機會透過整合消費達到創業成功。四、美安集團SHOP.COM跨時代的商業模式：購物年金，讓每一筆消費都能夠產生年金式的收入，協助每一個人轉消費為收入。

關鍵字

一對一行銷；超連鎖®事業；購物年金

並列摘要

This research aims to understand how online shopping platforms enhance customer loyalty through effective customer relationship management, and the impact of business models on the development of online shopping platforms. The study applies secondary data collection to explain the company background and business model of Market America. The researcher intends to contruct the literature by conducting an in-depth interview with Preferred Customer, Unfranchise® Owner and the owner of Partner Store based on customer relationship management 4C strategy. The findings include: 1. The preferred customer of Market America SHOP.COM obtained the one-stop price comparison shopping platform and one-to-one service by exclusive shopping consultant. The willingness and loyalty of preferred customers was greatly improved. 2. Partner Store cooperate with Market America SHOP.COM will enhance customer adhesion with strong marketing channel without any pre-costs. Partner Store will obtain stable repurchase customers and growing popularity. 3. Market America SHOP.COM provides Unfranchise® Owner with a proven entrepreneurial system to develop the Unfranchise® Business, having the opportunity to achieve entrepreneurial success by integrating consumption. 4. Cross-era business model of Market America SHOP.COM: Shopping annuity, a revolutionary concept that helps smart shoppers convert their spending into earning.