企業採用顧客關係管理之策略規劃研究

The study of Planning in Enterprise Building up the Customer Relationship Management(CRM)System.

舒瑞國(Juei-Kuo Shu)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2002年)

摘要

在這瞬息萬變的產業環境中，企業能夠持續地維持成功，是愈來愈大的挑戰，而能夠成為高瞻遠屬的企業，經得起時間的考驗的更是少見。而顧客滿意、顧客關係管理已逐漸成為企業，經營成功的關鍵因素之一；更是企業獲利與永續經營之重要條件之一。
由於九十年代以來，網際網路、電子商務之興起並快速的發展，企業的競爭舞台，更拓展到全球，而企業以顧客關係的發展與鞏固，為企業策略發展與成長的重要主軸之一。在企業活動中，顧客是最後的評判者，營運資金與利潤最終的貢獻者 。也因為新科技的持續投入，其目的均為與現有顧客維持更為長久而密切的關係，進而獲更多的長期利益。在企業規劃顧客關係的競爭策略時，有那些構面與變動因素，是企業必須持續注意的？這些構面、變數之間之相互影響與關係，與其中競爭策略的制定、規劃的步驟又是如何？這些是本研究所想深入探討的議題。而國內這方面的研究仍未完備，這也是本研究所希望能夠補強與貢獻之處，亦是本研究的主要目的。
而哪些關鍵因素與變數，對於顧客關係的策略規劃上，是最根本有效的？企業對於顧客關係管理之競爭策略選擇上，需要有那些考量因素？對於顧客關係管理實施，其效果上的差異等，這些與顧客關係管理之實施，與先期的策略規劃均息息相關，亦是本研究想要探討的課題。本研究乃採用非實驗性之質性個案研究法，兼採探索性研究以及次級資料分析法，其主要結論如下，包含三大策略構面與六項策略思考主軸：
一、電信服務業之經營領導階層，對於採用及導入顧客關係管理系統時，對於組織策略中的幾項關鍵因素，必須充分了解並予以高度支持。
二、採用顧客關係管理之行銷策略，主要為行銷定位以及 CRM 的服務定位，行銷策略的成敗仍是執行能力的良窳。
三、採用應用資訊系統策略，應以 CRM 之支援能力，為首要考量重點。
四、採用顧客關係管理之策略規劃，應與核心能力結合保持企業長久競爭力的基礎。
五、卓越的服務與顧客滿意，是企業生存之必備的條件之一。
六、企業成長與獲利必然是企業永續經營的最重要的指標之一。

關鍵字

顧客關係管理 ； 策略 ； 策略規劃 ； 核心能力 ； 顧客滿意 ； 企業成長

並列摘要

In the rapid changing competitive environment, it will be more and more challenging, whenever enterprise maintained the sustainable succeed in the dynamic changing environment. And furthermore the enterprises, which still can sustain as Great enterprise, that will be less and less. For the Customer Satisfaction, Customer Relationship Management (CRM) should be more popular in enterprices, it will be one of the most important factors for profitable and build to last.
In Late 90’s, Internet and e-Commerce is booming & developing, the competitive plateform of enterprices will be intended globally, and CRM developed and maintained will be one of the key issue for long term growth and competitive strategy developing. In the regular activities of enterprise, Customer will be the final judgement for all the related activities, and also Customer is the major contributor for all capitals and revenues. Due to new technologies developing and envolvement a lot in the regular business operation and support, the main purpose is to maintain the more closed and long term relationship with profitable and long term growth.
But in planning for CRM Strategy and Competitive Strategy, what is the areas and various should be considering and observed for enterprises ? is there any inter-relationship amount these various ? And furthermore what is the procedure and steps for strategy planning for CRM strategy setting, these are major topics which will be covered in this study, this is also the main purpose of this study, to enhance the local case study in Taiwan.
For these Key factors and various, which are the most important and effectiveness ? for enterprises to select the competitive strategy for CRM, we should have what kind of factors should be considered, this is also very tight up with the early stage planning. This study is the case study for Taiwan mobile operators, for conducting the CRM & its competitive strategy with descriptive and exploratory case study. The major conclusion for this study as below,
1. The leadership & top management level should fully support for even the organization changing and understanding for conducting the CRM system in entire enterprises.
2. Whenever implementing CRM marketing strategy, implementation capabilities are the key successful factors.
3. Implementing application IM system strategy, the CRM supporting capabilities should be considering as first priority.
4. When implementing the CRM strategy planning, the CRM should be collebarated with Company core competence.
5. Excellent Service and Customer Satisfaction are the one of the key successful factor for enterprises vitaling.
6. Enterprises growth and profitable, should be one of the major benchmark for the company build to last.

並列關鍵字

Customer Relationship Management ( CRM ) ； Strategy ； Strategy Planning ； Core Competence ； Customer Satisfaction ( CS ) ； Company Growth

參考文獻

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