企業計劃與執行顧客關係管理: 以某機械公司為例

Customer Relationship Management Planning and Implementation: A Case of Machinery Company

黃珊(San Huang)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

客戶關係管理理論的理論和實踐近年來在許多企業間流行起來。他本身就存在於經營之中而且多數的產業在近幾年也完成客戶關係管理的實踐。由於網際網路及電子商務的發展迅速，公司相互之間的競爭已經性延伸至全球性的競爭。價格已經不是客戶唯一的考量，實際上，客戶希望得到更多來自供應商整體的貢獻。
此論文將針對如何使客戶關係管理貫徹在所服務的公司之中，以及如何執行在不同的產業。就我們所知的一些具體產業；如同網際網路相關的產業經常使用，然而，在迅速變化的環境之中，客戶關係管理被廣泛的使用。因為新技術開發和投資的產業，各家企業最重要的課題就是與潛在的顧客維護長期關係。
在臺灣，最近電信產業和高科技產業陸續導入了客戶關係管理；但是，某些產業如傳統產業也同樣需要客戶關係管理的導入。本論文帶來的客戶關係管理理論以及使臺灣本土企業，如同本研究案件來證明高效率的客戶關係管理以及當申請客戶關係管理時發現問題的概念。另外, 也會談論到幾種關於客戶關係管理的涵義。

關鍵字: 客戶關係管理 , 傳統產業, 實施, 專題研究。

關鍵字

客戶關係管理 , 傳統產業, 實施, 專題研究

並列摘要

Customer Relationship Management (CRM) gained an increasing popularity by the theory and practice. It is the essential of business and also among the most industry implementations in recent years; it has been the key role between customers and a firm. Due to internet & e-commerce booming up, the competition between different firms has been extended globally, price was not the only concern from customers; in fact, they tend to get more from suppliers since they are the majority of whole contribution toward the firm.

The thesis aims to know how CRM implement in service companies, and how it works in different industries. As far as we know that only some specific industries; especially internet relevant business used it more, however, with rapid moving environment, CRM theory has been used widely. Since new technologies developed and invested in industries, to maintain long term relationship with potential customers is the most important issue in each firm.
CRM has entered the telecommunications and high technology markets most recently in Taiwan; however, some industries such as conventional industry need CRM to be implemented likewise. The thesis brought the theory of CRM and take Taiwan local firm as a case to prove the efficient of CRM and also find the problem while applying CRM concept. In addition, several implications for CRM would also be discussed.

Keywords: CRM, conventional industry, implementation, case study.

並列關鍵字

CRM, conventional industry, implementation, case study

參考文獻

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5. Chi. R., Hing, P.L., Wang, Y., and Yang, Y., (2004), An integrated framework for Customer Value and Customer relationship management performance: a customer based perspective from China, Journal of Marketing Service Quality, Vol. 14, No.2, 169- 182.

6. Chou, C.D., Lin, B., Xu, Y. and Yen C.D., (2002), Adopting Customer Relationship Management Technology, Journal Industrial Management and Data System, Vol. 102,, No.8, 442-452.