客戶關係管理之應用－以中衛發展中心為例

Application of customer's relation management - Take Corporate Synergy Development Center as an example

王渙真(Huan-Chen Wang)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

現今企業如何「留住老顧客，吸引新顧客」這個課題成為必修學分，之前主控企業內部運作的ERP（企業資源規劃）及處理企業與企業間上下游供需關係的SCM（供應鏈管理）相繼熱翻天之後，蒐集及分析顧客資訊、並因此開發出更高利潤及客戶忠誠度的CRM（顧客關係管理），成為又一波讓業者趨之若鶩的市場。

CRM（顧客關係管理）有何魅力讓各家企業前仆後繼地投入，從各研究機構所預測的數字來分析，全球CRM市場將以每年近50％的年複合成長率成長，並且在3∼5年內達到超過百億美元的市場規模。另外，根據曼哈頓顧問公司（Manhattan Consulting Group）調查，企業最重要的20％客戶對企業的貢獻度，是一般客戶的1.5倍，而另外40％的客戶卻使企業獲利降低50％。於是，找到20％的最重要顧客並設法維繫住他的忠誠度，正是CRM的最大使命。

本研究以一家財團法人機構為例，進一步分析出版客戶群的屬性，找出顧客關係管理中顧客價值的分析及重要性。

關鍵字

顧客關係管理；RFM分析；顧客區隔；顧客分群

並列摘要

Enterprise how ' keep patron here, absorb the new customer ' this subject become the compulsory credit now, ERP of operation inside top management enterprises before this (whether enterprise resource plan), deal with enterprise and enterprise visit SCM (supply chain management ) , supply and demand of relation in succession hot after overturning the heavens from head to foot, collect and analyse customer information, and develop high profit and CRM , customer of loyalty (customer's relation management), market that the person who becomes another wave of letting industry went after like a flock of ducks.

CRM (customer relation management ) have any glamour let every enterprise place input successionally, analyse from the figure predicted of every research institution , global CRM market will grow up in order to almost 50% of the annual compound growth rate each time, and reach the market scale over ten billion dollars within 3- years. In addition, investigate according to the consultant firm of Manhattan (Manhattan Consulting Group ), the enterprise contribution degree to enterprises of 20% of the most important customers, it is 1.5 times of the general customer's, but other 40% of the customers make enterprises make a profit to reduce by 50% . Then, found 20% of the most important customers and loyalty of trying to maintain him, it is exactly the greatest mission of CRM.

This research takes legal person's organization of a financial group as an example, analyse further that publishes customer's attribute of group, the analysis and importance of customer's value while managing that find out customer's relation.

並列關鍵字

relationship marketing ； RFM ； The customer district separating

參考文獻

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