電子化顧客關係管理（eCRM）對顧客區隔分析與供銷策略聯盟影響之研究－以航空運輸業為例

A Research on the Influences of electronic Customer Relationship Management on Customer Segmentation and Procompetitive Alliance－Cases of Airlines Transportation

丁柔吟(Jou-Yin Ting)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100456

摘要

全球資訊網路(World Wide Web)是開放性的網路，打開了全球航空專屬的封閉網路，使得航空運輸業更延伸無限的想像空間。全球資訊網路具有最高度的連接性，建構了個別需求的族群，形成新經濟結構，亦讓以往需要透過仲介的銷售模式可以省去中間的傳遞管道，使得航空公司此一旅遊服務的提供者，得以直接接觸消費者。航空運輸業要提升公司形象及企業競爭力，就要在網路經濟時代的來臨之際，加快企業電子化的腳步，具體落實顧客關係管理(CRM)之精神，進而達到一對一行銷之目標。
進入網際網路時代，CRM進一步演變為eCRM，同時涵蓋網路商務時代與客戶互動的前端及後端分析的完整功能。本研究主要之目的在於探討eCRM環境下，如何結合顧客區隔指標與航空運輸產業之特性，建構出屬於該產業之顧客分類。並探討針對不同區隔之顧客，該產業所應採取之行銷作法與策略為何。期望在現今以顧客為導向的時代裡，能提供航空運輸業者如何選擇目標市場之依據和參考，並釐清所應配合實行之行銷策略。
本研究係以個案研究法進行探索性研究，主要以有經營國際航空客運業務的本國籍航空公司為研究對象，計有中華航空、長榮航空、復興航空、華信航空、遠東航空等五家航空公司。此外，在描述國內個案公司之前，輔以全球第一家透過全球資訊網路提供資訊與服務的美國航空公司(AA)，作為學習之標竿個案。經過次級資料整理與深入訪談之後，歸納出本研究結論並提出建議，重點摘述如后：一、國內航空公司對顧客關係管理之建置，尚屬觀念性建構與系統評估階段；二、網際網路時代具有直接接觸顧客的特色，為提升顧客滿意度，航空公司必須雙管齊下，尋求同業與異業間的合作；三、目前航空公司僅就基本性與交易性資料對會員進行分類，未來應多蒐集心理與行為變數，採行最有效的區隔指標對顧客作分類；四、航空公司以策略性考量為出發點，選擇供銷策略聯盟夥伴，相互依賴，提供旅客優質服務；五、航空公司提供給會員價格優惠折扣，宜與供銷聯盟合作，才能提供周全的服務；至於在個人化與特別的服務方面，由於是屬於直接與顧客接觸的部分，故宜由公司自行掌控。再者，本研究亦嘗試建構出顧客區隔指標與分類及因應行銷策略之管理模式，以期在「在適當時間，藉由適當管道，提供給適當顧客，適當的服務」之宗旨下，提供給航空運輸業未來在行銷策略運用之參考。

關鍵字

航空運輸業 ； 供銷聯盟 ； 顧客區隔與分類 ； 電子化顧客關係管理 ； 行銷策略

並列摘要

World Wide Web is an indefinite network, and it links the specific network of the airlines transportation industry in the whole world. The highly linked characteristics of WWW create individual customer groups and promote the new economy. Besides, it also simplifies the past agent-sales model and eliminates most members in the middle channel, thus the airlines transportation industry can contact customers directly. In the age of internet economy, if a company in this industry wants to promote it’s image and enhance it’s competitive advantage, the only way is to accelerate the responsive pace to fulfill the capability of Customer Relationship Management (CRM) as to achieve the aim of one-to-one marketing.
CRM has been developed further to electronic CRM (eCRM) in the internet era which contains e-commerce and integration function of interactive front-end with analytic back-end. The purpose of this research is to explore the indices of customer segmentation and the characteristics of airlines transportation market to construct customer classification under eCRM environment. Furthermore, this research is aimed at customers of different segmentations to understand what marketing actions and strategies the industry should take. In customer-oriented era, the result of this research can provide consulting suggestions to airlines transportation company how to choose the target market(s) and adopt the corresponding marketing strategies.
The method of this research is case study with interview and web data, and the research objects of domestic airlines transportation industry include China Airlines, EVA Airways Corporation, Mandarin Airlines, Trans Asia Airways and Far Eastern Air Transport (some of them are running multiple international lines). Before describing and analyzing these domestic cases, the American Airlines that first provided information and service through WWW in the whole world will be a benchmarking corporation in this research. And the conclusions and suggestions of this research have been reasoned and summarized as follows: 1. The establishment of CRM in domestic airlines transportation industry is still in it’s early stage; 2. Contacting with customers directly is a characteristic in internet era, airlines transportation industry should cooperate with identical and/or different industries that may increase customer satisfaction; 3. This industry classifies members in accordance with fundamental and transactional records at present, in the future, it should collect psychological and behavioral variables to classify customers to achieve better performance; 4. According to strategic consideration, the companies in this industry will choose pro-competitive alliances and cooperate together to provide excellent services to customers; 5. The airlines will need pro-competitive alliances to provide discount and comprehensive service to customers.
As for personal and special services, because that is dealing with customers directly, these services should be handled by the airlines themselves. Furthermore, this research tries to establish a manageable model with indices of customer segmentation, customer classification and corresponding marketing strategies, and to provide reference materials to design the right marketing strategies.

並列關鍵字

pro-competitive alliance ； marketing strategy ； customer segmentation and classification ； electronic customer relationship management ； airlines transportation industry

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