摘要
航空公司屬於高成本投資，那麼如何將高成本資產用於高重要性顧客身上為其經營關鍵點。掌握與尋找出高價值的顧客的方法，不外乎更加了解顧客，以規劃最佳的顧客或行銷策略。 目前，航空產業資料倉儲導入已邁入成熟階段。早期導入目標皆以預測訂位趨勢為目的，而近年來全球航空業者莫不以資料倉儲為基石，致力發展兩大主軸的應用：商業智慧與顧客關係管理。而顧客關係管理議題的影響層面又遠大於資料倉儲議題，因此相關發展與應用目前仍是片斷的，視各公司的顧客策略與重要性而個別發展。航空業的會員系統只能進行會員的管理作業，卻無法告訴決策者顧客的貢獻度如何？哪些顧客可能會流失？為什麼流失？我的顧客區隔策略是最佳化嗎？因此，過去對於顧客的了解，皆來自於經驗的累積或是同業間的訊息。然而面臨如何切入？可以進行哪些分析呢？ 儘管已有不少學者提出顧客關係管理相關議題的研究，但著重在「分析型顧客關係管理」議題上的鮮少，更是缺乏針對航空產業在「分析型顧客關係管理」之相關研究。航空實務界的發展，通常採用學習方式，引用同產業或同性質企業的發展，目前並沒有一個發展架構或原則供其依循。故本研究目的主要在於建立航空公司發展「分析型顧客關係管理」的參考架構，以期提供給航空實務界進行相關發展規劃之參考。 本研究將採用單一個案，計劃由訪談與資料的收集整理出業務問題與商業流程；並將商業流程依CRM三個構面：行銷、銷售、服務進行分類；再推導出相關的商業分析，並依顧客關係的三個階段進行連結。最後探索航空業在CRM裡各項分析主題的應用，最後發展一個參考架構。 研究結果顯示在發展分析議題時，若由Top-Down方式由業務問題收集，推導出商業分析、顧客關係階段與目的，以確認企業所需的分析項目，以建立符合企業需求的應用，並非單純由資料角度切入所能達到的。
並列摘要
Airlines belongs to high cost investment. The key point of business operation is to invest high cost assets on high important customers. The methods to keep high valued customers are to realize customers more so as to plan optimal customers or market strategy. Presently, the introduction of data warehouse of airline industrial has been stable. The targets in early stage are all forecasted on predicting trend of reservation. Recently global airlines are all based on data warehouse to develop applications in two areas: Business intelligence & Customer Relationship Management (CRM). And the influence of CRM is larger than data warehouse. The related development & application till now is not complete, depend on customer strategy of each corporation. Frequency fly programs can only do the management of members, cannot advise decision maker how is the contribution of customer? Which customers might be lost? Why they are lost? My customer segment strategy is optimal? Therefore, in past the realization of customer are all based on experience accumulation or information of same trade. But which parts can we analysis? Despite many scholars provided research of related topic of CRM, but focused on Analytical CRM related topic is very less, and lack of related research of Analytical CRM by airlines. The development of airlines usually adopt the rule of learning by introduce development of same trade or similar trade. There are no the development structure or rules can be followed. So the purpose of this Thesis is to set up reference structure of “Analytical CRM” for airlines, expect to provide reference of related development plan of airlines. The research will adopt a single case, plan to make sales problem & business flow by visiting & data collecting. And classify business flow as three areas of CRM: Marketing, Sales & Service. Then derive related business analysis. Furthermore combine it with three stages of customer relation. Last explore the application of analytical topics in CRM of airlines, finally develop a reference structure.