- 學位論文
跨國公司導入客製 CRM 系統之研究－以 PCB 設備小型公司為例
The study of implementing customization CRM System in Multinational Corporation – PCB small equipment company as an example
摘要
CRM顧客關係管理系統在國內外市場的推動行之有年，而有別於套裝系統，本研究就跨國公司選擇導入客製化顧客關係管理系統的原因，客製化系統與套裝系統兩相比較的建置流程，以及針對客製化CRM系統在跨國公司真正實施後所遇到的問題提出相對應政策等方向進行研究探討。 透過文獻以及個案訪談的結果分析，企業文化和使用者對於資訊系統的認知皆會影響兩岸員工使用客製化CRM系統的接受程度。由需求訪談到系統驗收上線，可從個案實例中驗證客製化CRM系統較套裝系統架構運用來得靈活，但相對的需要花費較多的時間，而除了商務追蹤、客戶服務、生產管理等客製化功能為了降低成本、提昇企業經營績效的目標外，另以文件中心做為教育訓練或者追蹤台灣總公司與大陸辦事處各地文件一致性的規劃，幫助企業達成專業知識的有效傳承、知識的保存等成效。
並列摘要
CRM (Customer Relationship Management) system has promoted in the domestic and international markets for many years. This research explores what the reasons of multinational corporation choose to implementing customization CRM system, and compared establish processes to find out what is the different between the customized and packaged systems, also put forward solutions and suggestion for multinational corporation to solve problems. Through literature interviews and case analysis of the results, corporate culture and user awareness of information systems will affect employees to accept to use customized CRM system. In this case study, from system requirements interviews until the system acceptance, the architecture of customized CRM system is more flexible than the packaged one, but takes more time. The system module of Business, Customer Service, Production management are for reduce costs and enhance business performance objective. In the other hand, the system function of Documentation Centre for employees education and training, can tracking offices documents around the world, and help enterprises to reach the professional knowledge of preservation results.