探討品牌電商業者之顧客關係管理策略分析─以台灣電商業者為例

Customer Relationship Management Strategies for Branded E-Commerce Businesses Taiwan E-Commerce Businesses as Example

詹子弘(ZI-HONG CHAN)

指導教授 ： 林瓊菱

中原大學/商學院/企業管理學系/碩士(2022年)

https://doi.org/10.6840/cycu202201036

摘要

網際網路的進步，使得許多網路上的商業行為興起，像是電子商務、社群媒體等，而電商的蓬勃發展以及新冠肺炎的疫情籠罩全球，許多業者一窩蜂投入電商市場，因此讓市場非常飽和，消費者的選擇也隨之變多；社群媒體的發展形成網路紅人、KOL愈來愈多，進而影響消費者的購買決策。電商趨勢如同海嘯一般席捲而來，伴隨的是傳統業者數位轉型、實體店面存在與否、詐騙日益增加、顧客關係的管理等問題，如何因應如此競爭的市場環境，非常考驗業者的經營思維。
本研究以電商業者的品牌知覺（Brand Perception）、產品品質（Product Quality）、知覺風險（Perceived Risk）以及顧客的關係管理（Customer Relationship Management）作為研究架構，探討台灣品牌電商業者之顧客關係管理策略分析。研究首先經由文獻探討釐清四個研究構面的關係，認為消費者對於「品牌知覺」會反應在業者提供的「產品品質」上，而「產品品質」的優劣以及「品牌」給予消費者的印象會影響消費者對於「知覺風險」的判斷，因此這三個構面是有相互關聯的，進一步探討如何從這三個構面使顧客達到忠誠度與滿意度，做好「顧客關係管理」。而最終研究發現研究架構的四個構面確實是有相互關聯的，依照各個行業有不同的顧客關係管理方式，每個業者都有利用數據分析店家業績、顧客喜好與行銷策略，對於數據的豐富度與使用度以及店家與顧客之間的互動與服務會依品牌規模的大小而有所差異，每個業者對於自身品牌形象的維護、產品品質的堅持、給予消費者的風險承諾都是希望提供給消費者良好的購物體驗，衍伸出的就是需要花費大量精力與行銷預算去因應需求瞬息萬變的消費者、實體與虛擬店面的拉扯、網路匿名言論、濫用服務等問題。

關鍵字

電子商務 ； 品牌知覺 ； 產品品質 ； 知覺風險 ； 顧客關係管理

並列摘要

The advancement of the Internet has led to the emergence of many online business practices, such as e-commerce and social media. With the booming of e-commerce and the global epidemic of Newcastle Pneumonia, many businesses have swarmed into the e-commerce market, thus saturating the market with more choices for consumers; the development of social media has led to the emergence of online celebrities and KOLs, which in turn influence consumers' purchasing decisions. The e-commerce trend has swept through the market like a tsunami, accompanied by issues such as digital transformation of traditional businesses, the existence of physical stores or not, increasing fraud, and management of customer relationships.
This study uses Brand Perception, Product Quality, Perceived Risk, and Customer Relationship Management as the framework to examine the customer relationship management strategies of Taiwan branded e-commerce companies. The study is designed to analyze the customer relationship management strategies of Taiwanese branded e-commerce companies. The study first clarifies the relationship between the four research components through literature research, and concludes that consumers' perception of "brand" will be reflected in the "product quality" provided by the industry, and the quality of "product" and the impression of "brand" will affect consumers' judgment of "perceived risk", so these three components are interrelated. The study further explores how to achieve customer loyalty and satisfaction from these three dimensions, and to do a good job of "customer relationship management". The final study found that the four components of the research framework are indeed interrelated, and each industry has a different approach to customer relationship management, and each industry uses data to analyze store performance, customer preferences, and marketing strategies. Each operator's commitment to maintaining its own brand image, product quality, and risk to consumers is to provide consumers with a good shopping experience, which extends to the need to spend a lot of energy to respond to the rapidly changing needs of consumers, the pull of physical and virtual stores, anonymous comments on the Internet, and abuse of services.

參考文獻

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