顧客關係管理之績效評估系統─以網路拍賣業為例

Performance Evaluation System of CRM- The Internet Auction

吳冠賢(Kuan-Hsien Wu)

指導教授 ： 鄧盈嘉

崑山科技大學/商業管理學院/企業管理研究所/碩士(2006年)

https://doi.org/10.6828/KSU.2006.00043

摘要

近年來我國網路購物市場以每年約60%幅度快速成長。根據資策會（民94）研究指出2004 年我國網路購物市場規模達389 億元，占零售市場1.1%，較2003 年成長61.2%。預估2005 市場規模可望邁向600億元大關。這顯示了網際網路的購物環境，越來越能得到網友的接受，網際網路也儼然成為了新興的零售通路。

網路拍賣業以網路行銷為基礎，涵遞s告、生產、銷存、通路、售後服務等整個交易過程，並以顧客與產品的管理為核心。因此，顧客關係管理對於網路拍賣業有極大的重要程度，從企業整體角度而言，顧客關係管理是藉由顧客分類、滿足顧客需求、執行以顧客為中心的企業流程，達到兼顧企業獲利與顧客滿意之商業策略。

本研究以量化方式進行研究，利用因素分析取得八個系統構面，分別命名為企業顧客導向、交易安全、了解顧客個別需求、強調服務內容與流程、提升資訊提供力、注重顧客滿意、加強顧客服務和強化交易效率。再透過層級分析法(Analytic Hierarchy Process, 簡稱AHP)找出八個構面的重要性權重，而重要性較高的四個構面加總有超過75%的重要性程度。

根據四個重要性較高的構面，以策略層次分成三個不同組織層級的策略，由上而下擬定達成策略目標適當的行動方案，發展出以顧客關係管理為核心的網路拍賣業顧客關係管理之績效評估系統，提昇顧客忠誠度與整體營運效益。本研究也提出五個系統建構步驟，企業可利用這五個步驟結合其產業特性，建立屬於自己的績效評估系統，讓企業達成並提升整體績效，持續保有競爭優勢。

關鍵字

顧客關係管理 ； 績效評估指標 ； 績效評估系統 ； 網路拍賣

並列摘要

In recent years, the Internet auction shopping market in Taiwan growing up quickly about 60% ranges every year. The Taiwanese Internet auction shopping market scale amounted to 38.9 billion dollars in 2004, occupying 1.1% of the whole retail price market.
Estimating the market scale may reach 60 billion dollars in 2005. This phenomenon manifestation network user can accept the shopping environment of the Internet. And the Internet became newly arisen retail price thoroughfare.
The Internet auction shopping industry takes the network marketing as foundation, including an advertisement, produce, thoroughfare, after-sales service etc.. Its management core is the customer and product. Therefore, the Internet auction shopping industry for the customer relation management is rather important. For the enterprise whole angle, the customer relation management is by the customer categorize, satisfy a customer need and the performance that takes customer as the enterprise process of the core. Reaching the business strategies of the enterprise profit and customer satisfaction.
This research is a quantity research. Using factor analysis to gets eight system factors. We named factor respectively as the enterprise customer direction, trade a security, understand customer individual need, emphasize the service content and process, promote to provide information, pay attention to a customer satisfaction, strengthen the customer service and enhance the bargain
efficiency. And we use the Analytic Hierarchy Process to understands the importance degree of eight factors. We add the four higher importance factors and get the outcome of the importance is over 75%.
We use the concept of the strategy layer to divide four factors with higher importance degree into three dissimilarity organization layer classes. And we also made an action project of reaching the strategy target adequacy, develop the performance evaluation system of the Internet auction shopping industry customer relation management. This research also puts forward five system
construction steps, the enterprise can make use of these five steps to combine its industry characteristic, building up belonging to own performance evaluation system, letting the enterprise reach and promoting whole results, keeping on sustainable competitive advantage.

並列關鍵字

Customer Relationship Management ； Performance Evaluation System ； Internet Auction Shopping

參考文獻

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