- 學位論文
在電子市集中以三階段顧客分群提高顧客關係管理成效
To Improve the Effectiveness of CRM by Using Three-Phase Customer Clustering in e-Market
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摘要
由於網際網路與資訊科技的進步，使得電子商務的出現徹底的改變了人們的消費習慣，同時間市場的需求也逐漸由商品導向轉變成為需求導向，基於以上的原因所以顧客關係管理(Customer Relationship Management；CRM)逐漸被企業所重視。儘管導入顧客關係管理系統可以為企業帶來許多好處，但是顧客關係管理系統的建置需要投入一定金額的成本，同時也要設立資訊團隊維護系統，而且顧客資料的收集與系統的建置需要一定的時間，所以中小型企業普遍的對於導入顧客關係管理系統的認知，還是屬於一個不符合成本效益的做法。 因此，本研究在基於電子市集(Electronic Market；e-Market)的平台上提出一個介於顧客、企業及系統供應商之間的CRM系統，命名為「架構於電子市集平台的顧客關係管理系統(e-market based CRM system；eCRM)」，期望藉此能減輕企業建置CRM系統所需要付出的大量成本。在eCRM的平台中顧客與企業用戶將因取得服務的管道之一致性與人性化介面，進而提高使用CRM系統的意願。在此前提下e-Market供應商也會因為提供電子商務服務平台與租賃模組化功能的等服務，相對於傳統系統商以一次性銷售獲取利潤的方法，更能創造長久的利潤。 本研究利用eCRM中企業所擁有的顧客資料與交易紀錄結合資訊科技的輔助，透過顧客最近購買時間、最近購買頻率與最近購買金額等標準，以三階段分群的方式為企業進行顧客分群，接著並將分群之後的結果結合eCRM，持續更新的顧客交易相關資料，更進一步以回饋機制進行顧客動態分群，使企業能在有限的資源的前提下，針對各分群中擁有不同消費習慣與購買能力的顧客提供適合的顧客服務。 在顧客意識逐漸抬頭且銷售風氣已轉變為服務導向的現代，本研究提出結合電子市集與顧客關係管理的eCRM架構，讓系統供應商、企業與顧客在交易平台進行電子商務交易，並透過三階段顧客分群法，將擁有類似消費習慣的顧客，以三階段的方式進行分群以利企業在資源有限的前提下，能依照顧客分群提供顧客服務，讓顧客的滿意度在經過消費後能持續提升，透過以上的方式將能夠使得消費到服務都能達到最佳化使得在eCRM架構下的系統供應商、企業與顧客皆能達到三贏的局面。
並列摘要
Due to the progress of internet and information technology, the consumption pattern has been totally changed by the presence of e-commerce. Meanwhile, the market demand has been gradually changed from product-oriented into requirement-oriented. Based on the reasons above, Customer Relationship Management (CRM) has been increasingly paid attention by enterprises. Implementing CRM can bring much benefit for enterprises, however, investing certain amount of cost is somehow necessary for building up the CRM system, so as setting up the Information-team-maintenance-system. Moreover, customer information collecting and system building-up takes time. Because of these, medium-small enterprises in general still think implanting CRM is not cost-effectiveness. Therefore, this research is based on e-Market (Electronic Market) to advise a CRM system among customer, enterprise and system supplier, which named ''e-market based CRM system ; eCRM'', hoping to decrease the heavy cost for building up CRM system. By the experience of servicing and user-friendly surface on eCRM platform, the customers and enterprise users will increase the intention to apply CRM. Ahead of that, e-Market supplier creates longer benefit by supplying e-commerce platform and rent module service as well, comparing to the traditional system supplier gains benefit through one-time sale. This study applies customer information and transaction record that medium-small enterprises own, and combine it with information technology. Through the standard of Recency, Frequency, and Monetary to divide three different customer groups, then combines them with the customer trading information that keeps updating on eCRM. And applying further feedback mechanism to proceed customer dynamic clustering. This enables enterprises to provide proper customer services to each group that have their own different consuming habit and purchasing power under limited resource. Nowadays, with the rise of consumer awareness and service-oriented, this study presents eCRM structure that combines with e-market and customer relationship management make system supplier, enterprises, and customers to proceed electronic business over the trading platform. To classify the customers that sharing related consuming habit into three different groups, so that enterprises can provide proper customer service to each one of them even under limited resources. At last reaching the target that customer satisfaction degree continually growing after consuming. Through the methods above it can be optimized from consuming to servicing and take on win-win-win situation for system supplier, enterprises and customers that under eCRM structure.
並列關鍵字
RFM ； Artificial Neural Network ； Data Mining ； Customer Clustering ； CRM ； EC ； Apriori ； BPN參考文獻
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