在現今消費者知識抬頭與市場競爭激烈形勢之下,為贏得更多消費者青睞,企業必須將消費者需求視為焦點,秉持向顧客學習與合作之精神,為企業創造更多績效;而伴隨著網際網路和資訊系統的蓬勃發展,使得各式有關顧客層面之資訊應用系統逐漸受到企業界的重視。然而在龐大的網際網路環境中,隱藏著各種不適當的知識內容,易造成企業知識內容擷取不當,導致企業經營方向發生錯誤。傳統知識管理是有系統的管理並分享企業與員工的知識資產,並能防止知識內容擷取的錯誤發生,卻遺漏顧客知識之重要性。顧客關係管理可使企業透過完善的溝通管道與顧客互動,實行有效的行銷活動來滿足顧客,卻未對顧客知識積 極累積與管理。若能將知識管理與顧客關係管理兩者綜合,互相協助各取所需,有系統的整合企業、員工與顧客的知識資產,企業將獲得更多顧客。在相關文獻之研究領域裡,較少研究是以顧客需求為導向,並綜合知識管理與顧客關係管理,有效擷取顧客需求與管理顧客知識,以提升產品與服務之品質。綜合上述問題, 本研究嘗試建構一「顧客需求導向之知識管理系統」(Customer Demand-Oriented Knowledge Management,CDKM),並以個案研究方式進行系統驗證。在系統建置過程裡,主要是運用For, From and About的三個概念方法,以循環方式持續引出顧客需求,並實行初步分類推演與進階分類推演,將顧客需求分類與定義完成並儲存於知識庫中。其後,本研究所開發之系統平台結合個案研究,期能證明企業與顧客知識的重要性與增加系統可信度,將有利於企業與員工擷取顧客訊息,有助於解決顧客需求,創造符合顧客需求之產品及服務,以提升產業競爭優勢與績效。
Along with the development of consumer’s knowledge and the competition of market, enterprises need to focus on the demands of consumers in order to have more their support. In addition, since Internet and information system nowadays develop well, all aspects of information which are relative to customers are paid attention by enterprises. However, the enterprise could gather unsuitable information via Internet, and then it could cause them have wrong business strategy. Traditional KM can manage and share knowledge assets of enterprise and employees systematically, but could ignore customers’ knowledge. The CRM can help enterprises have well interaction with customers via communication, and implement effective marketing activities to satisfy their customers. On the other hand, it can not accumulate and manage more knowledge about customers. Through integrating KM and CRM, it integrates the knowledge assets of enterprise, employees, and customers, and then attracts more customers. There are few researches focus on customer’s demand, combine KM and CRM, and then manage customer’s knowledge. According to the previous problem, this research attempts to create a system of Customer Demand-Oriented Knowledge Management (CDKM), and use case study to verity the feasibility of the system. In the process of system building, this research adopts knowledge flow of For, From and About to elicit the demand of customer, implement initial and advance classification, classify and define customers’ demands, and then storage this information into the knowledge base. Furthermore, this research can prove the importance and reliability of the knowledge of enterprise and customer. It can assist enterprise and employees in gathering customer’s information easily, and develop product and service which are suitable to customer’s demand.