顧客導向的知識創新管理

Innovation Management of Customer Orientation

陳右勳(Yow-Shiun Chen)

《中華技術學院學報》 30期 (2004/06) Pp. 293-312

https://doi.org/10.7095/JCIT.200406.0293

摘要

本文旨在建構一套從創造顧客價值的角度去思考，以顧客爲核心的價值鏈管理，驅動「策略經營綱絡」(SBN)，整合顧客、供應商、甚至競爭對手的資訊、價值、透過相互合作與系統性的溝通，利用「優質服務」、「客製化」及「便利的解決方案」三項價值主張，活用四R(Relationships, Retrenchment, Relevancy, Rewards)的核心競爭力而達到協同合作、經驗分享的動態學習顧客創新系統。本研究顯示顧客是企業的知識學習、創新發展的真正泉源，運用來自顧客知識以研發新産品及服務，抓住顧客的渴望，即時與顧客對話、互動、以開發顧客終身價值，落實完整而有效的顧客關係管理服務系統。

關鍵字

顧客關係行銷 ； 虛擬整合 ； 知識創新

並列摘要

This study through deliberating how to create customer's value is to establish a set of management of value chain based on customer orientation, to drive SBN, and to integrate customers, suppliers, and even competitors' information as well as value. Meanwhile, through mutual cooperation, systematic communication, utilizing three value concepts in superior service, customization and convenience solution, and activating the core competition in four R, reciprocal cooperation, and experience sharing can be reached. This study shows the customer is the real resource of a firm's learning and innovation development. Applying the knowledge from customers to develop new products as well as services, grab customers' desire, respond customer's inquires and reactions to explore customers' life-time values, the complete and effective customers' relationship of management service system is to be attained.

並列關鍵字

1.Customer Relationship Marketing 2.(CRM) ； Virtual Integration