可嵌入物件之資訊系統對中小企業一對一行銷及提升顧客關係影響之個案研究

The Effects of Small Business One to One Web Marketing and Increasing Customer Relationship in the Information System with Object Embedded Technology

邱富宏(Fu-Hung Chiu)

《運籌管理評論》 3卷1期 (2008/03) Pp. 71-79

https://doi.org/10.29836/LMR.200803.0007

摘要

在全球商業化競爭時代，中小企業為創造競爭優勢，對於個別客戶的需求，必須要以詳盡的資料快速回應，讓客戶以最快速度了解企業產品與服務，提高與客戶間溝通效率，提升顧客關係，促進行銷。因此，本研究以一家專營出口貿易的中小企業為研究對象，根據研究對象的需求，設計與開發一套可嵌入物件之出口貿易系统，供研究對象使用。以個案研究及深度訪談為研究方法，透過對研究個案的深度瞭解，探討可嵌入物件之資訊系统對中小企業一對一行銷及提升顧客關係的影響。本研究設計與開發的系统，可以經由系统快速產生各類報表並直接列印，亦可以將系统所產生的各類報表，不必離開貿易系統就可以快速的形成Word格式，能夠很方便的嵌入各種多媒體物件，包括圖片；影像；聲音；影片等，進行圖文整合，達到客製化的目的，讓公司得以e-mail附加檔方式，快速的傳輸給世界各地的客户。研究結果發現：在使用本研究開發出來的可嵌入物件之出口貿易系统，企業對個別客戶的需求可以快速回應，迅速提升了顧客認知價值，強力提升企業與顧客互動頻率，增進了顧客忠誠度，並爭取到更多的新客戶，使公司業績更上層樓，不但節省行銷成本，且改變了以往電子商務著重於行銷，轉而為透過可嵌入物件資訊系統整合電子商務以強化顧客關係為主要的競爭差異來源，並帶動新一輪全球行銷制高點優勢競爭；且現場觀察；晤談資料；公司與客户之間互動的e-mail統計資料；及公司會計資料都顯示，可嵌入物件之客製化資訊系统對出口貿易中小企業一對一行銷及提升顧客關係確實有正面的影響。本研究發現可供出口貿易企業在一對一行銷或顧客關係管理決策之参考。

關鍵字

一對一行銷 ； 顧客關係管理 ； 電子商務 ； 可嵌入物件資訊系统

並列摘要

At the competition of the global business, the small business should have the ability to reply rapidly their customers with the very detail information of their products and services in order to improve the relationship and communication between the business and customers. The purpose of this study was to explore the effects of small business one to one web marketing and increasing customer relationship in the information system with object embedded technology. Based on the inquiry of an export trading company (the sample), the researcher designed an Export Process System (EPS) using the object embedded technology. The data pool is mainly collected by qualitative approaches, and some quantitative data are used as supplements. The very important function of this system is the output of reports and documents. All documents can be saved as a single file and may be re-edited in the other software system, such as WORD, EXCELL, etc., do not need to leave EPS. Besides, all document files can be inserted any multimedia object, such as picture, image, voice and film, to coordinate the text and multimedia object together to forward the customization purpose. Then the document files can be sent to the customers all over the world by email attached files. The results showed that using EPS, this trading company can respond rapidly their client’s request, impress the client’s knowledge to the company, improve the communication each other, and easy to get new clients. It also improves the working efficiency and saves the office cost. Beside, it changes the modus of one to one web marketing to rely not only internet business web but also EPS, in order to put the selling in the upper level of the global competition. This study is worth to be referred by the export trading company in making decision of one to one web marketing and customer relationship management.

並列關鍵字

one to one web marketing ； customer relationship management ； electronic commerce ； information system with object embedded technology

參考文獻

Alex, S.(1999).Winning CRM Strategies.ABA Banking Journal.54-66.

Bhatia, A.(1999).Customer Relationship Management.toolbox Portal for CRM.

Coner, A.(2003).Personalization and customization in financial portals.Journal of American Academy of Business.2(2),498-504.

Coner, A.,Gungor, M.(2002).Factors affecting customer loyalty in the competitive Turkish metropolitan retail markets.Journal of American Academy of Business.2(1),189-200.

Davids, Mery(1999).How to Avoid the 10 Biggest Mistake in CRM.Journal of Business Strategy.Nov.,22-26.