組合決策於顧客關係管理之應用－歌手發行精選專輯之歌曲組合為實證

A Portfolio Decision Study for Customer Relationship Management: An Empirical Study on the Selection of Songs for Selected Album

簡禎富(Chen-Fu Chien) ； 彭金堂(Jin-Tang Peng) ； 黃冠彰(Kuan-Chang Huang) ； 周冠潁(Kuan-Yin Chou)

《品質學報》 13卷2期 (2006/06) Pp. 175-190

摘要

隨著資訊科技的發展與電子商務的興起，促使產業結構進化成為多樣多量、快速反應、全球整合的「大量客製化商品」生產與服務形態。如何設計符合消費者需求的產品，以滿足顧客的購買偏好並提升服務品質，成為產品在市場上銷售是否成功的關鍵。另一方面，組合決策是複雜的決策問題但很少相關的研究。特別是如何從某位歌手幾十首歌曲中選擇十首或二十首以收錄於精選輯是困難的組合決策問題。儘管過去有很多關於產品組態與行銷策略之研究，然而很少關於歌曲精選輯選錄組合問題之研究。本研究目的係透過問卷調查與統計分析的方式，探究消費者對歌曲專輯產品的偏好，作為歌手精選輯選擇收錄歌曲組合的參考，以因應日益區隔且差異的消費市場環境。一般唱片公司決定收錄歌曲，往往以製作人與歌手的角度進行討論與決策，在決策過程並未考量不同消費者的偏好因素。本研究不僅提出研究架構及研究方法，並以某歌手之精選輯為實證研究作分析與討論。因應新的企業經營模式與競爭環境，企業應該事先探究消費者對產品的偏好與需求，以及區隔消費群體，了解各市場區隔集群的特性，依據不同消費者對產品的不同偏好與需求以設計產品，以達成顧客關係管理與客製化商品組態的目的。

關鍵字

顧客關係管理 ； 服務品質 ； 組合問題 ； 集群分析 ； 市場區隔

並列摘要

Because of the rise of information technology and e-commerce, a stream of industry is maturing toward mass customization commodity. The company has to manage the relationship with the various customers by assessing the customer needs and design the products to meet their needs. Although a large number of studies have been made on market segmentation, little research has been done on the decision of collecting songs of selected album. On the other hand, the selection of the collected songs for a selected album is also a portfolio decision problem that is seldom addressed in literature. This study aims to propose a framework to incorporate the voice of the customer into the product configuration and conduct an empirical study that based on customers' preferences to segment the market and propose various combinations of songs as special collections. Individual customers can be characterized by a set of variables that can be used to predict membership in the groups. In particular, we designed a survey to assess the preferences of various customers over the songs. On the basis of the survey results, we explored the characteristic among different groups of customers and thus proposed alternative collections of the songs for the selected album. This study provides not only specific guidelines for collecting the songs of selected album but also a research framework ready to be applied to other market segmentation and customer relationship management problems.

並列關鍵字

Customer Relationship Management ； Service quality ； Portfolio Selection ； Clustering ； Market Segmentation

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