直銷業導入顧客關係管理之方向與效益研究 ─以安麗台灣公司為例

A Study of Application Directions and Benefits of Customer Relationship Management in the Direct Selling Industry: A Case Study of Amway Taiwan Company

劉倫凱(Lun-Kai Liu)

指導教授 ： 陳文華

國立臺灣大學/管理學院/商學組/碩士(2009年)

https://doi.org/10.6342/NTU.2009.00370

摘要

高度人性的直銷業，提供有賣點的優質產品、優渥的獎金獎勵制度、以及自由的工作型態，自然吸引許多想要快速致富、擁有自己的事業、或是實現夢想的人，運用其人脈關係，積極主動找到顧客，以面對面的方式，銷售其產品並提供個人化的服務，或者推薦其成為下線一起發展直銷事業。

高度科技的顧客關係管理，則運用資料倉儲與資料採礦的分析技術，從大量的顧客資料及其購貨記錄，去發掘出個別顧客的偏好與行為，然後在關鍵時刻透過各種溝通管道與目標顧客接觸，進行行銷活動或提供個人化的服務，與顧客建立長期關係，以提高顧客貢獻度與忠誠度。

直銷業的核心能力是人際網路，當人際網路愈大愈穩固時，整體的長期貢獻值就愈大。但是，當人際網路愈大愈複雜時，直銷商領導人往往沒有足夠的資源和時間，持續做面對面的銷售或個人化的服務，可能導致疏於照顧某些下線或顧客而逐漸流失。直銷公司如果能運用CRM，分析瞭解顧客的價值，設計執行行銷活動方案，協助直銷商領導人有效率的與他的下線或顧客接觸，管理好每位直銷商的生命週期，就可以有效提高直銷商的啟動率、生產力、與續約率，進而提高整體直銷網的貢獻度與忠誠度。

關鍵字

直銷 ； 安麗 ； 顧客關係管理 ； 關係行銷 ； 行銷活動管理

並列摘要

Direct selling is a “high touch” oriented industry, which provides quality products of selling point, attractive bonus plan and free working style to encourage those individuals who want to get rich quickly, build their own business or make their dream come true to aggressively approach customers through their people networking, then sell its products face-to-face and provide personalized services or sponsor them with business opportunity.

Customer Relationship Management is a “high tech.” oriented system, which apply data warehouse and data mining tools to analyze high volume of customer profile and purchase records to find out customer preferences and behaviors, then develop campaigns to contact targeted customers at right timing to deliver marketing messages or personalized services through multiple channels for building long-term relationship with customer and enhancing customer contribution and loyalty.

The core competence of direct selling is people networking. The bigger and the more stable the network, the higher the overall profit contribution. But, when the network gets bigger and more complicated, distributor leaders may lose some connections with down-lines and customers, because they don’t have enough time and resources to sell products face-to-face, provide personalized services and take good care of them. If direct selling company can implement CRM to realize customer values and develop/execute marketing campaigns to support distributor leaders in contacting efficiently with their down-lines/customers and managing better to each of their life cycle, it will effectively improve the activation, productivity and retention of each distributor group and then enhance the profitability and loyalty of overall distributor network.

並列關鍵字

Direct Selling ； Amway ； CRM ； Customer Relationship Management ； Relationship Marketing ； Campaign Management

參考文獻

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