台灣中小企業雲端顧客關係管理雲端運用

The Research of Small-Medium Enterprises Applying Cloud Computing Customer Relationship Management in Taiwan

江明烜(Ming-Hsuan Chiang)

指導教授 ： 李月華

共同指導教授 ： 羅惠瓊(Hui-Chiung Lo)

淡江大學/管理學院/企業管理學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00589

摘要

近年來許多研究機構認為雲端服務將成為下一個科技趨勢，並
且帶來龐大的商機，使得雲端服務成為熱門話題。對於台灣的中小
型企業來說，雲端服務尚處於摸索階段，所以大部分企業都還沒開
始運用雲端服務。
本研究以台灣中小型旅遊業為研究對象，探討雲端服務對於中
小型旅遊業所帶來的效益及中小型旅遊業在採用雲端服務時考慮哪
些因素，期望找出創新商業模式與考量因素。透過文獻及實務間的
整合，發展出創新服務模式，提供中小型旅遊業一個運用雲端服務
的新服務模式，藉此提升企業競爭力。
並且經由顧客關係管理與雲端服務等相關文獻彙整後，提出適
合中小型旅遊業採用雲端服務的四大構面影響因素，分別為財務效
益、行銷效益、風險與環境等因素，運用層級分析，建構出中小型
旅遊業採用雲端服務考慮因素之架構，分析各因素間之相對重要性
。
經層級分析後，發現主構面評估結果以財務效益最為重要，其
次為行銷效益，最不受重視為環境構面；而已整體權重分析結果來
看，降低硬體設施建置成本、降低維護費用、了解消費者偏好、資
訊安全性與以量計價方式列為重要的考慮因素，此結果可以提供中
小型旅遊業再評估採用雲端服務時的參考方向。

關鍵字

顧客關係管理 ； 雲端服務 ； 層級分析法

並列摘要

In recent years, cloud service has become a significant business issue due to its potential
business opportunities. However, the research and employment of cloud service is still in
an unclear stage for most of the small and medium-sized enterprises in Taiwan. The most
companies can only spend lots of money on research instead of completely utilizing cloud
services in the core of business operation.
This study attempts to figure out the innovative business models of small and
medium-sized companies by deeply discussing the benefits brought from cloud service
and the possible factors which may be considered in its implementation. The tourism
industry in Taiwan is targeted for this research. Reviewing the extant literature and
practice, this study develops a new service model with the purpose of enhancing the
competitiveness of enterprises.
In the innovative model, there are four influencing dimensions of cloud services for small
and medium-sized tourist firms, including financial benefits, marketing benefits, risks and
environmental . The analytic hierarchy process was employed to examine the level of
relative importance between various factors in the innovative model.
After conducting analytic hierarchy process, we found that financial benefit is the most
important factors among four dimensions, followed by marketing benefits, and the least
important is environment dimension. From the results of overall weight analysis, we
proposed that reducing the cost of hardware facilities construction and the their
maintenance costs, understanding consumer preferences, enhancing information security,
and pricing by quantitative standard should be considered during the implementation of
could service for the small and medium-sized tourist firms in Taiwan.

並列關鍵字

Customer Relationship Management ； Cloud Service ； Analytic Hierarchy Process

參考文獻

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