顧客關係管理於市場行銷之應用

Application of Customer Relationship Management to Marketing and Sales

王建智(Chien-Chih Wang)

指導教授 ： 陳建良

中原大學/工學院/工業工程研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400322

摘要

顧客是企業創造利潤最主要的來源，顧客關係管理（Customer Relationship Management, CRM）協助企業透過各種不同的管道來開發顧客、瞭解顧客和維持顧客，如果企業想要永遠留住顧客，就必須與顧客維持良好的互動，同時讓顧客成為永久的合作夥伴。
本研究根據國內外CRM相關期刊與工業界之技術文件，發展出一套顧客關係管理的參考模式，期使企業更易於實施顧客關係管理，此模式包含三個階段，分別是顧客分析、顧客行銷與互動以及評估與修正。
顧客分析階段介紹企業收集顧客資料的方法，同時依照顧客的消費行為與特性，對顧客進行分群或分類；顧客行銷與互動階段，依行銷、銷售和服務這三個與顧客接觸的構面，作一完整的架構與方法描述；評估與修正階段指出企業必須評估顧客關係管理執行的成效，並且針對與顧客互動所發生的問題作出回應。此外，資訊技術的應用亦將有利於顧客關係管理的實施。

關鍵字

顧客關係管理 ； 關係行銷 ； 顧客服務

並列摘要

Customers are enterprises’ major source of profits. Customer Relationship Management (CRM) helps enterprises to use various kinds of channels to develop customers, understand customers and maintain customers. If enterprises want to keep customers forever, they must maintain good interaction with customers and let customers become their permanent partners.
This research proposes a CRM reference procedure to facilitate an enterprise to implement CRM. This reference procedure is developed based on the literature from international and domestic journals as well as technical reports from industry. It consists of three phases: customer analysis, customer marketing and interaction, and evaluation and adjustment.
The customer analysis phase describes the approaches for enterprises to collect customers’ information and classify the customers based on their behavior and characteristics. The customer marketing and interaction phase shows the structure and methods of marketing, sales and service to contact customers. The evaluation and adjustment phase evaluates the benefit of CRM and react to the problems encountered in the interaction with customers. The application of information technology makes CRM easier to implement.

並列關鍵字

Customer Service ； Customer Relationship Management ； Relationship Marketing

參考文獻

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