臺灣博碩士論文加值系統

由於網際網路時代來臨，企業競爭的型態已轉變成全球化競爭與供應鏈對供應鏈的競爭，故企業體必須將其思考模式由單一的經營個體，朝向與上、下游合作廠商間發展協同商務模式進行；另一方面，行銷環境的變化與整合行銷傳播觀念的日漸興起，考驗著管理者如何整合各種不同的傳播工具，讓企業與利益關係人維持良好的互動關係。因此，企業協同夥伴愈來愈重視如何分享客戶知識來源以改善協同管理及整合行銷傳播機制。系統化修練為英國在系統思考上的另一主流，此理論可以較宏觀的角度來探討實務上的問題，特別是對於企業協同管理與整合上，更可發揮其功效，故本研究主要目的為了解企業在推動協同管理與整合行銷傳播時，所需要的客戶知識來源及內容，並探討如何運用系統化修練，選擇適當的方法來規劃企業之協同管理及整合行銷傳播策略。
本研究針對客戶知識管理、協同行銷、整合行銷傳播及系統化修練四個構面，以美容產業為例，針對可能進行協同管理的相關行業進行研究，應用結構化問卷調查與開放式的深度訪談為研究方法，發出問卷120份，回收之有效問卷為27份(回收率22.5%)，本研究結論如下：
1、台灣最重視協同管理組織設計上的問題，中國大陸則較重視組織流程上的問題。
2、協同夥伴認為推動協同管理規劃時，大量的市場資訊、產品與服務資訊能幫助組織迅速建立起合作與信任關係；而解決組織文化及組織設計的應用方法，可協助釐清法律與財務關係；另外，有效的收集訂單資訊及協助解決協同夥伴組織流程的應用方法，將有助於建立企業系統、共識及正面之態度。
3、進行整合行銷傳播策略擬定時，著重於客戶資訊的收集，協助解決組織設計、組織領導與組織流程等三方面的應用方法將可促進整合行銷傳播的資料庫整合更為完善；而著重於產品與服務資訊、訂單資訊上的收集，以及協助解決協同夥伴間組織文化的應用方法，較能夠達成預期的消費者整合目標；合作夥伴認為最佳化實行資訊的收集，以及協助解決組織領導與組織設計等兩方面的應用方法，可為協同管理組織與利害關係群體之間，建立良好的溝通機制。
4、由於協同管理與整合行銷傳播構面具有顯著之影響，未來擬定整合行銷傳播之策略，可利用協同管理之機制來協助制定。
本研究除探討協同管理與整合行銷傳播所需分享的客戶知識來源，更提出解決此二個主題的方向，可提供美容業及其他產業參考。

By Internet age arrived, Electronic Commerce (EC) has completely changed business environment and model. The implementation of e-business applications has continuously growing in a seemingly unabated fashion worldwide. The enterprise competitive condition has completely changed into global competitive environment within supply chain. In addition, this study provides an appreciation of the emergence and content of Integrated Marketing Communications (IMC) that widely used by industry and commerce in US and UK. Systems intervention is one main stream of system thinking in England. In order to build a systemic approach of IC, this chapter examines systems thinking to see what it can contribute to collaborative marketing and IMC for enterprises. This study examines how IMC can help collaborative marketing through identifying key customer knowledge resources, hence, marketing and advertising would be based on a single global campaign, with only minor adjustments for local markets. The aims of this paper are to explore the role of customer knowledge resources within collaborative IMC and develop a conceptual framework to further suggest better solution for IMC collaboration.
Taking beauty enterprise as an example, this research focuses on CKM (Customer Knowledge Management)、collaborative marketing、IMC and systems intervention to design the questionnaire for 120 companies. Research methods are both structure questionnaire and open interview deeply method. There were 8 available responses from 60 collaborative partners in Taiwan and 19 available responses from 60 collaborative partners in China (Return rate 22.5%). This will help beauty business to draw a blueprint in the future. The findings of this research are as follows:
1.The collaborative partners in Taiwan focus on organizational design problem for collaboration, and the collaborative partners in China focus on organizational process problem for collaboration.
2.Collaborative partners consider that more market information, and product and service information can build collaboration and trust relation between collaborative partners. Solving methods of organizational culture and organizational design can help to clarify with the legal and financial relation between collaborative partners. In addition, gathering order information and the solving methods of organizational process will help to build up business IT system, common view and positive attitude.
3.In the IMC dimension, gathering customer information and solving methods of organizational design, organizational politics and organizational process will help to database integration. Gathering order, product and service information and solving methods of organizational culture will help to customer integration. In addition, gathering best practice information and solving methods of organizational design and organizational politics will help to stakeholders-based integration.
4.Collaborative Management has significant effect on Integrated Marketing Communications that could be used for IMC planning in the future.
Moreover, this study presented a conceptual model of Collaborative-CKM to see how collaborative marketing can help IMC implementation. The result of the research could be consulted by the other industry to create their Collaborative-CKM framework and IMC implementation.

摘要.........................................................I
致謝.........................................................V
目次......................................................VIII
表目錄.....................................................VII
圖目錄.......................................................X
第一章 緒論.................................................1
1.1 研究背景與動機...........................................1
1.2 研究目的.................................................3
1.3 研究範圍與研究架構.......................................4
1.4 研究流程.................................................5
1.5 論文結構.................................................6
第二章 文獻探討.............................................8
2.1 美容產業B2C EC之現況.....................................8
2.2 客戶知識管理............................................11
2.3 協同商務................................................23
2.4 整合行銷傳播............................................40
2.5 系統化修練..............................................49
第三章 研究設計與研究方法..................................54
3.1 研究架構................................................54
3.2 研究構面之操作性定義....................................55
3.3 研究假設................................................59
3.4 問卷設計................................................60
3.5 研究對象與資料收集方法..................................60
3.6 問卷回收與樣本結構......................................61
3.7 資料分析方法............................................63
3.8 統計分析程序............................................65
第四章 實證分析與結果......................................66
4.1 各構面的敘述性統計資料分析..............................66
4.2 信度與效度檢定..........................................77
4.3 台灣與中國大陸在各構面之差異分析........................84
4.4 各構面因素之互動關係....................................87
4.5 各重要構面間之迴歸分析..................................94
第五章 結論與建議.........................................110
5.1 結論...................................................110
5.2 建議...................................................113
5.3 管理與實務之涵義.......................................116
5.4 後續研究建議...........................................117
參考文獻...................................................118
附錄一 研究問卷...........................................126
表目錄
表2.1 客戶知識管理相關文獻.................................12
表2.2 知識管理與客戶關係管理及客戶知識管理之比較表.........13
表2.3 客戶知識管理個案分析.................................18
表2.4 客戶知識來源相關文獻.................................20
表2.5 客戶知識來源與分類...................................21
表2.6 協同商務之定義.......................................26
表2.7 協同商務之分類.......................................29
表2.8 協同商務之架構.......................................34
表2.9 協同行銷相關定義.....................................35
表2.10 整合行銷傳播之特性..................................41
表2.11 傳統行銷與整合行銷的差異點..........................43
表2.12 整合行銷傳播相關應用研究............................46
表3.1 本研究之變數操作性定義...............................55
表3.2 樣本結構.............................................61
表4.1 研究樣本對客戶知識來源之意見均值.....................67
表4.2 研究樣本對協同管理之意見均值.........................71
表4.3 研究樣本對整合行銷傳播之意見均值.....................74
表4.4 研究樣本對系統化修練之意見均值.......................76
表4.5 客戶知識來源構面各因素內部一致性分析結果.............77
表4.6 協同管理構面各因素內部一致性分析結果.................79
表4.7 整合行銷傳播構面各因素內部一致性分析結果.............81
表4.8 系統化修練構面各因素內部一致性分析結果...............82
表4.9 台灣與中國大陸在各構面之差異分析.....................85
表4.10 客戶知識來源與協同管理之典型相關檢定表..............87
表4.11 客戶知識來源與協同管理之規則因素負荷量..............87
表4.12 客戶知識來源與整合行銷傳播之典型相關檢定表..........89
表4.13 系統化修練與協同管理之典型相關檢定表................89
表4.14 系統化修練與協同管理之規則因素負荷量................89
表4.15 系統化修練與整合行銷傳播之典型相關檢定表............90
表4.16 系統化修練與整合行銷傳播之規則因素負荷量............90
表4.17 協同管理與整合行銷傳播之典型相關檢定表..............92
表4.18 協同管理與整合行銷傳播之規則因素負荷量..............92
表4.19 客戶知識來源與系統化修練對協同管理之迴歸分析........95
表4.20 客戶知識來源與系統化修練對整合行銷傳播之迴歸分析...101
表4.21 協同管理對整合行銷傳播之迴歸分析...................106
表5.1 本研究實證結果與假說驗證............................110
圖目錄
圖1.1 本研究觀念性架構......................................4
圖1.2 研究流程..............................................5
圖2.1 組織學習、核心能力與永續競爭力模式...................14
圖2.2 客戶知識管理-封閉的迴路模式..........................15
圖2.3 客戶知識循環的三大階段...............................16
圖2.4 客戶知識管理架構.....................................17
圖2.5 網際網路商業功能的演進...............................23
圖2.6 協同商務的時代來臨...................................24
圖2.7 協同商務架構圖.......................................30
圖2.8 影響跨機能間的關聯與資訊交換的理論性因素架構.........33
圖2.9 META Group之協同商務管理架構.........................34
圖2.10 協同行銷架構圖......................................38
圖2.11 整合行銷傳播架構....................................44
圖2.12 Reddin之四種基本領導方式............................51
圖3.1 研究架構.............................................54
圖3.2 本研究之統計分析程序圖...............................65
圖4.1 客戶知識來源與協同管理之典型規則相關示意圖...........88
圖4.2 系統化修練與協同管理之典型規則相關示意圖.............90
圖4.3 系統化修練與整合行銷傳播之典型規則相關示意圖.........91
圖4.4 協同管理與整合行銷傳播之典型規則相關示意圖...........93
圖4.5 合作的關係與客戶知識來源、系統化修練之關係...........96
圖4.6 消費者需求與客戶知識來源、系統化修練之關係...........97
圖4.7 法律與財務關係與客戶知識來源、系統化修練之關係.......98
圖4.8 企業系統與客戶知識來源、系統化修練之關係.............98
圖4.9 共識與客戶知識來源、系統化修練之關係.................99
圖4.10 態度與客戶知識來源、系統化修練之關係................99
圖4.11 認知整合與客戶知識來源、系統化修練之關係...........102
圖4.12 資料庫整合與客戶知識來源、系統化修練之關係.........103
圖4.13 消費者整合與客戶知識來源、系統化修練之關係.........104
圖4.14 利害關係群體整合與客戶知識來源、系統化修練之關係...105
圖4.15 評估整合與客戶知識來源、系統化修練之關係...........105

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