臺灣博碩士論文加值系統

　　隨著科技不斷的進步，知識經濟的意識抬頭，公司與客戶之間不再只有產品上的買賣，更是有知識上的交易，越來越多公司將顧客納入他們的新產品開發流程，由顧客提供的知識、市場資訊和額外的資源，都代表著競爭優勢的潛在來源。銷售是一種面對面為主要的產品銷售方式，銷售人員本身除了有銷售行為之外，也是公司所提供服務的接受者，在管理重點上也已經漸漸的遠離產品製造及工廠管理，取而代之的是對於顧客的重視，因此了解顧客的需求，提供完善個人化服務、開發潛在的顧客市場，將顧客的知識引入到產業的經營，是企業的首要挑戰之ㄧ。目前國內外已經漸漸有許多探討顧客知識管理的研究，著重顧客資料進行分析為目前研究所探討重要議題。

　　Customer are known as a brilliant source of knowledge for the companies, due to the development of sales selling and the changes in consumption patterns, sales selling becomes a popular way for customer to purchase products in Taiwan. Selling requires face-to-face selling skill, therefore, sales not only need to provide suitable products but also have to offer nice service. Recently, the operation of sales selling have changed from fabricate production to strategic management, and especially focuses on customers’ demand.
　
　　Currently, there are not many researches concerning customer knowledge management. Most managers are only concerned about collecting customer information or setting a database of customers, and the importance of analyzing customer information is ignored. To understand the customer knowledge flow of direct selling industry, which can be divided into the creation, sharing and application of customer knowledge. There is still room for improvement to discover the creation of customer knowledge database in terms of customer characteristics and preferences.
1.To verify the importance of customer knowledge in marketing performance of corporations and the market information in group activities. With proper process like creation, sharing, and application, knowledge can be an asset to a company and ca improve the performance of the company

中文摘要i
英文摘要ii
目錄iv
表目錄vi
圖目錄vii
　
第一章 緒論1
1.1 研究動機與目的 1
1.2 研究流程 3
　
第二章 文獻探討4
2.1 顧客知識管理 4
2.1.1 知識管理 4
2.1.2 顧客知識管理 6
2.2 銷售技巧 9
2.3 情緒智力 11
2.4 銷售績效 13
2.5 工作滿足 14
　
第三章 研究方法16
3.1 研究一 傳統產業銷售人員之顧客知識管理研究 16
3.1.1 運用顧客知識管理 16
3.1.2 銷售人員情緒智力 22
3.1.3 銷售技巧與銷售績效 24
3.2 研究二 直銷人員顧客知識管理之研究 27
3.2.1 研究架構 28
3.2.2 假設推導 29
3.2.3問卷設計與資料收集 31
3.2.4變項操作性定義 32
3.2.5 資料分析與結果 35
　
第四章 結論與建議47
4.1結論 47
4.2管理意涵 48
4.3研究限制與後續研究建議 50
　
參考文獻51
一、中文部分 51
二、英文部分 52
　
附錄一 59
　
個人簡歷 66

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