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研究生:侯緯章
研究生(外文):Wei-Chang Hou
論文名稱:以顧客關係管理概念發展電子化行銷工具-以台灣工具機產業為例
論文名稱(外文):Applying the methodology of customer relationshipmanagementto develop an e-marketing tool--- A Case Study in Taiwan’s Precision Machinery Industry
指導教授:詹智強詹智強引用關係
指導教授(外文):Chu-Chai Henry
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:工業工程與管理系碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:138
中文關鍵詞:顧客關係管理
外文關鍵詞:CRM
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論文摘要
精密機械產業俗稱「工具機業」,而台灣精密機械產業早期向來以「彈性」及「速度」聞名於世界,近年成長停滯不前,已知曉原有特色已不敷環境需求,在在顯示傳統行銷手法必須作改變,以再度提昇產業競爭之優勢。
本研究以台灣精密機械產業的銷售商及工具機使用者為研究對象,導入『顧客關係管理』 (Customer Relationship Management) 手法,開發三種與顧客有關的電子化行銷工具:「顧客分析系統」、「線上虛擬顧問系統(e-Adviser)」及「電腦輔助銷售系統」,並依循顧客關係管理研究架構步驟,透過資料資訊的搜尋、儲存、整理與展現來做顧客消費行為分析,以這樣的顧客消費管理方能實現行銷策略及回饋顧客以達顧客滿意的提昇,透過這樣的一循環系統,完成整合性的顧客關係管理之架構。
本工具開發是依據決策樹分析做推理的方法,以Visual Basic 6.0及用Access 2000開發工具。本研究問卷對銷售商共發出105份問卷,回收77份回收率73% ,對工具機使用顧客共發出140份問卷,回收112份回收率為80%。
本研究應用SPSS FOR WINDOWS 9.0進行相關分析,調查結果,對於電子化行銷工具,最表同意之年齡層分佈在20~30歲,其涵義為這區間人員,對資料庫的觀念很能被接受,認為可發揮很大之效率,佔總體問卷32%;在工作經驗分佈在2~5年以內較被接受,其涵義為他們需求公司歷史資料,做為本身學習參考,佔總體問卷31%;在學歷方面大部分分佈在大學學歷,其涵義本區隔對象認為可突顯很多商機。佔總體問卷26%;在職級上分佈在中階幹部以上如主任、課長、經、副理級管理階程,其涵義為在購買計劃上,可縮短交易時間及可得到較多的商品知識,佔總體問卷18%;在顧客公司規模對於中型企業50~100人,其涵義為對訊息回饋速度比較重視,佔總體問卷22%;車輛業比較被認同,其涵義為較注重客制化產品,收集資訊須較齊全,佔總體問卷19%。並且對「市場機會」、「知識教育」及「顧客購買」之構面有相關性。
而透過這一連串的研究分析工作,可發現不管是銷售商或使用者均認同以顧客關係管理導入電子化行銷工具之重要,唯不同行業有不同顧客特性與需求,必須選擇性的導入,方能真正建置最具效率的顧客關係管理模式。
Abstract

Precise mechanical industry in Taiwan is called “Machine Tool Industry” that is famous for its flexibility and speed in the world. In recent years, it almost stops growing. Traditional marketing strategies are not capable to compete with the environmental changes so that developing new marketing strategies to promote advantage of the industry is urgent.
The research selected some Taiwan machine tool dealers and customer as examples to make use of CRM (Customer Relationship Management) method. The research develops three electrical marketing tools: customer analyzer, e-adviser and computer assist selling system. According to CRM structure, information is searched in the database, stored, integrated and feedbacks is returned to customer while analyzing behaviors of customers. It can realize the new marketing strategies and developing feedback system to raise the satisfaction of customers. It finishes the whole structure of CRM by a complete loop system.
The tool was developed according to the reasoning of the decision trees theorem. Microsoft Visual Basic 6.0 and Microsoft Access 2000 are selected tools. The research sent 105 surveys to retailers and got 77 ones back. The receiving rate is 73%; sent 140 surveys to users and got 112 ones back, the receiving rate is 80%. The research applies SPSS FOR WINDOWS 9.0 to analyze. The result was: (1) The group of people that agreed electrical marketing most is between 20 to 30 years old. This percentage of people accepted the database concept and thought it can develop very well. is 32% in the whole surveys. (2) People who have worked for 2-5 years accepted it. The reason was that they need historical information to know about customer. The percentage was 31%. (3) People whose education background is over university accepted it. The reason is they believed it could bring lots of benefit. The percentage was 26%. (4) People whose position was higher or equal to manager also accepted it. The reason was they thought it could shorten trading time. The percentage was 18%. (5) Small or medium enterprises of which size was between 50 and 100 persons accepted it become of it was needed more quickly on feedback. The percentage was 22%. (6) Automobile or motorcycle industries accepted it. Because they thought customized products important, the information they need should be more complete. The percentage was 19%. (7) It also related to “market chance”, “knowledge education” and “customer purchase issues”.
By this research, it can be found that either retailers or customer recognize the importance of importing CRM. However different industries should adjust the CRM system according to properties of individual customer behavior.
目錄
表次 XIII
圖次 XV
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第三節 研究範圍 5
第四節 研究程序 5
第五節 章節結構 7
第二章 文獻探討 8
第一節 顧客關係管理文獻探討 8
第二節 工業行銷及精密機械產業之顧客特質 24
第三節 CRM成幼蚳狺暰m 31
第三章 研究方法及系統發展 35
第一節 研究架構 35
第二節 顧客分析系統研究方法 38
第三節 線上虛擬顧問系統(E-ADVISER)研究方法 41
第四節 電腦輔助銷售系統研究方法 47
第五節 實現顧客關係管理電子化系統 70
第六節 問卷施測設計 76
第四章 實際分析 85
第一節 資料收集及分析方法 85
第二節 統計成果及分析 86
第五章 結論與建議 114
第一節 研究結論 114
第二節 研究貢獻 117
第三節 研究限制 118
第四節 對未來研究建議 118
參考文獻 119
附錄:研究問卷 123
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