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研究生:許瓏瀧
論文名稱:固網電信業之顧客獲利性分析
論文名稱(外文):A Study of Customer Profitability Analysis for the Fixed Telecommunication Industry
指導教授:陳穆臻陳穆臻引用關係
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:92
中文關鍵詞:顧客獲利性分析顧客關係管理固網電信業
外文關鍵詞:Customer Profitability AnalysisCustomer Relationship Management
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台灣電信自由化的進程,自2001年3月民營固網業務正式營運開始,開啟了嶄新的一頁。自由化後的電信市場環境丕變,進入了一個與以往獨占時期完全不同的激烈競爭型態。在此一全新競爭市場中,如何透過顧客關係管理的運用來強化對市場的快速回應,提升企業競爭力,都是值得深入探究的重點。過去關於台灣電信產業方面的相關研究,大多集中於技術規格的論述或是整體經濟、政治、法規等層面的探討。在顧客價值層面上,也多偏重於從消費者端的主觀意見來進行研究。相形之下,對於如何運用公司已有的客戶資料,則較缺乏相關論文的闡述。而由於企業電子化的發展,企業之資料庫存有大量顧客資料可供分析。在探討台灣電信產業與其顧客關係管理應用之現況,和回顧關於顧客價值評估的相關文獻後;本論文將顧客獲利性計算模型應用於電信業,利用公司已有的顧客消費資料,計算顧客獲利性的高低。並進一步地應用組合分析理論發展出的報酬矩陣結合顧客獲利性計算模型,建立顧客獲利性矩陣,探討此模型實務上應用於電信產業市場區隔之限制與成效,進而針對矩陣建立的市場區隔做出策略建議。

Relationship management has become an essential subject in marketing for many years. Companies now are extensively adopting customer relationship management ( CRM ). Also, to enable their marketing activities, customer profitability is increasingly considered in customer relationship management. Based on customer profitability analysis, managers need to discover the potential value of each customer and exercise marketing policies appropriately. To focus on fixed telecommunication industry, this study presents a series of mathematical model for estimation of customer profitability. Customer profitability is an important construct in designing and budgeting for customer acquisition programs. In this study, it’s a description about the circumstances of fixed telecommunication industry in Taiwan. Then, the related research of customer lifetime value ( CLV ) model is reviewed. Furthermore, a customer profitability matrix is build for empirical analysis. Finally, some practicable suggestions in marketing strategy are discussed.

摘 要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 前言 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
1.4 研究流程 5
第二章 文獻探討 7
2.1 電信服務事業 7
2.1.1 電信產業現況 8
2.1.2 電信產業之特質 13
2.1.3 電信產業之行銷策略 17
2.1.4 電信產業之發展與未來 20
2.2 顧客獲利性 25
2.2.1 顧客價值與顧客獲利性 25
2.2.2 顧客獲利性之評估方式 27
2.2.3 顧客獲利性評估方式比較 29
2.2.3.1 顧客維持模型(Customer Retention Model) 29
2.2.3.2 顧客轉移模型(Customer Migration Model) 38
2.2.3.3 RFM模型(Recency, Frequency, and Monetary Model) 41
第三章 研究方法 44
3.1 概述 44
3.2 資料說明與處理 45
3.3 顧客獲利性評估 45
3.4 顧客獲利性矩陣 48
第四章 實證研究 55
4.1 顧客維持率 55
4.1.1 企業戶部分之顧客維持率 56
4.1.2 個人戶部分之顧客維持率 58
4.1.3 整體維持率比較 60
4.2 顧客獲利性 63
4.3 顧客獲利性矩陣之建構 66
4.3.1 企業戶部分 66
4.3.2 個人戶部分 71
4.4 資訊評價與應用 76
4.4.1 企業戶部分之策略擬定 78
4.4.2 個人戶部分之策略擬定 80
4.5 顧客獲利性計算之限制 82
第五章 研究結論與建議 85
參考文獻 87

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