臺灣博碩士論文加值系統

本研究發展出一個創新且具可行性的顧客資訊分享模式，讓中小企業在缺乏資料庫行銷技術與資源的情況下，透過與其他企業分享顧客資訊的方式，開發屬於巴雷托法則中關鍵少數的新客戶，並將屬於長尾理論中長尾部分的客戶充分重新利用，來協助企業獲取最大利益。
本研究分為三部分，第一部份是透過文獻探討、名義群體法與個案研究法歸納出影響企業進行顧客資訊分享意願之主要因素，包括聲譽、顧客資訊隱私保護、標準化程度、資訊系統安全、有形及無形利益、結果不確定性、直接財務報酬及交易複雜性等八項因素。第二部分以上述因素為基礎發展出顧客資訊分享模式，同樣透過文獻探討、名義群體法與個案研究歸納出六項模式所需營運機制，包括完善的協同企業會員機制、易於使用的網路操作模式、共用行銷模式、資訊安全保障、有效的績效評估與具有吸引力的行銷活動等。第三部分是根據顧客資訊分享模式發展出雛型系統，透過三項實驗來支持雛型系統的可行性，並以實際的顧客資訊分享活動來進行績效評估。實驗結果顯示，顧客資訊分享系統具備實務可行性，並獲得高度評價。32家受訪廠商經過交叉分析歸納出資本額在一千萬元以下，B2C商業模式，且擁有會員資料庫的中小企業廠商對本雛型系統功能的滿意度最高。
中小企業透過參與顧客資訊分享系統可集中行銷資源，提供更具吸引力的行銷活動來開發新的關鍵顧客。而本研究所提出顧客資訊分享模式經過實際的實驗驗證，可以促使協同行銷代理人、顧客資訊提供者與需求者三方皆可獲利，達到參與者多贏的效果。

This study proposed an innovative and feasible Customer Information Sharing Model (CISM) which applies information sharing, collaborative marketing and data mining concepts to improve marketing efficiency and increase marketing performance. The purpose of this study is to develop the CISM prototype, which can assist small and medium sized enterprises (SMEs) locate new customers who match the ‘significant few customer’ profile according to the Pareto Principle and relocate ‘the long tail’ customers to other SMEs, in order to obtain the most favorable customers with greatest benefits.
This study is divided into three parts. The first part generalized the key factors which impact the intension of enterprises to share their customer information by literature review, nominal group technique (NGT) and case study. There are eight key factors concluded which are reputation, information privacy protection, standardization, information security, tangible and intangible benefits, outcome uncertainty, direct financial reward, and operation complexity. The second part of this study also adopted literature review, NGT and case study to develop the CISM operation mechanisms under the eight key factors as prerequisite. There are six operating mechanisms of the CISM include collaborative regulations, user friendly operation system, co-marketing channel, information security, performance evaluation and attractive promotion activities.
The third part of this research is to establish the CISM system prototype and validate the practical feasibility of the prototype by conducting three experimental studies and evaluating the performance of the prototype which are using. The xperimental results show that the CISM is practically feasible and receiving high evaluation of 32 participant firms. Further reveals that all participants are satisfied with the CISM prototype and the firms with membership database, the capital below ten million and the business model categorized as B2C are most satisfy with the functions of the system.
By participating in the CISM of this study, SMEs can centralize their marketing resources and provide more attractive promotion activities to acquire their new customers who match the significant few customer profiles. All findings show that the proposed CISM of this study is practically feasible and benefit all collaborative enterprises and agent. In the end, the study also discussed the implications for applying the CISM and suggested some directions for further study.

目 錄
頁次
表次 vii
圖次 ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 論文架構 10
第貳章 文獻探討 13
第一節 協同商務與協同行銷 13
第二節 影響企業顧客資訊分享意願之相關理論 17
第三節 執行顧客資訊分享之相關技術 44
第參章 研究方法與設計 51
第一節 理論基礎—影響企業顧客資訊分享意願相關因素 51
第二節 顧客資訊分享模式 60
第三節 名義群體法 71
第四節 個案研究法 73
第五節 實驗設計 77
第六節 研究對象 84
第肆章 影響協同企業間顧客資訊分享之相關因素 87
第一節 影響顧客資訊分享因素之討論 87
第二節 影響顧客資訊分享因素之實證 95
第三節 分析與討論 104
第伍章 協同企業間顧客資訊分享模式 107
第一節 顧客資訊分享模式之討論 107
第二節 顧客資訊分享模式之實證 110
第三節 分析與討論 115
第陸章 系統建置與實驗評估 121
第一節 系統分析 121
第二節 系統功能 123
第三節 實驗執行與評估 128
第四節 分析與討論 152
第柒章 結論與建議 155
第一節 研究結果 155
第二節 研究貢獻與意涵 156
第三節 研究限制 158
第四節 未來展望 159
參考文獻 161
附錄 180
附錄一、問卷內容 180
附錄二、Ｖ公司顧客資料分析統計結果 184
附錄三、參與實驗廠商基本資料 186
附錄四、各項系統功能滿意度差異分析詳細資料 187

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