對多數產業而言，顧客為企業之重要資產，新顧客的產生和既有顧客的流失皆是必然的，因此如何給予顧客有效的關心，建立企業和顧客之間的長期關係，亦或如何篩選顧客，適當流失低價值之顧客，以增加企業最大利潤便成為顧客關係管理(Customer Relationship Management, CRM)中之重點。隨著時代與科技的演進，數據分析成為顧客關係管理中重要的一環。當企業擁有顧客交易紀錄資料，便能由此計算出顧客終身價值(Customer Lifetime Value, CLV)。該價值將從顧客過往的消費行為，預測其未來對企業之貢獻程度，使企業能夠依據高低價值不同之顧客，發展不同的顧客管理方法。
　　近年來顧客關係管理被廣為運用在金融業、保險業、一般零售業等產業，而本研究將跳脫此些產業，以美髮產業為標的進行顧客關係管理之分析。美髮產業除具備實體通路以及顧客擁有固定消費頻率等特性外，與其他產業不同之處在於其顧客忠誠度會受到設計師所削弱，因此如何加強顧客對企業本身之忠誠度，為其發展顧客關係管理方法之一大重點。
　　透過個案訪談了解與分析 A 公司之企業背景後，藉由 A 公司所提供 2009 年至 2016 年間之顧客交易紀錄，以行銷滑水道架構將顧客分群，並配合迴歸分析預測各群體之顧客終身價值。根據 Kumar 和 Rajan 提出的顧客管理矩陣，依照分群預測結果，針對各分群給予 A 公司策略建議，制定不同客群間的顧客保留和發展策略。本研究將提供一套能夠有效運用在台灣美髮產業之顧客關係管理方式，望台灣美髮產業業者欲透過數據制定行銷策略時，此架構得使業者有所參考。

For most industries, customers are important assets for the enterprises. The emergence of new customers and the loss of existing customers are inevitable. Hence how to build up the long-term relationship between company and customers by giving them appropriate care, or to sacrifice a certain level of those low profitable customers in order to increase maximum profit has always been the aim of customer relationship management (Customer Relationship Management, CRM).　
　　With the evolution of the times and technology, data analysis has become an important part of customer relationship management. Once transactions were generated, the enterprises will be able to use the records to calculate the customer lifetime value (Customer Lifetime Value, CLV). In other words, the value can be utilize by the enterprise to predict customers’ future contribution level via customers’ previous consumption behaviors. Enterprises could develop different CRM based on different CLV.
　　In recent years, customer relationship management has been widely used in the financial industry, insurance industry, general retail industry, etc. However, this study will focus on the development of CRM in hairdressing industry. In addition to the feature of physical channels and a fixed frequency of consumption of customers, the loyalty of customers will be lessened by hair designers, which could not be seen in other industries. Therefore, how to increase customers’ loyalty to companies is an important key of the development CRM.
　　Through a case study and background research of company A, this study further analyze the customer transaction records between 2009 to 2016 by applying NES model to segment customers. Using regression analysis to predict CLV of each segmentation, and giving different strategic advices based on the regression analysis and the customer management matrix proposed by Kumar and Rajan to develop and retain customers for company A. This study will provide a set of customer relationship management practices that can be used effectively in Taiwan's hairdressing industry. It is advisable for Taiwanese managers in hairdressing industry, when they are making marketing strategies by data.

目錄
第一章 緒論............................................................................................ 1
第一節 研究背景與動機...................................................................................... 1
第二節 研究目的.................................................................................................. 2
第三節 研究流程.................................................................................................. 3
第二章 文獻探討.................................................................................... 4
第一節 顧客關係管理.......................................................................................... 4
第二節 新 4P 理論與 NES 模型 ........................................................................ 10
第三章 研究方法.................................................................................. 15
第一節 研究方法................................................................................................ 15
第二節 研究個案選擇........................................................................................ 18
第四章 個案分析.................................................................................. 19
第一節 個案背景觀察........................................................................................ 19
第二節 顧客分析與建議...................................................................................... 30
第三節 建議策略.................................................................................................. 61
第五章 結論與建議.............................................................................. 71
第一節、研究結論與建議.................................................................................... 71
第二節 研究貢獻................................................................................................ 74
第三節 研究限制與未來發展............................................................................ 76
參考文獻 ................................................................................................. 78

一、中文部分
安迅資訊（NCR）(2000)，整合企業經營策略與顧客關係管理，電子化企業經理人
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三、網路部分
New Balance 百年品牌的科學創新。聯合新聞網
https://udn.com/news/story/6860/2484004