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博碩士論文 etd-0119110-140741 詳細資訊
Title page for etd-0119110-140741
論文名稱
Title
台商在大陸的顧客關係管理
Customer Relationship Management- Case study of Taiwanese Companies
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
107
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2010-01-11
繳交日期
Date of Submission
2010-01-19
關鍵字
Keywords
中國、顧客關係管理、關係行銷
Customer Relationship Management, China, Relationshiph Marketing
統計
Statistics
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中文摘要
中國大陸自改革開放以來,經濟成長力有目共睹。在2008年金融危機後,仍維持強勁的發展潛力。組織如何在成長快速的市場中,透過良好的顧客關係管理占有一席之地,為本研究所欲探討之目的。本研究透過質化訪談,分別訪談不同產業別如高科技業、傳統製造業、餐旅業及旅館業等台資企業,並整理其顧客關係管理之實務做法及管理意涵。本研究發現,客戶為企業/機構等公司,談判及溝通等為主要維持長期夥伴關係之關鍵。對於客戶為一般大眾的企業而言,則必須綜合企業特色,發展吸引特殊客群之廣告行銷方案,並妥善運用通路佈建達到綜效。另外,本研究發現關係行銷在中國市場的應用上極為重要,顧客在中國的概念不只是最終消費者,內部客戶以及其關係網絡亦為企業必須經營的顧客層級。
Abstract
China has shown its economic potential since the market is open to the world two decades ago. Firms have to consider how to stand out in the fierce competition when this world factory. This research adapts qualitative approach to understand how Taiwanese companies perform customer relationship management in different industries. Besides, relationship marketing concept is incorporated into the research to better understand “Chinese deal” in reality. In the findings, the research shows that for Business to Business approach companies, negotiation and long-term communications have positive influences in building trust among organizations. As in Business to Customer approach, firms have to rely on channel management and different marketing mix to strengthen the relationship. Moreover, the research has found that relationship marketing lies in all stages in maintaining good relationship in Chinese market. Therefore effective networking becomes one of the focuses for firms to maintain long-term and profitable customer relationship.
目次 Table of Contents
Abstract II
論文摘要 IV
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Objective 3
1.3 Research Procedure 4
Chapter 2. Literature Review 5
2.1 Relationship Management 5
2.1.1 Definition of Relationship Management 5
2.1.2. Viewpoints of Relationship Marketing 7
2.1.3 Relationship Marketing and Profitability 9
2.1.4. Chinese Concept of relationship marketing-Guanxi 11
2.2 Customer Relationship Management 16
2.2.1 The conceptualization of CRM 16
2.2.2. Dimensions of CRM 22
2.2.3 The working definition of CRM 29
2.2.4 Strategy of Building and Maintaining CRM 32
Chapter 3 Research Method 34
3.1 Case study method 34
3.2 Case Profile 40
Chapter 4 Data Analysis 44
4.1 Organizational competitiveness 44
4.2 Customer Identification-segmentation, targeting and positioning 47
4.3 Customer Attraction 58
4.3.1 Customer attraction in business to business approach 58
4.3.2 Customer attraction in Business to customer approach 60
4.3.3. Relationship Marketing in Customer Attraction 63
4.4 Customer Retention 68
4.4.1 Customer retention in B2B approach 68
4.4.2 Customer retention in B2C approach 70
4.5 Customer Development 81
4.5.1 Customer development in Business to Business approach 81
4.5.2 Customer development in Business to Customer approach 82
Chapter 5 Conclusion 88
5.1 Conclusion and business implementation 88
5.2 Research Limitation 92
5.3 Further research suggestions 92
References 94
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