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博碩士論文 etd-0521115-234448 詳細資訊
Title page for etd-0521115-234448
論文名稱
Title
顧客終身價值應用之研究─以家居飲用水產業為例
Application of customer lifetime value model in water filtration industry
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
48
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
2015-06-18
繳交日期
Date of Submission
2016-02-01
關鍵字
Keywords
顧客終身價值、淨水器產業、家居飲用水、顧客資料庫、顧客關係管理
Customer lifetime value, Water filtration industry, Housing drinkable water industry, CRM, Customer database
統計
Statistics
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中文摘要
顧客一直以來都是企業最重視的一環,然而一直以來我們對於顧客的管理卻只停留在「使顧客滿意」的部分。一味的提升顧客滿意度是危險的,這很有能使得企業的服務成本無線上綱,特別是對於那些對企業毫無貢獻的顧客來說,在提升顧客滿意這個項目之前,我們更應該要問的是,這些顧客值得我們花費這麼多的新力嗎?究竟要到多高的投入才是我們的極限?我們有沒有更有效率的衡量方法?
於是顧客終身價值出現了,並且在美國獲得了巨大的成功,許多的企業例如IBM與Bestbuy都可以靠著顧客終身價值來管理顧客。然而台灣卻少有這樣的概念在現今企業,尤其是台灣多數的企業早已具備運用顧客終身價值的基本條件,卻礙於商業機密等考量無法妥善利用如此有效的概念與工具。
顧客終身價值可以透過模型的拆解分成,顧客獲取率、顧客保留率以及顧客擴張。這三項關鍵趨動力又由各向顧客資料構築而成,因此,對於我們必須透過建立顧客資料庫以及建立顧客辨別系統,才能夠真實的反映顧客終身價值的計算。我們所研究之個案企業,為一居家飲用水淨水器銷售與服務企業,其完備的顧客資料庫以及簽約的商業模式,能夠使本研究進行快速的進入顧客終身價值的計算,在完成顧客終身價值的計算後也提出對個案企業有益的診斷以及策略建議。
Abstract
Customers are always one of the most important part of a business, however we still stuck in the problem which is “satisfying customers” for a long time. It can lead company to a dangerous situation, satisfying customers without asking other question is very possible to raise service cost in a company. Before doing customer satisfying program, we need to ask some questions, like is these customers worth to invest such big money? How higher the customer satisfaction is enough? Do we have a better way to distinguish those customers?
So, there comes Customers Lifetime Value, and this concept was generally accepted by many organizations in US, like IBM and Bestbuy. And they use this to manage their customers. However, it's not well accepted in Taiwan, usually because of business confidential of their own documents. But it is such a waste of so many data in those companies’ database.
That’s why this research focuses on how to transfer CLV model into a local business which provides water filtration industry for drinkable water in Taiwan. Its’ special business model let us can gather as much customer data as we need quickly. It make contrast with their every customers to maintain their profit. After calculate their CLV, we want to provide some strategy suggestions to this company.
目次 Table of Contents
目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vi
表次 vii
第一章 緒論 11
第一節 研究背景與動機 11
第二節 研究目的 11
第三節 研究範圍 12
第二章 文獻探討 13
第一節 顧客終生價值 13
第二節 顧客關係管理 17
第三章 研究方法 21
第一節 研究流程與架構 21
第二節 模型建立 22
第三節 關鍵變數及其定義 23
第四章 個案導入與分析 27
第一節 個案介紹-DIAMOND家居礦泉水 27
一、 品牌 27
二、 產品與服務 27
三、 經營模式 30
第二節 資料蒐集 33
第三節 資料轉化與分析 34
第四節 小結 43
第五章 結論與建議 44
第一節 結論 44
第二節 建議 44
第三節 限制與未來發展 45
第六章 參考文獻 46
參考文獻 References
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阮世昌(2001)。創新採用、關係品質與顧客終身價值關係之研究-以網路產品為分析對象(碩士論文)。
謝東霖(2001)。顧客滿意、品牌權益與顧客終身價值關係之研究-以KTV為例(碩士論文)。
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三、 網站部分
eMarketer, Social Network Ad Revenues Rising Worldwide. http://www.emarketer.com/Article/Social-Network-Ad-Revenues-Rising-Worldwide/1008213
源溢沛國際股份有限公司http://nep.tw/main/
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