近年來許多研究機構認為雲端服務將成為下一個科技趨勢，並
且帶來龐大的商機，使得雲端服務成為熱門話題。對於台灣的中小
型企業來說，雲端服務尚處於摸索階段，所以大部分企業都還沒開
始運用雲端服務。
本研究以台灣中小型旅遊業為研究對象，探討雲端服務對於中
小型旅遊業所帶來的效益及中小型旅遊業在採用雲端服務時考慮哪
些因素，期望找出創新商業模式與考量因素。透過文獻及實務間的
整合，發展出創新服務模式，提供中小型旅遊業一個運用雲端服務
的新服務模式，藉此提升企業競爭力。
並且經由顧客關係管理與雲端服務等相關文獻彙整後，提出適
合中小型旅遊業採用雲端服務的四大構面影響因素，分別為財務效
益、行銷效益、風險與環境等因素，運用層級分析，建構出中小型
旅遊業採用雲端服務考慮因素之架構，分析各因素間之相對重要性
。
經層級分析後，發現主構面評估結果以財務效益最為重要，其
次為行銷效益，最不受重視為環境構面；而已整體權重分析結果來
看，降低硬體設施建置成本、降低維護費用、了解消費者偏好、資
訊安全性與以量計價方式列為重要的考慮因素，此結果可以提供中
小型旅遊業再評估採用雲端服務時的參考方向。

In recent years, cloud service has become a significant business issue due to its potential
business opportunities. However, the research and employment of cloud service is still in
an unclear stage for most of the small and medium-sized enterprises in Taiwan. The most
companies can only spend lots of money on research instead of completely utilizing cloud
services in the core of business operation.
This study attempts to figure out the innovative business models of small and
medium-sized companies by deeply discussing the benefits brought from cloud service
and the possible factors which may be considered in its implementation. The tourism
industry in Taiwan is targeted for this research. Reviewing the extant literature and
practice, this study develops a new service model with the purpose of enhancing the
competitiveness of enterprises.
In the innovative model, there are four influencing dimensions of cloud services for small
and medium-sized tourist firms, including financial benefits, marketing benefits, risks and
environmental . The analytic hierarchy process was employed to examine the level of
relative importance between various factors in the innovative model.
After conducting analytic hierarchy process, we found that financial benefit is the most
important factors among four dimensions, followed by marketing benefits, and the least
important is environment dimension. From the results of overall weight analysis, we
proposed that reducing the cost of hardware facilities construction and the their
maintenance costs, understanding consumer preferences, enhancing information security,
and pricing by quantitative standard should be considered during the implementation of
could service for the small and medium-sized tourist firms in Taiwan.

目錄................................................................................................................................. i
圖目錄.......................................................................................................................... iii
表目錄............................................................................................................................ v
第一章 緒論 ................................................................................................................. 1
第一節 研究背景 ................................................................................................... 4
第二節 研究動機與目的 ..................................................................................... 10
第二章 文獻探討 ....................................................................................................... 15
第一節 顧客關係管理 ......................................................................................... 15
第二節 雲端運算 ................................................................................................. 22
第三章 中小企業雲端顧客關係管理之分析 ........................................................... 32
一、中小企業特色與採用CRM 之現況 ........................................................... 32
二、雲端顧客關係管理全球市場現況分析 ....................................................... 34
三、雲端顧客關係管理發展模式 ....................................................................... 37
四、台灣雲端顧客關係管理之使用概況與趨勢（以旅遊業為例） ............... 43
五、雲端顧客關係管理應用於旅遊業之創新服務模式 ................................... 47
第四章 研究方法與架構 ............................................................................................ 52
第一節 層級架構的建立 ..................................................................................... 52
第二節 研究方法 ................................................................................................ 57
第五章 資料分析 ....................................................................................................... 64
第一節 問卷回收與一致性檢定 ......................................................................... 64
第二節 建立整合後之兩兩比較矩陣與權重計算分析 ..................................... 68
第三節 研究結果 ................................................................................................. 72
第六章 研究結論與建議 ........................................................................................... 80
第一節 研究結論與貢獻 ..................................................................................... 80
第二節 研究建議 ................................................................................................. 83
第三節 研究限制 ................................................................................................. 83
參考文獻...................................................................................................................... 85
ii
一、中文文獻 ....................................................................................................... 85
二、英文文獻 ....................................................................................................... 87
附錄一、問卷 ............................................................................................................. 95
附錄二、問卷資料 ................................................................................................... 101

圖目錄
圖1-1 雲端CRM 運作方式 ...................................................................................... 5
圖1-2 台灣中小企業採用雲端服務之情形(IT 員工人數別) ................................. 9
圖1-3 企業認為雲端服務的重要議題 ................................................................... 10
圖1-4 SAAS 之服務模式 ........................................................................................ 13
圖1-5 IAAS 之服務模式 ......................................................................................... 13
圖2-1 網路服務的演進 ........................................................................................... 22
圖2-2 企業選擇雲端服務的考量因素 ................................................................... 26
圖2-3 成功CRM 之三構面 .................................................................................... 30
圖3-1 水帄分工之結構 ........................................................................................... 35
圖3-2 全球雲端應用之市場與預測 ....................................................................... 36
圖3-3 SAAS 的應用領域 ........................................................................................ 36
圖3-4 雲端顧客關係管理應用於製造業 ............................................................... 38
圖3-5 網路服務的演進 ........................................................................................... 39
圖3-6 雲端顧客關係管理運用於服務業 ............................................................... 39
圖3-7 雲端顧客關係管理應用於醫療業 ............................................................... 40
圖3-8 顧客關係管理應用於運輸業 ....................................................................... 41
圖3-9 微笑曲線 ....................................................................................................... 43
圖3-10 台灣旅行社家數 ........................................................................................... 45
圖3-11 旅遊業運用雲端之商業模式 ....................................................................... 47
圖4-1 觀念性研究架構 ........................................................................................... 53
圖4-2 本研究之層級架構圖 ................................................................................... 53
圖4-3 應用 AHP 法流程圖 ..................................................................................... 60
圖5-1 主構面相對權重分析圖 ............................................................................... 74
圖5-2 財務效益次準則之相對權重分析圖 ........................................................... 75
圖5-3 行銷效益次準則之相對權重分析圖 ........................................................... 76
圖5-4 風險次準則之相對權重分析圖 ................................................................... 77
圖5-5 環境次準則之相對權重分析圖 ................................................................... 78
圖5-6 中小型旅遊業採用雲端CRM 服務之考慮因素整體相對權重分析圖.... 79

表目錄
表1-1 台灣企業採用雲端服務之動機與預期效益 ................................................. 6
表1-2 雲端服務三層次的服務內容 ......................................................................... 7
表1-3 中華電信基本雲端服務方案與費用 ............................................................. 8
表2-1 顧客關係管理之策略性定義 ....................................................................... 17
表2-2 顧客關係管理之程序導向定義 ................................................................... 19
表2-3 雲端運算之定義 ........................................................................................... 23
表3-1 傳統與雲端CRM 比較表 ............................................................................ 37
表3-2 雲端顧客關係管理之概況 ........................................................................... 42
表3-3 國人國內旅遊重要指標 ............................................................................... 44
表3-4 旅遊資訊來源 ............................................................................................... 46
表4-1 企業選用雲端CRM 因素之量化表 ............................................................ 53
表4-2 財務效益之子構面定義................................................................................ 54
表4-3 行銷效益子構面之定義 ............................................................................... 55
表4-4 資訊安全與失去管理控制的能力之定義 ................................................... 55
表4-5 環境子構面之定義 ....................................................................................... 56
表4-6 層級分析評估尺度及其意義 ........................................................................ 61
表4-7 成對比較矩陣表............................................................................................ 62
表4-8 階數為 1~15 時之隨機指標表...................................................................... 63
表5-1 成對比較矩陣與權重計算方式 ................................................................... 65
表5-2 第一層準則指標權重 ................................................................................... 65
表5-3 財務效益構面之次準則指標權重 ............................................................... 66
表5-4 行銷效益構面之次準則指標權重 ............................................................... 66
表5-5 風險構面之次準則指標權重 ....................................................................... 66
表5-6 環境構面之次準則指標權重 ....................................................................... 66
表5-7 一致性檢定C.I 與C.R 值 ........................................................................... 67
表5-8 整合後第一層準則指標權重 ....................................................................... 68
表5-9 整合後財務效益構面之次準則指標權重 ................................................... 69
表5-10 整合後行銷效益構面之次準則指標權重 ................................................. 69
表5-11 整合後風險構面之次準則指標權重 ......................................................... 69
表5-12 整合後環境構面之次準則指標權重 ......................................................... 70
表5-13 整合後表一致性檢定C.I 與C.R 值 ......................................................... 70
表5-14 主構面之標準化數值及權重排序 ............................................................. 70
表5-15 財務效益之次準則標準化權重與排序 ..................................................... 71
表5-16 財務效益之次準則標準化權重與排序 ..................................................... 71
表5-17 風險之次準則標準化權重與排序 ............................................................. 72
表5-18 環境之次準則標準化權重與排序 ............................................................. 72
表5-19 整體標準化權重與排序 ............................................................................. 73
A2.1 各業者四構面之成對比較 ............................................................................ 101
A2.2 財務效益構面之次準則成對矩陣 ................................................................ 102
A2.3 行銷效益構面之次準則成對矩陣 ................................................................ 103
A2.4 風險構面之次準則成對矩陣 ........................................................................ 104
A2.5 環境構面之次準則成對矩陣 ........................................................................ 104
A2.6 主構面之標準化數值及權重 ........................................................................ 106
A2.7 財務效益之次準則標準化權重 .................................................................... 106
A2.8 行銷之次準則標準化權重 ............................................................................ 106
A2.9 風險之次準則標準化權重 ............................................................................ 107
A2.10 環境之次準則標準化權重 ............................................................................ 107

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