淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-1507201202103300
中文論文名稱 台灣中小企業雲端顧客關係管理雲端運用
英文論文名稱 The Research of Small-Medium Enterprises Applying Cloud Computing Customer Relationship Management in Taiwan
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生中文姓名 江明烜
研究生英文姓名 Ming-Hsuan Chiang
學號 699610183
學位類別 碩士
語文別 中文
口試日期 2012-06-06
論文頁數 107頁
口試委員 指導教授-李月華
共同指導教授-羅惠瓊
委員-吳長生
委員-陳正綱
委員-張瑋倫
中文關鍵字 顧客關係管理  雲端服務  層級分析法 
英文關鍵字 Customer Relationship Management  Cloud Service  Analytic Hierarchy Process 
學科別分類 學科別社會科學管理學
中文摘要 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。
英文摘要 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.
論文目次 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
參考文獻 Brian Spengler (2000),電子商務導航-1999 年度台灣「顧客關係管理」運用現
狀調查報告,經濟部,第二卷第十三期。
于宗先 (1998),台灣經濟發展的困境與出路,台北市,五南圖書出版有限公
司。
王偉 (2009),雲端運算介紹與發展趨勢,資策會市場情報中心(MIC),取自
http://opm.twnic.net.tw/cloud/doc/1.pdf
中華民國交通部觀光局 (2012) , 旅行業相關統計, 取自
http://admin.taiwan.net.tw/statistics/travel.aspx?no=205
安迅資訊系統公司 (1999),整合企業經營策略與顧客關係管理,電子化企業
經理人報告,P.20-25。
林怡君、李雅萍 (2010),2010 企業雲端服務需求調查,資策會市場情報中心
(MIC),取自http://www.find.org.tw/find/home.aspx?page=many&id=259
林信亨(2009),雲端運算應用服務新趨勢,資策會市場情報中心(MIC),取自
http://www.aceredc.com/eDC/download/cloud_trend.pdf
施振榮(2004),再造宏碁:開創、成長與挑戰,台北市,天下文化。
黃政傑(2011),東日本311 地震看雲端應用服務發展趨勢,資策會市場情報中
心(MIC),取自
http://mic.iii.org.tw/aisp/reports/reportdetail_register.asp?docid=2919&rtype
=freereport
86
張吉君(2011),雲端運算營運模式之研究,國立中央大學資訊管理學系碩士論
文。
敦陽科技(2012) , 製造業應用軟體加值服務, 取自
http://www.sti.com.tw/eportal/globalweb/browseCatDispatcher.jsp?catOid=-
12091&menuCatOid=-11841&oid=22627
經濟部中小企業處(2010),2010 年中小企業白皮書,一版,台北市,經濟部中
小企業處。
鄧振源、曾國雄 (1989),層級分析法的內涵特性與應用(上),中國統計學報,
27 卷6 期,p.13707-p.13724。
Angiuoli, S.V., Matalka, M., Gussman, A., Galens, K., Vangala, M., Riley, D.R.,
Arze, C., White, J.R., White, O., and Fricke W.F., (2011) CloVR: A virtual
machine for automated and portable sequence analysis from the desktop
using cloud computing, BMC Bioinformatics, Vol. 12, pp. 1-15.
Assuncao, M.D., Costanzo, A., and Buyya, R., (2010) A cost-benefit analysis of
using cloud computing to extend the capacity of clusters, Cluster Comput,
Vol.13, pp. 335-347.
Bloch, M., and Spang, S., (2004) Reaping the Benefits of Business Process
Outsourcing, McKinsey and Co., Retrieved from
http://www.docstoc.com/docs/71612875/Reaping-the-benefits-of-business-pr
ocess-outsourcing
Boersma, K., Kingma, S., (2005) Developing a Cultural Perspective on ERP,
Business Process Management Journal, Vol. 11, pp. 123-136.
Brown, S.M., (2000) Searching for effective CRM, Enterprise Systems Journal,
Vol.15, pp. 40-43.
Bhatia, A., (1999) Customer Relationship Management, 1sted, N.Y. :toolbox Portal
for CRM.
Carnegie Mellon University, (2011) Introducing the Service Measurement Index,
Retrieved from
http://www.cloudcommons.com/documents/10508/186d5f13-f40e-47ad-b9a6
-4f246cf7e34f
88
Collins, J., and Millen, R., (1995) Information systems outsourcing by large
American industrial firms: choices and impacts. Information Resources,
Management Journal, Vol.8, pp. 5-13.
Crosby, L.A., Evans, K.R. and Cowels, D., (1990) Relationship quality in services
selling an interpersonal influence perspective, Journal of Marketing, Vol.54,
pp.68-81.
Dwyer, F.R., Schurr, P.H., and Oh, S., (1987) Developing Buyer-Seller
Relationships, Journal of Marketing, Vol.51, pp.11-27.
Du Plessis, M., and Boon, J.A., (2004) Knowledge Management in eBusiness and
Customer Relationship Management: South African Case Study Findings,
International Journal of Information Management, Vol. 24, pp.73-86.
Erdogmus, H., (2009) Cloud Computing: Does Nirvana Hide behind the Nebula?
IEEE Software, Vol.26, pp.4-6.
Ernst, H., Hoyer, W., Krafft, M., and Krieger, K., (2011) Customer relationship
management and company performance—the mediating role of new product
performance, Original Empirical Reseachr, Vol.39, pp.290-306.
Elhadad, M., Balaban, M., and Sturm, A., (2008) Effective Business Process
Outsourcing: The Prosero Approach, International Journal of
Interoperability in Business Information Systems, Vol.3, pp.1-21.
Evdemon J, Liptaak C., (2007). Internet Scale Computing: MSDN Blog, Available
at:
http://blogs.msdn.com/jevdemon/archive/2007/10/24/internetscalecomputing.
aspx.
89
Frank E. Gillett. (2008). Future View: The New Tech Ecosystems Of Cloud, Cloud
Services, And Cloud Computing, Forrester Research, Retrieved from
http://soft.ssu.ac.kr/Arial/Courses/CurrentSemesters/2011/Service%20Orient
ed%20Architecture/06.%20Cloud%20Computing.pdf
Gay, C.L., and Essinger, J., (2000) Inside Outsourcing: an insider’s guide to
managing strategic outsourcing, Nicholas Brealey Publishing, London.
Gens., F., (2009, Feb.). ─New IDC IT Cloud Services Survey: Top Benefits and
Challenges∥, IDC eXchange, Available:
Garg, S. K., Versteeg, S., and Buyya, R.,(2011) SMICloud: A Framework for
Comparing and Ranking Cloud Services, Fourth IEEE International
Conference on Utility and Cloud Computing, Vol.1, pp.210-218.
Griffin, T., Curtis, T., and Barrere, D.,(2009) CRM in Russia and U.S.- Case Study
from American Financial Service Industry, Journal of Technology Research,
Vol.1,pp. 2-15.
Gupta, H., Jones, E. and Coleman, P. (2004) How do Welsh tourism-SME websites
approach customer relationship management?, Information and
communication technologies, Vol.11, pp.525-536.
Halvey, J.K., and Melby, B.M., (2007) Business Process Outsourcing: Process,
Strategies and Contracts, Wiley, Hoboken.
Harauz., J., Kaufman., L.M., and Potter., B.,(2009) Data Security in the World
of Cloud Computing, IEEE Security & Private, Vol.7, pp.61-64.
Harrigan, P., Ramsey, E., Ibbotson, P., (2008) e-CRM in SMEs: an exploratory
study in Northern Ireland, Journal of Marketing Practice, Vol.26,
90
pp.385-404.
Herrmann, A., Huber, F., and Braunstein, C., (2000) Market-driven product and
service design: Bridging the gap between customer needs, quality
management , and customer satisfaction, International Journal of Production
Economics,Vol.66, pp.77-96.
Iosup, A., Ostermann, S., Yigitbasi, N., Prodan, R., Fahringer, T., and Epema, D.,
(2010) Performance Analysis of Cloud Computing Services for Many-Tasks
Scientific Computing, IEEE Transactions on Parallel and Distributed
Systems, Vol. 22, pp.931-945.
ISO 31000, (2009) ISO 31000 – Risk management, Retrieved from
http://www.iso.org/iso/iso_catalogue/management_and_leadership_standa
rds/risk_management.htm
Kakabadse, A. and Kakabadse, N., (2002) Application service providers (ASPs):
new impetus for transformational change, Knowledge and Process
Management, Vol.9, pp.205–218.
Karkus, K., (2011) Ten Cloud Computing Companies Plus Two "Unconventional
Plays", Merrill Lynch Inc., Retrieved from
http://web2.sys-con.com/node/604936
King, R., (2008) How Cloud Computing Is Changing the WorldBusinessweek -
Business News, Stock Market & Financial Advice, Merrill Lynch Inc.,
Retrieved from
http://www.businessweek.com/stories/2008-08-04/how-cloud-computing-is-c
hanging-the-worldbusinessweek-business-news-stock-market-and-financial-a
dvice
91
Kisker, H., (2011) Data Collection and Analysis On-premise and In the Cloud,
Forrester Research, Retrieved from
http://www.slideshare.net/LicensingLive/hybrid-customer-insight-data-collec
tion-and-analysis-from-onpremise
Larry, D., (2010) Cloud computing, analytics top 2010 strategic tech list, Gartner
Inc, Retrieved from
http://www.zdnet.com/blog/btl/gartner-cloud-computing-analytics-top-2010-
strategic-tech-list/26191
Leigh, T.W., and Tanner Jr., J.F., (2004) Introduction: JPSSM special issue on
customer relationship management, Journal of Personal Selling and Sales
Management, Vol.24, pp.259-262.
Mircea, M., and Andreescu, A.I., (2011) Using Cloud Computing in Higher
Education: A Strategy to Improve Agility in the Current Financial Crisis,
IBIMA Publishing, Vol.2011, pp.236-249.
McLellan, K., and Marcolin, B., (1994) Information technology outsourcing,
Business Quarterly, Vol.59, pp.95-102.
Mithas, S., Krishnan, M.S., and Fornell, C., (2005) Why do customer relationship
management applications affect customer satisfaction? Journal of Marketing,
Vol.69, pp.201-209.
Muller, G., Sonehara, N., Echizen, I., and Wohlgemuth, S., (2011) Sustainable
Cloud Computing, Business & Information Systems Engineering, Vol.3,
pp.129-131.
Morgan, R.M., and Hunt, S.D., (1994) The commitment-trust theory of relationship
92
marketing, Journal of Marketing, Vol.58, pp.20-38.
Motahari-Nezhad, H.R., Stephenson, B., Singhal S., (2009) Outsourcing Business
to Cloud Computing Services: Opportunities and Challenges. Retrieved from
http://www.hpl.hp.com/techreports/2009/HPL-2009-23.pdf
Pettey, C., (2009) Hype Cycle Special Report Evaluates Maturity of 1,650
Technologies, Gartner Inc, Retrieved from
http://www.gartner.com/it/page.jsp?id=1124212
Prahalad, C.K., and Hamel, G. (1990) The core competence of corporation.
Harvard business review, Vol.68, pp.79-91.
Papazoglou, M.P., Traverso, P., Dustdar, S., and Leymann, F. (2007)
Service-oriented computing: State of the art and research challenges. IEEE
Computer Society, Vol.40, pp.38-45.
Parvatiyar, A., and Sheth, J.N. (2001) Customer relationship management:
Emerging practice, process, and discipline, Journal of Economic and Social
Research, Vol.3, pp.1-34.
Rababah, K., Mohd, H., and Ibrahim, H., (2011) Customer Relationship
Management (CRM) Processes from Theory to Practice: The
Pre-implementation Plan of CRM System, International Journal of
e-Education, e-Business, e-Management and e-Learning, Vol. 1, pp. 22-27.
Rigby, D.K., Reichheld, F.F., and Schefter, P., (2002) Avoid the Four Perils of CRM,
Harvard Business Review, February, pp.101-109.
Robbins, S.P., (1996) Organizational behavior: Concept, controversies,
applications 7th ed. New Jersey: Prentic-Hall.
93
Rosenthal, A., Mork, P., Li, M. H., Stanford, J., Koester, D., and Reynolds, P.,
(2010) Cloud computing: A new business paradigm for biomedical
information sharing. Journal of Biomedical Informatics,Vol43, pp.342-353.
Rogers, E. M., (1995) Diffusion of innovations (4th), New York: Free Press of
Glencoe.
Ramachandran, K., and Voleti, S. (2004) Business Process Outsourcing (BPO):
Emerging Scenario and Strategic Options for IT-Enabled Services, Interfaces,
Vol.29, pp.49-62.
Reinartz, W., Krafft, M., and Hoyer, W.D., (2004) The customer Relationship
management process: Its measurement and impact on Research, Journal of
Marketing Research, Vol.41, pp.293-305.
Richards, K.A., and Eli Jones, E., (2008) Customer relationship management:
Finding value drivers, Industrial Marketing Management, Vol. 37,
pp.120-130.
Saaty, T.L., (1980). The Analytic Hierarchy Process, McGraw Hill Inc., New York,
McGraw Hill.
Sean, H., (2011) TheInfoPro Clound Practice, TheInfoPro Inc., Retrieved from
http://www.theinfopro.com/wp-content/uploads/2011/01/TIP_Cloud_Overvie
w_07-18-11.pdf
Takabi, H., and Joshi, J., (2010) Security and Privacy Challenges in Cloud
Computing Environments, IEEE Security and Privacy, Vol.8, pp.24-31.
The Sales Educators (2006) Strategic sales leadership: BREAK through thinking
for BREAK through results, Mason, OH: Thomson.
94
United Nations Economic and Social Commission for Asia and the Pacific (2004)
Business process outsourcing: Impact and implications, Retrieved from
http://www.unescap.org
Winer, R.S., (2001) A Framework for Customer Relationship Management,
Alifornia Management Review, Vol.43, pp.89-105.
Wilson, H., Daniel, E., and McDonald, M., (2002) Factors for success in customer
relationship management (CRM) systems, Journal of Marketing
Management, Vol.18, pp.193-219.
Yan, A., and Gray, B., (1994) Bargaining Power, Management Control, and
Performance in United States-China Joint Ventures: A Comparative Case
Study, The Academy of Management Journal, Vol. 37, pp.1478-1517.
Zhang, Q., Cheng, L., and Boutab, R., (2010) Cloud computing: state-of-the-art
and research challenges, Journal of Internet Services and application, Vol.1,
pp.7-18.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2017-07-16公開。
  • 同意授權瀏覽/列印電子全文服務,於2017-07-16起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信