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系統識別號 U0002-2207201311350900
中文論文名稱 資料庫行銷中顧客終身價值觀點下整合式觀念性CRM模型之建構
英文論文名稱 Constructing A Conceptual Model of Integrated CRM by CLV Perspective in Database Marketing
校院名稱 淡江大學
系所名稱(中) 管理科學學系博士班
系所名稱(英) Doctoral Program, Department of Management Sciences
學年度 101
學期 2
出版年 102
研究生中文姓名 蔡覺賢
研究生英文姓名 Chueh-Hsien Tsai
學號 893560291
學位類別 博士
語文別 中文
口試日期 2013-07-15
論文頁數 70頁
口試委員 指導教授-王居卿
委員-李文瑞
委員-余坤東
委員-洪英正
委員-楊立人
委員-王居卿
中文關鍵字 資料庫行銷  CRM  顧客忠誠度  顧客終身價值 
英文關鍵字 CRM  CLV  Database Marketing  Customer loyalty 
學科別分類
中文摘要 時代不斷向前推進,科技、傳播媒體與行銷手法亦日新月異,消費者不但面臨了市場訊息紛雜且注意力被分散之問題,企業更遭受行銷成本不斷攀升與行銷效益低落之挑戰。為求企業之獲利與永續長存,近數十年來產、學二界興起顧客關係管理(CRM)之應用與研究,結果均發現留住有價值的顧客方能提升企業之獲利。然而,亦有不少研究顯示企業執行CRM之結果多數是失敗或未達最低之績效指標。雖然企業希望以CRM之執行以達提高顧客終身價值/獲利性之目的,但可能有某些關鍵因素之不周全,致使執行CRM之失敗率居高不下。
  過往,有關CRM之研究大多集中於本研究統稱為「顧客端」因素,如顧客忠誠度、RFM model、重複購買率及顧客關係強度等單一範疇議題之探討。相對地,對另一影響CRM成敗之「企業端」因素的研究則是相對稀少,更未發現將「顧客端」與「企業端」二端因素加以整合。基此,本研究的主要目的是從顧客終身價值之觀點去探討成功CRM之整合模型及其衡量項目。
本研究以顧客終身價值之觀點,透過大量文獻之回顧、歸納與推演,去建構一個「資料庫行銷中顧客終身價值觀點下整合式觀念性CRM模型」,並將各分散之研究成果與CRM相關因素,明確統整出成功執行CRM之「顧客端」與「企業端」二端因素之指標及其衡量項目。本研究之成果不但彌補了以往研究之缺口,更可供企業有效執行CRM提高成功機率之具體參考。再者,本研究根據推演之過程與所建構之模型共研擬出六項命題,此命題亦是產、學二界後續應用與相關研究之重要參考。
英文摘要 Technology, mass media and marketing skills have became more fancy and diversification than before due to the rapid change of environments. However, consumers have been confused because of too much and diversified market information which they had received day by day, and that reduced the marketing effectiveness.
For many years, customer relationship management(CRM) has been applied and studied among practitioners and academicians to increase customer lifetime value(CLV), but several evidences indicated most of companies that applied CRM were failure.
In the past, most of researches have been focused on "customer side" factors of CRM, such as customer loyalty, RFM model, repeat purchase and customer relationship strength, but "enterprise side" factors research is relatively rare, and lacks of the integration of two-side factors of CRM.
Through literature review, induction and deduction, this study constructs a conceptual model of integrated CRM by CLV perspective in database marketing to find out the successful factors of CRM integration, that may enhance enterprise to implement CRM successfully.
Six propositions were developed according to the integrated CRM model in this study, these propositions are also an important reference for the continued application and related research of CRM and CLV among practitioners and academicians.
論文目次 目 錄
中文摘要……………………………………………………………………………I
英文摘要……………………………………………………………………………II
誌 謝………………………………………………………………………………III
目 錄………………………………………………………………………………IV
表 次………………………………………………………………………………V
圖 次………………………………………………………………………………VI
第一章 緒論……………………………………………………………………………………………………………………1
第一節 研究背景與動機………………………………………………………………………………………………1
第二節 研究問題與目的.……………………………………………………………………………………………6
第三節 研究方法與研究流程………………………………………………………………………………………7
第四節 論文結構..………………………………………………………………………………………………………9
第二章 資料庫行銷與CRM之關係 ………………………………………………………………………10
第一節 資料庫行銷之意涵…………………………………………………………………………………………10
第二節 資料庫行銷與CRM之關係……………………………………………………………………………13
第三章 RFM模型與CRM之關係…………………………………………………………………………………18
第一節 RFM模型之意涵……………………………………………………………………………………………18
第二節 RFM模型與CRM之關係及其應用……………………………………………………………20
第四章 CRM之成功因素 --「顧客端」方面………………………………………………………26
第一節 CRM與顧客忠誠度之關係……………………………………………………………………………26
第二節 顧客關係強度與CRM之關係………………………………………………………………………31
第三節 顧客終身價值與CRM之關係………………………………………………………………………38
第五章 CRM之成功因素 --「企業端」方面暨整合式CRM模型之建構………46
第一節 CRM之「企業端」構面………………………………………………………………………………46
第二節 企業資源基礎觀點與CRM之關係.……………………………………………………………49
第三節 顧客終身價值觀點之整合式觀念性CRM模型之建構……………………………53
第四節 命題之研擬與篩選………………………………………………………………………………………54
第六章 結論與建議……………………………………………………………………………………………………57
第一節 結論…………………………………………………………………………………………………………………57
第二節 研究限制…………………………………………………………………………………………………………59
第三節 建議…………………………………………………………………………………………………………………60
參考文獻…………………………………………………………………………………………………………………………62
一、中文部份..…………………………………………………………………………………………………62
二、英文部份..…………………………………………………………………………………………………63

表 次
表 2-1 始於資料庫建構之資料庫行銷….……………………….……….………….14
表3-1 Stone 之給分架構……..……………………………………………..……….21
表3-2 Fuzzy RFM 顧客分群表………………………………………………………24
表3-3 RFM 模型之優缺點表…………………………….………………………..... 25
表4-1 CRM 模型之分類.……………………………………………………..….......28
表4-2 認知忠誠、情感忠誠、意圖忠誠和行為忠誠四構面忠誠度之衡量項目....37
表4-3 顧客終身價值之定義….………………………………….…………..............39
表5-1 執行CRM 企業端指標之衡量項目………………………………………….52

圖 次
圖 1-1 研究問題與目的之關係圖……………………………………………........7
圖1-2 研究流程圖…………………………………………………………………8
圖2-1 資料庫行銷之功能與流程………………………………………………...13
圖2-2 顧客關係管理、資料庫行銷、關係行銷與直接行銷之關係…..….……15
圖2-3 關係行銷之執行步驟 ……………………………………………….……15
圖2-4 以資料庫為核心之行銷功能 …………………………….……………..16
圖4-1 顧客忠誠、顧客關係強度及顧客終身價值之關係……………………...31
圖4-2 影響顧客關係強度之直接與間接指標 …………………………….……32
圖4-3 Akerlund 衡量顧客關係強度四構面 ………………………….…….….. 33
圖4-4 顧客忠誠度關係模型 ……………………………………………….……35
圖4-5 顧客終身價值觀念模型…………………………………………………...40
圖4-6 「满意度-忠誠度-利潤」鏈.........................................................................41
圖4-7 「滿意度-利潤」之關係..…………………………………………………42
圖4-8 顧客忠誠度的分類……..………………………………………………….43
圖4-9 服務利潤鏈………………………………………………………………...44
圖4-10 「忠誠度-關係強度-終身價值關係」鏈 ……….……….….…………....45
圖5-1 廣義與狹義之CRM ……………..………………………………………..47
圖5-2 CRM 流程模型………………………………………………………….…49
圖5-3 CRM 之執行流程……………………………………………………….…50
圖5-4 顧客關係強度與顧客終身價值關係圖…………………………………...53
圖5-5 顧客終身價值觀點下整合式觀念性CRM 模型………………………....56
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