進入新網路時代，包括搜尋引擎、社群網站、線上購物等等都會遇到龐大數據資料的挑戰，在網路上購物不僅可以享受到實體書店所沒有的便利功能，且價格又比傳統實體商店還要更便宜。海量資料的重要性不在於資料大小或數量多寡，而是如何運用客戶的資料在軟硬體中找出線索、趨勢，經過演算法分析後提出預測，成為企業推展行銷活動的重要議題。
本研究以Amazon網路書店與博客來網路書店為個案研究，並以UCCT模式進行分析，並依結論提出四點建議：一、「整合數據」以解決大數據的問題；二、加強分享社群與網路書店對消費者的關聯性；三、建立資料庫行銷系統，開發推薦功能；四、因應新個資法，避免侵害隱私權。

In the new era of the Internet, including search engines, social networking sites, online shopping, and so will face a huge challenging data, and shopping on the Internet can not only enjoy the convenience features but the price also getting cheaper than the traditional physical store. Importance of the mass of information is not limited to the amount of data size or the numbers, but can also focus on how to use customer information to find clues, trends via hardware and software, to forecast after the analysis of algorithms, and to promot business marketing activities.
In this study, by adopting Amazon online bookstore and Books online bookstore to a case study, and using UCCT model to analysis both bookstores, and puts forward four proposals in accordance with the conclusions: First, integrate big data to solve the problem of big data; Second, strengthen social sharing consumer groups and Internet bookstores relevance; Third, create a database marketing system and develop a recommendation mechanism; four, avoid infringement of privacy in response to the new Personal Information Protection Act.

致謝辭Ⅰ
中文摘要Ⅱ
英文摘要Ⅲ
目錄Ⅳ
圖目錄Ⅵ
表目錄Ⅶ
第一章　緒論1
第一節　研究背景與動機1
第二節　研究目的5
第三節　研究流程6
第四節　論文結構7
第二章　文獻回顧8
第一節　顧客關係管理8
第二節　虛擬社群26
第三節　大數據46
第四節　顧客推薦系統56
第五節　小結62
第三章　研究設計與研究方法64
第一節　研究模型64
第二節　研究方法69
第三節　選擇研究個案71
第四節　小結72
第四章　個案介紹－ Amazon及博客來網路書店73
第一節　Amazon網路書店73
第二節　博客來網路書店89
第三節　UCCT模型四大要素分析96
第四節　小結108
第五章　結論與建議110
第一節　結論110
第二節　建議114
第三節　未來研究建議117
參考文獻118
中文部份118
英文部份121

圖目錄
圖2-1 整合性的顧客關係管理應用11
圖2-2 顧客關係管理架構12
圖 3-1 虛擬社群網站經營之UCCT 模型65
圖4-1 Amazon網路書店會員功能頁面97
圖4-2 Amazon網路書店產品服務頁面98
圖4-3 Amazon網路書店 Wish List頁面99
圖4-4 Amazon網路書店 Facebook首頁100
圖4-5 Amazon網路書店 工具列101
圖4-6 博客來網路書店會員功能頁面102
圖4-6 博客來網路書店產品服務頁面103
圖4-7 博客來網路書店社群連結頁面104
圖4-8 博客來網路書店Facebook首頁105
圖4-9 博客來網路書店客服務中心Q&A106
 
表目錄
表2-1 影響CRM成功之考量因素22
表2-2 CRM導入研究架構23
表2-3 客戶關係管理系統關鍵成功因素24
表2-4 虛擬社群種類 V.S 社群成員種類30
表2-5 常見推薦系統模式58
表4-1 UCCT模型四大要素分析結果107

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