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System No. U0002-1907200820505700
Title (in Chinese) 影響跨國企業不同地區分公司顧客管理模式相關因素之研究
Title (in English) Factors of Customer Relationship Management by the case of a transnational company
Other Title
Institution 淡江大學
Department (in Chinese) 企業管理學系碩士在職專班
Department (in English) Department of Business Administration
Other Division
Other Division Name
Other Department/Institution
Academic Year 96
Semester 2
PublicationYear 97
Author's name (in Chinese) 戴志偉
Author's name(in English) Chih-Wei Dai
Student ID 795610038
Degree 碩士
Language Traditional Chinese
Other Language
Date of Oral Defense 2008-06-27
Pagination 111page
Committee Member advisor - 洪英正
co-advisor - 黃曼琴
co-chair - 洪英正
co-chair - 吳坤山
co-chair - 洪鉛財
Keyword (inChinese) 跨國企業
組織文化
顧客關係管理
組織績效
Keyword (in English) Transnational Company
Organization culture
Customer Relationship Management
Organization Performance
Other Keywords
Subject
Abstract (in Chinese)
隨著全球化競爭、科技日新月異等因素之影響,現今企業經營的環境瞬息萬變,面對如此快速的環境變遷,唯有提出並施行有效的變革活動,才是企業延續生命與成長的不二法則。而近來企業為滿足顧客需求的多元及因應新顧客關係的轉變,於是開始重視起顧客關係管理(Customer Relationship Management/ CRM)的經營規劃,CRM也因而成為企業界熱衷推動的變革活動之一。    
    本研究以深入訪談方式針對T企業中兩個不同組織文化之總公司與美國分公司,以CRM四個關鍵程序:知識探索、行銷規劃、客戶互動及分析與反饋來探討不同組織文化下對顧客關係管理發展之影響。而本研究亦證實組織文化對顧客關係管理確有其重要性。    
    本研究發現下述三大命題:
一、創新型文化較適合推廣顧客關係管理,官僚型文化較適合產品導
    向之市場。
二、創新型文化發展之顧客關係管理能提升經營績效,官僚型文化較
    無法大幅提升經營績效。
三、規模較大之組織較容易發展顧客關係管理,規模較小較無法完全
    發展顧客關係管理。
    最後,歸納企業推動CRM策略,必須先訂定與組織文化、成長目標方向一致的策略,如此所推動執行之CRM策略才能與企業想要留住有價值的客戶、發展潛在客戶一致,並達成企業最大利益並實現企業願景之夢想與理想。
Abstract (in English)
For the global competition, high-speed progress of new technology and science etc., the environment of enterprises operation is fast changing now. Facing so fast environmental changes, it is crucial to propose and implement effective organizational changes activities only for enterprises survival and continuous growth. Recently, for meeting the various demands from customers, enterprises begin to pay attention on customer relationship management (CRM) becomes one of the change activities that the business circles make earnest efforts to promote.
    This research uses in-depth interview to discuss two different units of T company with two different organizational culture. And using four key procedures of CRM: knowledge discovery, marketing planning, customer interaction, analysis and refinement, this study tries to discuss the impact of different organization culture to CRM. And by this research, we proved the importance of organization culture to CRM.
Three propositions of this research:
1.Innovative culture suited for customer-oriented market,  
  bureaucratic culture suited for product-oriented market. 
2.CRM enhances more performance for Innovative culture 
  organization than bureaucratic culture organization. 
3.Larger organizations develop customer relationship  
  management easier than smaller organizations.
    This research concludes that the enterprise has to set up the appropriate CRM strategies, which are consistent with the business vision and goals, so that they can retain the valuable customers, and develop the potential customers so as to achieve the highest business profits and accomplish business vision.
Other Abstract
Table of Content (with Page Number)
目錄 I
表目錄 III
圖目錄 IV
第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究流程	4
第貳章 文獻探討	5
第一節 顧客關係管理	5
第二節 組織文化	16
第三節 經營績效	26
第四節 顧客關係管理、組織文化及經營績效 之關係	32
第參章 研究方法	36
第一節 質性研究	36
第二節 研究方法	41
第三節 研究架構與假設	43
第四節 變數之定義	44
第五節 問項設計	48
第六節 研究對象	51
第肆章 研究結果	57
第一節 專家訪談整理	57
第二節 個案整理與剖析	73
第三節 研究命題	82
第伍章 結論與建議	89
第一節 研究結論	90
第二節 管理實務建議	92
第三節 研究貢獻	94
第四節 研究限制與未來研究方向	95
文獻探討	97
附錄一:台灣總公司訪談記錄	102
附錄二:美國分公司訪談記錄	107

表目錄
表 2-1 顧客關係管理之定義	6
表 2-2 顧客關係管理主要類別表	7
表 2-3 組織文化定義表	17
表 2-4 企業文化類型表	19
表 2-5 Cameron(1985)之組織文化分類表	23
表 2-6 績效衡量指標整理	30
表 3-1 質性研究方法歸納表	37
表 3-2 顧客關係管理定義表	44
表 3-3 組織文化定義表	45
表 3-4 經營績效定義表	46
表 3-5 組織變項定義表	47
表 3-6 T公司沿革表	53
表 4-1 台灣總公司組織文化	59
表 4-2 美國分公司組織文化	67
表 4-3 個案分公司比較表	73
表 4-4 個案公司組織文化及顧客關係管理比較表	76
表 4-5 個案公司組織變項及顧客關係管理比較表	78
表 4-6 個案公司顧客關係管理及組織績效比較表	80
表 4-7 個案公司組織文化比較表	83
表 4-8 個案公司組織績效比較表	87
表 5-1 命題整理表	90

圖目錄
圖 1-1 研究流程	4
圖 2-1 組織文化區分圖	21
圖 3-1 研究架構圖	43
圖 3-2 台灣區分公司組織圖	54
圖 3-3 美國分公司組織圖	55
圖 3-4 TR7500產品圖	55
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