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題名 顧客識別在行銷自動化系統應用之營運模式個案分析
A Case Study on the Business Model of Customer Identificiation in Marketing Automation System作者 彭雪珍
Peng, Hsueh-Chen貢獻者 邱奕嘉
Chiu,Yi-Chia
彭雪珍
Peng, Hsueh-Chen關鍵詞 儉樸設計
顧客識別
顧客經營
自動化
Frugal Design
Customer identificiation
Customer management
Automation日期 2023 上傳時間 1-Sep-2023 15:05:35 (UTC+8) 摘要 近年在數位廣告成本不斷提升，廣告媒體的投入成本居高不下的狀況下，企業逐漸將營銷重點轉向自有顧客的經營，因而顧客數據的運用也更加受到重視。過去行銷人員要找到精準顧客，必需請資訊人員用人工的方式、依每個活動的目標對象、客製撰寫程式去撈取名單，再每個活動去設定系統及發送行銷訊息。因此，如何簡化顧客數據流程，快速落地以提升顧客經營的效能是企業很大的挑戰。本研究以「儉樸設計Frugal Design」的概念，在有限的資源環境下、以科技創新的方式和流程，嘗試透過「顧客快速識別標籤」以科技化的方式快速複製零售業的成功模式，讓企業可以簡化操作流程，以精減的人力及行銷成本資源，達成更精準的經營目標顧客；並將「顧客快速識別標籤」搭配自動化行銷系統，以自動化的流程簡化顧客經營、提升經營效率，讓企業更能符合未來快速發展的趨勢。
In recent years, as the cost of digital advertising continues to rise and the investment in advertising media remains high, businesses have gradually shifted their marketing focus towards cultivating their existing customer base. As a result, the utilization of customer data has gained more attention. In the past, marketers needed to identify precise customers by enlisting the assistance of IT personnel to manually retrieve lists based on the objectives of each campaign and create custom programs. Subsequently, they would configure systems and send marketing messages for each campaign. Thus, streamlining the customer data process and swiftly implementing measures to enhance customer management efficiency pose significant challenges for enterprises.This study employs the concept of "Frugal Design" within a limited resource environment. Through technological innovation and processes, it attempts to replicate the success of the retail industry`s model using the "Customer Rapid Identification Tags" in a technologically-driven manner. This aims to simplify operational processes, reduce human resources and marketing costs, and achieve more precise customer management objectives. The integration of "Customer Rapid Identification Tags" with an automated marketing system simplifies customer management and enhances operational efficiency through an automated process, enabling enterprises to better align with the rapidly evolving trends of the future.參考文獻 一、 中文文獻：Mckinsey, 2021, 〈個人化的價值正在成倍增加〉https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplyingFrugal Design DESIS Lab，節儉設計DESIS實驗室https://srishtimanipalinstitute.in/centers-and-labs/frugal-design-desis-labNavi Radjou and Jaideep Prabhu (2016). 《儉樸設計》，天下文化二、 英文文獻：CDP Institute, 2021, RESEARCHSCAPE-2020 TRENDS IN PERSONALIZATION REPORThttps://pdf-ins-internet.de/researchscape-2020-trends-in-personalization-report-pdf-1/CDP.comhttps://cdp.com/articles/basics/what-is-a-customer-data-platform-cdp/Aaker, D. A. (1996). “Measuring brand equity across products and markets.” California Management Review, 38(3), 102-120.Ajzen, I. (1991). “The theory of planned behavior”. Organizational behavior and human decision processes, 50(2), 179-211.Bawa, K., & Shoemaker, R. W. (2004). “The effects of free sample promotions on incremental brand sales.” Marketing Science, 23(3), 345-363.Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). “Measurement of consumer susceptibility to interpersonal influence.” Journal of consumer research, 15(4), 473-481.Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). “Brand trust in the context of consumer loyalty.” European Journal of marketing, 35(11/12), 1238-1258.Dubois, B., & Duquesne, P. (1993). “The market for luxury goods: Income versus culture.” European Journal of marketing, 27(1), 35-44.Fitzpatrick, R (2006). “Designing the customer-centric organization: A guide to strategy”, structure and process. 59 (1) , pp.252-255Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). “The future of retailing.” Journal of Retailing, 96(1), 1-7.Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004). “Valuing customers.” Journal of Marketing Research, 41(1), 7-18.Hofstede, G. (2001). “Culture`s consequences: Comparing values, behaviors, institutions and organizations across nations.” Sage publications.Homburg, C., Jozić, D., & Kuehnl, C. (2017). “Customer experience management: toward implementing an evolving marketing concept.” Journal of the Academy of Marketing Science, 45(3), 377-401.Jay R. Galbraith. (2005). “Designing the customer-centric organization: A guide to strategy, structure, and process.” Wiley.Jean-Pierre Micaëlli, Joëlle Forest, Eric Bonjour et Dominique Loise. (2016). “Frugal innovation or frugal renovation: How can western designers adopt frugal engineering?” Journal of Innovation Economics & Management, pages 39- 56Kahle, L. R., & Kennedy, P. (1989). “Using the list of values (LOV) to understand consumers.” Journal of services marketing, 3(3), 49-56.Kannan, P. K., & Li, H. (2017). “Digital marketing: A framework, review and research agenda.” International Journal of Research in Marketing, 34(1), 22-45.Kaplan, A. M., & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of social media.” Business horizons, 53(1), 59-68.Kotler, P. (1972). “A generic concept of marketing.” Journal of marketing, 36(2), 46-54.Kumar, V., & Reinartz, W. (2018). “Customer relationship management: Concept, strategy, and tools.” Springer.Landry, JT (2001). “Customer equity: Building and managing relationships as valuable assets.” Harvard Business Press. 79 (7) , pp.136-136Leeflang, P. S., Verhoef, P. C., & Dahlström, P. (2014). “Challenges and solutions for marketing in a digital era.” European Management Journal, 32(1), 1-12.Miguel Alves Gomes & Tobias Meisen (2023) “A review on customer segmentation methods for personalized customer targeting in e-commerce use cases.” Information Systems and e-Business Management.Malhotra, N. K., Kim, S. S., & Patil, A. (2006). “Common method variance in IS research: A comparison of alternative approaches and a reanalysis of past research.” Management Science, 52(12), 1865-1883.Mangold, W. G., & Faulds, D. J. (2009). “Social media: The new hybrid element of the promotion mix.” Business horizons, 52, 357-365.Marco Zeschky, Bastian Widenmayer & Oliver Gassmann (2011). “Frugal Innovation in Emerging Markets.”, Research-Technology Management, 54:4, 38-45Morgan, R. M., & Hunt, S. D. (2019). “The commitment-trust theory of relationship marketing.” Journal of Marketing, 58(3), 20–38 .O`Cass, A., & McEwen, H. (2004). “Exploring consumer status and conspicuous consumption.” Journal of consumer behavior, 4, 25-39.Oliver, R. L. (1999). “Whence consumer loyalty?.” Journal of marketing, 63, 33-44.Osterwalder, A. (2004) “The Business Model Ontology—A Proposition in a Design Science Approach.” PhD Thesis, University of Lausanne, Switzerland.Pansari, A., & Kumar, V. (2017). “Customer engagement: The construct, antecedents, and consequences.” Journal of the Academy of Marketing Science, 45(3), 294-311.Payne, A., & Frow, P. (2013). “Strategic customer management: Integrating relationship marketing and CRM.” Cambridge University Press.Peppers, D., & Rogers, M. (2016). “Managing customer relationships: A strategic framework.” John Wiley & Sons.Porter, M. E. (1979). “How competitive forces shape strategy.” Harvard Business Review, 57(2), 137-145.Paul Roetzer (2011). “The marketing performance blueprint: Strategies and technologies to build and measure business success.” John Wiley & Sons.Ryan, R. M., & Deci, E. L. (2000). “Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.” American psychologist, 55(1), 68-78.Sen, S., & Bhattacharya, C. B. (2001). “Does doing good always lead to doing better? Consumer reactions to corporate social responsibility.” Journal of Marketing Research, 38(2), 225-243.Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). “Mindful consumption: A customer-centric approach to sustainability.” Journal of the Academy of Marketing Science, 39(1), 21-39.Siegel, E. (2013). “Predictive analytics: The power to predict who will click, buy, lie, or die.” Wiley.Silver, N. (2012). “The signal and the noise: why so many predictions fail-but some don`t.” Penguin.Stephen, A. T., & Toubia, O. (2010). “Deriving value from social commerce networks.” Journal of marketing research, 47(2), 215-228.Sweeney, J. C., & Soutar, G. N. (2001). “Consumer perceived value: The development of a multiple item scale.” Journal of retailing, 77(2), 203-220.Tam, J. L. (2004). “Customer satisfaction, service quality and perceived value: An integrative model.” Journal of marketing management, 30(7-8), 889-917.Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). “Customer loyalty and customer loyalty programs.” Journal of consumer marketing, 20(4), 294-316.Van Noort, G., Antheunis, M. L., & Van Reijmersdal, E. A. (2012). “Social connections and the persuasiveness of viral campaigns: A replication and extension study.” Journal of Interactive Marketing, 26(1), 33-42.Vargo, S. L., & Lusch, R. F. (2004). “Evolving to a new dominant logic for marketing.” Journal of Marketing, 68(1), 1-17.Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). “From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing.” Journal of Retailing, 91(2), 174-181.Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). “Multichannel customer management: Understanding the research-shopper phenomenon. “ International Journal of Research in Marketing, 24(2), 129-148.Völckner, F., & Hofmann, J. (2007). “The price-perceived quality relationship: A meta-analytic review and assessment of its determinants.” Marketing Letters, 18(3), 181-196.Wedel, M., & Kamakura, W. A. (1998). “Market segmentation: Conceptual and methodological foundations” (Vol. 8). Springer Science & Business Media.Wedel, M., & Kannan, P. K. (2016). “Marketing analytics for data-rich environments.” Journal of Marketing, 80(6), 97-121.Zeithaml, V. A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.” Journal of marketing, 52(3), 2-22. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
108932098資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108932098 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu,Yi-Chia en_US dc.contributor.author (Authors) 彭雪珍 zh_TW dc.contributor.author (Authors) Peng, Hsueh-Chen en_US dc.creator (作者) 彭雪珍 zh_TW dc.creator (作者) Peng, Hsueh-Chen en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Sep-2023 15:05:35 (UTC+8) - dc.date.available 1-Sep-2023 15:05:35 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2023 15:05:35 (UTC+8) - dc.identifier (Other Identifiers) G0108932098 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146943 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 108932098 zh_TW dc.description.abstract (摘要) 近年在數位廣告成本不斷提升，廣告媒體的投入成本居高不下的狀況下，企業逐漸將營銷重點轉向自有顧客的經營，因而顧客數據的運用也更加受到重視。過去行銷人員要找到精準顧客，必需請資訊人員用人工的方式、依每個活動的目標對象、客製撰寫程式去撈取名單，再每個活動去設定系統及發送行銷訊息。因此，如何簡化顧客數據流程，快速落地以提升顧客經營的效能是企業很大的挑戰。本研究以「儉樸設計Frugal Design」的概念，在有限的資源環境下、以科技創新的方式和流程，嘗試透過「顧客快速識別標籤」以科技化的方式快速複製零售業的成功模式，讓企業可以簡化操作流程，以精減的人力及行銷成本資源，達成更精準的經營目標顧客；並將「顧客快速識別標籤」搭配自動化行銷系統，以自動化的流程簡化顧客經營、提升經營效率，讓企業更能符合未來快速發展的趨勢。 zh_TW dc.description.abstract (摘要) In recent years, as the cost of digital advertising continues to rise and the investment in advertising media remains high, businesses have gradually shifted their marketing focus towards cultivating their existing customer base. As a result, the utilization of customer data has gained more attention. In the past, marketers needed to identify precise customers by enlisting the assistance of IT personnel to manually retrieve lists based on the objectives of each campaign and create custom programs. Subsequently, they would configure systems and send marketing messages for each campaign. Thus, streamlining the customer data process and swiftly implementing measures to enhance customer management efficiency pose significant challenges for enterprises.This study employs the concept of "Frugal Design" within a limited resource environment. Through technological innovation and processes, it attempts to replicate the success of the retail industry`s model using the "Customer Rapid Identification Tags" in a technologically-driven manner. This aims to simplify operational processes, reduce human resources and marketing costs, and achieve more precise customer management objectives. The integration of "Customer Rapid Identification Tags" with an automated marketing system simplifies customer management and enhances operational efficiency through an automated process, enabling enterprises to better align with the rapidly evolving trends of the future. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究動機 1第二節 研究問題與目的 1第二章 文獻探討 3第一節 顧客數據在行銷應用的演進 3第二節 顧客識別標籤 4第三節 儉樸設計FRUGAL DESIGN 8第四節 顧客資料管理平台及自動化行銷平台 10第三章 個案研究 12第一節 市場現況與機會 12第二節 個案分析 20第四章 結論與建議 30第一節 研究結論 30第二節 研究建議 32參考文獻 33 zh_TW dc.format.extent 1006893 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108932098 en_US dc.subject (關鍵詞) 儉樸設計 zh_TW dc.subject (關鍵詞) 顧客識別 zh_TW dc.subject (關鍵詞) 顧客經營 zh_TW dc.subject (關鍵詞) 自動化 zh_TW dc.subject (關鍵詞) Frugal Design en_US dc.subject (關鍵詞) Customer identificiation en_US dc.subject (關鍵詞) Customer management en_US dc.subject (關鍵詞) Automation en_US dc.title (題名) 顧客識別在行銷自動化系統應用之營運模式個案分析 zh_TW dc.title (題名) A Case Study on the Business Model of Customer Identificiation in Marketing Automation System en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻：Mckinsey, 2021, 〈個人化的價值正在成倍增加〉https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplyingFrugal Design DESIS Lab，節儉設計DESIS實驗室https://srishtimanipalinstitute.in/centers-and-labs/frugal-design-desis-labNavi Radjou and Jaideep Prabhu (2016). 《儉樸設計》，天下文化二、 英文文獻：CDP Institute, 2021, RESEARCHSCAPE-2020 TRENDS IN PERSONALIZATION REPORThttps://pdf-ins-internet.de/researchscape-2020-trends-in-personalization-report-pdf-1/CDP.comhttps://cdp.com/articles/basics/what-is-a-customer-data-platform-cdp/Aaker, D. A. (1996). “Measuring brand equity across products and markets.” California Management Review, 38(3), 102-120.Ajzen, I. (1991). “The theory of planned behavior”. Organizational behavior and human decision processes, 50(2), 179-211.Bawa, K., & Shoemaker, R. W. (2004). “The effects of free sample promotions on incremental brand sales.” Marketing Science, 23(3), 345-363.Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). “Measurement of consumer susceptibility to interpersonal influence.” Journal of consumer research, 15(4), 473-481.Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). “Brand trust in the context of consumer loyalty.” European Journal of marketing, 35(11/12), 1238-1258.Dubois, B., & Duquesne, P. (1993). “The market for luxury goods: Income versus culture.” European Journal of marketing, 27(1), 35-44.Fitzpatrick, R (2006). “Designing the customer-centric organization: A guide to strategy”, structure and process. 59 (1) , pp.252-255Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). “The future of retailing.” Journal of Retailing, 96(1), 1-7.Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004). “Valuing customers.” Journal of Marketing Research, 41(1), 7-18.Hofstede, G. (2001). “Culture`s consequences: Comparing values, behaviors, institutions and organizations across nations.” Sage publications.Homburg, C., Jozić, D., & Kuehnl, C. (2017). “Customer experience management: toward implementing an evolving marketing concept.” Journal of the Academy of Marketing Science, 45(3), 377-401.Jay R. Galbraith. (2005). “Designing the customer-centric organization: A guide to strategy, structure, and process.” Wiley.Jean-Pierre Micaëlli, Joëlle Forest, Eric Bonjour et Dominique Loise. (2016). “Frugal innovation or frugal renovation: How can western designers adopt frugal engineering?” Journal of Innovation Economics & Management, pages 39- 56Kahle, L. R., & Kennedy, P. (1989). “Using the list of values (LOV) to understand consumers.” Journal of services marketing, 3(3), 49-56.Kannan, P. K., & Li, H. (2017). “Digital marketing: A framework, review and research agenda.” International Journal of Research in Marketing, 34(1), 22-45.Kaplan, A. M., & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of social media.” Business horizons, 53(1), 59-68.Kotler, P. (1972). “A generic concept of marketing.” Journal of marketing, 36(2), 46-54.Kumar, V., & Reinartz, W. (2018). “Customer relationship management: Concept, strategy, and tools.” Springer.Landry, JT (2001). “Customer equity: Building and managing relationships as valuable assets.” Harvard Business Press. 79 (7) , pp.136-136Leeflang, P. S., Verhoef, P. C., & Dahlström, P. (2014). “Challenges and solutions for marketing in a digital era.” European Management Journal, 32(1), 1-12.Miguel Alves Gomes & Tobias Meisen (2023) “A review on customer segmentation methods for personalized customer targeting in e-commerce use cases.” Information Systems and e-Business Management.Malhotra, N. K., Kim, S. S., & Patil, A. (2006). “Common method variance in IS research: A comparison of alternative approaches and a reanalysis of past research.” Management Science, 52(12), 1865-1883.Mangold, W. G., & Faulds, D. J. (2009). “Social media: The new hybrid element of the promotion mix.” Business horizons, 52, 357-365.Marco Zeschky, Bastian Widenmayer & Oliver Gassmann (2011). “Frugal Innovation in Emerging Markets.”, Research-Technology Management, 54:4, 38-45Morgan, R. M., & Hunt, S. D. (2019). “The commitment-trust theory of relationship marketing.” Journal of Marketing, 58(3), 20–38 .O`Cass, A., & McEwen, H. (2004). “Exploring consumer status and conspicuous consumption.” Journal of consumer behavior, 4, 25-39.Oliver, R. L. (1999). “Whence consumer loyalty?.” Journal of marketing, 63, 33-44.Osterwalder, A. (2004) “The Business Model Ontology—A Proposition in a Design Science Approach.” PhD Thesis, University of Lausanne, Switzerland.Pansari, A., & Kumar, V. (2017). “Customer engagement: The construct, antecedents, and consequences.” Journal of the Academy of Marketing Science, 45(3), 294-311.Payne, A., & Frow, P. (2013). “Strategic customer management: Integrating relationship marketing and CRM.” Cambridge University Press.Peppers, D., & Rogers, M. (2016). “Managing customer relationships: A strategic framework.” John Wiley & Sons.Porter, M. E. (1979). “How competitive forces shape strategy.” Harvard Business Review, 57(2), 137-145.Paul Roetzer (2011). “The marketing performance blueprint: Strategies and technologies to build and measure business success.” John Wiley & Sons.Ryan, R. M., & Deci, E. L. (2000). “Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.” American psychologist, 55(1), 68-78.Sen, S., & Bhattacharya, C. B. (2001). “Does doing good always lead to doing better? Consumer reactions to corporate social responsibility.” Journal of Marketing Research, 38(2), 225-243.Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). “Mindful consumption: A customer-centric approach to sustainability.” Journal of the Academy of Marketing Science, 39(1), 21-39.Siegel, E. (2013). “Predictive analytics: The power to predict who will click, buy, lie, or die.” Wiley.Silver, N. (2012). “The signal and the noise: why so many predictions fail-but some don`t.” Penguin.Stephen, A. T., & Toubia, O. (2010). “Deriving value from social commerce networks.” Journal of marketing research, 47(2), 215-228.Sweeney, J. C., & Soutar, G. N. (2001). “Consumer perceived value: The development of a multiple item scale.” Journal of retailing, 77(2), 203-220.Tam, J. L. (2004). “Customer satisfaction, service quality and perceived value: An integrative model.” Journal of marketing management, 30(7-8), 889-917.Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). “Customer loyalty and customer loyalty programs.” Journal of consumer marketing, 20(4), 294-316.Van Noort, G., Antheunis, M. L., & Van Reijmersdal, E. A. (2012). “Social connections and the persuasiveness of viral campaigns: A replication and extension study.” Journal of Interactive Marketing, 26(1), 33-42.Vargo, S. L., & Lusch, R. F. (2004). “Evolving to a new dominant logic for marketing.” Journal of Marketing, 68(1), 1-17.Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). “From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing.” Journal of Retailing, 91(2), 174-181.Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). “Multichannel customer management: Understanding the research-shopper phenomenon. “ International Journal of Research in Marketing, 24(2), 129-148.Völckner, F., & Hofmann, J. (2007). “The price-perceived quality relationship: A meta-analytic review and assessment of its determinants.” Marketing Letters, 18(3), 181-196.Wedel, M., & Kamakura, W. A. (1998). “Market segmentation: Conceptual and methodological foundations” (Vol. 8). Springer Science & Business Media.Wedel, M., & Kannan, P. K. (2016). “Marketing analytics for data-rich environments.” Journal of Marketing, 80(6), 97-121.Zeithaml, V. A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.” Journal of marketing, 52(3), 2-22. zh_TW
