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題名 現代零售通路CRM計畫之診斷性架構: 策略4C模型與分析成熟模型之應用
A diagnostic framework for CRM program in the modern trade retail sector: The applications of the strategic 4C model and analytical maturity model作者 劉建宏
Liu, Chien Hung (Claude)貢獻者 邱志聖
Chiou, Jyh Shen
劉建宏
Liu, Chien Hung (Claude)關鍵詞 策略行銷
策略4C模型
分析成熟模型
顧客關係管理
忠誠度計畫
零售CRM計畫
Strategic Marketing
Strategic 4C Model
Analytical Maturity Model
Customer Relationship Management
Loyalty Scheme
Loyalty Program
CRM
Retail CRM Program日期 2011 上傳時間 30-Oct-2012 10:59:38 (UTC+8) 摘要 本論文研究目的有三: (1) 釐清一般在忠誠度計劃定義上常見的錯誤觀念，進而探索CRM與忠誠度計劃之間的關係，並且發展一套實務上可用的忠誠度計劃分類方法; (2) 研究零售業CRM計劃中現行的戰術手法，並提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源; (3) 發展一套可供現代零售業者自我診斷其CRM計劃在分析成熟性以及策略行銷重心的實務架構。為達到研究目的，本研究首先探討在零售業，顧客關係管理(CRM)，忠誠度計劃以及分類方法上的相關文獻以釐清忠誠度計劃定義上常見的錯誤觀念，進而說明CRM與忠誠度計劃之間的關係，最後發展一套實務上可用的忠誠度計劃分類方法。其次，本研究先應用邱志聖博士(2010)的策略4C模型，分析現行零售CRM計劃的戰術手法，並且提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源。再次，本研究應用邱志聖博士(2010)的策略4C模型以及戴文波特博士與哈里斯女士(2007)的分析成熟模型於建構零售CRM計劃的兩階段診斷性架構。 後續深入的分析主要根據此架構而進行，同時根據零售業所處不同的分析成熟階段提出策略性建議。對於零售業的高階主管，本研究的貢獻在於提出一套實務可行的診斷性架構，供主管重新檢視其CRM計劃在策略上的重心，並且能隨著公司規模成長，進而調整重心的優先順序。對於CRM以及忠誠度計劃的從事者，本研究貢獻則在於零售CRM計劃，忠誠度計劃以及相關概念上的定義的建立正確觀念。最後，本論文的研究發現亦可當作對CRM以及忠誠度行銷人員的策略性建議，尤其當在設計戰術手法之時，能針對公司所處不同的分析成熟階段，對焦CRM策略以及相應資源配置。
The purpose of this thesis has three objectives: (1) clarify some common misunderstandings about definitions of loyalty scheme, explore the relationship between CRM and loyalty scheme, and develop a typology of loyalty scheme for practical use; (2) study on current tactics used within retail CRM programs and provide strategic advices on how to fine-tune the tactics focus and align resource accordingly; and (3) develop a practical framework that allows modern trade retailers for self-diagnosing their CRM programs in terms of analytical maturity and strategic marketing focus. To achieve the research goals, this research has firstly reviewed previous research on retail, CRM, loyalty schemes and its typology, and thus misunderstandings about definition of loyalty scheme, CRM, the relationship between CRM and loyalty scheme have explained and consequently a new typology of loyalty scheme has been developed.Second, strategic 4C model (Chiou 2010) is used in this research to analyze current tactics used within retail CRM programs and the strategic advices are generated on how to fine-tune the tactics focus and align resource accordingly.Third, this research adopted literature of strategic 4C model (Chiou 2010) and analytical maturity model (Davenport and Harris 2007) to form a two-stage diagnostic framework for retail CRM program. The further analysis is conducted based on this framework while strategic advices are provided to retailers of different analytical stage.The benefits for business executives in retail include a diagnostic framework allowing for strategically reviewing their CRM program focus and priority as retailers grows their business.The benefits for CRM and loyalty practitioners include building correct understandings about retail CRM program, loyalty scheme and related conceptual definitions.The findings in this study may serve as strategic advices to CRM or loyalty marketers to better align resources, when they design tactics, to companies’ CRM strategy at different analytical stage.參考文獻 Baran, Roger, Robert Galka, and Daniel Strunk (2008), Principle of Customer Relationship Management. Mason, Ohio: Thomson South-Western.Barnett, Randy E (2011) “Contract is Not Promise; Contract is Consent,” Georgetown Public Law and Legal Theory Research Paper, No. 11-29.Cao,Yuheng, Aaron Luntala Nsakanda, and Inder Jit Singh Mann (2010), “A Typology Framework of Loyalty Reward Programs,” Communications in Computer and Information Science, Volume 13, 159-170.Chappuis, Bertil, Brendan Gaffey, and Parviz Parvizi (2011), “Are your customers becoming digital junkies?,” McKinsey Quarter, (June).David, Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik (2009), “The Consumer Decision Journey,” McKinsey Quarterly, (June).Davenport, H. Thomas and Jeanne G. Harris (2006), “Competing on Analytics,” Harvard Business Review, (January).------- (2007), Competing on Analytics: the New Science of Winning. Boston, Massachusetts: Harvard Business School Press.Drèze, Xavier and Joseph C. Nunes (2009), “Feeling Superior: The Impact of Loyalty Program Structure on Consumers’ Perceptions of Status,” Journal of Consumer Research, Vol. 35, No. 6 (April), 890-905Frow, Pennie, and Adrian Payne (2009), “Customer Relationship Management: A Strategic Perspective,” Journal of Business Market Management, Volume 3, (1), 7-27. Gregor, William T. and Eileen M. Friars (1982), Money Merchandising: Retail Revolution in Consumer Financial Service. Cambridge, Massachusetts: THE MAC Group. Kivetz, R. R. , and Simonson Itamar (2003), “Competing on Analytics,” Journal of Marketing Research, 40, (4), 454-467.Kotler, Phillp (2000), Marketing Management. New Jersey: Prentice Hall------, Hermawan Kartajaya, and Iwan Setiawan, (2010), Marketing 3.0. Kokoben. New Jersey: John Wiley & Sons. Inc.,176.Liu, Yuping and Rong Yang (2009), “Competing Loyalty Program: Impact of market Saturation, Market Share, and Category Expandability,” Journal of Marketing, Vol. 73, (January), 93-108.Krafft, Manfred and Shankar Ganesan (2010), “CRM in Data-rich Multinational Retailing Environment: A Review and Future Research Direction,” Journal of Interactive Marketing, 24, 121-137.Minami, Chieko, and John Dawson (2008), “The CRM process in retail and service sector firms in Japan: Loyalty development and financial return,” Journal of Retailing and Consumer Services, 15, 375–385O’Guuinn, Thomas C., Christ T. Allen, and Richard J Semenik (2006), Advertising and Integrated Brand Promotion. Mason, Ohio: Thomson South-Western, 662.Peter, J. Paul, and Jerry Olson (2005), Consumer Behavior & Marketing Strategy. New York: McGraw-Hill/Irwin.Sadasivan,K., C. Samudhra Rajakumar, and R. Rajinikanth (2011), “Role of Involvement and Loyalty in Predicting Customer’s Purchase Intention towards Private Apparel Brand Extensions,” International Journal of Innovation, Management and Technology, Vol. 2, (6).Winer, Russell S. (2001), “Customer Relationship Management: A Framework, Research Directions, and the Future,” California Management Review, 43 (Summer), 89-105CHINESEChiou, Jyh-Shen (2001), Strategic Marketing Analysis: Framework and Practical Applications, first edition. Taipei, Taiwan: BestWise Co. Ltd. [Chinese text]------ (2006), Strategic Marketing Analysis: Framework and Practical Applications, second edition. Taipei, Taiwan: BestWise Co. Ltd. [Chinese text]------ (2009), Rolling, the Brand!, First edition. Taipei, Taiwan: Commonwealth Publishing Group. [Chinese text]------ (2010), Strategic Marketing Analysis: Framework and Practical Applications, third edition. Taipei, Taiwan: BestWise Co. Ltd. [Chinese text]Lu, Hsi-Peng (2011), Internet Marketing: the digital revolution of social networks in connected economy. Taipei, Taiwan: Yeh Yeh Book Gallery [Chinese text]Wu, Zhong-Xian and Chang, Pao-Long (2007), Retail Management. Taipei, Taiwan: Chuan Hwa Publishing Ltd. [Chinese text]INTERNET2012 Full Year Result (2012, March 8), Carrefour Group Web site, [available at http://www.carrefour.com/docroot/groupe/C4com/Pieces_jointes/resultats/2011/FY_2011_UK.pdf].Angrisani, Carol (2012, March 16), “Social Media Drives CVS Loyalty,” SN Supermarket News, [available at http://supermarketnews.com/community-amp-social-networking/social-media-drives-cvs-loyalty].Blank, Christine (2009), “Pharmacy loyalty programs spur sales,” High Performance Pharmacy, [available at http://webcache.googleusercontent.com/search?q=cache:http://www.highperformancepharmacy.com/pdf/case_studies/326.pdf].Hays, Constance L. (2004, November 14), “What Wal-mart know about customers’ habits,” The Power Hour, [available at http://www.thepowerhour.com/news/walmart_knows.htm].Johnson, Lauren (2011), “CVS rolls out mobile services to reward loyalty card members,” Mobile Commerce Daily, [available at http://www.mobilecommercedaily.com/2011/11/21/cvs-adds-mobile-enhancements-to-reward-loyalty-card-members].Lonto, Jeff R. (2004), “The trading Stamp Story,” studio z7 publishing [available at http://www.studioz7.com/stamps1.shtml].Loyalty schemes Influence 84% Of Members: ACI Worldwide Study (2012, January 23), Retail Solution Online, [available at http://www.retailsolutionsonline.com/article.mvc/Loyalty-Programs-Influence-84-Of-Members-0001].New IDC Research Shows Customer Centricity Tops Retail Priorities (2009, February 26), Retail Touchpoints, [available at http://www.retailtouchpoints.com/retail-crm/218-new-idc-research-shows-customer-centricity-tops-retail-priorities].Monks, Richard (November 21, 2011), “Walgreen test loyalty scheme,” Chain Drug Review, [available at http://www.chaindrugreview.com/inside-this-issue/news/11-21-2011/walgreens-tests-loyalty-program].Riley, Jason (Octorber 25, 1999), “Discount – and a database, too,” Park City Daily News, Bowling Green, Kentucky, [available at http://news.google.com/newspapers?nid=1696&dat=19991025&id=MPUaAAAAIBAJ&sjid=6kcEAAAAIBAJ&pg=6647,4106878].Slatalla, Michelle (2000), “ONLINE SHOPPER: Clicks, Not Licks, as Green Stamps Go Digital,” The New York Times, [available at http://www.nytimes.com/2000/03/09/technology/online-shopper-clicks-not-licks-as-green-stamps-go-digital.html?pagewanted=print&src=pm].Sperry and Hutchinson (2012), Sperry and Hutchinson Web Site, [available at http://www.greenpoints.com/info/inf_aboutsh.asp].Schlesinger, Robert, (2010, December 30), “U.S. Population, 2011: 310 Million and Growing,” US News and World Report, [Available at http://www.usnews.com/opinion/blogs/robert-schlesinger/2010/12/30/us-population-2011-310-million-and-growing].Staples France makes savings easy, with the launch of new Staples Fidélité loyalty scheme (2012, April, 3), Market Watch Web Site, [Available at http://www.marketwatch.com/story/staples-france-makes-savings-easy-with-the-launch-of-new-staples-fid%C3%A9lit%C3%A9-loyalty-program-2012-04-03].Strategy: a closer relationship with customer (2006), Carrefour Group Web site, [available at http://www.carrefour.com/docroot/groupe/C4com/Pieces_jointes/RA/Carrefour%20GB%20corporate%203rd%20part.pdf].Tesco Annual Report and financial statement (2012), Tesco Group Web site, [available athttp://www.tescoplc.com/media/417/tesco_annual_report_2011_final.pdf].Thompson, Amy, (2012), “Tesco`s Updated Website to Compete With Amazon: Telegraph,” Business Week, [available at http://www.businessweek.com/news/2012-04-15/tescos-updated-website-to-compete-with-amazon-telegraph]. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932117
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099932117 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh Shen en_US dc.contributor.author (Authors) 劉建宏 zh_TW dc.contributor.author (Authors) Liu, Chien Hung (Claude) en_US dc.creator (作者) 劉建宏 zh_TW dc.creator (作者) Liu, Chien Hung (Claude) en_US dc.date (日期) 2011 en_US dc.date.accessioned 30-Oct-2012 10:59:38 (UTC+8) - dc.date.available 30-Oct-2012 10:59:38 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 10:59:38 (UTC+8) - dc.identifier (Other Identifiers) G0099932117 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54433 - 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) 99932117 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 本論文研究目的有三: (1) 釐清一般在忠誠度計劃定義上常見的錯誤觀念，進而探索CRM與忠誠度計劃之間的關係，並且發展一套實務上可用的忠誠度計劃分類方法; (2) 研究零售業CRM計劃中現行的戰術手法，並提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源; (3) 發展一套可供現代零售業者自我診斷其CRM計劃在分析成熟性以及策略行銷重心的實務架構。為達到研究目的，本研究首先探討在零售業，顧客關係管理(CRM)，忠誠度計劃以及分類方法上的相關文獻以釐清忠誠度計劃定義上常見的錯誤觀念，進而說明CRM與忠誠度計劃之間的關係，最後發展一套實務上可用的忠誠度計劃分類方法。其次，本研究先應用邱志聖博士(2010)的策略4C模型，分析現行零售CRM計劃的戰術手法，並且提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源。再次，本研究應用邱志聖博士(2010)的策略4C模型以及戴文波特博士與哈里斯女士(2007)的分析成熟模型於建構零售CRM計劃的兩階段診斷性架構。 後續深入的分析主要根據此架構而進行，同時根據零售業所處不同的分析成熟階段提出策略性建議。對於零售業的高階主管，本研究的貢獻在於提出一套實務可行的診斷性架構，供主管重新檢視其CRM計劃在策略上的重心，並且能隨著公司規模成長，進而調整重心的優先順序。對於CRM以及忠誠度計劃的從事者，本研究貢獻則在於零售CRM計劃，忠誠度計劃以及相關概念上的定義的建立正確觀念。最後，本論文的研究發現亦可當作對CRM以及忠誠度行銷人員的策略性建議，尤其當在設計戰術手法之時，能針對公司所處不同的分析成熟階段，對焦CRM策略以及相應資源配置。 zh_TW dc.description.abstract (摘要) The purpose of this thesis has three objectives: (1) clarify some common misunderstandings about definitions of loyalty scheme, explore the relationship between CRM and loyalty scheme, and develop a typology of loyalty scheme for practical use; (2) study on current tactics used within retail CRM programs and provide strategic advices on how to fine-tune the tactics focus and align resource accordingly; and (3) develop a practical framework that allows modern trade retailers for self-diagnosing their CRM programs in terms of analytical maturity and strategic marketing focus. To achieve the research goals, this research has firstly reviewed previous research on retail, CRM, loyalty schemes and its typology, and thus misunderstandings about definition of loyalty scheme, CRM, the relationship between CRM and loyalty scheme have explained and consequently a new typology of loyalty scheme has been developed.Second, strategic 4C model (Chiou 2010) is used in this research to analyze current tactics used within retail CRM programs and the strategic advices are generated on how to fine-tune the tactics focus and align resource accordingly.Third, this research adopted literature of strategic 4C model (Chiou 2010) and analytical maturity model (Davenport and Harris 2007) to form a two-stage diagnostic framework for retail CRM program. The further analysis is conducted based on this framework while strategic advices are provided to retailers of different analytical stage.The benefits for business executives in retail include a diagnostic framework allowing for strategically reviewing their CRM program focus and priority as retailers grows their business.The benefits for CRM and loyalty practitioners include building correct understandings about retail CRM program, loyalty scheme and related conceptual definitions.The findings in this study may serve as strategic advices to CRM or loyalty marketers to better align resources, when they design tactics, to companies’ CRM strategy at different analytical stage. en_US dc.description.tableofcontents ACKNOWLEDGEMENT...2ABSTRACT...3TABLE OF CONTENTS...5LIST OF FIGURES...7LIST OF TABLES...8APPENDICES...9Chapter 1 Introduction...101.1.Background...101.2.Research motivation and objective...111.3.Research Scope and Flow...111.4.Research Outline...14Chapter 2 Literature Review...162.1.Retail Industry...162.2.Customer Relationship Management...202.3.Loyalty Scheme...26 Definition of loyalty scheme...27 Type of loyalty scheme...29 A new typology of loyalty schemes proposal...34 The relationship between loyalty scheme and CRM...422.4.Analytical Maturity Model...43 Four pillars of analytical competition...44 Support of a strategic, distinctive capability...45 Senior Management Commitment...46 Largest-Scale Ambition...46 Five stages of analytical competition...472.5.Strategic 4C Model...49 Unit-Utility Cost...50 Information Search Cost...53 Moral Hazard Cost...56 Asset Specificity Cost...592.6.Strategic 4C Analysis of CRM Tactics Used by Retailers in Taiwan...602.7.Proposed Diagnostic Framework...71 Analytically Impaired Organization...72 Localized Analytics Companies...74 Analytical Aspiration Organization...75 Analytical Companies...76 Analytical Competitors...77Chapter 3 Current state of CRM program in retail industry...803.1.Global Trends in Retail CRM programs...813.2.Retail CRM programs in Taiwan...86Chapter 4 Diagnostic Framework Analysis...934.1.Strategic 4C Analysis on CRM Program of Stage 1 Retailers...944.2.Strategic 4C Analysis on CRM Program of Stage 2 Retailers...974.3.Strategic 4C Analysis on CRM Program of Stage 3 Retailers...1004.4.Strategic 4C Analysis on CRM Program of Stage 4 Retailers...1034.5.Strategic 4C Analysis on CRM Program of Stage 5 Retailers...1074.6.The rolling of Strategic 4C Analysis on Analytical Maturity Model...110Chapter 5 Conclusion and Suggestion...1115.1.Conclusion...1115.2.Strategic marketing advice...116REFERENCES...120ENGLISH...120CHINESE...121INTERNET...122APPENDICES...124 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099932117 en_US dc.subject (關鍵詞) 策略行銷 zh_TW dc.subject (關鍵詞) 策略4C模型 zh_TW dc.subject (關鍵詞) 分析成熟模型 zh_TW dc.subject (關鍵詞) 顧客關係管理 zh_TW dc.subject (關鍵詞) 忠誠度計畫 zh_TW dc.subject (關鍵詞) 零售CRM計畫 zh_TW dc.subject (關鍵詞) Strategic Marketing en_US dc.subject (關鍵詞) Strategic 4C Model en_US dc.subject (關鍵詞) Analytical Maturity Model en_US dc.subject (關鍵詞) Customer Relationship Management en_US dc.subject (關鍵詞) Loyalty Scheme en_US dc.subject (關鍵詞) Loyalty Program en_US dc.subject (關鍵詞) CRM en_US dc.subject (關鍵詞) Retail CRM Program en_US dc.title (題名) 現代零售通路CRM計畫之診斷性架構: 策略4C模型與分析成熟模型之應用 zh_TW dc.title (題名) A diagnostic framework for CRM program in the modern trade retail sector: The applications of the strategic 4C model and analytical maturity model en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Baran, Roger, Robert Galka, and Daniel Strunk (2008), Principle of Customer Relationship Management. Mason, Ohio: Thomson South-Western.Barnett, Randy E (2011) “Contract is Not Promise; Contract is Consent,” Georgetown Public Law and Legal Theory Research Paper, No. 11-29.Cao,Yuheng, Aaron Luntala Nsakanda, and Inder Jit Singh Mann (2010), “A Typology Framework of Loyalty Reward Programs,” Communications in Computer and Information Science, Volume 13, 159-170.Chappuis, Bertil, Brendan Gaffey, and Parviz Parvizi (2011), “Are your customers becoming digital junkies?,” McKinsey Quarter, (June).David, Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik (2009), “The Consumer Decision Journey,” McKinsey Quarterly, (June).Davenport, H. Thomas and Jeanne G. Harris (2006), “Competing on Analytics,” Harvard Business Review, (January).------- (2007), Competing on Analytics: the New Science of Winning. Boston, Massachusetts: Harvard Business School Press.Drèze, Xavier and Joseph C. Nunes (2009), “Feeling Superior: The Impact of Loyalty Program Structure on Consumers’ Perceptions of Status,” Journal of Consumer Research, Vol. 35, No. 6 (April), 890-905Frow, Pennie, and Adrian Payne (2009), “Customer Relationship Management: A Strategic Perspective,” Journal of Business Market Management, Volume 3, (1), 7-27. Gregor, William T. and Eileen M. Friars (1982), Money Merchandising: Retail Revolution in Consumer Financial Service. Cambridge, Massachusetts: THE MAC Group. Kivetz, R. R. , and Simonson Itamar (2003), “Competing on Analytics,” Journal of Marketing Research, 40, (4), 454-467.Kotler, Phillp (2000), Marketing Management. New Jersey: Prentice Hall------, Hermawan Kartajaya, and Iwan Setiawan, (2010), Marketing 3.0. Kokoben. New Jersey: John Wiley & Sons. Inc.,176.Liu, Yuping and Rong Yang (2009), “Competing Loyalty Program: Impact of market Saturation, Market Share, and Category Expandability,” Journal of Marketing, Vol. 73, (January), 93-108.Krafft, Manfred and Shankar Ganesan (2010), “CRM in Data-rich Multinational Retailing Environment: A Review and Future Research Direction,” Journal of Interactive Marketing, 24, 121-137.Minami, Chieko, and John Dawson (2008), “The CRM process in retail and service sector firms in Japan: Loyalty development and financial return,” Journal of Retailing and Consumer Services, 15, 375–385O’Guuinn, Thomas C., Christ T. Allen, and Richard J Semenik (2006), Advertising and Integrated Brand Promotion. Mason, Ohio: Thomson South-Western, 662.Peter, J. Paul, and Jerry Olson (2005), Consumer Behavior & Marketing Strategy. New York: McGraw-Hill/Irwin.Sadasivan,K., C. Samudhra Rajakumar, and R. Rajinikanth (2011), “Role of Involvement and Loyalty in Predicting Customer’s Purchase Intention towards Private Apparel Brand Extensions,” International Journal of Innovation, Management and Technology, Vol. 2, (6).Winer, Russell S. (2001), “Customer Relationship Management: A Framework, Research Directions, and the Future,” California Management Review, 43 (Summer), 89-105CHINESEChiou, Jyh-Shen (2001), Strategic Marketing Analysis: Framework and Practical Applications, first edition. Taipei, Taiwan: BestWise Co. Ltd. [Chinese text]------ (2006), Strategic Marketing Analysis: Framework and Practical Applications, second edition. Taipei, Taiwan: BestWise Co. Ltd. [Chinese text]------ (2009), Rolling, the Brand!, First edition. Taipei, Taiwan: Commonwealth Publishing Group. [Chinese text]------ (2010), Strategic Marketing Analysis: Framework and Practical Applications, third edition. Taipei, Taiwan: BestWise Co. Ltd. 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