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題名 互動行銷技術對關係行銷之影響 作者 張峻銘
Chang, Chun-Min貢獻者 黃思明
張峻銘
Chang, Chun-Min日期 1997 上傳時間 10-May-2016 18:51:29 (UTC+8) 摘要 際網路堪稱近年來另一次的典範移轉，它的出現又將重塑企業的競爭範圍與產業籓籬。而關係行銷這個舊瓶裝新酒的觀念，是否會因此項新技術的出現，而有不同的風貌，則是本研究的主要動機。 參考文獻 中文部份李田樹譯, Jospeh Pine II, Don Peppers, and Martha Rogers著,「你希望永遠留住顧客嗎? 」,世界經理文摘106期,第18頁-48頁。李田樹譯, Regis Mckenna著, 「即時行銷一和顧客對話」 ,世界經理文摘110期,第20頁~41頁。林淑燕, 「從『說給顧客聽』,到『顧客說,我聽』」,工商時報33版,民國八十五年十二月十七日。洪順慶, 「關係行銷的觀念與應用」 ,工商時報33版,民國八十四年十二月二十一日。尉膳妓譯, Don Peppers and Martha Rogers著, 「行銷新典範一顧客佔有率」 ,世界經理文摘109期,第66頁-76頁。尉膳妓譯, Don Peppers and Martha Rogers著, 「聽顧客說他們想要什麼」 ,世界經理文摘108期,第128頁-135頁。張瑞玲、陳雯震合譯, Stan Rapp. and Tom Collins著,行銷新十論, 台北:時報文化出版,民國八十年。曾才宏,資訊技術在關係行銷上的應用,台北:政治大學企業管理研究所未出版碩士論文,民國八十五年。黃思明, 「我國流通業資訊技術應用需求研究與策略規劃」 ,資策會委託研究計劃,民國八十五年九月。黃思明, 「資料庫行銷及其應用」 ,第一屆直銷學術研討會,民國八十三年九月十八日。黃思明,林耀欽, 「惠普科技如何以企業改造的經營策略來創造企業新機」 ,企業如何改變經營型態創造新機研討會,民國八十五年一月。黃賢禎編譯, Donald A. Norman (1993)著,心科技,台北:時報文化出版,民國八十四年。謝晶瑩, Don Peppers and Martha Rogers (1993)著, 1: 1行銷,台北: 時報文化出版,民國八十四年。英文部份Aijo, Toivo S., "The Theoretical and Philosophical Underpinnings of Rela-tionship Marketing: Environmental Factors Behind The Changing Marketing Paradigm," European Jo~mal of Marketing, Vol. 30, No. 2, 1996, pp. 8-18.Armstrong, Arthur, and John Hagel 111, "Real Profits From Virtual Com-munities," ТheMcJdnsexQuarter{y, Number 3 1995, pp. 127-141.Berry, Leonard L. and A. Parasuraman, Marketing ServiceS-COm .. Deting Тhrough QuaJity, New York: Free Press, 1991Berry, Leonard L., "Relationship Marketing of Services--Growing Interest, Emerging Perspectives," Jouma] of the Academy of j~arketing Sci-ence, Vo123, No. 4,1995, pp. 236-245._______"Relationship Marketing: In Emerging Perspectives on Serv-ices Marketing," Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory Upah. Chicago, IL: American Marketing Association, pp. 8-25.Bitner, Mary Jo, "Building Service Relationships: It`s All About Prom-ises," Joumal oftheAcademyofMarketingScience, Vol. 23, No. 4, 1995, pp. 246-251.Blattberg, Robert C. and John Deighton, "Interactive Marketing: Exploit-lng the Age of Addressability," Sloan Management Review, Fall 1991, pp. 5-14.:Blattberg, Robert C. and Rashi Glazer, "Marketing in The Information · Revolutions," Тhe Marketing lnfonnation Revolution, Harvard I Business Review Press, pp. 9-29.Cross, Richard, "From Distribution Chain to Communication Channel," Dlrect Marketing, June 1996, pp 16-20Deighton, John, "The Future of Interactive Marketing," Harvard Business . Review, November-December 1996, pp. 151-166.(Вased on Confer- ence on The Future Of Interactive Marketing, Harvard Business School, May 1996)_______., "The Future of the Marketing Communications Industry: Implications of Integration and Interactivity," Marketing Science In-stitute Conference Summary, July 1994, p. 41Fishbume, Lucia M. and Daniel Montgomery, "Customer Service and In-teractivity: The` Ongoing Conversation," Interactive Marketing: Тhe Future Present, Chicago: American Marketing Association, 1995, pp. 283-299.George, Richard J., "In-Home Shopping: Disappointing Past, Uncertain Future," Jouma] ofConsU11ler Marketing, Vole 4, 1987, pp. 47-56.Gronroos, Christian, "Relationship Marketing: The Strategy Continuum," Journal of the Academy ofMarketing Science, Vo123, No. 4,1995, pp. 252-254._______,"The Marketing Strategy Continuum: Toward a Marketing Concept for the 1990s," Management Decesion, Vo129, No. 1,1991, pp.7-13.Hagel III, John, and A. M. Sacconaghi, Jr, "Who Will Benefit From Virtual · Information," Тhe Mckinsey QuarterJy, Number 3 1996, pp. 23-37.Harrington, Lorraine& Greg Reed, "Electronic Commerce Comes of Age," Тhe Mckinsey Quarterly, Number 2 1996, pp.68-77Harrington, Lorraine, "Early Perspectives on Electronic Commerce," Тhe MckinseyQu8rterly, 1995, Number 3, pp.193-195Heeter, e., Media use in the information age: EmerginfJ pattems of adop-tion andconsumer use, NJ: Lawrence Erlbaum Associates, 1989, pp. 217-235.Ho ffman , Donna L., Thomas P. Novak, "A New Marketing Paradigm for Electronic Commerce," KalaKota, Ravi and Andrew B. Whinston, Frontiers of Electronic Com-Inerce, New York: Addison-Wesley Publishing, 1996Кierzkowski, Alexa et al.(1996), "Marketing to the Digital Consumer," Тhe Mcldnsey Quarterly, Number 2, pp. 180-183.Mckenna, Regis, "Real-Time Marketing," Harvard Business Review, July-August 1995, pp. 87-95.Meyer, Marc H. and Мichael H. Zack, "The Design and Development of Information Products," Sloan Management Review, Spring 1996, pp. 43-59.Molenaar, Cor, Interactive j\\1arketing, England: Gower, 1995 (Translated by J oh.aКnegt)Monroe, K. B., Pricing-Making Profitable Decisions, New York: McGraw-· Нill Company, 1991Payne, et al., Relationship. Marketing for Competitive Advantage, Oxford: Butter- Worth- Heinemann, 1995Peppers, Don and Martha Rogers, "Intimate Exchange," Forbes ASAP, October 7,1996, p. 32._______,"Interactivity and the Media Firm," Infoworld, November 27, 1995(See at: )_______,Тhe One to One Future. BUl1dind Relationshl~D One Customer at a Time, New York: Doubleday, 1993Pine Il, B. Joseph, Mass Customization: Тhe New Frontier in Business Competition, Harvard Business School Press, 1993(Chapter8)Porter, Michael E. and Victor E. Мillan, "How Information Gives You Competitive Advantage," Harvard Business Review, July-August 1985, pp. 149-160.Powell, C. Мichael, Sheelagh Matear and David J. Ortinau, "Interacting · The Coming Revolution in Logistics," 1996國際商業物流管理研討會論文集,民國85年1月, pp. 82-95.Ravald, Annika and Christian Gronroos, "The Value Concept and Rela-tionship Marketing," European Jouma! of Marketing, Vol. 30, No. 2, 1996, pp. 19-30.Shani, David and Sujana Chalasani, "Exploiting Niches Using Relatio`ri-· ship Marketing," Тhe Jouma] of Services Marketing, Vol. 6, No. 4, Fall1992Sheth, Jagdish N. and AtuI Parvatiyar, "Relationship Marketing in Con-sumer Markets: Antecedents and Consequence~, Joumal of the AcademyofMarketingScience, Vol. 23, No. 4, 1995, pp. 255-271.Tapscott, Don, Тhe Digital Economy, America: McGraw-Нill, 1995(Refer: Chapter 2: Тhriving in A New Economy)Venkatesh, Alladi, "Computers and Other Interactive Technologies for the Home," Communications Of The ACM, December 1996, Vole 39, No. 12, pp. 47-54.WiIliamson, O. E., Тhe Economic Institutions of Capitalism, New York: Free Press, 1985 描述 碩士
國立政治大學
企業管理學系資料來源 http://thesis.lib.nccu.edu.tw/record/#G91NCCV4332012 資料類型 thesis dc.contributor.advisor 黃思明 zh_TW dc.contributor.author (Authors) 張峻銘 zh_TW dc.contributor.author (Authors) Chang, Chun-Min en_US dc.creator (作者) 張峻銘 zh_TW dc.creator (作者) Chang, Chun-Min en_US dc.date (日期) 1997 en_US dc.date.accessioned 10-May-2016 18:51:29 (UTC+8) - dc.date.available 10-May-2016 18:51:29 (UTC+8) - dc.date.issued (上傳時間) 10-May-2016 18:51:29 (UTC+8) - dc.identifier (Other Identifiers) G91NCCV4332012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/96239 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description.abstract (摘要) 際網路堪稱近年來另一次的典範移轉，它的出現又將重塑企業的競爭範圍與產業籓籬。而關係行銷這個舊瓶裝新酒的觀念，是否會因此項新技術的出現，而有不同的風貌，則是本研究的主要動機。 zh_TW dc.description.tableofcontents 第一章緒論..........1第一節前言..........1第二節研究動機..........7第三節研究範圍與研目的..........9第四節全文安排..........10第二章文獻探討..........12第一節互動行銷與互動行銷技術..........12一、互動的概念..........12二、互動式媒體..........14三、互動行銷..........15四、互動行銷技術..........17第二節關係行銷..........18一、關係行銷的定義、特性與層次..........18二、各種觀點下的關係行銷..........24第三節資訊(互動)技術與關係行銷..........33一、資訊(互動)技術與關係行銷的執行..........35二、資訊(互動)技術與價值活動的改變..........36第四節交易成本..........40一、消費者購買過程..........40二、交易成本分析..........41三、資訊(互動)技術、交易過程與關係行銷..........43第三章研究方法..........45第一節觀念性架構..........45第二節研究變數與衡量..........47一、互動行銷技術..........47二、交易過程與交易成本..........47三、交易成本理論構面..........49四、關係行銷的建立..........50第三節研究設計..........53一、研究方法選擇..........53二、個案公司的選擇..........54三、資料蒐集..........55第四節研究限制..........56一、研究範圍之限制..........56二、樣本數量之限制..........56三、國內案資料的缺乏..........56四、研究變數的客觀性不足..........57第四章個案研究..........58第一節個案描述與分析..........58一、豆莢公司V.S一般連銷鎖超市..........58二：個人公司(Individual Inc.)..........68三、聯邦快遞(Federal Express)..........76四、賀軒卡片公司(Hallmark Cards Inc.)..........84五、九命服飾店(Nine Lives Clothing Store)..........94六、亞馬遜網路書店V.S華登連鎖書店..........102七、1-800-Flowers花店..........112第二節互動技術組合與關係行銷之對應..........121一、互動技術層次..........121二、互動技術組合的分類..........122..........三、互動技術組合與關係行銷作法之應..........123第五章命題發展..........125第一節互動行銷技術與關係行銷作法..........126第二節互動技術、交易過程與交易成功..........134第三節關係之建立方式..........143第四節其他影響因素..........147第六章結論與建議..........150第一節研究結論..........150第二節研究建議..........153一、對業者之建議..........153二、對後續研究者之建議..........153參考文獻..........155 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G91NCCV4332012 en_US dc.title (題名) 互動行銷技術對關係行銷之影響 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部份李田樹譯, Jospeh Pine II, Don Peppers, and Martha Rogers著,「你希望永遠留住顧客嗎? 」,世界經理文摘106期,第18頁-48頁。李田樹譯, Regis Mckenna著, 「即時行銷一和顧客對話」 ,世界經理文摘110期,第20頁~41頁。林淑燕, 「從『說給顧客聽』,到『顧客說,我聽』」,工商時報33版,民國八十五年十二月十七日。洪順慶, 「關係行銷的觀念與應用」 ,工商時報33版,民國八十四年十二月二十一日。尉膳妓譯, Don Peppers and Martha Rogers著, 「行銷新典範一顧客佔有率」 ,世界經理文摘109期,第66頁-76頁。尉膳妓譯, Don Peppers and Martha Rogers著, 「聽顧客說他們想要什麼」 ,世界經理文摘108期,第128頁-135頁。張瑞玲、陳雯震合譯, Stan Rapp. and Tom Collins著,行銷新十論, 台北:時報文化出版,民國八十年。曾才宏,資訊技術在關係行銷上的應用,台北:政治大學企業管理研究所未出版碩士論文,民國八十五年。黃思明, 「我國流通業資訊技術應用需求研究與策略規劃」 ,資策會委託研究計劃,民國八十五年九月。黃思明, 「資料庫行銷及其應用」 ,第一屆直銷學術研討會,民國八十三年九月十八日。黃思明,林耀欽, 「惠普科技如何以企業改造的經營策略來創造企業新機」 ,企業如何改變經營型態創造新機研討會,民國八十五年一月。黃賢禎編譯, Donald A. Norman (1993)著,心科技,台北:時報文化出版,民國八十四年。謝晶瑩, Don Peppers and Martha Rogers (1993)著, 1: 1行銷,台北: 時報文化出版,民國八十四年。英文部份Aijo, Toivo S., "The Theoretical and Philosophical Underpinnings of Rela-tionship Marketing: Environmental Factors Behind The Changing Marketing Paradigm," European Jo~mal of Marketing, Vol. 30, No. 2, 1996, pp. 8-18.Armstrong, Arthur, and John Hagel 111, "Real Profits From Virtual Com-munities," ТheMcJdnsexQuarter{y, Number 3 1995, pp. 127-141.Berry, Leonard L. and A. Parasuraman, Marketing ServiceS-COm .. Deting Тhrough QuaJity, New York: Free Press, 1991Berry, Leonard L., "Relationship Marketing of Services--Growing Interest, Emerging Perspectives," Jouma] of the Academy of j~arketing Sci-ence, Vo123, No. 4,1995, pp. 236-245._______"Relationship Marketing: In Emerging Perspectives on Serv-ices Marketing," Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory Upah. Chicago, IL: American Marketing Association, pp. 8-25.Bitner, Mary Jo, "Building Service Relationships: It`s All About Prom-ises," Joumal oftheAcademyofMarketingScience, Vol. 23, No. 4, 1995, pp. 246-251.Blattberg, Robert C. and John Deighton, "Interactive Marketing: Exploit-lng the Age of Addressability," Sloan Management Review, Fall 1991, pp. 5-14.:Blattberg, Robert C. and Rashi Glazer, "Marketing in The Information · Revolutions," Тhe Marketing lnfonnation Revolution, Harvard I Business Review Press, pp. 9-29.Cross, Richard, "From Distribution Chain to Communication Channel," Dlrect Marketing, June 1996, pp 16-20Deighton, John, "The Future of Interactive Marketing," Harvard Business . Review, November-December 1996, pp. 151-166.(Вased on Confer- ence on The Future Of Interactive Marketing, Harvard Business School, May 1996)_______., "The Future of the Marketing Communications Industry: Implications of Integration and Interactivity," Marketing Science In-stitute Conference Summary, July 1994, p. 41Fishbume, Lucia M. and Daniel Montgomery, "Customer Service and In-teractivity: The` Ongoing Conversation," Interactive Marketing: Тhe Future Present, Chicago: American Marketing Association, 1995, pp. 283-299.George, Richard J., "In-Home Shopping: Disappointing Past, Uncertain Future," Jouma] ofConsU11ler Marketing, Vole 4, 1987, pp. 47-56.Gronroos, Christian, "Relationship Marketing: The Strategy Continuum," Journal of the Academy ofMarketing Science, Vo123, No. 4,1995, pp. 252-254._______,"The Marketing Strategy Continuum: Toward a Marketing Concept for the 1990s," Management Decesion, Vo129, No. 1,1991, pp.7-13.Hagel III, John, and A. M. Sacconaghi, Jr, "Who Will Benefit From Virtual · Information," Тhe Mckinsey QuarterJy, Number 3 1996, pp. 23-37.Harrington, Lorraine& Greg Reed, "Electronic Commerce Comes of Age," Тhe Mckinsey Quarterly, Number 2 1996, pp.68-77Harrington, Lorraine, "Early Perspectives on Electronic Commerce," Тhe MckinseyQu8rterly, 1995, Number 3, pp.193-195Heeter, e., Media use in the information age: EmerginfJ pattems of adop-tion andconsumer use, NJ: Lawrence Erlbaum Associates, 1989, pp. 217-235.Ho ffman , Donna L., Thomas P. Novak, "A New Marketing Paradigm for Electronic Commerce," KalaKota, Ravi and Andrew B. Whinston, Frontiers of Electronic Com-Inerce, New York: Addison-Wesley Publishing, 1996Кierzkowski, Alexa et al.(1996), "Marketing to the Digital Consumer," Тhe Mcldnsey Quarterly, Number 2, pp. 180-183.Mckenna, Regis, "Real-Time Marketing," Harvard Business Review, July-August 1995, pp. 87-95.Meyer, Marc H. and Мichael H. Zack, "The Design and Development of Information Products," Sloan Management Review, Spring 1996, pp. 43-59.Molenaar, Cor, Interactive j\\1arketing, England: Gower, 1995 (Translated by J oh.aКnegt)Monroe, K. B., Pricing-Making Profitable Decisions, New York: McGraw-· Нill Company, 1991Payne, et al., Relationship. Marketing for Competitive Advantage, Oxford: Butter- Worth- Heinemann, 1995Peppers, Don and Martha Rogers, "Intimate Exchange," Forbes ASAP, October 7,1996, p. 32._______,"Interactivity and the Media Firm," Infoworld, November 27, 1995(See at: )_______,Тhe One to One Future. BUl1dind Relationshl~D One Customer at a Time, New York: Doubleday, 1993Pine Il, B. Joseph, Mass Customization: Тhe New Frontier in Business Competition, Harvard Business School Press, 1993(Chapter8)Porter, Michael E. and Victor E. Мillan, "How Information Gives You Competitive Advantage," Harvard Business Review, July-August 1985, pp. 149-160.Powell, C. Мichael, Sheelagh Matear and David J. Ortinau, "Interacting · The Coming Revolution in Logistics," 1996國際商業物流管理研討會論文集,民國85年1月, pp. 82-95.Ravald, Annika and Christian Gronroos, "The Value Concept and Rela-tionship Marketing," European Jouma! of Marketing, Vol. 30, No. 2, 1996, pp. 19-30.Shani, David and Sujana Chalasani, "Exploiting Niches Using Relatio`ri-· ship Marketing," Тhe Jouma] of Services Marketing, Vol. 6, No. 4, Fall1992Sheth, Jagdish N. and AtuI Parvatiyar, "Relationship Marketing in Con-sumer Markets: Antecedents and Consequence~, Joumal of the AcademyofMarketingScience, Vol. 23, No. 4, 1995, pp. 255-271.Tapscott, Don, Тhe Digital Economy, America: McGraw-Нill, 1995(Refer: Chapter 2: Тhriving in A New Economy)Venkatesh, Alladi, "Computers and Other Interactive Technologies for the Home," Communications Of The ACM, December 1996, Vole 39, No. 12, pp. 47-54.WiIliamson, O. E., Тhe Economic Institutions of Capitalism, New York: Free Press, 1985 zh_TW
