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題名 生鮮電商之顧客關係管理應用－以G公司為例
Application of Customer Relationship Management of Fresh Food E-commerce - Case Study of G Company作者 王安怡
Wang, An Yi貢獻者 黃思明
王安怡
Wang, An Yi關鍵詞 電子商務
生鮮電商
顧客價值
忠誠度方案
e-commerce
Fresh Food
Customer Value
Loyalty Program日期 2016 上傳時間 22-八月-2016 13:42:08 (UTC+8) 摘要 忠誠度方案（Loyalty Program）是業界常用的行銷工具，目的為依顧客特性給予適當獎勵，以建立顧客忠誠度，獲取更多的收益。又對生鮮電商而言，「回購率」為獲利關鍵之一。 本研究以個案公司之現有顧客對象，探究顧客對不同忠誠方案之偏好。首先以集群分析法將顧客分群，了解其行為特徵與方案之間的關聯，接著以電話訪談的方式，分析忠誠方案之構成要素（例如：報酬率），對顧客知覺價值的影響，最後給予忠誠方案之規畫建議。 從行為面表現來看，喜歡價格方案為「涉入程度低，月購買金額低」、「涉入程度低，錢包占有率低」、「月購買金額低，品牌忠誠度低」、「品牌忠誠度高，價格敏感度高」與「月購買金額低，價格敏感度高」的顧客。喜歡非價格方案為「涉入程度高，月購買金額低」的顧客。喜歡口碑方案為「涉入程度高，錢包占有率高」與「品牌忠誠度高，錢包占有率高」的顧客。喜歡非立即性獎勵方案為「品牌忠誠度高，價格敏感度低」的顧客。 從顧客價值區隔來看，消費型顧客、頻率型顧客以及不確定型顧客最喜歡價格方案，最佳型顧客則喜歡特權方案。雖然價格方案為多數顧客喜愛，但本研究也發現，顧客的個人興趣及背景，會增加其對特權獎勵之偏好，不受其所在區隔之影響。 針對上述，本研究建議在價格方案上，除了現有的促銷方案，可從建立顧客專屬資產、提供享樂性商品或海鮮贈品著手。特權方案則可透過新品預購、VIP體驗活動（廚藝教室、船釣體驗等）、會員推薦會員（MGM）、獎勵團購主等方式操作。 本研究限制在於問卷實施方法的限制，所以本研究調整劉文良（2011）顧客價值矩陣之中值的計算方式。
Loyalty Program is a commonly used marketing tool, the purpose is to give appropriate incentives according to customer characteristics to build customer loyalty and generate more income. Furthermore, the "repo rate" is one of the key factors of making profit for Fresh Food E-commerce.This study explores the preferences of existing customers of G Company in different loyalty programs. First, cluster analysis groups customers to understand their behavioral characteristics associated with the programs, then followed by telephone interviews to analyze how the elements of loyalty programs like rate of return impacts the customers’ perceived value. Finally, give recommendations for the planning of loyalty programs.From the behavior point of view, customers with "low degree of involvement, low monthly purchase amount", "low degree of involvement, low share of wallet", " low monthly purchase amount, low brand loyalty", "high brand loyalty, high price sensitivity" and" low monthly purchase amount, high price sensitive`` like the Price Scheme. Customers with "high degree of involvement, low monthly purchase amount" like the Non-price Scheme. Customers with "high degree of involvement, high share of wallet" and "high brand loyalty, high share of wallet" like the Word of Mouth Scheme. Customers with "high brand loyalty, low price sensitivity" like the Non-immediate Incentive Scheme.From Customer Value Segments, the Spender, Frequent and Uncertain favorite the Price Program. The Best prefer the privileged programs. Although the Price Program are favorite by the majority of customers, however, the present study also found that personal interests and the background of customers will increase their preference for the privilege of reward, and they are not affected by the segment.To sum up, the present study suggests that in addition to the existing marketing programs, Price Programs could establish customer-specific assets, or provide hedonic goods or seafood gifts. Through the privilege program, VIP could pre-order new products, experience special activities, like cooking lessons, boat fishing, Members Get Member Program (MGM), and reward the team buying initiator, etc.The limitation of the study is the method of implementation of the questionnaire, so this study adjusted the middle value of the matrix of Customer Value Segments by Liu Wenliang (2011).參考文獻 一、中文文獻Dimitri Maex & Paul B. Brown（2014），奧美廣告教父教你用數據找到潛在客戶。林俊宏譯，新北市：哈林文化。Janet M. Ruane（2007），研究方法概論，王修曉譯。臺北：五南。Patton, M.Q（1995），質的評鑑與研究，吳芝儀、李鳳儒譯。臺北：桂冠出版社。安迅資訊系統公司（2001），顧客關係管理深度解析。臺北：遠擎。行政院農業委員會（2015，7月），生鮮電商的商業模式與趨勢：網購生鮮實戰分享。畜產報導月刊，181。行政院農業委員會（2016，1月），臺灣農產品電子商務發展現況及施政展望。農業出版品，283。余國維（1997），消費者特性與產品特性對於網際網路購物影響。碩士學位論文，國立成功大學交通管理科學研究所。林金定、嚴嘉楓、陳美花（2005）。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，第3卷, 第2期。林豪鏘、曹修源（1998），網路購物情境對網路購物意願的影響。國際資訊管理研究暨實務研討會論文集，臺北：輔仁大學。邱皓政，林碧芳（2014），統計學：原理與應用STATISTICS。臺北：五南。徐茂練（2005），顧客關係管理。臺北：全華科技圖書有限公司。袁方編（2002），社會研究方法。臺北：五南。楊世瑩（2014），Excel 2013函數與分析工具（適用2013～2007）。臺北：碁峰資訊。楊清潭（2003），應用資料探勘技術於顧客價值分析之研究。 未出版碩士論文，私立東吳大學資訊科學系。榮泰生（2013），企業研究方法。臺北：五南。劉文良（2005），網際網路行銷：策略與經營。臺北：碁峰資訊。劉文良（2011），顧客關係管理。臺北：基峰資訊。謝邦昌、鄭宇庭（2015），資料採礦之技術及應用—Excel實例演練，新陸書局股份有限公司。二、英文文獻Berger, Paul D., and Nada I. Nasr (1998). Customer lifetime value: Marketing models and applications. Journal of interactive marketing 12.1: 17-30.Berman, Barry (2006). Developing an effective customer loyalty program. California management review 49.1: 123-148.Brody, R. P. and Cunningham, S. M. (1968). Personality Variables and the Consumer Decision Process, Journal of Marketing Research, Vol.5, No.1, pp.50-pp.57.Caminal, Ramon, and Carmen Matutes (1990). Endogenous switching costs in a duopoly model. International Journal of Industrial Organization 8.3: 353-373.Chablo, Emma (2000). The importance of marketing data intelligence in delivering successful CRM. Customer Relationship Management, Springer: 57-70.Dick, A. S. and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, Vol.22, No.2, pp.99-pp.114.Dowling, Grahame R., and Mark Uncles (1997). Do customer loyalty programs really work?. MIT Sloan Management Review 38.4: 71.Dwyer, F. Robert (1989). Customer lifetime valuation to support marketing decision making. Journal of direct marketing 3.4: 8-15.Engel, James F., Roger D. Blackwell, and Paul W. Miniard (1995). Consumer behavior, 8th. New York: Dryder.Farley, J. U. (1964). Why Does Brand Loyalty Vary Over Products, Journal of Marketing Research, Vol.1, No.4, pp. 9-14.Fox, Tricia, and Steve Stead (2001). Customer relationship management: Delivering the benefits. White Paper, CRM (UK) and SECOR Consulting, New Malden.Griffin, Jill (1995). Customer loyalty. ESENSI.Hughes, A., M. (1994). Strategic Database Marketing, Chicago: IL Probus Publishing Company.Irvin (1994). Using lifetime value analysis for selecting new customers, Credit World 82 (3), pp.37–pp.40.Kalakota, Ravi, and Robinson, Marcia (1999). e-Business. Roadmap for Success: Addison Wesley.Kim, B., M. Shi, and K. Srinivasan. (1997). Colluding Through Capacity Reduction: A Rationale for Frequent Flyer Program. Working Paper Carnegie Mellon University, Pittsburgh, PA.Kim, Byung-Do, Mengze Shi, and Kannan Srinivasan (2001). Reward programs and tacit collusion. Marketing Science 20.2: pp.99-pp.120.Klemperer, P (1987). The Competitiveness of Markets with Switching Costs. RAND Journal of Economics 18 (1): pp.138-pp.150.Kotler, P., Ang, S. H., Leong, S. M. and Tan, C. T.(1999). Marketing Management: An Asian Perspective, Singapore: Prentice Hall.Kumar, Vineet, and Werner Reinartz (2006). Customer Relationship Management: A Databased Approach. John Wiley & Sons, Inc.McNealy, Roderick M (1994). Making customer satisfaction happen. Springer Science & Business Media.O`Brien, Louise, and Charles Jones (1995). Do rewards really create loyalty?. Long range planning 28.4: 130-130.Oliver, L. R. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.Ott, John (1999), Developing a Successful Strategy for Customer Relationship Management, McKinsey & Company, Inc., Taiwan CRM99 Conference. Partch, K. (1994). Electronic Marketing: Promises to Keep. Supermarket Business 49.10: 25-32.Stone, B. (1995). Successful Direct Marketing Methods, Lincolnwood, IL: NTC Business Books.Swift, Ronald S. (2001). Accelerating customer relationships: Using CRM and relationship technologies, Prentice Hall Professional.Varki, S. and Wong, S. (2003). Consumer Involvement in Relationship Marketing of Service, Journal of Service Research, Vol.6, No.1, pp.83-pp.91.Warrington, P. and Shim, S. (2000). An Empirical Investigation of the Relationship Between Product Involvement and Brand Commitment, Psychology & Marketing, Vol.17, No.9, pp.761-pp.782.Wayland, Robert Edwin & Cole, Paul Michael (1997). Customer connections: new strategies for growth, Harvard Business Press.Woodruff, Robert B (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science 25.2: 139-153.Zaichkowsky, J. L. (1985). Measuring the Involvement Construct, Journal of Consumer Research, Vol. 12, No.3, pp.341-pp.352.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, pp. 2-22. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363085資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103363085 資料類型 thesis dc.contributor.advisor 黃思明 zh_TW dc.contributor.author (作者) 王安怡 zh_TW dc.contributor.author (作者) Wang, An Yi en_US dc.creator (作者) 王安怡 zh_TW dc.creator (作者) Wang, An Yi en_US dc.date (日期) 2016 en_US dc.date.accessioned 22-八月-2016 13:42:08 (UTC+8) - dc.date.available 22-八月-2016 13:42:08 (UTC+8) - dc.date.issued (上傳時間) 22-八月-2016 13:42:08 (UTC+8) - dc.identifier (其他 識別碼) G0103363085 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/100582 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 103363085 zh_TW dc.description.abstract (摘要) 忠誠度方案（Loyalty Program）是業界常用的行銷工具，目的為依顧客特性給予適當獎勵，以建立顧客忠誠度，獲取更多的收益。又對生鮮電商而言，「回購率」為獲利關鍵之一。 本研究以個案公司之現有顧客對象，探究顧客對不同忠誠方案之偏好。首先以集群分析法將顧客分群，了解其行為特徵與方案之間的關聯，接著以電話訪談的方式，分析忠誠方案之構成要素（例如：報酬率），對顧客知覺價值的影響，最後給予忠誠方案之規畫建議。 從行為面表現來看，喜歡價格方案為「涉入程度低，月購買金額低」、「涉入程度低，錢包占有率低」、「月購買金額低，品牌忠誠度低」、「品牌忠誠度高，價格敏感度高」與「月購買金額低，價格敏感度高」的顧客。喜歡非價格方案為「涉入程度高，月購買金額低」的顧客。喜歡口碑方案為「涉入程度高，錢包占有率高」與「品牌忠誠度高，錢包占有率高」的顧客。喜歡非立即性獎勵方案為「品牌忠誠度高，價格敏感度低」的顧客。 從顧客價值區隔來看，消費型顧客、頻率型顧客以及不確定型顧客最喜歡價格方案，最佳型顧客則喜歡特權方案。雖然價格方案為多數顧客喜愛，但本研究也發現，顧客的個人興趣及背景，會增加其對特權獎勵之偏好，不受其所在區隔之影響。 針對上述，本研究建議在價格方案上，除了現有的促銷方案，可從建立顧客專屬資產、提供享樂性商品或海鮮贈品著手。特權方案則可透過新品預購、VIP體驗活動（廚藝教室、船釣體驗等）、會員推薦會員（MGM）、獎勵團購主等方式操作。 本研究限制在於問卷實施方法的限制，所以本研究調整劉文良（2011）顧客價值矩陣之中值的計算方式。 zh_TW dc.description.abstract (摘要) Loyalty Program is a commonly used marketing tool, the purpose is to give appropriate incentives according to customer characteristics to build customer loyalty and generate more income. Furthermore, the "repo rate" is one of the key factors of making profit for Fresh Food E-commerce.This study explores the preferences of existing customers of G Company in different loyalty programs. First, cluster analysis groups customers to understand their behavioral characteristics associated with the programs, then followed by telephone interviews to analyze how the elements of loyalty programs like rate of return impacts the customers’ perceived value. Finally, give recommendations for the planning of loyalty programs.From the behavior point of view, customers with "low degree of involvement, low monthly purchase amount", "low degree of involvement, low share of wallet", " low monthly purchase amount, low brand loyalty", "high brand loyalty, high price sensitivity" and" low monthly purchase amount, high price sensitive`` like the Price Scheme. Customers with "high degree of involvement, low monthly purchase amount" like the Non-price Scheme. Customers with "high degree of involvement, high share of wallet" and "high brand loyalty, high share of wallet" like the Word of Mouth Scheme. Customers with "high brand loyalty, low price sensitivity" like the Non-immediate Incentive Scheme.From Customer Value Segments, the Spender, Frequent and Uncertain favorite the Price Program. The Best prefer the privileged programs. Although the Price Program are favorite by the majority of customers, however, the present study also found that personal interests and the background of customers will increase their preference for the privilege of reward, and they are not affected by the segment.To sum up, the present study suggests that in addition to the existing marketing programs, Price Programs could establish customer-specific assets, or provide hedonic goods or seafood gifts. Through the privilege program, VIP could pre-order new products, experience special activities, like cooking lessons, boat fishing, Members Get Member Program (MGM), and reward the team buying initiator, etc.The limitation of the study is the method of implementation of the questionnaire, so this study adjusted the middle value of the matrix of Customer Value Segments by Liu Wenliang (2011). en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與研究問題 3第三節 研究範圍 3第四節 研究流程 3第二章 文獻探討 5第一節 顧客關係管理 5第二節 顧客價值 8第三節 忠誠度方案 13第四節 問卷指標之相關文獻 18第三章 研究方法與設計 20第一節 研究架構 20第二節 研究方法 21第三節 研究設計 24第四章 個案分析 32第一節 個案公司簡介 32第二節 問卷結果 33第三節 訪談結果 38第五章 研究分析與討論 55第一節 問卷分析與討論 55第二節 訪談分析與討論 56第六章 結論與建議 64第一節 研究發現與建議 64第二節 研究限制 72參考文獻 73附錄 77 zh_TW dc.format.extent 1761401 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103363085 en_US dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) 生鮮電商 zh_TW dc.subject (關鍵詞) 顧客價值 zh_TW dc.subject (關鍵詞) 忠誠度方案 zh_TW dc.subject (關鍵詞) e-commerce en_US dc.subject (關鍵詞) Fresh Food en_US dc.subject (關鍵詞) Customer Value en_US dc.subject (關鍵詞) Loyalty Program en_US dc.title (題名) 生鮮電商之顧客關係管理應用－以G公司為例 zh_TW dc.title (題名) Application of Customer Relationship Management of Fresh Food E-commerce - Case Study of G Company en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻Dimitri Maex & Paul B. Brown（2014），奧美廣告教父教你用數據找到潛在客戶。林俊宏譯，新北市：哈林文化。Janet M. Ruane（2007），研究方法概論，王修曉譯。臺北：五南。Patton, M.Q（1995），質的評鑑與研究，吳芝儀、李鳳儒譯。臺北：桂冠出版社。安迅資訊系統公司（2001），顧客關係管理深度解析。臺北：遠擎。行政院農業委員會（2015，7月），生鮮電商的商業模式與趨勢：網購生鮮實戰分享。畜產報導月刊，181。行政院農業委員會（2016，1月），臺灣農產品電子商務發展現況及施政展望。農業出版品，283。余國維（1997），消費者特性與產品特性對於網際網路購物影響。碩士學位論文，國立成功大學交通管理科學研究所。林金定、嚴嘉楓、陳美花（2005）。質性研究方法：訪談模式與實施步驟分析。身心障礙研究，第3卷, 第2期。林豪鏘、曹修源（1998），網路購物情境對網路購物意願的影響。國際資訊管理研究暨實務研討會論文集，臺北：輔仁大學。邱皓政，林碧芳（2014），統計學：原理與應用STATISTICS。臺北：五南。徐茂練（2005），顧客關係管理。臺北：全華科技圖書有限公司。袁方編（2002），社會研究方法。臺北：五南。楊世瑩（2014），Excel 2013函數與分析工具（適用2013～2007）。臺北：碁峰資訊。楊清潭（2003），應用資料探勘技術於顧客價值分析之研究。 未出版碩士論文，私立東吳大學資訊科學系。榮泰生（2013），企業研究方法。臺北：五南。劉文良（2005），網際網路行銷：策略與經營。臺北：碁峰資訊。劉文良（2011），顧客關係管理。臺北：基峰資訊。謝邦昌、鄭宇庭（2015），資料採礦之技術及應用—Excel實例演練，新陸書局股份有限公司。二、英文文獻Berger, Paul D., and Nada I. Nasr (1998). Customer lifetime value: Marketing models and applications. Journal of interactive marketing 12.1: 17-30.Berman, Barry (2006). Developing an effective customer loyalty program. 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