| dc.contributor.advisor | 季延平 | zh_TW |
| dc.contributor.author (Authors) | 李宗曄 | zh_TW |
| dc.contributor.author (Authors) | Lee,tsung yeh | en_US |
| dc.creator (作者) | 李宗曄 | zh_TW |
| dc.creator (作者) | Lee,tsung yeh | en_US |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 01:54:51 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 01:54:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 01:54:51 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097356034 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48992 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 資訊管理研究所 | zh_TW |
| dc.description (描述) | 97356034 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 近年來，企業行銷理論從傳統的將注意力放在吸引新顧客上，轉而變成留意舊顧客的維持，如何留住舊顧客，進而從舊顧客中找出具有高價值的顧客，與他們建立長期且有獲利性的關係，則是近年來企業營運及行銷關注的焦點。 本研究使用了顧客知識管理管理來提升企業實行顧客終身價值管理之效益，並提供了顧客維持度、顧客貢獻度，顧客市場區隔三個維度來分析顧客，能更精確的指出關鍵客群，以「記憶體模組產業」作為研究對象，主要係在探討記憶體模組產業之顧客關係管理及顧客價值管理。 本研究透過次級資料收集與分析，以產業分析架構來了解DRAM模組產業現況及趨勢，並以Cambell顧客知識能力模型及SWOT 分析等策略理論將資料作歸納與整理，最後以深度訪談方式來加強或修正次級資料所得到之結論，得出適合個案公司之終端顧客之顧客知識管理作業流程及資料模型，以做為建議企業營運發展策略之參考。 最後，以資料庫結構面、企業流程面、顧客關係管理面及顧客知識管理面四個構面來歸納總結研究。導入顧客知識管理與顧客終身價值管理流程之目標，在於增進個體戶之顧客滿意度及忠誠度，進而提升整體顧客終身價值，另一方面，除了能提供更完善的顧問及技術諮詢的服務，亦能經由市場區隔之分析，使得產品銷售策略更符合市場需求。 | zh_TW |
| dc.description.abstract (摘要) | Recently, Business marketing theory is changed to the customer retention.It is important that find out and pay attention to key customers. Enterprises look out for to keep old customer and find out the customer with high value from the old customer.They focus on establishing long-term relation of having profitability with customers. The research used as an example of P campany in the case study.Based on the benefit of customer knowledge management and customer lifetime value,this study is mainly probed DRAM module industry’s customer ralation management and customer lifetime value .Then, it used customer’s retention degree, customer`s contribution degree and market segmentation to analyse customers’ behavior. This research collected and analysed through the secondery materials and the analysis was based on industry analysis models such as Cambell’s customer knowledge ability model and the SWOT analysis model to analyze the pros and cons of DRAM industry’s trend and present situation.Then,the study strengthen or revise the conclusion by way of depth interview finally and get ideal end customer knowledge management workflow and data model of end customer ,regard it as the reference of enterprise`s strategy. Above all, this sudy use four aspect such as database structue、enterprise’s workflow、CRM and CKM to summarize. The purpose of establishing the procedure of customer knowledge management and customer lifetime value is to improve the customer satisfaction and loyalty, and then emhance whole customer lifetime value.On the other hand, except to offer better services and consultation, Enterprises also can gain more revenue by market segementation and product position. | en_US |
| dc.description.tableofcontents | 第一章、緒論 .....................................1 第一節、研究背景..................................1 第二節、研究動機..................................2 第三節、研究目的..................................2 第四節、研究流程..................................3 第五節、研究範圍..................................4 第六節、研究限制..................................5 第二章、文獻探討 ..................................6 第一節、顧客知識管理...............................6 第二節、顧客關係管理..............................12 第三節、顧客關係管理績效衡量.......................20 第四節、市場區隔..................................26 第三章、研究架構與方法. ...........................32 第一節、研究方法..................................32 第二節、研究架構..................................34 第三節、資料搜集與分析方式.........................35 第四節、研究步驟..................................37 第四章、個案探討 ..................................41 第一節、個案公司簡介..............................41 第二節、產業概況..................................52 第三節、個案公司內部個體顧客關係管理現況.............61 第四節、顧客價值管理流程改程成果....................69 第五章、研究結論與建議 ............................81 第一節、研究結論..................................81 第二節、未來研究建議...............................82 第三節、研究限制..................................83 參考文獻..........................................84 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097356034 | en_US |
| dc.subject (關鍵詞) | DRAM模組 | zh_TW |
| dc.subject (關鍵詞) | 顧客知識管理 | zh_TW |
| dc.subject (關鍵詞) | 顧客終身價值 | zh_TW |
| dc.subject (關鍵詞) | DRAM module | en_US |
| dc.subject (關鍵詞) | customer knowledge management | en_US |
| dc.subject (關鍵詞) | customer lifetime value | en_US |
| dc.title (題名) | 以顧客知識管理提升顧客終身價值效益之研究-以記憶體模組產業P公司為例 | zh_TW |
| dc.title (題名) | The research of customer knowledge management to promote the benefit of customer lifetime value: using the P company of DRAM module industry | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、英文部份 | zh_TW |
| dc.relation.reference (參考文獻) | 1. Anderson, E. W. and Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12 (Spring), pp. 125-143. | zh_TW |
| dc.relation.reference (參考文獻) | 2. Arthur Andersen Business Consulting(1999). | zh_TW |
| dc.relation.reference (參考文獻) | 3. Bolton, P. K. and Matthew D. B. (2000). Implication of Work. Harvard Business Review, 72(2), pp. 164-174. | zh_TW |
| dc.relation.reference (參考文獻) | 4. Bolton, R. N. (1998). A Dynamic Model of the Duration of the Customer``s Relationship with a Continuous Service Provider: The Role of Satisfaction. Marketing Science, 17(1), pp. 45-65 | zh_TW |
| dc.relation.reference (參考文獻) | 5. Boote, A. S. (1981). Market Segmentation by Personal Value and Salient Product Attributes. Journal of Advertising Research, 21(1), pp. 30-35. | zh_TW |
| dc.relation.reference (參考文獻) | 6. Butz, H. E. and Goodstein, L. D. (1996). Measuring Customer Value: Gaining the Strategic Advantage. Organizational Dynamics, 24(3), pp, 63-77. | zh_TW |
| dc.relation.reference (參考文獻) | 7. Campbell, A. J. (2003). Creating Customer Knowledge Competence: Managing Customer Relationship Management Programs Strategically. Industrial Marketing Management,32(5). | zh_TW |
| dc.relation.reference (參考文獻) | 8. Cardozo, R. M.（1965）. An Experimental Study of Consumer Effort,Expectation and Satisfaction. Journal of Marketing Research, 2(August), pp, 244-249. | zh_TW |
| dc.relation.reference (參考文獻) | 9. Davenport, T. H. and Klahr, P. (1998). Managing Customer Support Knowledge. California Management Review, 40(3) | zh_TW |
| dc.relation.reference (參考文獻) | 10. Dwyer, F. R. (1989). Customer Lifetime Valuation to Support Marketing Decision Making. Journal of Direct Marketing, 3(Autumn), pp. 8-15. | zh_TW |
| dc.relation.reference (參考文獻) | 11. Frederick, J. O. and James M. S. (1996). Beyond Customer Satisfaction. Management Review, 84, pp.29-32. | zh_TW |
| dc.relation.reference (參考文獻) | 12. Ganesh J., Mark J. A. and Kirsty E. R. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers. Journal of Marketing, 64(July) ,pp. 65-87. | zh_TW |
| dc.relation.reference (參考文獻) | 13. Grant, R. (1997). The Knowledge-based view of the Firm: Implication for Management Practice. Long Range Planning, 30(3), pp. 450-454. | zh_TW |
| dc.relation.reference (參考文獻) | 14. Glazer, R. (1999). Winning in Smart Markets. Sloan Management Review, pp.59-69. | zh_TW |
| dc.relation.reference (參考文獻) | 15. Gupta, A. K. & Govindarajan, V. (2000). Knowledge Management’s Social Dimension : Lessons From Nucor Steel. Sloan Management Review. | zh_TW |
| dc.relation.reference (參考文獻) | 16. Gurau, C. and Ashok R. (2002). How to Calculate the Value of a Customer, Journal of Targeting. Measurement and Analysis for Marketing, 10(3), pp.203-219. | zh_TW |
| dc.relation.reference (參考文獻) | 17. Hedlund, G. (1994). A model of knowledge management and the N-form Corporation. | zh_TW |
| dc.relation.reference (參考文獻) | 18. Heskett, J. L., Thomas O. J., Gary W. L., Sasser. W. E. and Leonard A. S.(1994). Putting the Service-Profit Chain to Work. Harvard Bussiness Review, Mar.-Apr., pp. 164-174. | zh_TW |
| dc.relation.reference (參考文獻) | 19. Hughes, A. and Wang, P. (1995). Media Selection for Database Marketers. Journal of Direct Marketing, 9(1), pp. 79–84. | zh_TW |
| dc.relation.reference (參考文獻) | 20. Hyunseok, H., Taesoo, J. and Euiho, S. (2004). An LTV Model and Customer Segmentation Based on Customer Value: a Case Study on the Wireless Telecommunication Tndustry. Expert Systems with Applications, 26, pp. 181-188. | zh_TW |
| dc.relation.reference (參考文獻) | 21. Kandampully, J. (1998), Service Quality to Service Loyalty: A relationship which goes Beyond Customer service. Total Quality Management, 9(6), pp. 431-443. | zh_TW |
| dc.relation.reference (參考文獻) | 22. Kolakota, R. and Marcia R. (1999). e-Business-Roadmap for success, Addison-Wesley. | zh_TW |
| dc.relation.reference (參考文獻) | 23. Kolter, P. and Armstrong, G. (1996). principle of marketing (7th ed.). Englewood Cliff, NJ, Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 24. Kotler, P. (1999). Marketing Management : Analysis, Planning, Implementation and Control (9th ed.), Englewood Cliffs, NJ :Prentice-Hall Inc. | zh_TW |
| dc.relation.reference (參考文獻) | 25. Kristensen, K, Martensen, A. and Gronholdt, L. (2000). Customer Satisfaction Measurement at Post Denmark: Results of Application of European Customer Satisfaction Measurement Index Methodology. Total Quality Management, 11(7), pp. 1007-1015. | zh_TW |
| dc.relation.reference (參考文獻) | 26. Lee , D. (2000). The Customer Relationship Management Planning Guide V2.0(CRM Steps I & II, Customer-centric Planning & Redesigning Roles), High-Yield Marketing. | zh_TW |
| dc.relation.reference (參考文獻) | 27. Levin, A. (1999). Relationship Management Critical to Web Success. DM Review, 3, pp.2-4. | zh_TW |
| dc.relation.reference (參考文獻) | 28. Lovelock, C. H. (1991). Service Market (2th ed.), New Jerry: Prentice-Hall. | zh_TW |
| dc.relation.reference (參考文獻) | 29. McDonald, M and Rogers, B, (1998). Key Account Management, Butterworth-Heinemann. Oxford. | zh_TW |
| dc.relation.reference (參考文獻) | 30. Mulhern, F. J. (1999). Customer Profitability Analysis: Measurement, Concentration, and Research Directions.Journal of Interactive Marketing, 13(1) pp. 25-40. | zh_TW |
| dc.relation.reference (參考文獻) | 31. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988). SERVOUAL:A Multiple-Item Scale for Measuring Consumer Perception of Service. Journal of Retailing, 64 (Spring) ,pp. 12-40. | zh_TW |
| dc.relation.reference (參考文獻) | 32. Shani, Y, and Chalasani, B.(1992). Exploting Niches Using Relationship Marketing. Journal of Consumer Marketing, 9(3),pp. 10-33, | zh_TW |
| dc.relation.reference (參考文獻) | 33. Smith, J. B. (1998). Selling alliances: issues and insights. Industrial Marketing Management, 26, pp. 146-161. | zh_TW |
| dc.relation.reference (參考文獻) | 34. Amrit T. (2001). The Essential Guide to Knowledge Management: e-business and CRM applications. Prentice Hall PTR | zh_TW |
| dc.relation.reference (參考文獻) | 35. Wayland and Cole (1997). Customer Connections : New Strategies for Growth. Harvard Business School Press. | zh_TW |
| dc.relation.reference (參考文獻) | 36. Wendell, R. S. (1956), Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(7), pp. 3-8. | zh_TW |
| dc.relation.reference (參考文獻) | 37. Wind, Y. (1978), Issues and Advances in Segmentation Research. Journal of Marketing Research, 28(7), pp. 317-337. | zh_TW |
| dc.relation.reference (參考文獻) | 38. Woodruff, R. B. (1997), Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), pp. 139-153. | zh_TW |
| dc.relation.reference (參考文獻) | 39. Yin, R, (1994). Case study Research: Design and Methods (2nd ed.), Newburry Park Cailf, Sage Publications. | zh_TW |
| dc.relation.reference (參考文獻) | 40. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, .60(2), pp. 31-46. | zh_TW |
| dc.relation.reference (參考文獻) | 41. Zeithaml, V.A. and Mary J. B. (2000). Service Marketing, McGraw-Hill, pp.123. | zh_TW |
| dc.relation.reference (參考文獻) | 二、中文部份 | zh_TW |
| dc.relation.reference (參考文獻) | 1. 呂堂榮（2002），國道客運業服務品質、顧客滿意度與移轉障礙對消費者行為意向之影響，國立交通大學運輸科技與管理所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 2. 沈德村(2002)，不銹鋼業客戶知識管理主要問題之個案探討，國立中山大學管理學院高階經營碩士學程專班碩士論文 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 周泰華、黃俊英、郭德賓（1999），服務品質與顧客滿意評量模式之比較研究，輔仁管理評論，6（1）。pp.37-68。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. 周聖炫(2009), 典當業顧客終身價值之研究,逢甲大學經營管理碩士在職專班碩士論文 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 胡左浩、鄭兆紅(2001). 顧客生涯價值概念及其對CRM的啟示. FOREIGN ECONOMIES & MANAGEMENT 。 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 陳曉開(1999)，成功地發展及執行持續性的關係行銷，電子化企業經理人報告民國88年11月號，pp.26-34。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 黃俊英(1997)，行銷研究慨論，台北：華泰事業文化有限公司。 | zh_TW |
| dc.relation.reference (參考文獻) | 8. 楊坤煌(2006)，記憶體模組產業經營關鍵成功因素之研究－以創見資訊為例，龍華科技大學商學與管理研究所碩士班碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 9. 劉兆明(1996)，組織中的情感報：初步的觀點分析，《應用心理學報》，台灣，5期。 | zh_TW |
| dc.relation.reference (參考文獻) | 10. 簡瑞霖(2006), 知識管理基礎設施、顧客知識管理與顧客關係管理關聯性之探討，臺北科技大學學報，第39-1期 | zh_TW |
| dc.relation.reference (參考文獻) | 11. 蘇元含（2002），運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響－以中油加油站為例，國立東華大學企業管理研究所碩士論文 | zh_TW |
| dc.relation.reference (參考文獻) | 12. 蘇雲華（1996），服務品質衡量方法之比較研究，國立中山大學企業管理研究所博士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 13. 股市總覽萬用手冊－99年度產業百科全書(2010)。台灣:財金文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 14. 個案公司股東常會年報(2009)。 | zh_TW |
| dc.relation.reference (參考文獻) | 三、參考網站(99/06/26) | zh_TW |
| dc.relation.reference (參考文獻) | 1、 華強電子網 ，http://www.hqew.com | zh_TW |
| dc.relation.reference (參考文獻) | 2、 集邦， http://www.dramexchange.com | zh_TW |
| dc.relation.reference (參考文獻) | 3、 IBT台灣工業銀行， http://www.ibt.com.tw/indexE.aspx | zh_TW |
| dc.relation.reference (參考文獻) | 4、 P公司官方網站 | zh_TW |
