郭瑞祥教授Ruey-Shan, Guo臺灣大學:商學研究所王美清Wang, Mei-ChingMei-ChingWang2010-06-012018-06-292010-06-012018-06-292008U0001-1302200816015200http://ntur.lib.ntu.edu.tw//handle/246246/184439Customer oriented marketing concepts have changed enterprises and their competitive direction. The effective utilization of information science and technology to understand customer trends; the demand for an integrated systematic plan and the establishment of customer relationship management is becoming a critical element of sustained business development. In today’s conservation-conscious environment managers have to face the demands of working with limited resources to achieve their goals. The challenge of applying relationship-marketing concepts to identifying the most appropriate customer, the ability to differentiate needs and apply the most suitable methods of customer interaction and the delivery of customized services are key issues when setting goals such as developing new customers, maintaining existing client bases and leveraging customer contribution.ustomer Relationship Management (CRM) must be considered as a long-term development strategy involving the systematic and effective use of the management functions to continuously and seamlessly check and improve customer interaction by establishing personalized connections. CRM not only assists resource planning and the strategic direction of an organisation, but also promotes effective business operations and creates additional profit for an enterprise.his thesis focuses on a case study for W Corporation. There are three main objectives.amp;#8226; To discuss influencing factors and develop a CRM implementation strategy for the enterprise amp;#8226; To investigate and document the company''s current activities for comparison with CRM strategies and theoriesamp;#8226; To analyze the operation effectiveness of implementing CRM strategies in W corporation.his research has the following conclusions：1) An enterprise must consider internal and external factors and have the resource capabilities to provide solid customer service in order to build and maintain their competitive advantage using CRM strategies. 2) An organization can effectives apply relationship marketing concepts to achieving and maintaining healthy customer objectives and goals.3) An enterprise can not only meet customer demands and leverage customer satisfaction but also promote operational effectiveness and create a competitive advantage by adjusting operational direction, sustaining and improving interaction.誌 謝 II文摘要 IIIHESIS ABSTRACT IV 錄 VI目錄 VIII目錄 IX一章 緒 論 10一節 研究背景與動機 10二節 研究目的 11三節 論文的架構 12二章 文 獻 探 討 14一節 行銷管理 14二節 客戶關係管理 19三節 客戶關係管理的功能 23三章 研 究 設 計 27一節 研究對象 27二節 研究方法 27三節 研究流程 27四節 研究架構 29四章 個 案 公 司 簡 介 33一節 產業介紹 33二節 個案公司介紹 37五章 個 案 公 司 研 究 40一節 顧客關係管理三個階段與關係行銷四個步驟 40二節 顧客關係管理的循環 50三節 客戶關係管理功能 58四節 小結 66六章 研究結論與建議 68一節 研究結論 68二節 管理建議 70三節 研究限制與未來方向 70考文獻 72錄 76application/pdf604528 bytesapplication/pdfen-US客戶關係管理關係行銷客戶分析營運效能customer relationship managementrelationship marketingcustomer analysisoperation effectivenessthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184439/1/ntu-97-P94748034-1.pdf