Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/136877
|
| Title: | 探討社群顧客關係管理在特展公司的應用－以M公司為例
The study of SCRM application for special exhibition firms-base on M firm for case |
| Authors: | 黃瀅潔
Huang, Ying-Chieh |
| Contributors: | 季延平
黃瀅潔
Huang, Ying-Chieh |
| Keywords: | 社群
社群顧客關係管理
特展公司
Society
Social Media Customer Relationship Management
Special Exhibition Firm |
| Date: | 2021 |
| Issue Date: | 2021-09-02 16:14:46 (UTC+8) |
| Abstract: | 本研究的進行，因於不僅社群已經十分普遍，加上當前媒體的發展趨勢也開始轉變，再加上網際網路已是普化設施並因於新冠肺炎的嚴峻，使得特展產業正陷入空前困境。因此，為克服此波的衝擊並為後續發開啟能量。因此，許多特展公司紛紛發展其因應之道，當中如何應用社群並與顧客關係管理結合，就成為許多特展公司之應用之道。然而，社群與顧客關係管理結合之因應之道，絕非只是轉考量一兩項環境的變化即可投入，其實不僅要考量當前的外部環境的變化，還要探討內部的資源能力，才能永續成長。所以，本研究不僅針對社群與顧客關係管理進行文獻探討，亦深入探討特展產業之文獻，以奠立分析基礎。除此，本研究為求取深入掌握，乃採取個案研究，並以特展公司為自變項與社群顧客關係管理為應變項之研究結構，實務進行研究。對於本個案之分析，從個案公司現況與產業結構、未應用社群與顧客關係管理所辦特展、以及應用社群與顧客關係管理所辦特展等三方向進行分析比較，以期萃取重要的關鍵要素，而期益於個案公司的營發展之道的訂定與貫徹，進而促進整體營運成長之目的。最後，本研究亦提出結論公司須從優勢機會進行掌握與若是威脅進行克服，並建議個案公司1.提升專責部門的高度與權責2.進行社群顧客關係管理的教育訓練3.建置推廣社群顧客關係管理相關系統4.檢視定期進行效益檢視與業務拓展。並且，建議未來研究可從1.研究資料的增加2.研究方法的改變3.研究方向的拓展投入。
The background of the study: 1.The development trend of social-media has changed, and how to use it has become an operational challenge.2. The network effects and epidemic trends resulted in trouble for the special -exhibition industry. How to master social-media customer-relationship -management is the most important key in the period for the special-exhibition industry. Therefore, the special-exhibition industry wanted to grasp the opportunity. In the way, we started the study. The study invested in society, social-media customer-relationship-management, special-exhibition firm of literature-review. After the literature review, the study analyzed the current situation, structure of competitors nand operating capacity, the past ehxibition (they were no social customer relationship management) and present exhibition (they are in social customer relationship management). After completing this study, the following conclusions: 1. The case had to grasp its strength and opportunity, and overcome its weakness and threat. And the following suggestions: 1. To raise the height and authority of the dedicated department 2. To carry out the education and training of social-media customer-relationship-management 3. To establish and promote the social-media customer-relationship-management system 4.To review regularly benefit and business development. Suggestions for future research: 1.To increase of research data; 2. To improvement of research methods; 3.To expansion of research direction. |
| Reference: | 中文部分
吳俊憲，教師專業學習社群：意涵、理論與推動策略，靜宜大學師培實習輔導通訊，2010,第11期：3-7
張愛華、曾忠蕙、廖棟樑，品牌社群關係、顧客與公司關係品質 對產品知識及品牌忠誠的影響，行銷評論，2010冬季，第7卷第 4 期： 497-524
斐迪南.滕尼斯，共同體與社會：純粹社會學的基本概念 (一版) ，北京市: 商務出版，1999。譯自 To¨nnies, F.
萬榮水、梁瑞文，虛擬社群形成之意義及其衡量指標之探討：以網路書店為例，2007 年 7 月：295-317.
楊國樞、文崇一、吳聰賢、李亦園，「社會及行為科學研究方法」,東華出版社，1991
吳琮璠，「資訊管理個案研究方法」，資訊管理學報1997，4 卷1 期：07-17頁
英文部分
Greenberg, P., CRM at the Speed of Light,(Fourth Edition):Social CRM 2.0 strategies, tools, and techniques for engaging your customers, McGraw Hill,2009:1-208.
Greenberg, P., The impact of CRM 2.0 on customer insight, Journal of Business Industrial Marketing, 2010,25(6):410-419.
Harrigan, P., Ramsey, E., Ibbotson, P. Critical factors underpinning the e-CRM activities of SMEs, Journal of Marketing Management, 2011,26 (13/14):1–27.
Harrigan, P., Soutar, G., Choudhury, M. M., Lowe, M., Modelling CRM in a social media age, Australasian Marketing Journal,2015,23(1):27–37.
Leary, B., Social CRM in Pictures and Words. 2008: http://crm2.typepad.com/brents_blog/2008/07/social-crm-inp.html.
Preety, A., Purnima, S. S. Adoption of CRM technology in multichannel environment: a review (2006-2010), Business Process Management Journal, 2012, 18(3):445-471.
Sin, L. Y. M., Tse, A. C. B., Yim, F. H. K., CRM: conceptualization and scale development, European Journal of Marketing,2005,39 (12):1264-1290.
Trainor, K. J., Andzulis, J. Rapp, A., Agnihotri, R., Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM, Journal of Business Research,2014, 64(8):1201–1208.
Yawised, K., Marshall, P., Stockdale, R., Social CRM: a review of the academic and practitioner literatures and research agendas, Malaysian Conference on Information Systems,2013:101-107.
網頁部分
行銷寶典-社群行銷意思是什麼？還是先搞懂社群的定義？https://swallowdigital.com/guide/%E7%A4%BE%E7%BE%A4%E8%A1%8C%E9%8A%B7/%E7%A4%BE%E7%BE%A4%E8%A1%8C%E9%8A%B7%E6%84%8F%E6%80%9D%E6%98%AF%E4%BB%80%E9%BA%BC-%E9%82%84%E6%98%AF%E5%85%88%E6%90%9E%E6%87%82%E7%A4%BE%E7%BE%A4%E7%9A%84%E5%AE%9A%E7%BE%A9/
每間共同工作空間都在做社群，不過社群是什麼意思?
https://medium.com/%E6%B4%BB%E5%8B%95%E4%B8%BC%E8%B5%B7%E4%BE%86/%E6%AF%8F%E9%96%93%E5%85%B1%E5%90%8C%E5%B7%A5%E4%BD%9C%E7%A9%BA%E9%96%93%E9%83%BD%E8%AA%AA%E5%81%9A%E7%A4%BE%E7%BE%A4-%E4%B8%8D%E9%81%8E%E5%88%B0%E5%BA%95%E4%BB%80%E9%BA%BC%E6%98%AF%E7%A4%BE%E7%BE%A4-7aeca53a75
所謂的社群，並不是你FB上的粉絲群https://www.hbrtaiwan.com/article_content_AR0007797.html
為何企業一定需要社群媒體？為何社群媒體的重要性日益擴大？
https://www.nuwainfo.com/zh/blog/%E7%82%BA%E4%BD%95%E4%BC%81%E6%A5%AD%E4%B8%80%E5%AE%9A%E9%9C%80%E8%A6%81%E7%A4%BE%E7%BE%A4%E5%AA%92%E9%AB%94-%E7%82%BA%E4%BD%95%E7%A4%BE%E7%BE%A4%E5%AA%92%E9%AB%94%E7%9A%84%E9%87%8D%E8%A6%81%E6%80%A7%E6%97%A5%E7%9B%8A%E6%93%B4%E5%A4%A7/
解析社群經營3大核心觀念，一步步打造優質社群平台，吸引忠實顧客https://www.js-adways.com.tw/news/553
數位公關https://digitalpr.tw/%E7%A4%BE%E7%BE%A4%E7%B6%93%E7%87%9F/
特展時代到來了嗎？
https://kknews.cc/zh-tw/culture/53eqbp3.html 2015-06-12
壹讀 https://read01.com/zh-tw/8OoEM0.html#.YOwGNugzY2w
https://kknews.cc/culture/5mmzyz3.html |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932088 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106932088 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101398 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 208801.pdf | | 7665Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
