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    Title: 巨量資料分析應用於顧客關係管理之研究
    A Study of Big Data Analytics for Customer Relationship Management
    Authors: 黃盈智
    Huang, Ying Chih
    Contributors: 尚孝純
    Shang, Shari S. C.
    黃盈智
    Huang, Ying Chih
    Keywords: 巨量資料
    海量資料
    大數據
    顧客關係管理
    Date: 2013
    Issue Date: 2015-02-03 10:15:44 (UTC+8)
    Abstract: 本研究透過次級資料的收集,探討巨量資料分析在顧客關係管理之應用,並著重於零售業、金融業與醫療業三個產業。近幾年來,巨量資料(Big Data)的浪潮襲捲而來,隨著網際網路的發展與智慧型裝置的普遍,現今每個人在日常生活中不斷產生巨量資料,透過智慧型手機、社群網站、信用卡、全球衛星定位系統(GPS)、感測器等,在無形中製造了大量的數據。而在此同時,企業用來儲存、記憶、處理資料的成本不斷降低,設備越來越便宜,技術越來越先進,再加上新的資料來源,巨量資料分析對企業的重要性不言可喻。
    巨量資料能徹底改變企業的經營方式,大幅提升企業的經營績效,但這些收入是否超過公司內部在巨量資料所投資的成本,為公司帶來獲利?巨量資料分析又是怎樣應用在顧客關係管理,帶來正面效益?本研究從「企業進行巨量資料分析的動機」、「巨量資料的類型與來源」、「巨量資料分析方式」、「巨量資料分析的結果與效益」及「企業在巨量資料分析的投入與調整」五個面向切入,探討巨量資料分析在顧客關係管理的應用。
    研究發現,巨量資料背後的分析學,不僅可以用來解決企業現有的問題,更能協助企業發掘未知的商機,開發新的產品與服務。然而值得注意的是,無論是零售業、金融業或醫療業,巨量資料分析能使企業從競爭對手中脫穎而出的成功關鍵因素,是在於公司本身對資訊的重視程度,以及公司內部能否共同合作,也就是說,從領導階層到第一線員工,不僅都要相信資料,也要懂得如何應用這些巨量資料,使其發揮最大效用,方能在創新的商業模式下,創造企業長期的競爭優勢。
    摘要 I
    謝誌 II
    目次 III
    表目錄 VI
    圖目錄 VII
    第壹章 緒論 1
    第一節 研究背景 1
    第二節 研究目的與動機 3
    第三節 研究流程 5
    第貳章 文獻探討 6
    第一節 巨量資料 6
    一、 何謂「巨量資料」 6
    二、 巨量資料的規格 10
    三、 巨量資料的四大特性(4V) 12
    四、 巨量資料與傳統資料的不同 18
    五、 巨量資料分析新思維 21
    第二節 巨量資料應用及管理 24
    一、 巨量資料應用技術 24
    二、 巨量資料的挑戰 35
    第三節 顧客關係管理 40
    一、 顧客關係管理起源 40
    二、 顧客關係管理定義 42
    三、 顧客關係管理三階段 43
    四、 顧客關係管理績效衡量指標 45
    第參章 研究方法 48
    第一節 多重個案研究法 49
    第二節 內容分析研究法 50
    第三節 個案選擇 51
    第四節 資料收集與分析 54
    第肆章 個案介紹 55
    第一節 零售業 55
    一、 美國零售商沃爾瑪(Wal-Mart) 55
    二、 美國辛辛那提動物園(Cincinnati Zoo) 57
    三、 美國零售商塔吉特(Target) 60
    四、 美國Sun World International 62
    五、 美國Papa Gino’s Pizza 64
    六、 澳洲卡夫食品(Kraft Foods)維吉麥(Vegemite) 66
    七、 日本羅森(LAWSON)連鎖便利商店 68
    第二節 金融業 70
    一、 美國第一資本(Capital One)金融公司 70
    二、 英國德溫特資本基金公司(Derwent Capital Markets) 72
    三、 英國英傑華保險公司(Aviva) 74
    第三節 醫療業 77
    一、 加拿大安大略理工學院早產兒健康監護系統 77
    二、 Google流感趨勢預測 78
    三、 IBM Watson醫生診斷輔助系統 81
    第伍章 個案比較分析與發現 83
    第一節 零售業 92
    第二節 金融業 94
    第三節 醫療業 96
    第陸章 結論與建議 98
    第一節 結論 98
    第二節 建議 100
    第三節 研究限制與後續研究建議 102
    參考文獻 103
    中文部分 103
    英文部分 104
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    Description: 碩士
    國立政治大學
    企業管理研究所
    102363046
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102363046
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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