English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51735965      Online Users : 610
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29993
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29993


    Title: 顧客資本之衡量與管理-以行動通訊產業為例
    Authors: 陳菀儒
    Contributors: 張愛華
    陳菀儒
    Keywords: 顧客資本
    行動通訊產業
    AHP
    個案研究法
    Date: 2006
    Issue Date: 2009-09-11 17:00:49 (UTC+8)
    Abstract: 隨著環境快速變遷,產品與服務快速標準化的情況之下,無形資產與知識的創造、累積與利用是未來企業獲利之關鍵成功因素。顧客正是無形資產當中,企業最主要且直接的獲利來源。因此顧客願意且持續購買公司產品或服務,且更進一步建立顧客忠誠度是相當必要;更重要的是,透過與顧客建立良好且長久之關係,且從此關係中得到顧客相關知識與能力,正是組織不可取代的競爭優勢來源。
    目前面臨成熟期的行動通訊產業,在門號可攜服務推出後,顧客忠誠度受到重大挑戰。顧客是行動通訊產業最為重要的營收來源,約有百分之八十之營收皆來自於顧客帳單的支付,因此顧客經營管理是目前各家業者重視之焦點。
    本研究以行動通訊產業中四家領導廠商的高階主管作為研究對象。同時採用質化個案研究以及量化的層級分析,透過高階主管深度訪談,了解行動通訊各家業者目前顧客資本實行概況。此外,透過量化的層級分析法探討行動通訊產業顧客資本構面之相對權重,並進行跨廠商之相對權重比較。
      研究結果歸納可為五大研究發現及七項命題。研究發現顯示行動通訊廠商對於顧客資本概念不甚清晰,但是實務面已具有執行顧客資本之內涵;此外,行動通訊廠商對於顧客區隔之方式皆以顧客型態作為主體,但輔以顧客貢獻作為顧客分群之考量;而行動通訊廠商衡量顧客資本之指標,首重顧客平均貢獻額;行動通訊廠商獲取新顧客之方式,主要透過分析顧客行為作為策略規劃之依據;行動通訊廠商保留既有顧客之方式,主要採取忠誠度費率優惠方案。
    七項命題為行動通訊產業首重顧客回應;廠商對於顧客資本之概念與實際運作仍有一大差距;廠商會應用顧客知識作為策略規劃之依據;顧客關係價值為行動通訊廠商之行銷助力;廠商進入市場時間會影響其重視顧客資本構面,相較之下後進入廠商較為重視通路配合;廠商之策略會影響其重視之顧客資本構面;廠商之規模會影響其重視之顧客資本構面,相較之下規模小者較為重視通路回應面,規模大者較不重視。
    Reference: 參考文獻
    中文文獻
    1. 交通部電信總局,2005,http://www.dgt.gov.tw/flash/index.shtml。
    2. 各家行動通訊廠商年報,2005,公開資訊觀測站,http://newmops.tse.com.tw/
    3. 朱道凱譯,1999,Kaplan, R. S. & D. P. Norton著,平衡計分卡,台北:臉譜文化。
    4. 林大容譯,1999,Edvinsson, L. & M. S. Malone著,智慧資本,台北:臉譜文化。
    5. 林東清著,2003,知識管理,台北:智勝。
    6. 吳書政譯,2002,Thomas Housel & Arthur H. Bell著,知識管理:理論、評估、應用,台北:美商麥格羅‧希爾。
    7. 尚榮安譯,2001,Robert K. Yin著,個案研究法,台北:弘智文化。
    8. 陳柏村,2005,知識管理:正確概念與企業實務,台北,五南。
    9. 傅振焜譯,1994,Peter Drucker著,後資本主義社會,台北:時報文化。
    10. 詹文男、范錚強、張朝清,2002,企業智慧資本衡量研究,以資訊硬體產業為例,產業論壇。
    11. 鄧振源、曾國雄,1989,層級分析法(AHP)的內涵與應用(上),中國統計學報,第二十七卷,第六期,第13707-13724頁。
    12. 鄧振源、曾國雄1989,層級分析法(AHP)的內涵與應用(下),中國統計學報,第二十七卷,第七期,第13767-13870頁。
    13. 羅英姻,2003,探討不完整資訊成對比較矩陣之AHP問題,交通大學交通運輸研究所碩士論文。
    14. 顧淑馨譯,2004,C.K. Prahalad & Venkat Ramaswamy著,消費者王朝-與顧客共創價值,台北:天下雜誌。
    英文文獻:
    1. Alastair,2003, Measuring Know-How, T+D, Vol.57, Iss.7, pp.37-40.
    2. Behram Hansotia,2004, Customer metrics and organizational alignment for maxmising customer equity, Journal of Database Marketing & Customer Strategy Management, Vol. 12, Iss.1, pp.9.
    3. Bradley E. Hosmer,2003, Customer Equity:Building and Managing Relationships as Valuable Assets, Consulting to Management, Vol. 14, No.2, pp.59.
    4. Bontis, N.,1999, Managing Organizational Knowledge by Diagnosing Intellectual Capital: Framing and Advancing The State of The Field, International Journal of Technology Management, Vol. 18, Nos. 5/6/7/8, pp.433-62.
    5. Brooking,1996,Intellectual Capital:Core Asset for the Third Millennium Enterprise,International Thomson Business Press, London, p.13.
    6. Blattberg, R. & J. Deighton,1996, Manage Marketing by The Customer Equity, Harvard Business Review, July-August, pp.136-44.
    7. Chen J. Zhaohui Z. & Xie Hong Yuan,2004, Measuring Intellectual Capital: A New model and empirical Study, Journal of Intellectual Capital, Vol.5, No.1, pp.195-212.
    8. Daniel J Knight,1999, Performance measures for increasing intellectual capital, Strategy & Leadership, Vol. 27, No.2, pp.22-25.
    9. Duffy, J.,2000, Measuring Customer Capital,Strategy& Leadership, Vol. 28, Iss. 5, pp.10-14.
    10. Emma Garcia-Meca,2005, Bridging the gap between disclosure and use of Intellectual capital information, Journal of Intellectual Capital, Vol.6, No.3, pp.427-440.
    11. Galbraith, J. K., 1969,The Consequences of Technology, Journal of Accountancy, Vol. 127, Iss. 000006, pp. 44.
    12. Johnson, 1999,An integrative taxonomy of intellectual capital:measuring the stock and flow of intellectual capital components in the firm, International Journal of Technology Management,Vol 18, Iss5-8, pp.562-575.
    13. Jan Mouritsen & Per Nikolaj & Bernard Marr, 2004,Reporting on intellectual capital: why,what and how ?, Measuring Business Excellence,Vol. 8, No.1,pp.46.
    14. Katherine N. Lemon & Roland T. Rust & Valarie A Zeithaml,2001, What drive customer equity, Marketing Management, Vol.10, Iss. 1, pp.20.
    15. Kaplan R. S. & Norton D. P., 2004, Strategy Maps: Converting Assets into Tangible Outcomes, Harvard Business School Press, Boston, MA.
    16. Kaplan R. S. & Norton D. P., 2002, Measuring the Strategic Readiness of Intangible Assets, Harvard Business Review, Vol.82, No.2, pp.52-64.
    17. Millet, I. & Harker, P.T, 1990,Globally Effective Questioning In the Analytic Hierarchy Process,European Journal of Operational Research, Vol. 48, pp.88-97.
    18. Nermien AL-ALI , 2003, Comprehensive Intellectual Capital Management,John Wiley & Sons Inc.
    19. Prahalad, C. K., & V. Ramaswamy, 2000, Co-opting Customer Competence, Harvard Business Review, Vol. 78, Iss. 1, pp. 79-87.
    20. Patric H. Sullivan Jr,Patric H. Sullivan Sr , 2000, Valuing intangible companies- An intellectual capital approach, Journal of Intellectual Capital, Vol.1, Iss4, pp.328.
    21. Patric H. Sullivan,1999, Profiting from Intellectual Capital, Journal of Knowledge Management, Vol.3, Iss2, 132.
    22. Roslender R., 2004, Accounting for Intellectual Capital: Rethinking its theoretical underpinning, Measuring Business Excellence, Vol. 8, NO. 1, pp.38-45.
    23. Robert C. Blattberg& Gary Getz& Jacquelyn S. Thomas, 2001, Customer Equity-Building and Managing Relationships As Valuable Assets,Harvard Business School Press, Boston.
    24. Robert, C. Blattberg & Gary Getz & Jacquelyn, S. Thomas, 2001, Customer Equity:Building and Managing Relationships as Valuable Assets, Harvard Business School, Boston.
    25. Roos,G. & Roos, J., 1997, Measuring your company`s intellectual performance, Long Range Planning, Vol. 30, No. 3, pp. 41.
    26. Stewart, T. A., 1997, Intellectual Capital: The New Wealth of Organizations, Doubleday, New York.
    27. Stewart, T., 1991, Brainpower,Fortune, June 3, pp. 40-56.
    28. Ulrich, D., 1998, Intellectual Capital = Competence × Commitment,Sloan Management Review, Vol.39, Iss.2, pp.15-26.
    29. Vernon P. Dorweiler & Mehenna Yakhou, 2005, A Scorecard on Intellectual Capital Performance in the Economy, Journal of American Academy of Buesiness, Vol 7-1, pp.322, Cambridge.
    30. Wright Paul, 1998, A Strategic Approach to Generating Customer Capital, Knowledge Management Review, Vol.1, Iss. 2, pp.8-10.
    Description: 碩士
    國立政治大學
    企業管理研究所
    93355041
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0933550411
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2288View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback