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    题名: 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
    The research of customer knowledge management to promote the benefit of customer lifetime value: using the P company of DRAM module industry
    作者: 李宗曄
    Lee,tsung yeh
    贡献者: 季延平
    李宗曄
    Lee,tsung yeh
    关键词: DRAM模組
    顧客知識管理
    顧客終身價值
    DRAM module
    customer knowledge management
    customer lifetime value
    日期: 2009
    上传时间: 2010-12-08 01:54:51 (UTC+8)
    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。
    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.
    參考文獻: 一、英文部份
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    二、中文部份
    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。
    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
    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。
    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
    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 。
    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。
    7. 黃俊英(1997)，行銷研究慨論，台北：華泰事業文化有限公司。
    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。
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    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
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    14. 個案公司股東常會年報(2009)。
    三、參考網站(99/06/26)
    1、 華強電子網 ，http://www.hqew.com
    2、 集邦， http://www.dramexchange.com
    3、 IBT台灣工業銀行， http://www.ibt.com.tw/indexE.aspx
    4、 P公司官方網站
    描述: 碩士
    國立政治大學
    資訊管理研究所
    97356034
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097356034
    数据类型: thesis
    显示于类别:[資訊管理學系] 學位論文

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