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系統識別號 U0026-0812200914301351
論文名稱(中文) 資料庫行銷應用於圖書會員之實證研究
論文名稱(英文) An Empirical Study of the Application of DBM in Bookclub
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 96
學期 2
出版年 97
研究生(中文) 陳文智
研究生(英文) Wen-Chih Chen
學號 R0795119
學位類別 碩士
語文別 中文
論文頁數 90頁
口試委員 口試委員-劉明德
召集委員-陳文華
指導教授-祝鳳岡
中文關鍵字 顧客關係管理  資料庫行銷  顧客價值  關係行銷 
英文關鍵字 Database Marketing  Customer Relations Management  Marketing Relations  Customer values 
學科別分類
中文摘要 資料庫行銷對於企業組織而言就是一種以資訊科技為基礎的行銷方法。企業可以就目前收集到的資料庫,或是潛在客戶的有關資料,建立包括顧客的人口統計資料、偏好、興趣購買行為、購買的產品等資料庫,利用統計工具或技術進行分析,所得到分析結果,是可以作為行銷計畫與策略的依據,隨著資訊科技的發展,企業採用資料庫行銷與顧客關係管理的重要性相對重要,並進而可以提高顧客滿意度與忠誠度,建立更高的顧客價值。
由此可知,資料庫行銷很重要的價值就是:把經由資料庫導向的行銷活動與顧客間的互動與消費情形詳細加以記錄、分析,可做為下次的行銷活動的參考依據。
本研究以個案公司的顧客購買資料庫做為顧客價值分析的實證,分析結果將做為該企業用來擬定未來建立顧客關係管理的基礎,近年來經濟景氣浮動變化很大,企業成本也跟著增加許多,因此行銷人員,除了做廣告、活動外,更要學習做好行銷規劃策略,並可針對不同的顧客價值做分群,做不同目標顧客群的行銷策略方案。
英文摘要 Database Marketing is the marketing foundation method of an enterprise or organization that is based on information technology. The enterprise or organization can collect the data of any potential customers in order to formulate various kinds of databases, such as: population statistic on customers, the behavioral purchasing interest of customers and purchase product information. When statistical methods, tools and data have been collected and analyzed, the results can be used to formulate a marketing strategy. As information technology continues to develop and change over time, the enterprise or organization will need to rely more and more on database marketing and the effects of customer relations management, becomes of utmost importance. Database marketing will also enhance the degree of satisfaction and loyalty amongst customers, and in so doing, elevate customer values and needs to the next level.
As we know, the value of database marketing is to record data, and analyze the interactions and expense behaviors between customers in order for it to be used as a reference for the next marketing sales.
This research is based on an actual example of an enterprise or organization as a customer wishing to purchase a database for analyzing customer values. The results will be used to formulate a foundation that establishes a future master plan for promoting a customer relations marketing management. The recent fluctuation in the economy also has a major effect on the results of data and there causes an increase in the cost of the enterprise. Therefore, marketing personnel is not only responsible for advertising, but also for planning a strategic marketing strategy that caters towards different groups of customer aims and values.
論文目次 中文摘要 I
Abstract II
誌謝詞 IV
目錄 V
表目錄 VII
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 3
第二節 研究目的 5
第三節 研究範圍 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 資料庫行銷 8
第二節 關係行銷 17
第三節 顧客關係管理 23
第四節 顧客價值 34
第五節 RFM模式與顧客價值趨勢分析 43
第三章 研究方法 47
第一節 研究架構 47
第二節 研究方法 48
第三節 資料蒐集與整理流程 54
第四節 研究對象 54
第四章 資料分析 55
第一節 人口統計變數分析 55
第二節 影響性分析 58
第三節 差異性分析 64
第四節 顧客分群 67
第五章 結論與建議 74
第一節 資料分析結果 74
第二節 結論 75
第三節 資料庫行銷在管理上的意涵 77
第四節 資料庫的應用 78
第五節 對個案公司建構「顧客關係管理架構」的建議 81
第六節 研究限制 83
第七節 對後續研究者的建議 83
參考文獻 84
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