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系統識別號 U0026-2606201302552700
論文名稱(中文) 主動式服務藥局之模式建構
論文名稱(英文) Constructing Active Service Model of the Drug Store
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 吳瑋倫
研究生(英文) Wei-Lun Wu
學號 R76004085
學位類別 碩士
語文別 中文
論文頁數 72頁
口試委員 指導教授-呂執中
口試委員-林耀欽
口試委員-龍仕璋
口試委員-歐宗殷
中文關鍵字 顧客關係管理  主動式服務  顧客價值分析  關聯規則 
英文關鍵字 Customer relationship management  Active service  Customer value analysis  Association rules 
學科別分類
中文摘要 隨著全球化、資訊化時代的來臨,市場的競爭日益激烈。現今的傳統藥局在此大環境下,不但面臨本土財團連鎖藥局與外商連鎖藥局的雙重夾擊,更面臨了醫療環境的重大變革,如:全民健康保險、醫藥分業及台灣加入WTO後的藥品自由化,在此競爭劇烈的環境下,各藥局無不卯足全力吸引消費者的青睞,唯有擁有穩定的客戶來源,才是企業永續經營之道。
在現今各式藥局林立的環境中,顧客的選擇變的多元化,此現象造成顧客的黏著性低,且容易被取代。為了在競爭激烈的環境中脫穎而出,就需要提供不同於一般藥局的產品與服務,藉此吸引並留住顧客。為了協助藥局留住顧客,本研究將建構主動式的服務模式,透過積極主動的態度,與顧客進行接觸與互動,藉由主動服務的傳遞,期望增加顧客的好感與信任,並建立與顧客間良好的關係。
本研究將針對個案藥局建構主動式的服務模式,透過主動式的服務滿足顧客的需求,並期望透過服務的傳遞與顧客建立長久友好的關係。主動式服務的提供,需先進行顧客資訊的瞭解與掌握,才能適時適地的主動提供服務。因此,本研究將以個案藥局的交易紀錄,以RFM 模型進行顧客價值的分析,將顧客分為高貢獻價值與低貢獻價值兩個群組,以提供不同的主動服務;並以關聯規則分析產品的特性,找出五組關聯性產品組合與男女性顧客時常購買的產品品項,瞭解顧客對產品的需求。本研究藉由顧客資訊分析瞭解顧客的行為與需求,並將分析結果作為提供主動式服務的資訊基礎,將這些資訊應用在主動式的服務模式中,以使主動式服務能夠更加貼近顧客的需求,增加顧客的滿足度。透過主動式服務的提供,期望與顧客建立良好的互動關係,以協助藥局創造競爭的優勢。
英文摘要 With the era of globalization and informatization, the market competition is becoming increasingly fierce. The traditional pharmacy is not only faced with the local consortium drugstore chain and international franchise pharmacy's challenge, but faced medical environment's serious change. In this highly competitive environment, the drugstore are need to mustering their efforts to attract consumers. Only has a stable source of customers, and enterprise can be exists and develops.
In today's environment, customer have many kinds of choices that caused customer's adhesion become lower and replaced easily. In order to stand out in the competitive environment, that need to provide different products and services to attract and retain customers. This study will build active service model to help retain customers in drugstore. Through proactive attitude delivery service for customers, that expects to increase customers' trust and establish good relationship with customers.
This study will focus on construct the active service model in the drugstore. Through the active service to meet customer needs and establish long-term friendly relationship with customers. Before provide the active services, realized customers' information was very important. Therefore, this study uses the transaction records to do the RFM analysis and association rules analysis. According the result, customers are divided into high-value and low-vale two group, that provide different service. On the other hand, found five associated product and other popular product items. This study's active service will expectation to increase customer satisfaction and create the value for the drugstore.
論文目次 目 錄
摘要 I
Abstract II
誌 謝 III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與限制 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 藥局產業與特性 7
2.1.1 藥局的定義 7
2.1.2 藥局經營型態的消長 9
2.1.3 藥局的發展 9
第二節 顧客關係管理 12
2.2.1 顧客關係管理定義 12
2.2.2 顧客價值分析 14
2.2.3 顧客關係管理的應用 16
第三節 主動式服務 17
第四節 資料探勘 19
2.4.1 資料探勘模式 19
2.4.2 關聯法則 21
2.4.3 資料探勘的應用 22
2.4.4 資料探勘軟體 23
第三章 模式建構 25
第一節 問題描述 25
第二節 研究架構 26
第三節 主動式服務模式 27
3.3.1 主動式服務模式之建立 27
3.3.2 個案藥局主動式服務模式之建立 34
第四節 顧客價值分群 39
第五節 Apriori 演算法 40
第四章 資料分析 42
第一節 資料收集 42
第二節 資料前置處理 43
第三節 RFM分群模式 46
第四節 關聯分析 52
第五節 討論 57
4.5.1 藥局主動式服務模式 58
4.5.2 效益評估 65
第五章 結論與建議 66
第一節 結論 66
第二節 未來研究方向 68
參考文獻 69

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