協同顧客關係管理模式之研究－以電子商務環境下建立顧客關係為例

The Model of Collaborative Customer Relationship Management: An Application of the Customer Relationship Establishment in the EC Environment

10.6382/JIM.200901.0003

蔡政倫(Cheng-Lun Tsai)；楊銘賢(Ming-Hsien Yang)

協同商務 ； 顧客關係管理 ； 協同顧客關係管理 ； 遺傳規劃法 ； 網路服務 ； Collaborative Commerce ； Customer Relationship Management CRM ； Collaborative Customer Relationship Management CCRM ； Genetic Programming GP ； Web Services

資訊管理學報

16卷1期（2009 / 01 / 01）

25 - 51

繁體中文

在當前企業重視策略夥伴關係的網際網路時代，協同商務已成為電子商務的重要應用，顧客關係管理更是應用資訊科技於關係行銷以提昇企業銷售力的有力工具。本研究結合協同商務與顧客關係管理相關理論，發展出跨企業組織、有價分享顧客關係管理資源的協同顧客關係管理模式。為了驗證協同顧客關係管理模式在運作上及技術上的可行性，本研究建置一個協同顧客關係管理平台雛型系統，藉由雛型系統進行三項實驗：（一）測試遺傳規劃法分析顧客輪廓規則的可靠度；（二）探討協同顧客關係管理平台的可行性；（三）驗證電子商務環境下協同顧客關係管理模式對企業的顧客關係建立階段之顧客關係管理績效的影響。由實驗結果得知，遺傳規劃法可以分析出完整、精確、具一致性的目標顧客輪廓規則，以網路服務(Web Services)為基礎的協同顧客關係管理平台在技術上可行，實驗結果證實在電子商務環境下協同顧客關係管理模式對企業的顧客關係建立階段之顧客關係管理績效可以產生正面的影響。

In the Internet age that enterprises value strategic partnership, collaborative commerce has become an important electronic commerce (EC) application. Customer relationship management (CRM) is an effective tool that utilizes information technology (IT) in relationship marketing to promote the enterprise’s sales performance. Integrating the theories related to collaborative commerce and the CRM, the study develops a collaborative CRM model that shares CRM resources with proper value across collaborative enterprises. To test the technological and operational feasibility of the collaborative customer relationship management (CCRM) model, the study developed a CCRM platform prototype system and conducted three experiments to: (1) test the reliability of analyzing customer profile rules using genetic programming (GP); (2) study the technical availability of the CCRM platform; and (3) study the impact of enterprises’ adopting the CCRM model on their CRM performances in the stage of customer acquisition within EC environment. The experiment results show that GP can produce accurate, completed and consistent target customers profile rules, the CCRM platform using Web Services as the information technology architecture base is technically feasible, and the result of experiment shows that enterprises’ adopting CCRM model can generate positive impact on their CRM performances in the stage of customer acquisition within EC environment.

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