| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 89 === Because of the more and more violent market competition and the more and more various kinds of products and services consumers can choose, enterprises nowadays need to consider not only whether the products or services they provide can conform to the needs of most consumers or not, but how to satisfy the demand of a specific market segment and appeal them to repurchase as well. The traditional concept of Mass Marketing has gradually transferred to the concept of Segment Marketing, and the trend of One-to-One Marketing has even arised. Besides the change of marketing environment, the progress of database and related data analysis technology is another important factor that facilitates the development of Database Marketing. With the application of database, enterprises can focus their marketing efforts on target customers more precisely and devote their marketing resources to the right people.
The purpose of this research is to construct a complete operational model of Database Marketing. Through the review of related references and case study, to understand the real situation of Database Marketing in the enterprises in Taiwan and prove the fitness of this model.
The research cuts in the topic of Database Marketing from the view of a manager and provide the enterprises with the methodology of the operation of Database Marketing. Database Marketing can be viewed as a data-driven marketing model. Therefore, in the thesis the operational model of Database Marketing is divided into four sections inclusive of data handling, data presentation, application, and feedback and control mechanism, which should be a continuously cyclical procesure.
The selection principle of case study is based on two dimensions called product reality and approach of contacting end users. Four companies are chosen from diffenrent industries, such as Banking, Retailing, Telecom, and Information Service. Through the research, we have the following findings. First, the operation of Database Marketing needs the synergy of experts in Information Technology, Marketing, and even Statistics. Second, the process of data handling, data presentation, application, and feedback and control mechanism conforms to the real situation enterprises carry out. Third, enterprises lean to view the improvement of sales performance as the major objective of Database Marketing. Cross-Selling and Up-Selling are the most common applications. Froth, the approach of contacting end users indeed affects what enterprises do in collecting customers’ data, and the development of Internet in recent years has widely changed the data-collection model of enterprises.
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