| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 91 === This thesis is discussing the ongoing importance of CRM (Customer Relation Management), when the Internet is becoming booming and the living standard of people is improving. The researches of CRM are becoming the emerging topic in industry area and academic area. This thesis is to approach strategies of CRM for a business and the implementation of CRM by the model of “Customer Connections” (Wayland and Cole, 1997), discusses two factors of the model structure: foundations of customer connection strategy and the value compass framework.
The thesis combined and summarized the CRM of Taiwan’s auto industry into the components: customer knowledge management, customer connection technology, customer economics, customer portfolio management, value proposition design, reward and risk sharing, and value-added role. These will help business to select suitable location and provide the optimum CRM strategies for companies. The thesis discussed four of Taiwan’s auto companies, interviewed the chiefs of departments, collected the related papers and analyzed the materials to prove the discovery of this thesis.
The thesis gained some conclusions: a business uses their resources to improve the value of customer relationships, a business can earn profits while she is on the suitable positions, a business provides product value-added by raising the efficiency of value chain and new technology, leting the product information come to the open will make the way of reward and risk sharing tend to the stable model of outcomes-base, a business makes use of customer knowledge by information technology and the first line salesmen, customer-connection technology will effect business positively, the difference among the customer demand, customer preference, and the variability of values customer relationships are highly related to customer portfolio management. The conclusion beings up the suitable CRM strategy model of each auto companies as the consultation for business adopting CRM in the future.
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