| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系在職進修專班 === 91 === This thesis aimed to investigate Knowledge Management(KM) applied by business field in order to promote operation performances of Customer Relationship Management(CRM), to have better understanding of practice management, to discover some contents, important points, and correlated factors. This study also provided theorems and references in implementation. This study also intended: 1.To take serious arrangement for business KM, CRM, GMS chain store management. 2.To realize implementation process, notions, and concepts, and 3.To represent research results for some relative business to consider.
By using interviews, observations, and first-hand information collection, the researcher studied cases and presented conclusions as follows: 1.Construct integrated data bank for different departments of branch stores in collection and storage. 2.Controlling customer behavior with marketing activities in absorption and arrangement. 3.Maintaining good relationship with customer in exposure and application. 4.Dispatching human resources by marketing activity analysis in execution and coordination. 5.Constructing standard model to motive employers’ concord in performance analysis and measurement. 6.Maintaining impressive brand assets and bringing industry and customer with win-win. 7.Bringing up industry’s integrated validity with Information Technology. 8.Strengthening industry’s core competition. 9.Strengthening industry’s supply chain with marketing different demands. 10.Planning goods and services qualities.
According to the obtained results, the researcher provided the following suggestions. First, business should not only collect marketing information with Point Of Sales, Electronic Order System or Information Technology, but also have better understanding on consuming tendency. Second, business should insist in using low- price strategy, and promote product qualities and brand reliability. Third, business should understand consumers’ preference and create different competitive priority of management through mutual service consortia, join venture, licensing arrangement, strategic ally and so on.
Key words: knowledge, knowledge management, relationship marketing,
customer relationship management, general merchandise store.
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