| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 91 === Whether an enterprise introduces into the Customer Relationship Management (CRM) system or not hinges on many factors. There are many related positive studies home and abroad on merits for an enterprise introducing into CRM and influencing factors. The studies are mostly on financial and telecommunication services in terms of category of industries while lacking of related studies on publishing industry. Due to competition in book markets is keen in Taiwan, after entering into WTO and facing challenges from outside big publishing corporations, the demand for establishing CRM system to enhance competitiveness by Taiwanese publishing companies will increase .
The study measures the critical factors that influence the publishing industry to adopt CRM system by Analytic Hierarchy Process (AHP). It will try to present the recommendations for adoption of CRM system and marketing to publishing companies and providers of CRM system on the basis of the results of the study. The results of the study show that the critical factors considered by publishing industry when they introduce CRM system as follows: 1) the importance of customer database to development of company; 2) the burden of cost; 3) estimated benefits brought in by the system; 4) vertical coordination level; and 5) the speed of change of industry environment, etc. To achieve successful CRM, the publishing industry needs not only to introduce into part or whole CRM system model, but also adjust the operation ideas of organizational culture, structure and working process, which are centered on meeting customer’s demands. The provider of CRM system should further to understand characteristics of publishing industry, increase the good interactions with publishing companies and provide recommendations for low cost establishment of CRM system .
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