RESEARCH ON THE RELATIONSHIP OF CUSTOMER KNOWLEDGE MANAGEMENT, MARKETING ORIENTATION, MARKETING STRATEGIES AND MARKETING PERFORMANCE－A CASE OF THE TAIWAN FRANCHISE

• Main Authors: Chien-hsuan Lu, 盧建勳
• Other Authors: Wei-shang Fan
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/68207104447682436276

碩士 === 南華大學 === 管理科學研究所 === 93 === 　　With the coming of knowledge-based economy, the enterprises change their way of value creation from managing “tangible assets” to “intangible assets.” Currently, there aren’t many researches concerning customer knowledge management which is certainly the weakest part in knowledge management. Since most managers are only concerned about collecting customer information or setting a database of customer, but ignore the importance of analyzing customer information. 　 　　Since franchise is one of the industries tending to use knowledge management with advanced digital database, it is selected as the research object in order to discuss the differences and the effects of different customer knowledge managements by choosing 614 chain stores as the testing samples. The results of the research are displayed as below: 　 1.In the respect of individual characteristics, there are distinct differences on the process of customer knowledge management because of different age and seniority. Otherwise, in the respect of enterprise characteristics, the marketing strategy and the market orientation are obvious different because of different operation year. 　 2.Except the strategy of determining price has no significant relationship with other dimensions, customer knowledge management, market orientation, marketing strategy and marketing performance all have the significant correlations with each other. 　 3.Based on the result of analyzing the relation between customer knowledge management, market orientation, marketing strategy and marketing performance, customer knowledge management has the significant positive influence on the others; market orientation has the significant positive influence on marketing strategy and marketing performance as well. Also, marketing strategy has a significant influence on marketing performance.