| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 96 === CRM for a number of businesses, is a critical approach to sustain competitive advantage. The modern enterprise is facing the so keen competition environment, must want to make a profit, must be able to understand the customer, grasps the customer demand, provides the guest to make the product and the service, establishes the customer to guide the idea, emphasizes customer''s lifelong value. Recent years our country network shopping market disclosed, the Internet expense behavior, increasingly by consumer acceptance, becomes the emerging retail sales circuit. How but of the network auction industry has to penetrate the customer to relate application of the management, provides and satisfies the customer to have to serve, linking between the increase and customer''s, also becomes one of important topics.
Based on Ying-Chia Teng (2,007) from the seller viewpoint research, this research will weigh the customer by the buyer viewpoint establishment to relate the achievements construction surface, and proposed will weigh the customer to relate method of the management achievements. This research affiliation by the literature understood the network auction industry CRM achievements the weight essential factor, obtains the appraisal construction surface by the factor analysis, compares its result and the seller viewpoint construction appearance, then network of auction industry customer the development conformity business both sides viewpoint relates the management the weight construction surface, draws up the network auction industry customer which the customer guides to relate the management strategy, develops the suitable course of action.
This research is a quantity research. This study acquired five critical dimensions by factor analysis, discovery buyer age level concentrates to 21 years old to 30 years old, also by the technical college, the university community is in the majority. Discovered the browsing network pats hours, the customer guides, the service personnel manner, the convenience to the network auction industry achievements appraised all has reveals the influence. Finally, this research proposed the feasible management plan, for the network auction industry took the promotion achievements the strategy, and provides the following researcher to suggest.
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