-
analysis.com.tw*--http://analysis.com.tw/
-
(Customer)Customer
CustomCustom(Customer)(Consumer)ClientCustomerCustomerClientClient*
-
CRM
-
()()()()()*
-
CRMCRM
-
*
-
*
-
*(4P)STP
-
Targeting
*Segmentation
Positioning 103142
-
analysis.com.tw*
analysis.com.tw
-
analysis.com.tw*Harvard Business Review (Zero Defections :
Quality comes to services.)55%25~85
analysis.com.tw
-
(Customer Acquisition) (Customer Retention) (Customer Loyalty)
(Customer Satisfaction) (Customer Profitability) *
-
analysis.com.tw*Source: "Zero Defections: Quality Comes to
Services", by Frederick R. Reichheld and W. Earl Sasser, Jr.,
September-October 1990.1234567
analysis.com.tw
-
analysis.com.tw*
analysis.com.tw
-
analysis.com.tw*
analysis.com.tw
-
RFM (RecencyFrequencyMonetary)
-
R RecencyF FrequencyM MonetaryRFMRecencyFrequencyMonetary (R)
(F) (M) * 115
-
RFM(Frequency)(Monetary)(Recency)*
-
*
-
BestSpenderFrequentCross-sellingUp-selling Uncertain*
-
80-20 (80-20 rule)80% 20%
-
LCV 20% LCV 80%
-
LTV
-
RFM (recencyfrequencymonetary) 115
-
RFM* 115
-
*
(Customer Profitability)(Customer
Acquisition)(Cross-Selling)(Customer Retention)(Customer
Segmentation )
-
*DataInformationKnowledgeWisdom/
competence
Source 9039
-
analysis.com.tw*
analysis.com.tw
-
analysis.com.tw*CEMCRM
analysis.com.tw
-
(Prospect)(Shopper)()(Customer)(Client)(Advocate)*
-
*CEMCRM
-
*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
eCRMIT
-
4CCRM4CCRM4CCRMCRM4CCRM
-
(Social Media)BlogFacebook*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
48
-
50
-
3.0(segmentation)(target)(position)4P(productpricepromotionplace)*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
Social CRMUniqloUniqloUniqlo*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
*http://www.ccvcda.org.tw/*
CRMSocial CRM
http://www.ccvcda.org.tw/
-
Wal-Mart30Wal-Mart30Wal-Mart*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
7-11*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
FacebookPlurkTwitter (text
mining)*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
-
Facebook
https://www.facebook.com/711open
-
Zeithaml(1998)*
-
Wayland & Cole()(customer lifetime value, CLV)*
-
1.2.3.4.5.*
-
*
-
*
-
QualityPriceTime Attitude*
-
KM CRM1. 2. 3. *
-
Cross SellingCRMManagement Information SystemMISKey Performance
IndicatorsKPI *
-
(Increased Sales)(Increased Retention)(Increased Referral)(Lower
Direct Cost)(Lower Marketing Cost) (Adding New Customers)(New
Sales)(Reclaiming Lost Buyers)(Lower Direct Cost)(Lower Marketing
Cost)*
-
On-Line Transaction ProcessingOLTPOperational Database*
-
= @=
* 421 CRM
-
3862 199
-
()()()POS
51
-
1962--1 2 3 ()4 5 6 7 8 * 77
-
() B.B.Call()()(()(* 102 128
-
11-*(Social Classes)(Social Stratification) 114
-
Chapter 11 137 114
-
88124300
-
A 88
-
243248299
-
* 1.2.3.4.
-
*5%95%*
-
*Easy comeEasy go(Activity Based Costing; ABC)*
-
* *
-
1-* 116 169
-
1-* 117 265
-
4%91%8~1370%95%55~66
-
10
-
57
-
analysis.com.tw*
analysis.com.tw
-
analysis.com.tw*
analysis.com.tw
-
Who What Why Where When How
-
1.2. 3. 4. 90
-
(A) (B) (C) (D) (E)
70
-
*
148298
-
(intangibility)(heterogeneity)(inseparability)(perishability)(uninventoriable)
14
-
*NCR Ronald S. Swift
1. (knowledge discovery) (1)(2)(3) 2. (marketing planning) 3.
(customer interactions) 4. (analysis and refinement) 14
-
*(Identify)(Differentiate)(Interact)(Customize)
-
157
-
77 37
*stakeholdersRichard Stutely (2002 ), the definitive business
plan, 2nd ed. Great Britain, FINANCIAL TIMES Prentice Hall, pp.
10-11
**9039
**
