壹-朝阳科技大学.doc

PAGE PAGE 1 一、中文摘要 企業在二十世紀末的e化潮流後，大量的企業內外部資料成了重要企業資產與改善的依據，面臨的新技術與挑戰則包括企業知識管理與顧客關係管理等。在顧客交易資料上，對於一般製造企業，由於B2C的顧客群變動快速且購買的忠誠度低，關係無法長久維持，即使利用資料探勘方法找出顧客的消費行為，但由於顧客的多變性，對公司的貢獻價值不高，如何將B2B與CRM(Customer Relationship Management)結合，提出一具體方法論架構及分析模組，讓企業藉由此分析找出企業顧客關係管理之困難點，配合行銷策略規劃並透過模組化核心行銷知識來改善顧客關係，提昇顧客的價值及維繫供應商、顧客和策略聯盟合作者的合作關係，以提升公司的競爭力，是本研究主要研究動機。 本研究擬發展出一個改善顧客關係管理之研究方法論，其核心為行銷知識模組化(Knowledge modularization)之概念、核心知識模組關連性分析方法與顧客關係改善績效評量方法，以及資料探勘技術的結合與應用。在所提出的顧客關係管理系統架構圖中，軟體代理人(Software agent)技術是扮演企業與B2B廠商以及供應商、聯盟廠商溝通與資料傳遞的角色，而企業e化是本研究的基本假設。透過本研究方法論的導入，企業將可在e化的基礎下，依據企業顧客關係管理現況，以及所累積模組化後篩選出的核心行銷知識，配合企業行銷策略的導入，來改善顧客關係。 關鍵詞：知識管理、知識模組化、顧客關係管理、資料探勘、軟體代理人 Abstract In the late 20th century, electronic business was the leading technology introduced by enterprises all over the world. The resultant great amount of data has become enterprises’ precious assets and the resources for improvement. In the mean time, enterprise Knowledge Management (KM) and Customer Relationship Management (CRM) become the new challenges. For manufacturing enterprises, B2C customers change frequently with less loyalty, and hence the relationship tends to be a random or short term relationship. Even though data mining is performed on the B2C transaction records, the study of customers’ behavior is less useful. Thus the major objective of this project is to develop a methodology and analysis methods for improving customer relationship by first analyzing the enterprise’s status of customer relationship management, next improving customer relationship by employing core marketing knowledge modules according to the marketing strategies, and eventually increasing the enterprise’s competitiveness through the creation of customer value and the cooperation with the suppliers and alliances. This project aims to develop a methodology for improving customer relationship. The major methods include the concept of knowledge modularization, core knowledge modules analysis matrix, optimization of customer relationship evalu