數位時代下的顧客關係管理實務 —以J保健品牌為例

Abstract

1990年網路時代來臨、2007年行動上網啟動，人手一支智慧型手機的潮流下，企業得以利用網路的特性，不受時間、地域的限制，與顧客建立直接的聯繫。比照過去需要透過大型通路銷售、透過媒體宣傳的模式，網路時代對每一家企業都是爆炸性且均等的機會，因為世界是平的，造就了亞馬遜、阿里巴巴、快時尚等新商業模式的成功。本論文訪談的J公司也利用網路時代發展出自有的品牌。 進入數位化時代後，當下盛行的技術如大資料(big data)、人工智慧(artificial intelligence)等，都是極為巨額的投資。過去利用網路崛起的企業，在數位時代已經成為資訊巨頭，才足以投入大型的技術創新，形成另一種壁壘。 對中小企業J公司而言，上述的技術投入顯然不適用，勢必得發展出有別於科技巨頭的成長模式。 本論文即是以案例研究的方式，深入J公司的顧客關係管理實務，試圖瞭解J公司創造增進顧客價值的策略。並討論J公司在顧客關係管理中的核心想法，即是建立顧客的忠誠環循及友善利害關係人的經營精神。

The internet took on more recognizable since 1990, and mobile Internet have launched in 2007. Companies are able to use the characteristics of the Internet to make contact with customers directly, regardless of time and geographical constraints. In the past, companies or brands had depended on physical channels to sale, along with traditional media to promote. The internet gives all companies and brands an equal and explosive opportunity. The development of internet has made the world flat, and it create a new successful business models such as Amazon, Alibaba, and some fast fashion brands. This study of SME Company J has also gone with this flow to develop its own brand. In digital era, big data and artificial intelligence (AI) are very popular and have attracted a large number of investments. Those who took advantage of internet early have already become tech giants. Therefore, they can invest more in technological innovation and form another barrier. For the SME Company J, the above-mentioned technology investment is obviously not applicable, and it is bound to develop a different business growth model from those tech giants. This thesis is a case study going deep in the company's customer relationship management practices, and break the company J's strategy down to find out how does it create and enhance customer value. Also, the content include establishing customer's loyalty loop and stakeholders friendly relationship which is the business spirit as well as the core idea of Company J’s customer relationship management.