Please use this identifier to cite or link to this item:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30454Full metadata record
| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 任立中(Li-Chung Jen) | |
| dc.contributor.author | Hsiao-Han Chan | en |
| dc.contributor.author | 詹曉涵 | zh_TW |
| dc.date.accessioned | 2021-06-13T02:04:13Z | - |
| dc.date.available | 2007-07-16 | |
| dc.date.copyright | 2007-07-16 | |
| dc.date.issued | 2007 | |
| dc.date.submitted | 2007-07-03 | |
| dc.identifier.citation | 王泱琳等譯，弗瑞德列坷•紐威爾(Frederick Newell)著 (1999)，21世紀行銷大趨勢 活用資料庫，創造高業績的一對一行銷新法則，美商麥格羅•希爾國際股份有限公司台灣分公司。
吳靜宜 (2000)，購買過程中運用網際網路與實體商店之比較研究，國立成功大學國際企業研究所碩士論文。 李明等譯，克理斯•安德森(Chris Anderson)著 (2006)，長尾理論 打破80/20法則的新經濟學，天下遠見出版股份有限公司。 李茂能 (2004)，各種Gini係數指標的相對效能分析：以教育成就模擬資料為例，國民教育研究學報，第13期，1-50。 李振昌譯，普哈拉(C.K. Prahalad)等著 (2003)，顧客關係管理，天下遠見出版股份有限公司。 李嘉林 (2001)，網路資料庫行銷研究—證券業顧客網路交易之行為特性分析，國立台灣大學國際企業研究所碩士論文。 林東河譯，荒川圭基著 (2000)，提昇效率的數位化行銷，笙易有限公司尼羅河書房。 林建池 (2004)，資料庫行銷於基金組合之設計—以線上投資人擇時擇股能力與穩定性表現為例，國立台灣大學國際企業研究所碩士論文。 林琱琨 (2000)，以直效行銷論戴爾公司的成長及影響，國立清華大學工業工程與工程管理學研究所碩士論文。 張月鳳 (2001)，策略性資料庫行銷應用於信用卡市場之實證研究，國立台灣大學國際企業研究所碩士論文。 張君薇 (2002)，資料庫行銷之顧客終生價值預測模式，國立台灣大學國際企業研究所碩士論文。 許瑞坪 (2005)，以集中度觀點探討網站使用情況，國立清華大學科技管理研究所碩士論文。 黃河明 (2003)，數位行銷通路與資訊中介商之探討性研究，國立台灣大學商學研究所博士論文。 傳詩薇 (2003)，以關係品質觀點探討戴爾公司直銷模式跨國經營績效，國立交通大學管理科學系研究所碩士論文。 劉如興 (2001)，信用卡資料庫行銷之顧客價值分析與促銷成效之研究，國立台灣大學國際企業研究所碩士論文。 蕭雪君 (2003)，資料庫行銷之客製化品牌選擇模式，國立台灣大學國際企業研究所碩士論文。 謝綺蓉譯，理查•柯克(Richard Koch)著 (1998)，80/20法則，大塊文化出版股份有限公司。 謝綺蓉譯，麥克•戴爾(Michael Dell)著 (1999)，DELL的祕密 戴爾電腦總裁現身說法，大塊文化出版股份有限公司。 Aaker, David A., V. Kumar, and George S. Day (1997), Marketing Research, John Wiley & Sons, Inc. 6, 25-30. Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs, V. Kumar, A. Parasuraman, and Creed Terry (2002), “Marketing Actions and the Value of Customer Assets: A Framework of Customer Assets Management,” Journal of Service Research, 5 (1), 39-54. Berry, Leonard L. (1983), “Ralationship Marketing-in Emerging Perspectives on Services Marketing,” Chicago: American Marketing Association, 25-28. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationship as Valuable Assets. Boston: Harvard Business School Press. Bucklin, Randolph E. and Catarina Sismeiro (2003), “A Model of Web Site Browsing Behavior Estimated on Clickstream Data,” Journal of Marketing Research, XL (August), 249-267. Carlton, Dennis W. and Jeffrey M. Perloff (2005), “Modern Industrial Organization,” Anderson Wesley, Forth Edition. Dell, Michael (1999), “Direct From Dell: Strategies That Revolutionized an Industry,” William Morris Agency, Inc.. DeTienne and Thompson 1996) Dowling, Grahame R. and Mark Uncles (1997), “Do Customer Loyalty Programs Really Work?” Sloan Management Review, Summer, 71-82. Doyle, P. and Wong, V. (1998), “Marketing and Competitive Performance: An Empirical Study,” European Journal of Marketing, 32, Iss.5, 55-66. Heskett, James L., Thomas O. Jones, Gary W. Loveman, Earl W. Sasser Jr., and Leonard A. Schlesinger (1994), “Putting the Service-Product Chain to Work,” Harvard Business Review, 82 (March-April), 164-174. Hoffman, D. L. and Novak, T. P. (1996), “Marketing in Hypermedia Computer-mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (7) 50-68. Hogan, John E., Donald R. Lehmann, Maria Merino, Rajendra K. Srivastava, Jacquelyn S. Thomas, and Peter C. Verhoef (2002), “Linking Customer Assets to Financial Performance,” Journal of Service Research, 5 (1), 26-38. Hogan, John E., Katherine N. Lemon, and Roland T. Rust (2002), “Customer Equity Management: Charting New Directions for the Future of Marketing,” Journal of Service Research, 5 (August), 4-13. Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer (2005), “Do Satisfied Customers Really Pay More? A Study of the Relationship Customer Satisfaction and Willingness to Pay,” Journal of Marketing, 69 (2), 84-96. Huang, Je-Sheng (黃哲盛) (2007), “Modeling Concentration Degree on the Most Valuable Customer for E-Commerce Sites,” Doctoral Dissertation Proposal of Graduate Institute of International Business in National Taiwan University. Janiszewski, Chris (1998), “The Influence of Display Characteristics on Visual Exploratory Search Behavior,” Journal of Consumer Research, 25, 290-301. Keeran , Faith, and Timothy J. Mullaney (2001), “Let’s Get Back to Basics,” Business Week, 29 October, EB6-EB17. Liao, Tim Futing (2006), “Measuring and Analyzing Class Inequality with the GINI Index Informed by Model-based Clustering,” Sociological Methodology, 36, 201-224. McKim, Bob and Arthur Middleton Hughes (2001), “How to Measure Customer Relationship Management Success,” Journal of Database Marketing, 8 (3), 224-231. Mithas, Sunil, M. S. Krishnan, and Claes Fornell (2005), “Why Do Customer Relationship Management Applications Affect Customer Satisfaction?” Journal of Marketing, 69 (4), 201-209. Montgomery, Alan L., Shibo Li, Kannan Srinivasan and John C. Liechty (2004), “Modeling Online Browsing and Path Analysis Using Clickstream Data,” Marketing Science, 23 (Fall), 4, 579-595. Morrison, Donald G. and Jorge Silvia-Risso (1995), “A Latent Look at Empirical Generalizations,” Journal of Marketing Science, 14 (3), G61-G70. O’Malley, L. and Tynan, C. (1999), “The Utility of the Relationship Metaphor in Consumer Markets: A Critical Evaluation,” Journal of Marketing Management, 15, 587-602. Payne, Adrian and Pennie Frow (2005), “A Strategic Framework for Customer Relationship Management,” Journal of Marketing, 69(4), 167-176. Peppers and Don (1997), Enterprise One to One. London: Piatkus. Peppers, Don and Martha Rogers (1993), The One to One Future. London: Piatkus. Peppers, Don, and Bob Dorf (1999), “Is Your Company Ready for One-to-One Marketing?” Harvard Business Review, 77 (January-February), 151-160. Pitta D. A. (1998), “Marketing One-to-One and Its Dependence on Knowledge Discovery in Databases,” Journal of Consumer Marketing, 15 (5), 468-480. Reinartz, Wemer, Manfred Kraft, and Wayne D. Hoyer (2004), “The Customer Relationship Management Process: Its Measurement and Impact on Performance,” Journal of Marketing Research, 41 (August), 293-305. Reinartz, Werner J. and V. Kumar (2000), “On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, 64, 17-35 Reinartz, Werner J. and V. Kumar (2003), “The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, 67 (1), 77-99. Rust, Roland T., Katherine N. Lemon, and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68 (January), 109-128. Schmittlein, David C., Lee G. Cooper, and Donald G. Morrison (1993), “Truth in Concentration in the Land of (80/20) Laws,” Journal of Marketing Science, 12 (2), 167-183. Shani, David and Sujana Chalasani (1992), “Exploiting Niches Using Relationship Marketing,” The Journal of Consumer Marketing, Santa Barbara, 9 (June), Iss. 3, 33-42. Srivastava, Rajendra K., Tasadduq A. Shervani, and Liam Fahey (1999), “Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing,” Journal of Marketing, 63 (Special Issue), 168-179. Tapp, Alan (2001), “The Strategic Value of Direct Marketing: What Are We Good At? Part 1,” Journal of Database Marketing, 9 (1), 9-15 Vavra, Terry G. (1997), Improving Your Measurement of Customer Satisfaction. Milwaukee: ASQ Quality Press. Venkatesan, Rajkumar and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68 (4), 106-125. Yoshikane, Fuyuki, Kyo Kageura, and Keita Tsuji (2003), “ A Method for the Comparative Analysis of Concentration of Author Productivity, Giving Consideration to the Effect of Simple Size Dependency of Statistical Measures,” Journal of the American Society for Information Science and Technology, 54 (6), 521-528. Zineldin, Mosad (2006), “The Royalty of Loyalty: CRM, Quality, and Retention,” Journal of Consumer Marketing, 23 (7), 430-437. 資策會FIND網站http://www.find.org.tw/find/home.aspx | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30454 | - |
| dc.description.abstract | 隨著網際網路的興起，電子商務也逐漸蓬勃發展。各零售業者無不爭相投資以對抗同業競爭者，許多製造商亦利用網站直接銷售商品，最典型的就是DELL電腦。而網際網路平台具有資訊豐富多樣、即時、快速、無時間限制、跨國界等特色，使電子商務的行銷相較於傳統通路，多了更多發展的新契機。
近年來，各個消費者之間的異質性逐漸被放大，為了滿足顧客不同的需求，企業急於找出成本低廉又能普遍滿足大眾需求的產品和服務，消費者相較於以往除了重是產品品質，更加重視企業所提供的服務，包括一連串與企業接觸的過程。顧客在整個流程中所感受到的服務品質，都將影響顧客的滿意度與忠誠度。因此，企業開始戰戰兢兢，希望找出最有價值的顧客，並給予這些顧客更好的服務和更符合其需求的產品，建立更良好的長期關係。 本研究以DELL電腦網站的網路資料庫為分析對象，計算該網站使用者網路搜尋行為與交易行為之各項變數的集中度，觀察該網站的使用者瀏覽網頁與網路交易行為的集中情形。接著計算使用者網路搜尋行為對應於其交易行為之集中度及集中度比值，探討該數值所代表之意義，推測網站使用者的網路瀏覽與交易型態。最後將所計算之結果統整，並歸結研究中所觀察出該網站使用者的樣貌及企業可藉此資訊發展的策略建議。 網路平台具有高度彈性，使電子商務網站能以更低廉的成本，提供個別消費者不同的網頁或專屬的商品推薦與折扣。本研究中集中度與集中度比值之計算方法，可供電子商務網站參考，觀察其使用者與主要顧客的網路行為，並依此資訊發展其他更深入的行銷研究，徹底了解其顧客之需求與消費習慣並加以分類、區隔。將使用者更精確地區隔後，便能提供消費者更適配的服務與產品，靈活運用網路平台的空間。 | zh_TW |
| dc.description.abstract | As the boom in internet, electronic commerce has flourished recently. Many retailers attempt to invest a lot in e-commerce to compete with their rivals. Some of the manufacturers even sell their products to customers via the internet directly. The typical instance is the well known company, DELL.com. Because of the attributes of internet, such as plenty capacity of information, simultaneous responses, high speed, no national boundaries, and no constraints on time, E-commerce becomes a more flexible way to sell goods.
Businesses have concerned more about the heterogeneity of customers lately. To satisfy the different needs, corporations tried to find the way to serve most of the customers more efficiently. Therefore, the most important missions to the businesses are to find the most valuable customers and serve them well to meet their needs separately, and further, to maintain the good relationships with them. The thesis takes the DELL.com site as an example. By calculating the consumer concentrations of different variables, the study will display the structure of the customers. In addition, there will be modified concentration rates and ratios of concentration rates as well. According to the calculation, the characteristics of consumer behavior will be revealed. Finally, there will be some strategic advice at the end. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T02:04:13Z (GMT). No. of bitstreams: 1 ntu-96-R94724066-1.pdf: 678896 bytes, checksum: 6b0c43aa7895bcf35593922f3c57ee14 (MD5) Previous issue date: 2007 | en |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究動機 1 第二節 研究目的 3 第三節 研究範圍 3 第二章 文獻探討 4 第一節 資料庫行銷與相關行銷觀念 4 一、 顧客關係管理 4 二、 關係行銷 8 三、 一對一行銷 10 四、 資料庫行銷 11 第二節 顧客價值 16 第三節 顧客集中度 18 一、 80/20法則 18 二、 長尾理論 19 三、 集中度指標 22 四、 集中度比值 26 第四節 電子商務 36 第三章 研究方法 39 第一節 研究對象與分析範圍 39 第二節 研究架構與流程 40 第三節 Lorenz曲線與GINI係數 41 第四章 研究結果與分析 44 第一節 資料結構與敘述統計 44 第二節 個別集中度 54 第三節 修正集中度 64 第四節 集中度比值 77 第五章 結論與建議 90 第一節 結論與策略建議 90 第二節 研究貢獻 100 第三節 研究限制與後續研究建議 102 參考文獻 105 | |
| dc.language.iso | zh-TW | |
| dc.title | 網路資料庫行銷之顧客集中度分析—以DELL電腦網站為例 | zh_TW |
| dc.title | Customer Concentration Analysis in Internet Database Marketing: An Empirical Study of DELL | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 95-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 周建亨,陳靜怡 | |
| dc.subject.keyword | 資料庫行銷,集中度,GINI係數,戴爾電腦, | zh_TW |
| dc.subject.keyword | database marketing,concentration,GINI,DELL, | en |
| dc.relation.page | 109 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2007-07-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| Appears in Collections: | 國際企業學系 | |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| ntu-96-1.pdf Restricted Access | 662.98 kB | Adobe PDF |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.