每個人對不同的事務、產品及服務都有不同的偏好。這種差異在擁有眾多客戶的銀行業上所造成的影響尤為深遠，特別是對大部份無法充分運用客戶資訊技術以提升服務品質的銀行而言，滿足不同客戶眾多及複雜的需求，已成為目前經營銀行的重大挑戰。所幸，在網際網路日益普及網路科技日益發達的情況下，在網路銀行上提升客戶服務，已遠較以往容易，而有越來越多的人透過網路與銀行互動，也讓提升網路銀行的服務更形重要。銀行要提升客戶的服務品質，需仰賴大量的客戶分析了解客戶，並藉由對不同客戶或客群提供有效服務，來提高成交率，同時創造更多交叉銷售的機會，最終達到整體業績的提升。為達此目的，在網際網路上透過完整客戶行為分析以達到精確的客群行銷的概念及實踐，將成為未來銀行發展必須正視的重要課題。銀行若能有效針對客戶在不同時點的需求做更完整的掌握及更即時的回應，客戶經營將變得更容易，將完善的客戶服務有效轉化成實際業績的目標將不再遙不可及。 / Everyone wants and likes different things, both on an aesthetic level and on a product and service level. This will prove to be a serious challenge for most traditional financial institutions in particular, as many of their data gathering and analytical technologies and marketing initiative technologies behind of those advanced ones. Fortunately, the recent development of Internet seemed to provide a perfect environment for the banks to achieve such a goal in a much easier way. Also, with the increasing popularity of Internet, Internet banking has become more important than ever and understanding customers has become easier than ever. It is understandable that making the most of consumer information is the key to effective cross-selling, mass customization, and market segmentation. Consumer finance companies/banks need sophisticated online analytical tools and 1-to-1 marketing technology and automation systems (or target marketing solution) to gather, store, analyze, and deliver the right information to right personnel of organization at the right time and setting. Armed with better information, banks can increase per-customer revenue more effectively by cross-selling additional products and services, collecting delinquent accounts, and developing valuable new products and services to sell.

網路媒體由於先天條件之利，以往大眾傳播媒體無法獲得的資訊，現在則可利用電腦資料庫技術，依據閱聽人的習慣與需求來制定關係行銷的各種做法，以達成所追求的一對一行銷服務。本研究觀察網路娛樂媒體經營者對關係行銷的認知、經營者對運用關係行銷作為長久經營的承諾、經營者在不同關係行銷層次中所處的位置、關係行銷如何在網路媒體經營中呈現，繼而分析哪些類型的關係行銷模式實際操作及運用效果最佳、以及是否有可提供其他經營者參考的成功關係行銷運用模式。 　　研究歸納出網路娛樂媒體採取關係行銷策略時之思考步驟： 　　一、了解自己： 　　對於網站經營者來說，如果希望利用網友的資料供電子商務之用，則在獲得網友資料之前，應該先釐清網站本身的定位，了解網站所提供的服務到底是希望什麼樣的網友來使用，而這些網友是如何被其網站所滿足。 　　二、持續與網友的互動： 　　業者建立資料庫，而這些資料庫也確定是有用的。資料庫必須能了解網友需求的資訊與服務，同時也可以提供這些資訊與服務給其鎖定的消費群。應該開始主動的將提供對網友有用的資訊與服務，以互動的方式爭取網友的信任與接受。 　　三、讓價值與價格相符： 　　網路媒體經營者除了新聞內容外，還必須在附加價值上面加強，使得價值等於、甚至超過價格。藉由關係行銷建立客戶忠誠度，就是使價值提昇的重要工具。

台灣職場近年出現許多熱門新興行業，如芳療師、禮儀師、婚禮顧問與健身教練等。這些行業的特色是服務提供者必須針對消費者的需求而改變服務內容。因此，此類別的產業如何操作客製化便成為主要的研究動機。 本研究以台灣婚禮顧問公司為研究對象，以客製化的方式為主軸，參考學者文獻，並配合此產業的特性，發展出本論文的研究架構。本論文透過次級資料的分析以及個案訪談的方式，訪問三間不同性質的婚禮顧問公司，探討其客製化的模式以及該模式對其個案商業模式的影響。 本研究結論發現如下: 台灣婚禮顧問業還在快速發展中，因此並未形成固定的形式，雖然都統稱婚禮顧問，但不同的個案服務內容差異甚大。然而客製化程度不同的婚禮顧問能滿足對客製化需求不同的新人，因此在市場上提供多元化的客製化方式是有其必要性。 由個案可以整理出客製化服務業的品牌定位會影響市場區隔的選擇，而目標市場不同會影響客製化的程度與方式，客製化的選擇則會影響組織內、外部行銷的形式與提供服務項目的內容，而服務項目的內容則會影響事後行銷的重要性。客製化服務業可以依照此順序發展出合適的商業模式。未來發展則會朝一站式服務邁進。而本研究發現適用於一生只會購買一次的客製化服務業。

隨著競爭環境日漸嚴苛，顧客需求日趨多元，企業需要有更有效率的方式來管理與顧客間的關係，顧客關係管理CRM（Customer Relationship Management, CRM）成為企業關心的熱門議題。但過去的學者研究中，僅止於針對影響企業導入＆系統與否之決策進行研究，然而CRM對於企業經營顧客關係之重要性已被企業所認同，同時面對如此牽涉到龐大人力、資金，與時間投入的系統導入計畫，在導入過程中仍會面臨許多重要決策，因此本研究將針對響導入過程的相關因 數，並經由個案研討的實際驗證，提出具解釋力的理論架構。 經由過去文獻的整理，本研究以Rogers（1983）的創新擴散模型為基礎，將影響CRM導入過程的因素分為認知階段的環境面與組織面因素，以及說服階段認知的創新特質，另外系統供應商及顧問公司則扮演特殊的角色，同時在說服、決策及實行階段皆產生影響。其中環境面又包含競爭強度，需求不確定性及產業環境變化速度；組織面因素包含規模、結構化程度、以及高階主管態度。而認知的創新特質則包含相容性以及系統特性。另外則以資訊與資料的蒐集、累積與儲存、吸收與整理、展現與應用等為被影響的研究變數。並選取目前導入最積極的產業中之標竿企業，包含證券、人壽、行動電話系統業者、電子電腦公司，及網際網路服務提供業者等六家企業，進行深入之訪談，期能從這些正在導入的公司之經驗裡，發現可供參考與依循的準則。 經由對個案公司的深入訪談之後，本研究之研究架構有重大修正。認知階段的影響因素除了環境與組織構面仍存在外，從組織構面中抽離複雜度，並與產品特質、顧客基礎，公司依賴業務人員推廣業務及提供服務的程度共同組成新構面—業務面因素，而系統與顧問公司的選擇則成為企業採用CRM系統時重要的決策因素之一。更重要的是，本研究經由訪談對探討主題有更廣泛而完整的延伸，導入過程可以導入積極度、建置組織，以及建置方式來描述。導入積極度代表導入的速度；建置組織裡包含以專案小組的方式來推動，以及高階主管的參與程度；建置方式則包含CRM要素的建置優先順序、以及委外程度。 研究發現，環境面的因素與組織面的因素皆同時影響到CRM導入過程的積極度及建置方式裡的優先順序；而新增的業務面的因素則同時對CRM導入過程的積極度及建置方式裡的優先順序及自建或委外的選擇有較顯著影響。至於認知的創新特質中，不論是專案管理或是高階參與，其影響到的皆為CRM在建置單位上的特性。而協力單位則因為企業對於系統特性的要求有所不同，而同時成為決策結果與影響導入方式的變數。 本研究期望能藉由結合學術理論與實務應用的方案，提供給正在導入或評估規劃中的企業實用的考慮方向與實際例證，以協助企業在導入過程中自我檢測，選擇最適當的導入程序及設計組織關的配套措施，俾使導入過程順利而達到預期目標。 / To cope with the current increase in both competition and customer requirements, enterprises need more efficient methods to manage their relationships with customers. Previous researches focused mainly on the factors affecting the decision whether or not to adopt the CRM system. As the importance of CRM pertaining to management of relationships with customers has been recognized, meanwhile, with regard to implementation of the extensive software which involves investment of massive human resources, capital, and time, many critical decisions still need to be concerned. This research aims at extracting relevant factors affecting the adoption process and proposes a convincing framework verified by an empirical case study. The research in this study is based on the Innovation Diffusion Model of Rogers (1983) and divides factors affecting the CRM adoption process into knowledge and persuasion stages with environmental and organizational factors in the knowledge stage, and perceived characteristics of innovation in the persuasion stage, while system suppliers and consulting firms as joint associates. Environmental factors include competition intensity, demand uncertainty, and industry changing speed. Organizational factors consist of size, structure, and managerial attitude. Perceived characteristics of innovation are composed of compatibility and system characteristics. Data collection, data storage, data mining, and data visualization work as independent variables. Six companies in securities, life insurance, cellular telephone system, electronics and computers, and the Internet service provider industry were selected as study cases. However, the research frame was revised after investigation. In the knowledge stage, complexity is extracted and integrated with product attribute, customer base, and corporation dependence on sales representative to form one integrated factor called business. Moreover, the independent variables are amended to be more extensive, including adoption activeness, constructing section, and constructing manner. The research shows that environmental and organizational factors affect adoption activeness and priority; and that the business factor influences adoption activeness, adoption priority, as well as outsourcing decisions. Project management and managerial participation representing a CRM constructing section are affected by perceived characteristics of the innovation. Through the integration of theory and empirical data , this research hopes to provide direction for examining the CRM adoption process and organization design, so as to facilitate the fulfilling of the adoption objective.

本研究旨在探討國內外符合體驗經濟時代的品牌，透過文獻回顧與探討，整理出一個可由消費體驗發展品牌的架構，並以此架構進行個案分析與檢視，提出研究發現，提供想要由消費體驗發展品牌的廠商，作為自我檢視品牌發展之用；同時，作為品牌操作之實務運作可依循的方向，強化品牌發展之路。 本研究使用質性研究的多個案研究方法，選擇選取了國內外各兩家消費體驗的代表品牌為研究對象，進行深度的訪談，分別為法藍瓷、王德傳、美體小舖與無印良品四個品牌；並同時蒐集相關的次級資料進行彙整，最後，透過本研究架構進行個案的分析與比較，以了解其公司如何從消費體驗發展品牌的經營之道，並彙整出研究發現。 本研究發現乃藉由「由消費體驗發展品牌的觀念架構」，指出互動過程可透過體驗行銷策略模型之實務操作形成客戶消費體驗；透過顧客關係管理實務建立長期的品牌關係，而衡量關係準則可藉由關係密度與關係活動了解關係品實質以調整品牌互動的方式；最終使顧客感受品牌精神。並透過四個成功案例分析與印證，彙整發現與結論如下: 1. 品牌精神乃品牌經營之根本，需具備「獨特、真實、談論性高」之特質。 2. 品牌關係可透過顧客關係管理之行銷操作，以會員經營與管理為主，可使品牌行銷更精準有效率。 3. 客戶體驗可透過Schmitt(1999)體驗行銷策略之運用，發現: 3-1.體驗類型，感官、情感、思考、行動與關聯並非獨立存在，而是互相影響。 3-2.體驗類型首重感官之視覺刺激誘發情感體驗 3-3.客戶體驗影響品牌與顧客關係 3-4.客戶體驗首重情境式體驗與圖像式溝通 3-5.對體驗媒介之產品呈現方式(品質、設計與包裝等)最為重視 3-6.共同建立品牌之聯合行銷的方式最為常用，以補足較少的廣告行銷預算。 4. 品牌精神、品牌關係與客戶體驗之相互關係 4-1.需以全面觀點規劃與設計，三者兼備，缺一不可。 4-2.三者關係需兼顧一致性與相互呼應 / The purpose of this research is to discuss the brand of Experience Economy at home and abroad. According to a literature review and research, we first developed a conceptual framework of brand development through consumption experience. Then, we analyzed and viewed successful cases based on this conceptual framework of brand development. Finally, we proposed findings. This research may help companies that want to develop brands through consumption to view brand development. At the same time, it is also a way to practice brand execution and may enhance brand development. In this research, we adopted a multi–case study method of qualitative research. We selected four brands at home and abroad in the case study: Franz, Wang De Chuan, the Body Shop, and MUJI. The analysis of these case brands was based on the primary material, which we obtained from in-depth interviews and from related secondary materials collected and archived from many ways. Finally, we analyzed and compared the four cases using this conceptual framework of brand development, and we made several discoveries. The study found that the interactive process can be applied in practice through the strategies of experiential marketing and can then be used to form customers’ consumption experiences, to develop long-term brand relationships through customer relationship management, to evaluate the relationship’s criteria through relationship activities, which can the be adjusted in brand-interactive manner; and to make the customer feel brand spirit finally. Above all else, we based our work on the conceptual framework of brand development through consumption experience. Below are the findings and conclusion from the analysis and proof of the four case studies: 1. Brand spirit is the base of brand development. It requires several features, such as unique, real, and intense discussion. 2. Brand relationships can let brand marketing be precise and effective through the practices of customer relationship management and member management. 3. Customer experience can be expressed through the strategies and execution of experiential marketing from Schmitt (1999). Below are discoveries: 3-1. An experience model describes the way we sense, feel, think, act, and relate. These reactions are independent but are interactive in their influence. 3-2. An experience model pays attention to stimulation from the sense of sight to induce feelings and experiences. 3-3. The customer experience affects the relationship between the brand and customer. 3-4. The customer experience emphasizes communication based on situation and picture. 3-5. Experience media emphasize product expression, e.g., quality, design, and packaging. 3-6. A marketing strategic alliance is usually used in order to keep a low budget for marketing. 4. What is the interactive relationship among brand spirit, brand relationship, and the customer’s experience? 4-1. The relationship of the three needs to be planned and designed using an indispensable overall concept. 4-2. The relationship of the three needs consistency to keep one another healthy.