服務與行銷管理是在高度競爭市場中企業重視的課題，由於近年來資訊技術的發展，使得過去屬於較理想化的概念，如關係行銷、一對一行銷等，都可以獲得實現，新概念的體現就是客戶關係管理。 客戶與企業的互動模式多元且複雜，各家學者對客戶關係管理的面向觀察也不一，使得企業與軟體公司開發CRM系統功能的著眼點也不同。現今與客戶服務相關的整合、分析系統，大都著重在銷售的自動化或資料的分析，忽略了現階段企業與顧客的互動中，人員仍扮演重要的角色。基於彌補上述系統對人員支援不足的缺點，本研究提出一個基礎的應用於客戶服務的知識分享系統架構，目的是藉由知識管理理論的實踐，希望能保留企業與客戶互動過程中的服務經驗與知識，由這些訊息中可得知客戶較實際的需求，且經由企業內部知識交互作用，可激發出新的策略與構想；累積的經驗也可使新進人員較易上軌道，資訊的透通讓每位員工都能方便取得，也較能提供顧客齊一的服務。 本研究是經由文獻的探討與應對企業的實際需求，介定系統之參與者與系統操作功能，歸納提出上述知識分享系統之整體架構模型。本研究所提出之系統架構，僅是知識管理與客戶關係管理應用的一小部份，因此模型中除原知識分享系統的功能外，也加入與其他系統整合之介面。本研究後半部份是經由物件導向方法，對本研究所提出之系統架構，作模型分析與設計，所有結果均使用UML表示式與圖形呈現。最後本研究使用Java Base的系統開發工具，以信用卡服務為領域環境，建立一個本研究所提模型的雛形系統，驗證本研究之可行性。 關鍵字：知識管理、客戶關係管理、物件導向分析與設計、UML、Java / Service and market management are important works to enterprises in high competition market. Due to the great progress in information technology, service provider can use new promotion skill, for example: relationship marketing, one to one marketing. Interactive types between customers and enterprise are full of variety. Because Customer Relationship Management (CRM) isn't unique theory, CRM systems are focus on different purposes. Today, most of CRM systems were created for automatic sales, but forgot to give a proper support to people still the core of service cycle. Therefore, this thesis studied a knowledge management system how to work in customer service cycle. It gave functions for service employee support about experience sharing, strategy decision support, getting customers' knowledge, etc. Through the literature survey and the observation of enterprise operation, we first try to propose a model for knowledge sharing system applied to customer service. Next step, we used the object-oriented approach to construct detail objects for the proposed model. Finally, we developed a prototype on credit card service domain to show that how knowledge sharing could be attained in this system model. Keyword: Knowledge Management, Customer Relational Management, Object Orient Analysis & Design, UML, Java

企業要提昇營運管理績效及核心競爭力，除了組織及流程改造外，改變作業管理方式，精進e化管理模式，亦是不可或缺的解決方案之一。而企業導入資訊系統更是為因應這變動劇烈的產業競爭環境必備的條件之一。 K公司因營運範疇急速擴增，事業版圖擴及大陸，卻面臨原來所使用的AS400系統，已無法快速且精確的揭露財務報表，及面臨嚴峻之經營挑戰。為解決此一問題，該公司透過經營管理委員會之投資審議機制，形成導入企業資源規劃(Enterprise Resource Planning，ERP)之決策。ERP系統係將企業內部各事業體、各部門，以資訊科技，企業內部大小系統，整合在一起，將所有的資訊能在線上即時揭露，由於資訊的透明化、即時化，使K公司能達成立即反應規劃的目標，並將所有的營運資訊納為決策資訊。 企業建置ERP系統，將會付出相當可觀的軟體費用和顧問諮詢費用，且在人力成本上，若事先未溝通清楚，而引進新系統，將會使企業內部員工或主管產生抗拒與適應不良，這些有形或無形的成本，身為企業主或高階經營者均必須審慎考量，既然導入成本很高，管理者更應慎思:「ERP系統是否可以提升企業的營運績效與競爭力」。 爰此，K公司在專案導入過程中，從專案評估、籌備、流程設計、系統設定階段、系統上線等五大導入過程，均是環環相扣且是綿密的，以及應用專案管理九大領域之要領，使專案能如期如質成功導入。 本研究主要針對K公司導入SAP/ERP系統，瞭解其成功關鍵因素為: 一、考量最佳流程，而非用舊流程套新系統 是要避免將系統AS400化，亦即不是用SAP做到原來AS400中舊系統的作業流程，而是要學習SAP系統中的流程實務，思考最佳的作業模式。 二、分析系統關連圖，找出完善業務的IT建置。 透過整個資訊的關連圖，需進一步找到更多需整合或開發的細節，讓ERP系統的管理幅度能夠涵蓋所有的企業流程。 三、分階段讓主管受益，降低導入阻礙 為了與使用單位主管溝通，專案經理及關鍵使用者(Key User)，對主管簡報與分享經驗，讓主管能感受到系統的預期效益。 四、有系統解決問題，而非見招拆招 系統成功上線後，並非導入已經結束，而是將工作重新從系統建置及導入時程與品質的確保，移轉到ERP系統的調教，並持續推動ERP基礎工程，研討的系統改進。 並就企業導入ERP後，在作業面及人力成本與營運管理之改善成效與成功關鍵因素進行實證研究，研究方法係採用AHP方法來驗證軟(硬)體，顧問團隊之系統評選與人為評選之差異，與個案訪談的方式來進行研究，探討導入ERP系統是否提升企業營運改善成效之差異。 本研究之結論:透過ERP系統導入確實可以使K公司從「印量預測」到「生產交貨」至「財報揭露」改善成效更具體。

隨著中國大陸及東南亞照明燈具產業設備的擴增，和廉價勞力成本的威脅以及受到整體大環境的不利因素，台灣燈具照明業者持續面臨著強敵環伺的處境，無疑對燈具出口貿易更是雪上加霜。但隨著近幾年來環保意識提昇及保護環境愛地球的觀念趨勢下，各國紛紛倡導綠能生活、節能減碳，更是為本研究個案公司創造新的轉型契機。 本研究個案公司藉此一波「綠能生活」趨勢轉折點，重新尋求企業定位並調整公司營運方向，利用顧客對燈具照明需求從傳統白熾燈轉變為LED照明和結合智能科技概念，並藉此導入核心顧客關係管理之經營理念，讓行銷聚焦於”挖掘需求,解決痛點,主動積極、細緻貼心”的顧客服務，塑造堅強之顧問式銷售團隊，深入暸解金字塔最上層之20%核心顧客需求並提供解決方案，增進顧客價值最大化，讓雙方合作形成牢不可破之「夥伴與合作式的核心顧客管理」，孕育雙方命運共同體的革命情感，創造雙方共同價值及雙贏策略。 有鑑於此，本研究個案公司利用個案公司中小企業特性，在資源有限的前提 下，推廣核心顧客關係管理的過程。首先，運用Barrett(1986)提出80/20 法則定律的行銷手法，搭配Malcolm McDonald和Beth Rogers(2006)將核心客戶管理分為六個階段，接著運用HouLun和TangXiaowo(2007)指出顧客價值具有雙重屬性，即顧客感知價值和顧客資產價值。個案公司不只是提供產品創造業績的顧客資產價值，而是再升級為顧客感知價值，”挖掘需求,解決痛點,主動積極、細緻貼心”超越客戶需求的顧客服務，將核心客戶關係管理的理論與實際行銷互相配合，創造個案公司與核心客戶的雙贏。 / With upgrading lighting industry of the mainland China and Southeast Asia, the threat of cheap labor costs and the overall environment of the negative factors, Taiwan's lighting industry continues to face the situation of a powerful enemy around, the lighting export performance is getting worse without doubt. However, with the environmental protection awareness in recent years to enhance and protect the environment of the Earth of trend concept in the world, countries have advocated green energy, energy saving and carbon reduction. Meantime, it brings new opportunities of transformation for the case study company. In this case study, the company turned to the trend of "green energy" which can re-locate and adjust the operating direction of company. The company transformed the lighting trend from traditional incandescent lamp to LED lighting integrated intelligent technology concept become core customer management business. The marketing focused on "find out the needs, solve the pain points, be aggressive and positive, detailed caring service”. To build a strong consultative sales team, to understand deeply of the top 20% of the pyramid core customers’needs,to provide solutions to enhance customer value maximization, so that the corporation of the two parties can make an unbreakable "partnership and cooperative key account management" to create mutual values and win-win strategy. In view of this, the study of the case of small and medium enterprises using the characteristics of SMEs in the premise of limited resources, First of all, the promotion of core customer relationship management process, this paper divides key account management into six stages by using Barrett's (1986) marketing approach of 80/20 rule and Malcolm McDonald and Beth Rogers (2006), then using HouLun and Tang Xiaowo (2007) to point out that customer value has dual Attributes, named customer perceived value and customer asset value. Case-based company is not only to provide customers with product creation performance value of assets, but also upgrade customer perceived value. More than customers’expectation to "Find out the needs, solve the pain points, be aggressive and positive, detailed caring service”. Key account relationship management theory and the practical marketing of the interaction between the case in the company and the core customers to create win-win situation.

機場在航空運輸產業供應鏈扮演著舉足輕重的角色，國際機場作為國家之門戶，其傳遞予外部顧客之軟硬體設施服務水準，正是國家競爭力之展現；時至今日，網際網路已成為民眾傳遞、分享及獲取多元資訊主要媒介，國際機場網站更是國際機場管理當局經營顧客關係的伸展台，因此，國際機場網站所傳遞的不僅是機場的形象，更是國家的面貌，如何讓外籍顧客在與國際機場網站初次邂逅的同時，即滿足其資訊需求，進而產生造訪該國的動機，即成為國際機場網站管理者進行服務設計時之重要課題。 本研究針對臺灣桃園國際機場等六座機場之英文版網站進行內容分析及網站優使性測試，發現多數評估對象之網站內容或功能並無顯著之差異，然而，經研究者彙整優使性測試評分、受測人員之優使性測試意見及關鍵參與者之訪談內容，本文建議臺灣桃園國際機場英文版網站應優先改善航班資訊之編排方式及檢索方式，及提升購物、飲食店家資訊之完整性；其次，色彩、字型、字體大小等視覺傳達介面優使性評估指標亦應納入改善項目，並落實各語言版本之一致性及內控機制之建立，以優化使用者對臺灣桃園國際機場英文版網站之使用體驗，進而提升使用者對臺灣桃園國際機場之信賴。此外，本研究期待公部門於推動電子化政府發展過程中，在追求行政效能及便民服務品質的同時，亦能提升對網站優使性的意識，進而協助政府評估網站使用效能，創造良好的網站使用體驗。 / Airports play a decisive role in the supply chain of aviation industry. As a gateway of one country, an international airport manifests a nation’s competitiveness through the service standard of its software and hardware facilities delivering to its external customers. Today, Internet has become a main media for people to pass on, to share and to acquire various pieces of information, which makes the official website of an international airport an important extending platform for the authority to conduct customer relationship management. Therefore, what an international airport website represents is not just the image of a certain airport, but also the facade of one country. Under this circumstance, how to meet the needs of external customers during their first reach of an airport website so as to increase their visit motivations has become a primary issue while webmasters designing webpages. In this study, the researcher chose English version websites of six international airports, including Taiwan Taoyuan International Airport, to conduct content analysis and website usability. The result shows that there are no significant differences among tested websites; however, after collecting usability test scores, participants’ opinions, and reviewing key actors interview, this thesis concludes and would suggest Taiwan Taoyuan International Airport to firstly improve the layout arrangement of flight information, retrieval method, and elevate the completeness of shop and dining information. Secondly, visual communicate interface, such as color, fonts, font size and so on, and content consistency among different language versions should be enhanced and an internal control mechanism, which aims at maintaining that consistency, should be built to utilize the user experience so as to advance the credibility of Taiwan Taoyuan International Airport. On top of that, this study expects to raise the awareness of website usability among all government sectors, who are developing and promoting e-government policy, to also include website usability into the core concept of webpage design while pursuing administrative efficiency and quality of citizen services and, furthermore, to assist Government to conduct website evaluation in order to create a smooth and customized user experience.

半導體光電元件普及於各式各樣的電子設備與產品中，可說是支持現代工業社會迅速發展的基礎，因此半導體產業一直是相當引人注目之行業。一般而言，企業要尋求及建立相對優勢，以保有相對之競爭優勢，其可茲運用之策略眾多，價格差異化、強化本身與顧客之關係、發展品牌、提升顧客滿意度，均是可使用之方式。對半導體設備商來說，除了價格、品牌策略外，本研究認為顧客關係管理對於半導體設備商來說，是相當重要的一項議題，半導體光電設備供應商的供應鏈必須具有高回應性才能滿足客戶需要。透過個案研究，本研究系探討半導體光電設備商顧客關係管理之面向與策略，以及顧客關係管理對半導體光電設備商之影響。研究發現，透過顧客關係管理，半導體光電設備商得以在提升顧客價值、客製化顧客需求、降低顧客成本、模組化顧客溝通模式的目標下，利用整合顧客知識、建置顧客管理平台、建立顧客認同、以及公司高階管理者涉入的策略下，得以降低公司在取得新顧客時所需的成本，同時提高既有顧客忠誠度、提升產品競爭力、並提高銷售績效。 / Semiconductor industry is still a promising business in high technology, and the companies in this field have to seek and construct their strength and superiorities to retain the competitiveness. In the light of the distinct tactics of business, customer relationship management is quite an important issue for semiconductor equipment manufacturers besides price and brand image strategies. For the supply chains of semiconductor equipment manufacturers, only the high responsiveness of customer can bring the high satisfactions of customer. The purpose of study hence is to discuss the dimensions and the tactics of customer relationship management of semiconductor equipment manufacturers, and the effect of customer relationship management to the development of semiconductor equipment manufacturers through case study. As the results, semiconductor equipment manufacturers can improve their product competitiveness, customer loyalty, and the cost of getting new possible customers via the tactics of customer knowledge integration, the customer identities, customer management platform, and the involvement of high level manager under the multiple feasible targets.

以往顧客服務對企業而言只是被動的支援單位，企業無法得知每一位顧客的想法，顧客的聲音也難以傳達到企業內部，然而資訊與通訊技術的進步打破了這樣的障礙，促使資訊透明化，企業藉由資訊科技的輔助可以直接接觸到每一個個別的顧客，了解顧客的想法與需求來帶動企業的運作，成為企業經營的競爭優勢。 顧客關係管理（customer relationship management；CRM）為近年新興熱門話題，國內外軟體大廠紛紛投入CRM市場，然而此環境尚未成熟，各家提出之系統功能相當不一致，本文提出企業在建置顧客關係管理環境時應具備七大單元，包括產品端資訊蒐集機制、互動機制、事件處理機制、儲存分析機制、內部鏈結機制、策略對應機制、回饋執行機制等，以供企業參考。 CRM重視區別出每一個個別顧客的屬性再提供客製化服務，本文針對北部某醫院進行訪談，探討其規劃中之CRM及進行狀況，驗證本文所提出模式之可行性。 / Because of the power of information and telecommunications technologies, business can keep tracking of their customers to know what they really want and how they actually use the product. Analyzing the information return from customers and products, business can provide active and accurate service to the right customer through the right channel at the right time and rise the customer satisfaction. 　The purpose of this article is to show a complete CRM model which includes product information collecting mechanism, interact mechanism, event processing mechanism, storage and analysis mechanism, internal linkage mechanism, decision support mechanism, feedback implementing mechanism. When business constructs the CRM environment, they can apply this model to their organization. 　This article also studies a hospital case and plans a future framework for it by applying the model.

隨著資訊時代的來臨，網際網路用戶數的急速成長，客戶資料大量湧入的結果造成了企業回應客戶的困難；此外，入口網站的日漸普及與市場新利基的建立，使得上網者對專業化網站的需求提高；而配合新行銷時代的來臨，新科技行銷已從以往的大眾行銷走向一對一的個人化行銷。在這樣的背景與動機驅動下，近年來資料倉儲技術的興起，在這個講求競爭及速度的時代，提供了一套真正能創造企業優勢的方法，資料倉儲與客戶關係管理也逐漸成為企業發展與競爭不可或缺之工具。 　本研究乃是利用資料倉儲等相關技術，期望能達到網路市場區隔之目的，進而提供行銷相關之建議。因此，研究中定義了入口網站之會員特性分析模式，從中發掘出會員特性模式之分析結果，再配合入口網站功能階段分類表的服務內容，與研究中所訂之行銷模式，修改並制訂最後行銷策略上之參考建議。 　目前國內在資料挖掘上之相關研究，乃以金融、銀行、保險等領域的應用較多，對於入口網站此領域的應用尚無相關研究出現。另外，在網際網路發達，且入口網站百家爭鳴的背景之下，如何提高會員註冊率，與如何保留住已註冊的會員，是網站經營者所需考量的兩個重要課題。有鑑於此，本研究期望帶給網路業者一個新的思考方向與啟發，也試著將資料挖掘的技術帶入網際網路的應用領域，由網站會員特性的初步分析開始，做一簡單之示範。 / With the approach of informational era, the Internet users grow rapidly and the mass production of customers' data results in the difficulty of the response from industries to customers. Moreover, the widespread use of portal sites and the establishment of new market opportunity let the Internet users raise their demand to specialized websites. Because of the coming of new selling era, the selling of new science and technology has changed from the former mass selling to one-to one individual selling. Under the drive of this kind of background and motive, Data Mining technology rises and develops recently. In the era that emphasizes competition and speed, we provide a method that creates the superiority of industries. Data Warehouse and Customer Relationship Management (CRM) is becoming the essential tool for the development and competition of the industries. 　This research uses some technologies related to Data Warehouse in order to segment the Internet market, and provide the related selling suggestions. Therefore, the research defines the analytic model of characteristics of members of portal sites, discovers the analytic results, and then to cooperate with the services mentioned in the classified table of functions/stages of the portal site and the selling model made in the research, and then modifies and makes the final suggestions on selling tactics. At present, the internal researches about Data Mining are usually applied in the domains of finance, banking, and insurance, not in the domain of the portal sites. Besides, in the situation of prosperous Internet and competition of portal sites, how to raise the register rate of members and how to keep the registered members are the two important topics considered by website managers. Consequently, this research hopes to bring not only a new direction and inspiration to managers, but also a new applied domain, Internet, for Data Mining. This research will begin with a simple example that analyzes the characteristics of a Portal Sit's Members and the Making of Selling Tactics.

處在變化快速的網路環境中，入口網站如何建立起專屬的會員制度，以期行銷人員能在大量的會員資料庫中找出有用的資訊，掌握會員的網路行為模式、實現個人化之服務、有效區隔市場及瞭解不同會員之網路行為模式等，進而以制定適當之行銷策略而達成結合實體行銷之目標。而資料挖掘的技術能在資料量龐大的會員交易資料庫中，利用會員的基本資料與交易資料衍生建立相關的評估指標，以評估會員的特質、需求模型、消費特徵、建立市場區隔的行銷策略等，行銷人員藉此可採用不同的宣傳方式與促銷策略，以達最佳的獲利結果。 本研究以國內某入口網站真實之會員基本資料及入口網站之商品：BBS頻道與財經頻道的資料檔，做為會員網路行為模式之資料分析的基礎。本研究利用資料挖掘的技術，找出入口網站的會員與商品之分群特徵，並發掘會員在兩頻道間的網路行為的關聯規則。另一方面，本研究利用關聯規則演算法，考量實際在發掘關聯規則分析所碰到的問題，實作出一套操作流程式較為簡便的關聯規則分析程式。本研究提供不同的關聯規則分析角度，以考量會員購買商品項目組合的關聯規則，進而支援決策者制定相關商品的促銷決策，以提高銷售量。 / In the rapid-changing network environment, how do Portal Sites establish exclusive membership mechanism in order to filter useful information out of their own database, master the network behavior models of their members, realize personalized services, and effectively segment and understand different network behavior models of all members? However, data mining can use the basic members' information and transaction data to produce the associated evaluation indicator during the high volume transaction database in order to evaluate the customers’ traits, demand models, consuming characteristics, and establish the marketing strategy of segmenting target market. As a result, we can adopt different advertising types and promotion strategies to achieve the best profitable goals. The research is based on the real data of members and the merchandise of some website in Taiwan. (i.e. using data files of BBS channel and financial channel as the fundamental analysis data of network behavior models). Per using the data mining techniques, we can not only find out the characteristics of the members of portal sites and the clustering of merchandises, but unearth the association rules of network behavior of the two kinds of channels. On the other hand, this research, according to the association-ruled calculation method, is considering the practical problems when excavating association-ruled analysis methodology and producing a much simpler association-ruled analysis program. By providing the list of best buyers, the association-ruled analysis program will consider the association rule of members’ buying component and for further step, support the decision-maker to institute the related promotion strategy in order to raise the sales volume.

針對現今網路時代的變化與趨勢，本研究試圖以網站經營面和顧客使用面的角度切入，探討經過網際網路各項特性的催化後，一個完善的顧客關係管理系統所應該包含的重點工作為何。此外，本研究並試圖利用電子券商與網路書店此兩種不同產業的特性、實體與網路並存及純網路型企業及台灣與美國兩個不同國家的相關基礎環境影響這幾個變數，來探討在各個層面上，顧客關係管理系統在運用上所產生的相同與相異點，以提供業界與後續研究者做分析比較的參考。本研究的主要研究發現如下： ●　不同產業與企業，在網際網路上進行顧客關係管理共同應注意的重點工作有 ■　客製化服務是黏住顧客的最大關鍵 ■　因為網際網路無遠弗屆的特性使然，利用網路進行顧客關係管理首重即時性與不間斷性 ■　顧客服務應採用推播式（Push），而非被動的等待顧客來使用 ■　確認機制和即時性的回復系統，是博得顧客信賴與安全感的重要機制 ■　顧客真正想要的是「資訊」而非「資料」，資訊內容除了量大之外，好的搜尋引擎及分類機制才是關鍵 ■　部分實體特性所帶來的「顧客感受」尚無法為網路所替代 ■　既有品牌轉至網路，在獲取新顧客與保留顧客上不見得是助力 ●　電子券商與網路書店在進行顧客關係管理時所產生的不同點為 1. 在資料擷取時點及使用方式方面 ■　券商總是在一開始便擷取相當多的資訊、並採用即時採擷與分析的模式 ■　書店則以較為開放的資訊分享方式進行，直到交易完成之後，才開始利用各式各樣的交易資訊來進行資料分析 2. 在套牢現象方面 ■　券商因為交易的複雜度較高，牽涉到大額金錢流動的安全性考量也較高，是故所產生的套牢效應比較明顯（E*Trade有95％的顧客重複使用率，Charles Schwab也有90％） ■　書店的商品比較標準化，且資訊又採完全公開分享的方式，是故與券商相較起來，套牢效應較小 ●　實體與網路並存與純網路型企業在進行顧客關係管理時所產生的不同點為 ■　實體和網路並存的企業多利用策略聯盟或活動舉辦的方式來吸引顧客的目光及再度加深顧客的印象 ■　純網路的企業則推陳出新的發展出像是聯屬行銷或是社群經營的方式來利用動態循環的概念套牢顧客。 ●　美國與台灣在相關產業基礎環境不同的情況下，企業在進行顧客關係管理時所產生的影響與窒礙有 ■　台灣的券商在金流交換系統的不相容、不互通及法令層面上影響較大，例如證交法規定券商為特種行業，不可進行個股推薦並收取顧問費的營利活動，導致台灣券商目前並無法提供一站購足式的金融服務，並限制了擴展海外業務增加國際競爭力的能力。 ■　台灣書店則受限於實體物流、倉儲等配銷層面的基礎建設不足。EDI系統的零散與不足，導致存補書籍及追蹤書籍資訊都多所障礙，同時台灣發書量與網路商業使用人口的不足，也導致進行人工智慧比對的比較基礎不夠，讓許多加值性的顧客服務目前只能處於規劃狀態，無法上線執行。 此外，由研究結論可知，顧客關係管理系統內容廣泛，常常因產業的不同、企業數位化程度的不同、相關基礎設施的不同等等因素而以不同的型態呈現，並影響整個顧客關係管理的績效。但整體而言，國內外企業在推展的過程中，或多或少都已經對企業及顧客的價值產生提升的效果，甚至有些企業，例如Amazon已藉此達成了交叉銷售及雙贏的目標，並積極地為創造顧客的終身價值而努力。 / The 1990s has been a dynamic era for the information technologies. Since 1994, internet has boomed up and made trade commerce becoming a global-wide competition. Real time, boundless and multi-culture are the characteristics of internet and they also make changes to all the business models. Customer Relationship Management (CRM) which has been effected by the internet is one of the examples. The principle of 80/20 defines clearly that enterprises can create 80% of profit from their 20 % customers. How to utilize internet and apply the 80/20 principle to grasp customers is an important and also fashionable issue in business administration. Objectives This thesis tries to investigate internet's impact on CRM, in the context of characteristics of industry, enterprise digitalization involvement and complementary industries impact factors, to discuss the following objectives: ● The key successful factors of CRM on internet. ● What are the differences of CRM between stock houses and bookstores? ● What are the differences of CRM system between pure on-line and on-line + off-line enterprises? ● What are the differences of CRM between Taiwan & the United State? ● Does CRM enhance the value of both enterprises and customers. Research Structure This thesis is based on the CRM as the core and supported by the web operation and customer points of view. According to literature survey, a complete CRM should include the mechanism to transfer customers' data to useful knowledge, good customer services, efficient database services and community & associates program applications. Case Choice For the purpose of case study, this thesis chooses 8 companies as studies cases. Research Methodology This thesis adopts the case study using direct web observation, testing the internet system and in-depth managers and customers interviews. Before interviewing, the author has collected related data and the under-practicing data of every enterprise. Case Analysis and Conclusions According to the analyses of the 8 cases, the author has generated the following conclusions: 1. The key successful factors ofCRM on internet stock broker and bookstore industries including: ● One-to-one marketing & customerlization is the most important way to stick the customers. ● Real time, continuous and confirm-back system is necessary. ● Customers need "information" not "data". CRM should integrate these data into information and provide to the customers. ● Without providing the value-added services or the same identification of the brand name, established brand name may not be an asset to the new internet brand name. 2. The differences ofCRM between stock houses and bookstores are: ● Stock houses always adopt the way of real time data-mining and data warehousing; bookstores always share their information and provide information before they complete the first deal. ● Because of the complexity and security, stock houses always have more lock-in effect than bookstores. 3. The differences of CRM between pure on-line & on-line + off-line enterprises are: ● They have different way to attract new customers. Associates program is only applicable to internet deal. ● internet can't substitute some real things' interaction feeling for the customers. 4. The differences ofCRM between Taiwan and the United States are: ● The financial databases are not compatible in Taiwan. Therefore, it makes Taiwan's stock houses need more time and paper works to check customer's credibility. ● The Stock Trading Regulations in Taiwan limit Taiwan stock houses services to their customers. This inconvenience weakens Taiwan stock houses competition with American stock houses on internet. ● In Taiwan, EDI and logistic system is very poor. It makes bookstores can't trace their goods on time and provide value-added services. 5. Increasing the Value of Enterprises and Customers ● According to this research, it has discovered that a good CRM will collect customers' data, enhance customer relation, provide customers' knowledge and make cross interaction between sellers and customers. Both the enterprises and the customers gained "value-added". ● Customers always save their time to complete the trading and information search work. Enterprise always save the rent fee and labor cost to open a real store, and always make cross selling by good CRM system. ● For example, Amazon.com has made huge gain from the cross selling and has built a very good customer database. In 2000, Amazon.com has more than 17 million web users visit its homepage and more than 10 million have been its customers.

在網路發達的數位經濟時代，數位學習越來越普及，且大多是以非同步線上學習為主，但是非同步線上學習面臨即時互動性不高的問題，如此情形下，學習者無法立即獲得回應，會降低其學習意願與學習成效；以「參與體驗式個案教學」為例，參與體驗式個案教學法主張透過學生角色扮演，進行個案模擬和討論來增強個人成長與在組織中互動運作的應變能力。本研究透過探討並描述「參與體驗式個案教學法」課程的情境，了解課程在上課前、中、後教師與學生的需求，規劃並實作一個學習社群導向、結合顧客關係管理、網路客服中心概念與Ｗiki共筆為基礎的數位學習系統去支援參與體驗式個案教學，建立客製化服務，讓學習內容被網路的成員所共同創造、分享、重新混合、重新定義，並傳遞出去，以及運用即時通訊來實踐立即性互動，改善學習者無法即時獲得回應而降低學習意願的問題。 本研究所建用來支援參與體驗式個案教學的雛型系統，其操作介面簡單易上手，且功能符合參與體驗式個案教學情境所需，是一個因教學制宜的系統，並且提供了即時通訊於其中，實踐了客製化、即時互動與數位學習社群的概念，同時也補足非同步線上學習的缺點，讓數位學習系統確實成為學生自主學習參與體驗式個案教學的輔助工具。