現今分布世界各地數以萬計的社群網站，有些相當活躍、有些則門可羅雀，這些指標都反映在線上的互動機制：如聊天室、討論區、留言版內容的質與量上，受到網站經營者相當的重視；2009年7月，亞馬遜用八億五千萬美金併購主要販售鞋子的Zappos，為什麼亞馬遜這家網路購物的龍頭還需要去購買另一家網路購物呢？亞馬遜首席執行長Jeff Bezos表示，Zappos擁有亞馬遜所沒有的經營社群的能力。亞馬遜強大的電子商務技術，再輔以Zappos重視社群網站的特性，將迸出巨大火花，也讓未來發展充滿更多的可能。其實虛擬社群能否為商業網站創造價值，有個要因就是虛擬社群的績效，而經營績效的好壞則可透過評估社群成員的滿意度獲得，本研究希望藉由整合顧客關係管理與虛擬社群的關鍵成功因素做為研究基礎架構，並依循此架構為個案規劃CRM系統及功能，以供想經營好虛擬社群的企業參考。

本研究以交易成本理論與關鍵成功要素之觀念架構，對廣告代理商進行深度訪談，探討廣告代理商為廣告主企劃、執行廣告活動的過程中，為廣告主產生之交易成本、解決之方法，以及歸納廣告代理商之關鍵成功要素。 本研究對四家廣告代理商進行深度訪談，個案客戶跨及消費品、食品與行動通訊商品，結果發現：不同類型之合作關係會導致不同之交易成本；代理商與客戶互動造成之交易成本以協商與監督成本為主；知識基礎差異是雙方互動不良的主要因素；對消費者之了解、精準的策略、有效的創意與優秀的員工為廣告代理商共同之關鍵成功要素。 本研究並對實務界提出以下建議：廣告主與廣告代理商應致力於發展長期關係；在爭取客戶之措施中加入降低搜尋成本之方案；勿使用單一化只廣告效果衡量指標；廣告主應與廣告代理商一同建構廣告效果衡量模式；廣告代理商應致力於提升廣告主之廣告拍攝知識；變動性較高的產業應減少長期計畫制定之時間；人事決策應尊重專業、傾聽中低階工作者之心聲；廣告主應與代理商建立夥伴關係，並以廣告效果做為獎勵標準；廣告代理商應致力於建構、維持一致而穩定的價值信念。

non / Statistics in the 2008 World Leasing Yearbook showed that China’s leasing volume was only US$5.35 billion for the year 2006, lagging far behind that of other high-GDP countries. However, leasing in China did experience extraordinary high growth rates over the past few years and seems to have ample room for growth in the future. As we know, each industry has its own set of critical success factors (CSFs) and a match between these factors and a firm’s strengths may ensure the firm’s successful performance. Thus, the main purpose of this paper is to explore CSFs for leasing in China and explain the major influences behind these factors. This research is analyzed based on the PEST analysis framework and Porter’s five forces model. The CSFs identified in this study can provide guidelines to develop leasing in China as well as for those planning to enter China’s leasing market. Based on the findings, the business environment for leasing in China, though better than it has ever been, still leaves much to be desired. For leasing to further develop, the following CSFs must be handled with care: Public awareness and understanding; An enabling legal framework; Credit risk management capabilities; Diversified funding sources; Qualified and well-trained staff; A vibrant second-hand equipment market, and Information technology infrastructure and know-how. The identified CSFs also lead to several strong policy recommendations. Among these are the following: Embarking on campaigns promoting leasing; Passing the Financial Leasing Law as soon as possible; Removing tax disincentives to leasing; Establishing a national credit information center; Providing funding support and credit guarantee schemes in favor of SME leasing; and Strengthening information technology infrastructure. Without improvement of these critical elements, the outlook for China’s leasing sector may not be so promising after all.