El desarrollo del proyecto de tesis tiene como objeto de estudio a “Grupo Peruana”. Empresa encargada en comercializar diversos productos relacionados a panadería y pastelería. La problemática de esta empresa está enfocada en el proceso Gestionar Ventas en Tienda. La mayoría de las actividades de este proceso son ejecutadas de manera manual ocasionando lentitud en el proceso e insatisfacción en los clientes. Por ello, el propósito del proyecto es analizar, diseñar y modelar una propuesta tecnológica que permita solucionar la problemática. La propuesta es un sistema de información Web usando tecnológica Cloud que permita automatizar el proceso e integrar con otras aplicaciones. Primera etapa, análisis, ahí hemos aplicado el modelo Zachman enfocado a la arquitectura empresarial. Esto permite analizar los procesos de la empresa a nivel macro y el proceso relacionado a la problemática. Además, esto se complementa con la notación BPMN que permite descomponer el proceso en actividades y analizar cuáles podrían ser automatizada. Segunda fase, diseño y modelado, relacionada a la arquitectura de software. Esto inicia con los requerimientos funcionales y no funcionales que serán evaluados por su complejidad y relevancia para el negocio para convertirse en drivers arquitectónicos. Además, se emplearán estilos, tácticas y conceptos de diseño que permiten un diseño óptimo de los diagramas 4C con la finalidad de establecer una arquitectura más adecuada para la propuesta de solución. Finalmente, la guía del PMBOK para la gestión del proyecto que nos permite determinar el alcance de los entregables, costo, tiempo, recurso y los riesgos que podrían impactar en el desarrollo del proyecto. / This thesis project is focused on the company “Grupo Peruana”. This one is in charge of selling several products related to bakery and cake shop. Problematic situation is focused on the manage store sales process. Most of activities of this process are run a manual way. Because of them, the process is run slowly and customers are not satisfied with offered service. Therefore, purpose of this project is analyze, design, y model a technology proposal that allows to solve the problematic situation. Proposal of this project is related to an information system on web using Cloud technology that allows automating the process, and integrating with other applications. First stage, focused on analyzing, it has used the Zachman framework related to enterprise arquitecture. This allows analyzing the company processes at the macro level and the process focused on problematic situation. Besides, to complement this, it was used the BPMN notation in order to break down the process to activities which could be automated. Second stage, focused on designing and modeling of the solution, this is related to software arquitecture. This begins with functional and non-functional requirements that will be reviewed for its complexity and relevance for the business in order to become architectural drivers. Besides, it will use styles, tactics, and design concepts that allows an optimal design for 4C models in order to build a more suitable architecture for proposal of the solution. Finally, PMBOK guide, related to project management. This allows to define the scope of deliverables, cost, time, resource, and risk that could impact during the development of project. / Tesis

This essay is written on behalf of the education administration office in Umeå municipality. Currently, those who work as short-term substitutes in the education administration, does not receive an introduction. The purpose of the study was therefore to present different introduction models and investigate the significance of an introduction for new employees and also to contribute with knowledge about how the introduction can be adjusted after short-term substitutes, in terms of content and structure. Furthermore, it was investigated how the background variables gender, age, highest completed education, university degree in a relevant area and the current work area (preschool/leisure, elementary school, high school) can affect the view on an introduction. The study carried out was based on a quantitative approach, with a questionnaire as a data collection method. The questionnaire has been sent to all shortterm substitutes within the education administration office, no further selection has been applied. The survey included five questions linked to the background variables and 14 statements, where the respondents were asked to decide to what extent they agree or disagree. The survey ended with an open question.The statements were about different parts that research has shown are important to include in an introduction. The results of the study showed that an introduction is important for short-term substitutes. On a majority of the statements made in connection with the introduction, the respondents agreed about the importance of the statement. What emerged from the results, however, was that the most central parts that an introduction should include in terms of content were: information about general policies, who to turn to about questions about the performance of the work and what expectations there are on the employee in relation to work tasks. / Detta examensarbete är skrivet på uppdrag av utbildningsförvaltningen Umeå kommun. I dagsläget får de som arbetar som korttidsvikarier vid utbildningsförvaltningen ingen introduktion. Syftet med studien var därför att redogöra för olika introduktionsmodeller och undersöka vilken betydelse en introduktion har för nyanställda samt bidra med kunskap om hur introduktionen kan anpassas efter korttidsvikarier, sett till innehåll och struktur. Vidare undersöktes hur bakgrundsvariablerna kön, ålder, högst avslutad utbildning, universitetsexamen i aktuellt område samt aktuellt arbetsområde (förskola/fritids, grundskola, gymnasium) kunde påverka synen på en introduktion. Studien som genomförts har grundats på en kvantitativ ansats, med enkät som datainsamlingsmetod. Enkäten har skickats ut till samtliga korttidsvikarier inom utbildningsförvaltningen, inget urval har tillämpats. Enkäten omfattade fem frågor kopplade till bakgrundsvariablerna samt 14 påståenden, där respondenterna fick ta ställning till i vilken omfattning de instämmer eller inte instämmer. Enkäten avslutades med en öppen fråga. Påståendena handlade om olika faktorer som forskning visat var viktigt att inkludera vid en introduktion. Resultatet av studien visade att en introduktion är viktig för korttidsvikarier. På en majoritet av påståendena som ställts kopplade till introduktion, instämde respondenterna till att det som angetts i påståendet var viktigt. Det som framgick i resultatet var dock att de mest centrala delarna som en introduktion borde inkludera innehållsmässigt var: information om generella policys, vem man ska vända sig till om frågor kring arbetets utförande samt vilka förväntningar som finns på den anställda i arbetet.

自貿易自由化及全球化以來,先進國家的教育「市場化」已成趨勢。此時教 育產業中的消費者-學生與其家長可依據其意願和偏好在眾多教育機構中來做 選擇,教育市場勢必逐漸走向「消費者」主導的競爭機制。近年來,全球少子化 議題延燒,台灣更在 2012 年創下全球最低生育率,其中幼托產業首當其衝。不 僅在幼兒就讀人數的逐年下降外,幼兒園的核心資源-幼教師亦因不斷增設的公 立幼兒園,嚴重的流失。 本研究即以幼兒園為研究主題,屬質性之個案研究,以個案公司-A 公司為 研究對象,並選擇同一教學法及規模相近之標竿公司作為比較基準,探討與個案 主體公司之經營現狀比較,並運用策略行銷 4C 模型中四項消費者心中產生之成 本-外顯單位效益成本、資訊蒐集成本、道德危機成本、專屬陷入成本作為架構, 進一步探討兩公司之現行策略中,與消費者心中主觀成本間所產生的落差,並依 據分析結果提出針對 A 公司未來發展策略之建議。 研究中發現私立幼兒園在營運模式上,應著重在服務模式及教學專業的精進, 以提升消費者心中的價值,得以降低其外顯單位效益成本(C1),並對消費者及內 部員工皆維持一致的產品定位,以降低資訊搜集成本(C2)及道德危機成本(C3); 最後因長期耕耘的品牌價值,與消費者建立起專屬資產,得以成為消費者最後的 選擇。最後,需同時洞察市場變化及風險,即時掌握學前教育政策,靈活彈性的 調整企業自身的狀態,達到永續經營的長程目標。 / Since trade liberalization and globalization, the marketization of education in advanced countries has become a trend. At this point in the education industry, consumers - the students and their parents can choose educational institutions in accordance with their wishes and preferences. Therefore, the education market is gradually moving toward the consumers-leading competition. In recent years, as the world's dramatically birthrate declining and continuing as a hot issue, Taiwan even reached a new record of world’s lowest fertility rate in 2012, which directly impacted private child-care industry. Not only declining number of children enrolled, but also increased turnover rate of the teachers due to new-established public preschools and day-care centers. The theme of this research aims at preschool industry, using the qualitative study on A company and choose a same approach and size as the benchmark company to discuss A company current operation situation. Besides, applying strategy marketing 4C model –Cost of External Unit Effectiveness(C1), Cost of Searching(C2), Cost of Moral Hazard(C3) and Cost of Engagement(C4), to further investigate the gap between corporate strategies and the consumers’ insight needs. Then propose suggestions of future development strategy to A company based on the analysis results. The study found that the business model of preschool should focus on client service systems and sophisticated teaching development in order to enhance the value of consumer insights, and to significantly reduce the external unit tcost-effectiveness (C1). In additions, given the consistent brand positioning to both consumers and internal teachers could effectively reduce the cost of searching (C2) and the moral cost (C3). In the end, as a result of a long-term cultivation of brand value to establish exclusive assets to clients, it spontaneously becomes the customer first choice with high royalty. Moreover, it is also suggested that people should keep high awareness to industrial changes and challenges, and timely review the government regulations to ensure sustainability of the company.

本論文研究目的有三: (1) 釐清一般在忠誠度計劃定義上常見的錯誤觀念，進而探索CRM與忠誠度計劃之間的關係，並且發展一套實務上可用的忠誠度計劃分類方法; (2) 研究零售業CRM計劃中現行的戰術手法，並提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源; (3) 發展一套可供現代零售業者自我診斷其CRM計劃在分析成熟性以及策略行銷重心的實務架構。 為達到研究目的，本研究首先探討在零售業，顧客關係管理(CRM)，忠誠度計劃以及分類方法上的相關文獻以釐清忠誠度計劃定義上常見的錯誤觀念，進而說明CRM與忠誠度計劃之間的關係，最後發展一套實務上可用的忠誠度計劃分類方法。 其次，本研究先應用邱志聖博士(2010)的策略4C模型，分析現行零售CRM計劃的戰術手法，並且提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源。 再次，本研究應用邱志聖博士(2010)的策略4C模型以及戴文波特博士與哈里斯女士(2007)的分析成熟模型於建構零售CRM計劃的兩階段診斷性架構。 後續深入的分析主要根據此架構而進行，同時根據零售業所處不同的分析成熟階段提出策略性建議。 對於零售業的高階主管，本研究的貢獻在於提出一套實務可行的診斷性架構，供主管重新檢視其CRM計劃在策略上的重心，並且能隨著公司規模成長，進而調整重心的優先順序。 對於CRM以及忠誠度計劃的從事者，本研究貢獻則在於零售CRM計劃，忠誠度計劃以及相關概念上的定義的建立正確觀念。 最後，本論文的研究發現亦可當作對CRM以及忠誠度行銷人員的策略性建議，尤其當在設計戰術手法之時，能針對公司所處不同的分析成熟階段，對焦CRM策略以及相應資源配置。 / The purpose of this thesis has three objectives: (1) clarify some common misunderstandings about definitions of loyalty scheme, explore the relationship between CRM and loyalty scheme, and develop a typology of loyalty scheme for practical use; (2) study on current tactics used within retail CRM programs and provide strategic advices on how to fine-tune the tactics focus and align resource accordingly; and (3) develop a practical framework that allows modern trade retailers for self-diagnosing their CRM programs in terms of analytical maturity and strategic marketing focus. To achieve the research goals, this research has firstly reviewed previous research on retail, CRM, loyalty schemes and its typology, and thus misunderstandings about definition of loyalty scheme, CRM, the relationship between CRM and loyalty scheme have explained and consequently a new typology of loyalty scheme has been developed. Second, strategic 4C model (Chiou 2010) is used in this research to analyze current tactics used within retail CRM programs and the strategic advices are generated on how to fine-tune the tactics focus and align resource accordingly. Third, this research adopted literature of strategic 4C model (Chiou 2010) and analytical maturity model (Davenport and Harris 2007) to form a two-stage diagnostic framework for retail CRM program. The further analysis is conducted based on this framework while strategic advices are provided to retailers of different analytical stage. The benefits for business executives in retail include a diagnostic framework allowing for strategically reviewing their CRM program focus and priority as retailers grows their business. The benefits for CRM and loyalty practitioners include building correct understandings about retail CRM program, loyalty scheme and related conceptual definitions. The findings in this study may serve as strategic advices to CRM or loyalty marketers to better align resources, when they design tactics, to companies’ CRM strategy at different analytical stage.