Globalization, rapid hi-tech developments, and deregulations have heated up the competitions in retail industry. Retailers, in order to gain competing edge to stay in business, have to jump over board for substantial investments in new retail technologies to keep up the paces for business developments and services or for mere survival. Yet, customers are the source of fund for a corporation and are the purposes of the existence of a corporation. At the forefront of a corporation, it is the focus on retaining existing customers and developing new customers (markets). It is about sales and marketing of which all require more sophisticated skills for paying attention to in this new information age. Therefore, CRM (customer relationship management) has become an issue that new computer technologies are used for gaining the edge winning customers. New technologies enable CRM to provide information and manage data faster than like never before. This research study is quantities and qualitative analysis of CRM¡¦s role with current mass retailers¡¦ membership programs. We outline present consumer behaviors and market trends, as well as, identifying what future trends could be. We hope this research could server as references for top management decision making so that the CRM program(s) can be tailored to their needs. The objectives of this research report are 1. Qualitative searches for definitions, benefits, and features of CRM 2. Connect the dots of marketing and information technology 3. Case study of mass market retailer¡¦s membership program 4. Future trend of CRM and what could impede the performance of a CRM program We¡¦d draw the issues of why a corporation today needs to implement CRM, what results a CRM can bring for a corporation, and how a corporation could achieve with it.

Purpose –Comparing the accessibility of e-commerce for General Merchandise, between major retailers and novelties, in the conformance of web accessibility guidelines, and the implementation of rich internet applications specifications. So that to figure out whether the differences exist between them, if so, what are the differences, and analyzing upcoming e-commerce and established e-commerce.  Method – The descriptive and quantitative case studies were used to evaluated 45 websites respectively from major retailers and novelties in General Merchandise of e-commerce, where sample websites were selected from Alexa’s rank lists. Then the WAVE tool, Accessibility Quantitative Metric (WAQM), and Fona assessment were applied for analyzing cases for representing the accessibilities and answering the research questions of purpose.  Findings – ARIA specifications as a kind of technological solution really had positive functions on web accessibility when only focusing on accessibility guidelines, because the novelty websites with less ARIA attributes resulting in lower accessibility levels generally, even though there were also many other elements that can affect accessibility.  Implications – In the main branch of General Merchandise, the degree of web accessibility in major retailer websites was better than that in novelties, which means as far as e-commerce is concerned, the accessibility of mature websites that had been established for a long time was contemporarily stronger than that of new websites with creative products.  Limitations – From the perspective of the sample, there were limitations in sample sources, size, websites languages, while in the technical aspect, the evaluation of dynamic contents just aims at keyboard navigation, and the tool of Fona assessment also had restrictions.

近年來台灣景氣持續低迷，台灣綜合商品零售業的成長也受到不小的衝擊，在市場漸趨成熟與飽和的情況下，產業內競爭也漸趨激烈。如何在外在經濟環境欠佳，內在市場飽和下，有效提升經營效率，加強產業競爭能力，是目前台灣綜合商品零售業者最重要的課題。 　　本研究以資料包絡分析法（Data Envelopment Analysis）為基礎，並結合Metafrontier分析法，針對台灣地區2000年到2006年25家綜合商品零售業者，以客觀的投入產出資料進行廠商的經營效率分析。本研究結果顯示： 　　1.整體而言，連鎖式便利商店的經營績效平均處於相對有效率狀態，購物中心的經營績效平均處於相對無效率狀態。 　　2.廠商技術無效率的原因主要為純粹技術效率的問題。廠商的規模報酬狀態與所屬業態關聯不大，而與廠商是否屬於連鎖集團較有關聯。 　　3.比較metafrontier模型與group frontiers模型所評估的效率值，顯示各業態廠商的平均技術水準有顯著差異，連鎖式便利商店的效率水準較接近metafrontier的效率邊界。 　　4.依據Norman and Stoker（1991）的效率值強度分類方法，發現在兩模型之下，各業態廠商屬於「邊緣無效率單位」與「確實無效率單位」的比例都較大，表示經營績效有很大的改善空間。 　　5.差額分析與敏感度分析方面，百貨公司業與超級市場業在兩模型之下的結論不一致，推論應是兩者評估的廠商樣本，其衡量的技術水準不同。各廠商依循group frontiers模型所得結論改善經營績效，將可以在業態內成為相對有效率的廠商，但如果想要進一步提高效率，則必須改變廠商本身所處的業態環境所造成的技術水準限制，便可依循metafrontier模型所得結論改善經營績效，所以選用何種結論，仍須由業者依據廠商未來發展自行判斷。 / Since the recession in Taiwan economy has arrived in recent years, it has a great effect on the growth of the Taiwan retail sale of general merchandise. Because the market has been saturated, the competition has become fierce in this industry. How to improve the management efficiency and the industrial competitiveness in the present economic environment is the most important issue of the Taiwan retail sale of general merchandise. 　　This study uses inputs and outputs data of 25 DMUs of the Taiwan retail sale of general merchandise from 2000 to 2006, applying Data Envelopment Analysis with Metafrontier model to evaluate the operational efficiency of those firms. The findings of this study are as below: 　　1. On average, the chain convenience store industry shows more technically efficient than the shopping mall industry. 　　2. The main source for the firms being inefficient is pure technical inefficiency. The returns of scale of the firms are not much related to the types of business operation, but to the firms being the chain store ones or not. 　　3. Comparing meta-frontier model with group frontiers model, we find that there are significant differences in the average technical efficiency levels among the various types of business operation, and the chain convenience store industry is most close to meta-frontier. 　　4. According to the classification of the efficiency by Norman and Stoker (1991), we find a major part of the firms is marginally inefficient and distinctly inefficient. It implies there is a great room for the firms to improve their managerial performance. 　　5. The slack analysis indicates there are differences in the resource wastes between the department store industry and the supermarket industry. The differences mainly come from the technological differences between the two industries. The information generated from the group frontier model is helpful to improve the firms’ efficiency within the group. However, if the firms want to further improve their efficiency, they should rely on the information from the meta-frontier model, which sheds light on the technology gap among sub-industries.