The purpose of this thesis is to investigate how e-business might be integrated into a strategical framework. The strategical framework was based on the Nilsson and Rapp (2005) strategical framework, and e-business strategies were mainly based on customer relationship management strategies that are used in e-commerce companies. We selected Gröndals Apotek, Nu3 and Apotek Hjärtat as our sample, semi-structured interviews as our method and we found that given the external factors in the business environment, retaining and extending online marketing strategies could be integrated into the corporate strategy without taking into consideration of the firm-size. In addition, we found that e-business acquisition strategies such as SEM and blogs were more useful for different firm-sizes in order to create strategic congruence of integrating e-business into the corporate strategy. Lastly, online customer service and pricing were two features that could be appropriate features in the integrated online marketing strategies that aim’s in displaying the competitive advantage.

The purpose of this thesis is to analyze how Stockholm based travel agencies understand and use relationship marketing and how it is perceived by customers. Relationship marketing is defined by Grönroos as a building of relationships with customers to achieve mutual benefits. Four main objectives of relationship marketing were used to contextualise the term: service quality, personalisation, differentiation, and communica-tion.In order to answer the purpose, the authors have chosen to interview three travel agen-cies that focus on offering tailor made travel for different target groups. Sampling was used to find these travel agencies, as the total number of travel agencies in the Stock-holm area is too large to interview. Also, customers who have travelled with two of the travel agencies were interviewed. Further, several theoretical frameworks are presented in order to provide the reader with a view of relationship marketing, and were used in the design and the questions asked both companies and customers. From the interviews with the companies it was found that all of them have different views of what relationship marketing is, and that they have different ways of imple-menting it. The views of relationship marketing differ from building a strong brand im-age to managing actual relationships with customers. The main efforts of relationship marketing that the companies are involved in are delivering personalized travel and high service quality to customers.It was found in the interviews with customers that their view on what makes good ser-vice is similar to that of company views. What is most important to customers is that the perceived quality matches, or exceeds, the experienced one. There are several things that companies can do to attract and retain customers including having rewards clubs, sending out a moderate amount of newsletters, and providing a personal seller for customers.

<p>The purpose of this thesis is to analyze how Stockholm based travel agencies understand and use relationship marketing and how it is perceived by customers.</p><p>Relationship marketing is defined by Grönroos as a building of relationships with customers to achieve mutual benefits. Four main objectives of relationship marketing were used to contextualise the term: service quality, personalisation, differentiation, and communica-tion.In order to answer the purpose, the authors have chosen to interview three travel agen-cies that focus on offering tailor made travel for different target groups. Sampling was used to find these travel agencies, as the total number of travel agencies in the Stock-holm area is too large to interview. Also, customers who have travelled with two of the travel agencies were interviewed. Further, several theoretical frameworks are presented in order to provide the reader with a view of relationship marketing, and were used in the design and the questions asked both companies and customers.</p><p>From the interviews with the companies it was found that all of them have different views of what relationship marketing is, and that they have different ways of imple-menting it. The views of relationship marketing differ from building a strong brand im-age to managing actual relationships with customers.</p><p>The main efforts of relationship marketing that the companies are involved in are delivering personalized travel and high service quality to customers.It was found in the interviews with customers that their view on what makes good ser-vice is similar to that of company views. What is most important to customers is that the perceived quality matches, or exceeds, the experienced one. There are several things that companies can do to attract and retain customers including having rewards clubs, sending out a moderate amount of newsletters, and providing a personal seller for customers.</p>

Obsahem práce je téma Customer Value Management (CVM) v oblasti telekomunikací. Z důvodu poměrně velké saturace tohoto trhu nabývá na důležitosti navyšování tržeb plynoucí ze stávající zákaznické báze. Za hlavní cíle jsem vytyčil zpracování komplexního teoretického základu CVM a studie zabývající se nastavením efektivního retenčního procesu. V teoretické části čtenáře seznamuji se základními aspekty CVM - hodnota zákazníka (CLV), Campaign Management System, odchozí a příchozí komunikační kampaně a kontaktní strategie. Nedílnou součástí je popis Business Intelligence nástrojů -- prediktivní modely a zákaznická segmentace. Praktická část spočívá ve vypracování zmíněné studie. V reálném prostředí telekomunikační společnosti jsem analyzoval současný stav retenčního procesu a na základě zjištěných informací jsem navrhl nové CVM aktivity, které vedou ke zvýšení hodnoty zákaznické báze. Hlavními přínosy práce jsou poskytnutí teoretického základu o oblasti CVM, který slouží jako dostačující informační zdroj pro potřeby v akademickém i business prostředí a navržená studie CVM aktivit v retenčním procesu vhodná pro použití i ve společnostech mimo telekomunikační odvětví.

台灣汽車市場從1990年起便邁入成熟期，年銷售量約40~55萬台，每公里道路的汽車數155.9台，遠高於美、日等國。由於國內經濟成長趨緩、地狹人稠，未來市場擴充性有限，12家汽車製造廠間的競爭激烈可期。而2002年起台灣加入WTO後，國產車業者受到關稅降低、進口地區限制取消等措施的影響，生存空間飽受威脅，但台灣汽車業者的因應之道卻相當有限，因為產品原始設計控制在國外技術合作對象手中，自己可以設計改型的空間及能力有限，在生產和配送上的效率也幾乎發揮到極致，最後的競爭優勢應該在行銷及服務方面。所以近幾年來，部分汽車業者便積極導入顧客關係管理，希望將過去以產品為主的思維模式轉為以顧客服務為主的思維模式，和顧客建立長期且親密的關係，以提高顧客滿意度。 　　本研究針對Mitsubishi、Toyota、Nissan等台灣前三大汽車品牌，瞭解同一品牌之製造商與經銷商如何一起推動顧客關係管理，各汽車品牌業者在推動顧客關係管理之異同點，以及造成此異同點之原因等。根據國內外相關文獻的論述，本研究認為企業所重視的顧客生命週期階段、整個服務傳送系統內所有成員的權力關係，以及組織特有的資源條件，均可能影響該企業或整個服務傳送系統之顧客關係管理的規劃內容，因此透過對國內三大汽車品牌業者的觀察與訪談，歸納出下列發現： 　　一、台灣汽車業者已處於企業穩定發展階段或是產品成熟期的市場，使得顧客關係管理偏重在維繫及強化既有的顧客關係，一般是在核心產品之外，提供可以促進交易便利的顧客服務及降低顧客成本的產品組合。 　　二、由於顧客資料記錄不完整且維護不易，難以透過統計分析找出隱藏在龐大顧客資料背後的知識，使得台灣汽車業者較少投入在維持有價值的顧客或是重新找回曾離開過的顧客，也就是說較少導入行銷方面的顧客關係管理功能。 　　三、顧客關係管理的投資報酬率並非短期立現，但為了儘速看到成果，以強化主事者的推動決心，台灣汽車業者多半從與顧客互動程度較高、較容易看到改善成效的銷售及顧客服務方面的顧客關係管理項目著手。 　　四、汽車業者擁有較長的利益持續期間及服務傳送持續期間，使得單純的價格誘因，或是財務結合差異化服務的社交方式都不易具有維繫長期顧客關係的效果，因此台灣汽車業者會傾向運用財務、社交與結構結合的方式，也就是將資訊技術與整個服務傳送過程結合起來，建立使用習慣而提高顧客忠誠度。 　　五、台灣汽車業者在推動顧客關係管理時，往往涉及整個體系的組織、作業流程、資訊系統的變革，因此由該體系內權力基礎較豐厚的製造商或代理商負責整體規劃與導入，不過該體系製造商或代理商所擁有的相對權力優勢，則會影響整體顧客關係管理計畫的順利導入與否。 　　六、各汽車業者賴以成功的策略重點（e.g.生產或行銷）、財務能力、流程整合等資源條件，也會影響顧客關係管理的整體規劃方向及計畫的順利導入與否。 / Taiwan's auto industry has come to maturity from 1990. Limited by the lower economic growth rate and the heavier vehicle density, 12 automakers are in fierce competition with others for market share. In addition, Taiwan's auto industry is confronted with competition force by global autos since Taiwan being the membership of WTO in Jan, 2002. Considering the limited capability in design and the limited improvement in production and distribution, Taiwan's automakers realize that marketing and servicing are the keys to survive and success in the long run. Nowadays, some of the Taiwan's automakers and dealers are engaged in adopting CRM system to improve the customer satisfaction. 　　This research is empirical analysis of the Top3 auto brands in Taiwan. It aims at the study of how automakers and dealers under the same brand cooperating with others in adopting CRM, and what and why the differences the three auto brands having in adopting CRM. After reviewing some literatures, this research divides factors affecting the CRM adopting into customer life cycle stages which firms emphasize, the interfirm power in channel relationships, and firms' specific resources. 　　The findings in this empirical analysis are as follows： 　　1.Facing the stable and maturity stage for the auto industry, Taiwan's automakers and dealers focus on the sustenance and enforcement of customer relationships in adopting CRM system. They prefer to deliver the product mix with convenient customer services or lower searching cost not included in the core product. 　　2.Because of some unavoidable faults in customer records, automakers and dealers can't easily find specific information from data warehouse. It makes Taiwan's automakers and dealers less focus on the maintenance of valuable customers or winning back customers who have defected or are planning to. Maybe we can say that Taiwan's automakers and dealers less focus on the marketing in adopting CRM system. 　　3.It takes long time to show the benefit of adopting CRM system, so Taiwan's automakers and dealers prefer to setup sales and services supporting functions in adopting CRM system that heavily interact with customers and can easily show the improvement on customer relationships. 　　4.Auto industry offers the products and services with long duration of benefits and long duration of service delivery, automakers and dealers would like to bundle the functions of finance, society and structure. They link IT and service deliver processes to build customer-using model, and finally increase the customer loyalty. 　　5.The channel members with power advantage will take charge of the planning in adopting CRM system. In Taiwan's auto industry, makers or agents own the power advantages. In addition, the relative power advantages that makers or agents own influence the schedule of auto brand in adopting CRM. 　　6.Success strategy for some time past, financial ability, intergrated process, etc., also influence the schedule of auto brand in adopting CRM.