碩士 / 國立交通大學 / 傳播所 / 92 / With the emergence of the Internet, the pulse of digitalization has made many rising stars of traditional industries. The media is one such industry that is capturing focus in this wave of changes. The digitalization of traditional media such as radio, television, and the newspaper has completely altered the functions of the media industry. One of the most persistent questions facing the media industry of old concerns how due to the methods of broadcasting data, one cannot accurately know who the customer is, nor identify their characteristics and preferences. With such rough capabilities on customer relation managements and services, profits are naturally harder to predict and manage. The most widely used MIS system and concept for customer management is the Customer Relationship Management (CRM) system, long implanted in the finance, insurance, service, and aerospace sectors. The media industry, however, due to its lack of customer information, will find implanting such software without preparing any solid customer data beforehand difficult and impractical. Now, with the advancement of digitalization technology, not only does the media industry have an opportunity to carry out one-on-one transactions, but more importantly a chance to redefine the relationship with their unseen customers.
The study methods and procedures in this study are separated into two parts. In the first section we projected a historical analysis of how among eight media industries, the digital television is the industry mostly likely to benefit from a CRM implantation. We also mapped out their basic business model using the structure of CRM and a total marketing strategy. In the second section, using in depth interviews and analysis from experts, digital television businessmen, and system software engineers, we discussed how the structure of CRM relates to the digital television business model. With this study we have the following conclusions:
1 Broadening the context of customer relationship management to include the concepts of core customer and the integration of five content, practical systems, process, data, and systems. During the interviews, we realized that the concept of core customer are the most important of all contents, and instead of focusing on how to make profit for the firm, we redesign our business logic with the “customer” as our starting point.
2 Compatibility between CRM and the industry increases with digitalization, with digital television featuring the most compatible characteristics. The digitalizations of traditional medias are also important for the introduction of CRM.
3 The use of CRM in digital television are still limited by cost and software compatibility, and are therefore used less extensively then the service or circulation sectors. However concepts such as “database”, “process integrations”, and “system integrations” have all reached a mature stage of use.
4 The intermediary business model of digital television is defined clearly and should integrate multilateral alliances with a partner relationship management plan.
| Identifer | oai:union.ndltd.org:TW/092NCTU0376004 |
| Date | January 2003 |
| Creators | Ti-Jie Hung, 洪緹婕 |
| Contributors | Jy-kuang Fang, Pei-chi Chung, 方之光, 鍾珮琦 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 127 |
Page generated in 0.0109 seconds