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研究生： 楊適綺
Yang, Shih-Chi
論文名稱： 顧客知識管理應用於零售產業之探索性研究
指導教授： 呂執中
Lyu, Jr-Jung
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理研究所
Institute of Information Management
論文出版年： 2004
畢業學年度： 92
語文別： 中文
論文頁數： 84
中文關鍵詞： 顧客知識 、零售業 、行銷 、商業智慧
外文關鍵詞： business intelligence, marketing, customer knowledge, retailing
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    • 　　企業對源自於顧客端之知識進行管理，以達到協助新產品開發、建立行銷策略或是提升顧客忠誠等目的，此稱「顧客知識管理」（Customer Knowledge Management, CKM）。CKM可視為一綜合顧客關係管理與知識管理之概念，對於深入了解顧客需求，以及決策依據的分析皆有其重要性。
    　　雖然蒐集、管理與分享顧客知識是一讓企業更具競爭力的管理方法，但顧客知識管理仍尚未受到企業與學者的重視。目前學術領域中所提出的顧客知識管理之研究大多著眼於獨立的步驟或程序，而非整體性的策略規劃，並且將焦點放在如何獲得顧客知識上，忽略了顧客知識的應用以及企業策略與流程應有的配合。本研究之主要目的為建立一顧客知識發掘與知識應用並重的管理架構，並以個案探討的方式說明本研究架構，透過個案公司之實證探討建立一適用於零售產業之顧客知識管理模式。
    　　本研究所建立之顧客知識管理架構可分為知識發掘與知識應用兩大部分，知識發掘主要探討資訊科技的利用，而知識應用的部分則是探討以知識為基礎的行銷策略。本研究認為藉由這兩者之相輔相成，顧客知識管理才得以發揮其最大效益。個案研究中該公司利用商業智慧系統（business intelligence system）針對產品銷售資料、顧客基本資料與其消費記錄進行知識發掘，並透過健全的管理流程於企業內進行知識分享，讓知識成為管理者行銷決策依據。
    　　透過個案的探討，本研究發現關鍵績效指標（Key Performance Index, KPI）的正確建立，與組織人員的投入為影響CKM導入成功與否之主要因素。因為KPI變化代表了組織目前營運的績效，若未能正確建立KPI將使得企業無法檢視出主要警訊，也無法了解顧客真正的需求。另外，若組織人員投入程度低，則無法轉變成顧客導向之企業，對於經常面對顧客的零售業者而言，顧客知識的應用亦將無法發揮其最大效益。

    　　CKM (Customer knowledge management) is the managerial activity that manages the knowledge about customers in order to assist the development of new product and service, to establish marketing strategy and to improve the satisfaction of customers. Although collecting, managing and sharing customer knowledge is a managerial method that can raise the competence of enterprise, researches in this area emphasized independent steps or process instead of a whole strategic plan, and few study on developing CKM application and the coordination with strategy and workflow of the enterprise. This research proposes a CKM model that is suitable for retailing, and emphasizing on both customer knowledge obtaining and application. The model is further illustrated by a case study.
    　　The CKM structure can be divided into two parts – knowledge discovery and knowledge application. The utilization of IT focuses on knowledge discovery and a knowledge-based marketing strategy is discussed in knowledge application. CKM can show its best benefit by synchronize with both activities. In the case, the company discovers the knowledge from sales data, customer profile and transaction records by using business intelligence system, where the knowledge discovered becomes the support of establishing marketing strategy by knowledge sharing processes. Through the discussion of the case, this research found out that to build KPI (Key performance index) correctly and the involvement of the executives are major successful factors to implement CKM, and issues such as data integration and the performance measurement are also critical.

    摘 要..........................................I 目 錄.........................................IV 表 目 錄........................................VII 圖 目 錄.......................................VIII 第一章 緒論......................................1 第一節 研究背景與動機............................1 第二節 研究目的..................................2 第三節 研究範圍與限制............................3 第四節 研究流程與方法............................3 第二章 文獻探討..................................5 第一節 顧客知識管理..............................5 2-1-1　顧客知識管理概要...........................5 2-1-2　顧客知識管理之方法與架構...................8 2-1-3　顧客知識管理的類型........................11 2-1-4　顧客知識管理、顧客關係管理與知識管理 .................................................13 2-1-5　小結......................................15 第二節 知識發掘與知識應用.......................15 2-2-1　知識發掘..................................15 2-2-2　知識應用..................................19 2-2-3　小結......................................22 第三節 商業智慧系統.............................22 2-3-1　商業智慧的定義............................23 2-3-2　商業智慧流程..............................23 2-3-3　商業智慧系統..............................25 2-3-4　小結......................................28 第四節 零售業經營...............................28 2-4-1　零售業的定義..............................28 2-4-2　零售業之經營特性..........................30 2-4-3　零售業與顧客的關係........................32 2-4-4　零售業之趨勢與發展........................33 2-4-5　小結......................................35 第三章 模式建立.................................36 第一節 發展背景.................................36 第二節 顧客知識管理模式.........................40 3-2-1　顧客知識發掘..............................40 3-2-2　顧客知識應用..............................41 3-2-3　顧客知識管理雛型模式......................43 第三節　模式探討.................................45 第四章 個案研究.................................49 第一節 產業背景簡介............................,49 4-1-1　綜合商品零售業之現況......................49 4-1-2　綜合商品零售業之特性......................50 4-1-3　綜合商品零售業之發展趨勢..................53 第二節 個案公司簡介.............................56 第三節 問題描述.................................60 第四節 顧客知識管理流程.........................62 4-4-1　CKM前置作業...............................62 4-4-2　顧客知識的利用............................63 第五節 個案探討.................................72 4-5-1　問題與困難................................73 4-5-2　行銷環境檢測..............................74 第五章 結論與未來研究方向.......................77 第一節 結論.....................................77 第二節 未來研究方向.............................78 參考文獻.........................................79

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    【網站部分】
    1. 行政院主計處，2004，http://www.dgbasey.gov.tw/

    2. 經濟部商業司，2001，http://www.moea.gov.tw/~meco/doc/ndoc/default.htm

    3. 經濟部統計處，2004，http://2k3dmz2.moea.gov.tw/gnweb/

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