顧客知識管理、市場導向、行銷策略與行銷績效關係之研究－以台灣連鎖業為例

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Title:	顧客知識管理、市場導向、行銷策略與行銷績效關係之研究－以台灣連鎖業為例
Other Titles:	RESEARCH ON THE RELATIONSHIP OF CUSTOMER KNOWLEDGE MANAGEMENT, MARKETING ORIENTATION, MARKETING STRATEGIES AND MARKETING PERFORMANCE--A CASE OF THE TAIWAN FRANCHISE
Authors:	盧建勳 Lu, Chien-hsuan
Contributors:	管理科學研究所范惟翔 Wei-shang Fan
Keywords:	連鎖業;行銷績效;行銷策略;市場導向;顧客知識管理 Customer Knowledge Management;Franchise;Marketing Performance;Market Orientation;Marketing Strategies
Date:	2005
Issue Date:	2015-07-31 15:39:00 (UTC+8)
Abstract:	進入知識經濟時代後，企業創造價值的方法，已經由過去對「有形資產」的管理，重心轉變為對「無形資產」的管理。目前國內外對於顧客知識管理的研究不多，然而顧客知識卻是知識管理中最弱的一環，因為目前大多數業者只強調對於顧客資料的收集，或是建立簡單的顧客資料庫，卻忽略了對顧客資料進行分析解讀的重要性。　　　本研究所探討的連鎖業，本身就為高度知識運用的產業之一，配合現在數位資料庫的發達，企業的顧客知識管理運作效果及做法上差異為何，將是本研究的研究重點，並以國內614家連鎖業總部作為實證性的研究對象。本研究之研究結果主要有下列三項：　1.在個人特徵中，不同年齡及服務年資對於顧客知識管理流程上，有顯著的差異；在企業特徵中，不同的營運年資對於行銷策略及市場導向會有顯著差異。　2.定價策略與其餘構面之間呈現無顯著相關外，顧客知識管理、市場導向、行銷策略、行銷績效之間皆呈現顯著相關。　3.顧客知識管理對市場導向、行銷策略、行銷績效的分析中，皆呈現顯著的正向影響；市場導向對於行銷策略、行銷績效的分析中，呈現顯著的正向影響；在行銷策略與行銷績效的分析中，也呈現顯著的正向影響。　　With the coming of knowledge-based economy, the enterprises change their way of value creation from managing “tangible assets” to “intangible assets.” Currently, there aren’t many researches concerning customer knowledge management which is certainly the weakest part in knowledge management. Since most managers are only concerned about collecting customer information or setting a database of customer, but ignore the importance of analyzing customer information. 　　　Since franchise is one of the industries tending to use knowledge management with advanced digital database, it is selected as the research object in order to discuss the differences and the effects of different customer knowledge managements by choosing 614 chain stores as the testing samples. The results of the research are displayed as below:　1.In the respect of individual characteristics, there are distinct differences on the process of customer knowledge management because of different age and seniority. Otherwise, in the respect of enterprise characteristics, the marketing strategy and the market orientation are obvious different because of different operation year.　2.Except the strategy of determining price has no significant relationship with other dimensions, customer knowledge management, market orientation, marketing strategy and marketing performance all have the significant correlations with each other.　3.Based on the result of analyzing the relation between customer knowledge management, market orientation, marketing strategy and marketing performance, customer knowledge management has the significant positive influence on the others; market orientation has the significant positive influence on marketing strategy and marketing performance as well. Also, marketing strategy has a significant influence on marketing performance.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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