顾客关系管理导向的网路花店网站构建（PDF 113页）

BuildingCustomerRelationshipManagementOrientedWebsites:AStudyontheOnlineFlowersShopinTaiwanI105(EC)(CRM)CRMECECCRMECCRMECECCRMECCRMECCRM(1-800-flowers,FTD,Proflowers)93ECCRMFLOWER99GUDYCRMECCRMCRMCRMCRMECCRMECCRMCRMIIAbstractTitle:BuildingCustomerRelationshipManagementOrientedWebsites:AStudyontheOnlineFlowersShopinTaiwanPage:105School:NationalDongHwaUniversityDepartment:InstituteofBusinessAdministrationTime&Degree:July,2005,EMBAAuthor:Tsui-linChangAdvisor:Dr.Han-yuhLiuKeyword:TaiwanOnlineFlowersShop,ElectronicCommerce,CustomerRelationshipMmanagementAbstract:ThedevelopmentofwebsitesandECbuiltuptheadvantageofthecustomerend.ItmadetheCRMbecomeoneofthemostimportantoperativeprogramsintheenterprise’sbusiness.TheECoperationunderCRM-oriented(i.e.ECCRM)couldcontrolthecustomer’sbehaviorandvalue,innovateexperiencesincustomers,andimprovetheinteractionthroughtheeffectiveintegration,sothatitcouldbuilduptheefficiencyofcustomerrelationship.ECCRMistheapplicationofIT,anditisalsotheoperativestrategyfortheenterprises’operationinthelongrun.AsthewebsiteistheportalofanenterpriseinECoperation,theirinterfacedesignbecomescertainlythestartingpointtosetuptherelationshipwithcustomers.Assistingtheenterprisesoffloralbusinesstopromotetheircompetitionbyintegratingtheiractualandvirtualsaleschannelsisoneofthemainprogramsofourgovernmentingoverningtheagriculture.Theinvestigationalsoshowsthatwebsitefloralshopsstillhavethespacesfordevelopment.Therefore,thefloralshopsshouldpaymuchattentiontotheECCRMandshouldbuildupawebsiteinterfaceofECCRM-orientedinordertokeepgoodrelationshipwithcustomers.ThisstudyadoptsContentAnalysisMethodology.IanalyzedthesituationsofECCRMbuiltupby93websitefloralshopsinTaiwanbyusingseveninterfacedesignsofECCRMonwebsites:Context,Content,Community,Customization,Communication,Connection,andCommerce,andreferringtotherelativebehaviorofthreeAmericanlandmarks(I-800-flowers,FTD,Proflowers).Furthermore,IalsostudiedfiveleadingwebsitefloralshopsinTaiwan(Flowerdj,TaipeiFlorist,TFTDAssociation,FLOWER99andGUDY)togettheiroperationconceptsinECCRMbymeansofpersonalinterviewandquestionsurveyreports.Theconclusionsofthisstudyareasfollows:thewebsiteinterfacedesignsinCommunity,allianceConnection,custom-builtCustomizationandmarketing-mentionedContentdonebythewebsitefloralshopsinTaiwanaregenerallyshowninsufficiently.AllofthelandmarksarewiththeknowledgeofCRMandstresstheirwebsiteinterfacedesignstokeepgoodrelationshipwiththeircustomers.However,mostofsmall-scalewebsitefloralshopsconsiderCRMasITapplicationinstrumentandthinkitisnottherighttimetodoCRM-orientedatthismoment.However,topromoteindustrialcompetition,IsuggestthatthefloralenterprisesshouldactivelystrengthentheirwebsiteinterfacedesignsinECCRManduseECCRMasthecorestrategyintheirbusinessoperation.IIIEMBAIV........................................................................................................I(Abstract)......................................................................................II.........................................................................................................III.........................................................................................................IV.........................................................................................................VI.......................................................................................................VII.......................................................................................................VII.............................................................................................11.1............................................................................................11.2............................................................................................21.3............................................................................................31.4............................................................................................4.........................................................................................72.1........................................................................72.1.1(Context).....................................................................102.1.2(Content).....................................................................112.1.3(Community)..............................................................112.1.4(Customization)......................................................112.1.5(Communication).......................................................112.1.6(Connection)...............................................................122.1.7(Commerce)................................................................122.2..................................................................122.2.11-800-flowers.com()................132.2.2FTD.com(()..........................1