crm 顧客關係管理商品分析師 crm & merchandise analyst...
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analysis.com.tw*--http://analysis.com.tw/
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(Customer)Customer CustomCustom(Customer)(Consumer)ClientCustomerCustomerClientClient*
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CRM
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()()()()()*
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CRMCRM
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*
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*
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*(4P)STP
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Targeting
*Segmentation
Positioning 103142
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analysis.com.tw*
analysis.com.tw
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analysis.com.tw*Harvard Business Review (Zero Defections : Quality comes to services.)55%25~85
analysis.com.tw
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(Customer Acquisition) (Customer Retention) (Customer Loyalty) (Customer Satisfaction) (Customer Profitability) *
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analysis.com.tw*Source: "Zero Defections: Quality Comes to Services", by Frederick R. Reichheld and W. Earl Sasser, Jr., September-October 1990.1234567
analysis.com.tw
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analysis.com.tw*
analysis.com.tw
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analysis.com.tw*
analysis.com.tw
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RFM (RecencyFrequencyMonetary)
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R RecencyF FrequencyM MonetaryRFMRecencyFrequencyMonetary (R) (F) (M) * 115
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RFM(Frequency)(Monetary)(Recency)*
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*
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BestSpenderFrequentCross-sellingUp-selling Uncertain*
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80-20 (80-20 rule)80% 20%
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LCV 20% LCV 80%
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LTV
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RFM (recencyfrequencymonetary) 115
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RFM* 115
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(Customer Profitability)(Customer Acquisition)(Cross-Selling)(Customer Retention)(Customer Segmentation )
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*DataInformationKnowledgeWisdom/
competence
Source 9039
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analysis.com.tw*
analysis.com.tw
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analysis.com.tw*CEMCRM
analysis.com.tw
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(Prospect)(Shopper)()(Customer)(Client)(Advocate)*
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*CEMCRM
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*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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eCRMIT
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4CCRM4CCRM4CCRMCRM4CCRM
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(Social Media)BlogFacebook*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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48
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50
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3.0(segmentation)(target)(position)4P(productpricepromotionplace)*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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Social CRMUniqloUniqloUniqlo*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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*http://www.ccvcda.org.tw/*
CRMSocial CRM
http://www.ccvcda.org.tw/
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Wal-Mart30Wal-Mart30Wal-Mart*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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7-11*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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FacebookPlurkTwitter (text mining)*http://www.ccvcda.org.tw/*
http://www.ccvcda.org.tw/
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Facebook
https://www.facebook.com/711open
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Zeithaml(1998)*
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Wayland & Cole()(customer lifetime value, CLV)*
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1.2.3.4.5.*
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*
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*
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QualityPriceTime Attitude*
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KM CRM1. 2. 3. *
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Cross SellingCRMManagement Information SystemMISKey Performance IndicatorsKPI *
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(Increased Sales)(Increased Retention)(Increased Referral)(Lower Direct Cost)(Lower Marketing Cost) (Adding New Customers)(New Sales)(Reclaiming Lost Buyers)(Lower Direct Cost)(Lower Marketing Cost)*
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On-Line Transaction ProcessingOLTPOperational Database*
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= @=
* 421 CRM
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3862 199
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()()()POS
51
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1962--1 2 3 ()4 5 6 7 8 * 77
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() B.B.Call()()(()(* 102 128
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11-*(Social Classes)(Social Stratification) 114
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Chapter 11 137 114
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88124300
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A 88
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243248299
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* 1.2.3.4.
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*5%95%*
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*Easy comeEasy go(Activity Based Costing; ABC)*
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* *
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1-* 116 169
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1-* 117 265
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4%91%8~1370%95%55~66
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10
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57
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analysis.com.tw*
analysis.com.tw
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analysis.com.tw*
analysis.com.tw
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Who What Why Where When How
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1.2. 3. 4. 90
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(A) (B) (C) (D) (E)
70
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*
148298
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(intangibility)(heterogeneity)(inseparability)(perishability)(uninventoriable) 14
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*NCR Ronald S. Swift
1. (knowledge discovery) (1)(2)(3) 2. (marketing planning) 3. (customer interactions) 4. (analysis and refinement) 14
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*(Identify)(Differentiate)(Interact)(Customize)
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157
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77 37
*stakeholdersRichard Stutely (2002 ), the definitive business plan, 2nd ed. Great Britain, FINANCIAL TIMES Prentice Hall, pp. 10-11
**9039
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