運用網站技術推動顧客關係管理之研究—以教育部技職司資訊傳播網為例
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2004
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由於網際網路的快速發展及上網人數的快速增加，電子商務的迅速發展，政府、民間企業、教育單位(教育部、局及各級學校)紛紛建立各式各樣的網站。不同網站有其不同目標的使用者群，使用者在成千上萬的網站中瀏覽，在眾多的網站中如何成為使用者目光的焦點及贊同，是當前網站經營者或管理者的重大議題。因此，做好網站顧客關係管理、行銷及網站內容的呈現，已是網站經營的策略之一。
本研究以教育部技職司資訊傳播網站為例，先探討顧客關係管理的方式，並分析可應用在此網站的方式。將品質機能展開運用在網站顧客關係管理(CRM, Customer Relationship Management)上，針對技職資訊傳播網教師會員以問卷方式探討CRM系統可應用在技職資訊傳播網上功能以保留顧客並擴大顧客佔有率。
Because Internet and the electric commercial business develop quickly and the quantity of Internet users increases rapidly, the government, private companies, education departments and every school set up every kind of Internet websites one by one. There are millions of websites in Internet. Users login different websites to browse for different purposes. It is an important subject for website managers that how to catch users’ eyes and to obtain their agreement in the millions of websites. Hence, it is one of strategies for administering websites to make a perfect website customer relationship management and a good advertisement, and to display the content of websites well. The study takes the information web of technological and vocational education website as an example. First, it discusses the methods of the website customer relationship management and their good points and drawbacks. Besides, what kind of methods can be applied in the website is also analyzed. The study uses FQD to analyze website users’ types, the cities where they live and their favorite teaching fields. These analysis results can be applied in the website customer relationship management to attract more and more customers.
Because Internet and the electric commercial business develop quickly and the quantity of Internet users increases rapidly, the government, private companies, education departments and every school set up every kind of Internet websites one by one. There are millions of websites in Internet. Users login different websites to browse for different purposes. It is an important subject for website managers that how to catch users’ eyes and to obtain their agreement in the millions of websites. Hence, it is one of strategies for administering websites to make a perfect website customer relationship management and a good advertisement, and to display the content of websites well. The study takes the information web of technological and vocational education website as an example. First, it discusses the methods of the website customer relationship management and their good points and drawbacks. Besides, what kind of methods can be applied in the website is also analyzed. The study uses FQD to analyze website users’ types, the cities where they live and their favorite teaching fields. These analysis results can be applied in the website customer relationship management to attract more and more customers.
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品質機能展開, 顧客關係管理, QFD, CRM