Internet Effect on the B2C Enterprises' Customer Relationship Management -- Stock Brokerage and Bookstores

針對現今網路時代的變化與趨勢，本研究試圖以網站經營面和顧客使用面的角度切入，探討經過網際網路各項特性的催化後，一個完善的顧客關係管理系統所應該包含的重點工作為何。此外，本研究並試圖利用電子券商與網路書店此兩種不同產業的特性、實體與網路並存及純網路型企業及台灣與美國兩個不同國家的相關基礎環境影響這幾個變數，來探討在各個層面上，顧客關係管理系統在運用上所產生的相同與相異點，以提供業界與後續研究者做分析比較的參考。本研究的主要研究發現如下：● 不同產業與企業，在網際網路上進行顧客關係管理共同應注意的重點工作有■ 客製化服務是黏住顧客的最大關鍵■ 因為網際網路無遠弗屆的特性使然，利用網路進行顧客關係管理首重即時性與不間斷性■ 顧客服務應採用推播式（Push），而非被動的等待顧客來使用■ 確認機制和即時性的回復系統，是博得顧客信賴與安全感的重要機制■ 顧客真正想要的是「資訊」而非「資料」，資訊內容除了量大之外，好的搜尋引擎及分類機制才是關鍵■ 部分實體特性所帶來的「顧客感受」尚無法為網路所替代■ 既有品牌轉至網路，在獲取新顧客與保留顧客上不見得是助力● 電子券商與網路書店在進行顧客關係管理時所產生的不同點為1. 在資料擷取時點及使用方式方面■ 券商總是在一開始便擷取相當多的資訊、並採用即時採擷與分析的模式■ 書店則以較為開放的資訊分享方式進行，直到交易完成之後，才開始利用各式各樣的交易資訊來進行資料分析2. 在套牢現象方面■ 券商因為交易的複雜度較高，牽涉到大額金錢流動的安全性考量也較高，是故所產生的套牢效應比較明顯（E*Trade有95％的顧客重複使用率，Charles Schwab也有90％）■ 書店的商品比較標準化，且資訊又採完全公開分享的方式，是故與券商相較起來，套牢效應較小● 實體與網路並存與純網路型企業在進行顧客關係管理時所產生的不同點為■ 實體和網路並存的企業多利用策略聯盟或活動舉辦的方式來吸引顧客的目光及再度加深顧客的印象■ 純網路的企業則推陳出新的發展出像是聯屬行銷或是社群經營的方式來利用動態循環的概念套牢顧客。● 美國與台灣在相關產業基礎環境不同的情況下，企業在進行顧客關係管理時所產生的影響與窒礙有■ 台灣的券商在金流交換系統的不相容、不互通及法令層面上影響較大，例如證交法規定券商為特種行業，不可進行個股推薦並收取顧問費的營利活動，導致台灣券商目前並無法提供一站購足式的金融服務，並限制了擴展海外業務增加國際競爭力的能力。■ 台灣書店則受限於實體物流、倉儲等配銷層面的基礎建設不足。EDI系統的零散與不足，導致存補書籍及追蹤書籍資訊都多所障礙，同時台灣發書量與網路商業使用人口的不足，也導致進行人工智慧比對的比較基礎不夠，讓許多加值性的顧客服務目前只能處於規劃狀態，無法上線執行。此外，由研究結論可知，顧客關係管理系統內容廣泛，常常因產業的不同、企業數位化程度的不同、相關基礎設施的不同等等因素而以不同的型態呈現，並影響整個顧客關係管理的績效。但整體而言，國內外企業在推展的過程中，或多或少都已經對企業及顧客的價值產生提升的效果，甚至有些企業，例如Amazon已藉此達成了交叉銷售及雙贏的目標，並積極地為創造顧客的終身價值而努力。The 1990s has been a dynamic era for the information technologies. Since 1994, internet has boomed up and made trade commerce becoming a global-wide competition. Real time, boundless and multi-culture are the characteristics of internet and they also make changes to all the business models. Customer Relationship Management (CRM) which has been effected by the internet is one of the examples. The principle of 80/20 defines clearly that enterprises can create 80% of profit from their 20 % customers. How to utilize internet and apply the 80/20 principle to grasp customers is an important and also fashionable issue in business administration.ObjectivesThis thesis tries to investigate internet's impact on CRM, in the context of characteristics of industry, enterprise digitalization involvement and complementary industries impact factors, to discuss the following objectives:● The key successful factors of CRM on internet.● What are the differences of CRM between stock houses and bookstores?● What are the differences of CRM system between pure on-line and on-line + off-line enterprises?● What are the differences of CRM between Taiwan & the United State?● Does CRM enhance the value of both enterprises and customers.Research StructureThis thesis is based on the CRM as the core and supported by the web operation and customer points of view. According to literature survey, a complete CRM should include the mechanism to transfer customers' data to useful knowledge, good customer services, efficient database services and community & associates program applications.Case ChoiceFor the purpose of case study, this thesis chooses 8 companies as studies cases.Research MethodologyThis thesis adopts the case study using direct web observation, testing the internet system and in-depth managers and customers interviews. Before interviewing, the author has collected related data and the under-practicing data of every enterprise.Case Analysis and ConclusionsAccording to the analyses of the 8 cases, the author has generated the following conclusions:1. The key successful factors ofCRM on internet stock broker and bookstore industries including:● One-to-one marketing & customerlization is the most important way to stick the customers.● Real time, continuous and confirm-back system is necessary.● Customers need "information" not "data".CRM should integrate these data into information and provide to the customers.● Without providing the value-added services or the same identification of the brand name, established brand name may not be an asset to the new internet brand name.2. The differences ofCRM between stock houses and bookstores are:● Stock houses always adopt the way of real time data-mining and data warehousing; bookstores always share their information and provide information before they complete the first deal.● Because of the complexity and security, stock houses always have more lock-in effect than bookstores.3. The differences of CRM between pure on-line & on-line + off-line enterprises are:● They have different way to attract new customers. Associates program is only applicable to internet deal.● internet can't substitute some real things' interaction feeling for the customers.4. The differences ofCRM between Taiwan and the United States are:● The financial databases are not compatible in Taiwan. Therefore, it makes Taiwan's stock houses need more time and paper works to check customer's credibility.● The Stock Trading Regulations in Taiwan limit Taiwan stock houses services to their customers. This inconvenience weakens Taiwan stock houses competition with American stock houses on internet.● In Taiwan, EDI and logistic system is very poor. It makes bookstores can't trace their goods on time and provide value-added services.5. Increasing the Value of Enterprises and Customers● According to this research, it has discovered that a good CRM will collect customers' data, enhance customer relation, provide customers' knowledge and make cross interaction between sellers and customers. Both the enterprises and the customers gained "value-added".● Customers always save their time to complete the trading and information search work. Enterprise always save the rent fee and labor cost to open a real store, and always make cross selling by good CRM system.● For example, Amazon.com has made huge gain from the cross selling and has built a very good customer database. In 2000, Amazon.com has more than 17 million web users visit its homepage and more than 10 million have been its customers