顧客關係管理主要目為－傳遞卓越的顧客價值以獲取企業利潤，而顧客關係管理的工作重點在於，協調內部功能活動以及利用外部網路資源來整合與強化顧客價值創造流程。實務上許多企業，已視顧客關係管理為企業文化與實務的核心，本課程引導學生從行銷面、技術面、管理面等，學習顧客關係管理的策略與作法。

The main purpose of customer relationship management is to convey excellent customer value to gain corporate profits, and the focus of customer relationship management is to coordinate internal functional activities and use external network resources to integrate and strengthen customer value creation processes. In practice, many companies have considered customer relationship management as the core of corporate culture and practice. This course guides students to learn strategies and practices of customer relationship management from marketing, technology, management, etc.

知識經濟時代的企業體，唯有瞭解、滿足、預測顧客的需求，建立長久源源不斷的強韌的顧客關係，才能在瞬息萬變的企業經營環境中出類拔萃，獲取競爭優勢。尤其在現代客製化、個性化的經營環境，行銷已由產品行銷轉型成關係行銷，如何掌握顧客價值、促進顧客關係，進而提升顧客忠誠度，是刻不容緩的課題。本課程涵蓋顧客價值、經營管理、功能介面、實踐要訣、及IT技術等五大部分，系統性介紹並透過案例分析，來充實並提升學的人在此方面的實力。

Knowledge of the economic era, only by understanding, meeting and predicting the needs of customers and establishing a long-term and strong customer relationship can we excel in the ever-changing corporate business environment and gain competitive advantages. Especially in the modern customization and personalized business environment, marketing has transformed from product marketing into related marketing. How to grasp customer value, promote customer relationships, and thus improve customer loyalty is an urgent topic. This course covers five parts: customer value, operation management, functional interface, practical instructions, and IT technology. It systematically introduces and enhances the practical strength of students in this regard through case analysis.

Customer Relationship Management, Zikmund, W.G.. et al, 2005 (John Wiley & Sons).

Customer Relationship Management, Zikmund, W.G.. et al, 2005 (John Wiley & Sons).