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.

本課程以紮實的關係行銷理論基礎及實務上的應用說明顧客關係管理,幫助學生了解如何創造顧客占有率,發展顧客忠誠,提高顧客終身價值,及建立穩定的顧客關係。

This course provides practical relationship marketing and practical application explanations to customer relationship management, helping students understand how to create customer share, develop customer loyalty, improve customer end value, and establish a stable customer relationship.

個堂講義與個案

A lecture and case