在市場導向的時代，任何組織的生存和成長都取決於能否提供給顧客優越的顧客價值。行銷已經和整個組織的策略規劃緊密地結合在一起。行銷必須以市場驅動(market-driven)，顧客的角度來規劃、執行和控制各項行銷活動。顧客關係管理的運用能幫助企業更好地達到市場導向的目標，尤其在數位的時代來臨後，行銷人員可以獲得更好、更多、更廣的顧客信息，善用這些信息能協助
企業因應各種競爭威脅，更快速地回應多變的市場環境。本課程將重點介紹消費者隨著社會、技術、經濟、環境、和政治的波動與變化下，長中短期需求所產生的相對應的變化，討論企業如何 去偵察、識別、了解和滿足消費者不同的需求，尤其著重在深入討論數位化時代下的消費者行為 與各種顧客關係管理行銷策略的影響、從消費者行為和顧客經營相關的核心概念和原理，結合數據分析的運用，帶領學習如何提針對消費者需求，提升顧客滿意度，優化顧客關係，強調體驗管理，從而全面提高企業利潤和競爭優勢。
本課程將討論顧客關係管理的主題包括但不限於：消費者真實需求的識別與理解、消費者心理的 動態變化、產品或服務的差異對顧客價值的影響、價格相關議題和顧客滿意和忠誠的動態關係、顧客價值的創造與消費體驗的改善、精準的顧客分析、企業的價值應對策略等。
本課程亦將藉由 (1)課堂授課教學，(2)個人文獻閱讀與報告，(3)小組案例分析，(4)課堂小組討 論，和(5)專題研究報告等形式綜合學習課程相關知識。

In a market-oriented era, the survival and growth of any organization depends on whether it can provide customers with superior customer value. Marketing has been closely integrated with the strategic planning of the entire organization. Marketing must be market-driven and plan, execute and control various marketing activities from the customer's perspective. The application of customer relationship management can help companies better achieve market-oriented goals. Especially with the advent of the digital era, marketers can obtain better, more and wider customer information. Making good use of this information can help
Companies respond to various competitive threats and respond more quickly to changing market environments. This course will focus on the corresponding changes in long-, medium- and short-term needs of consumers as society, technology, economy, environment, and politics fluctuate and change. It will discuss how companies can detect, identify, understand and meet the different needs of consumers, with a special focus on in-depth discussion of consumer behavior in the digital age. The influence of various customer relationship management marketing strategies, core concepts and principles related to consumer behavior and customer management, combined with the use of data analysis, lead students to learn how to target consumer needs, improve customer satisfaction, optimize customer relationships, and emphasize experience management, thereby comprehensively improving corporate profits and competitive advantages.
This course will discuss the topics of customer relationship management, including but not limited to: identification and understanding of consumers' real needs, dynamic changes in consumer psychology, the impact of differences in products or services on customer value, price-related issues and the dynamic relationship between customer satisfaction and loyalty, creation of customer value and improvement of consumption experience, accurate customer analysis, corporate value response strategies, etc.
This course will also comprehensively learn course-related knowledge through (1) classroom teaching, (2) personal literature reading and reporting, (3) group case analysis, (4) classroom group discussion, and (5) special research report.

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 explains customer relationship management with a solid theoretical foundation of relationship marketing and practical applications to help students understand how to create customer share, develop customer loyalty, increase customer lifetime value, and establish stable customer relationships.

1. 顧客關係管理：觀念、策略與工具(Customer Relationship Management: concept, strategy, and tools
2/E)
作者:V. Kumar, Werner Reinartz; 譯者:黃明蕙; 出版社:雙葉書廊; ISBN:9789865668419
2. Customer Relationship Management: concept, strategy, and tools 2/E
作者:V. Kumar, Werner Reinartz

1. Customer Relationship Management: concept, strategy, and tools
2/E)
Author: V. Kumar, Werner Reinartz; Translator: Huang Minghui; Publisher: Shuangye Bookstore; ISBN: 9789865668419
2. Customer Relationship Management: concept, strategy, and tools 2/E
Author: V. Kumar, Werner Reinartz