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題 名 | 從顧客關係管理的觀點探討銀行業發展電子商務之策略=A Study of E-Commerce Strategy in the Banking Industry through Customer Relationship Management |
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作 者 | 劉漢榆; 唐資文; | 書刊名 | 管理與系統 |
卷 期 | 10:1 2003.01[民92.01] |
頁 次 | 頁23-39 |
分類號 | 562.3 |
關鍵詞 | 顧客關係管理; 銀行業; 電子商務; 策略管理; Customer relationship management; EC; Banking industry; Strategic management; |
語 文 | 中文(Chinese) |
中文摘要 | 電子商務的發展對銀行業的影響將遠超過其它行業,而網際網路以重塑企業與顧客的關係。本文從顧客關係管理的觀點,探討銀行業發展電子商務的相關文獻,導引出銀行業以顧客關係管理發展電子商務的四個策略構面,包括通路管理、顧客資料管理、企業整體策略與資訊技術支援。並以歐美的典範案例與標竿銀行的具體作法,歸納出各策略構面的重點工作,可作為我國銀行業者發展電子商務的指引與後續相關研究的基礎。 |
英文摘要 | The banking industry is highly information-intensive, and thus makes its competitive advantage through the EC (electronic commerce) strategy on customer relationship management (CRM). This paper is puzzled out four profitable EC/CRM business strategies, including contact channel management, customer information management, enterprise-wide strategy, and information technology support. It is also to review the best practices and events in the banking industry to find out the critical activities for every strategy. Hopefully, a business guide and a research framework to customer-effective EC strategy for the banking industry are provided. |
本系統中英文摘要資訊取自各篇刊載內容。