臺灣中小企業雲端顧客關係管理雲端運用

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Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/87563

Title:	臺灣中小企業雲端顧客關係管理雲端運用
Other Titles:	The research of small-medium enterprises applying cloud computing customer relationship management in Taiwan 台灣中小企業雲端顧客關係管理雲端運用
Authors:	江明烜;Chiang, Ming-Hsuan
Contributors:	淡江大學企業管理學系碩士班李月華;Lee, Yueh-Hua
Keywords:	顧客關係管理;雲端服務;層級分析法;Customer Relationship Management;Cloud Service;Analytic Hierarchy Process
Date:	2012
Issue Date:	2013-04-13 11:26:27 (UTC+8)
Abstract:	近年來許多研究機構認為雲端服務將成為下一個科技趨勢，並且帶來龐大的商機，使得雲端服務成為熱門話題。對於台灣的中小型企業來說，雲端服務尚處於摸索階段，所以大部分企業都還沒開始運用雲端服務。本研究以台灣中小型旅遊業為研究對象，探討雲端服務對於中小型旅遊業所帶來的效益及中小型旅遊業在採用雲端服務時考慮哪些因素，期望找出創新商業模式與考量因素。透過文獻及實務間的整合，發展出創新服務模式，提供中小型旅遊業一個運用雲端服務的新服務模式，藉此提升企業競爭力。並且經由顧客關係管理與雲端服務等相關文獻彙整後，提出適合中小型旅遊業採用雲端服務的四大構面影響因素，分別為財務效益、行銷效益、風險與環境等因素，運用層級分析，建構出中小型旅遊業採用雲端服務考慮因素之架構，分析各因素間之相對重要性。經層級分析後，發現主構面評估結果以財務效益最為重要，其次為行銷效益，最不受重視為環境構面；而已整體權重分析結果來看，降低硬體設施建置成本、降低維護費用、了解消費者偏好、資訊安全性與以量計價方式列為重要的考慮因素，此結果可以提供中小型旅遊業再評估採用雲端服務時的參考方向。 In recent years, cloud service has become a significant business issue due to its potential business opportunities. However, the research and employment of cloud service is still in an unclear stage for most of the small and medium-sized enterprises in Taiwan. The most companies can only spend lots of money on research instead of completely utilizing cloud services in the core of business operation. This study attempts to figure out the innovative business models of small and medium-sized companies by deeply discussing the benefits brought from cloud service and the possible factors which may be considered in its implementation. The tourism industry in Taiwan is targeted for this research. Reviewing the extant literature and practice, this study develops a new service model with the purpose of enhancing the competitiveness of enterprises. In the innovative model, there are four influencing dimensions of cloud services for small and medium-sized tourist firms, including financial benefits, marketing benefits, risks and environmental . The analytic hierarchy process was employed to examine the level of relative importance between various factors in the innovative model. After conducting analytic hierarchy process, we found that financial benefit is the most important factors among four dimensions, followed by marketing benefits, and the least important is environment dimension. From the results of overall weight analysis, we proposed that reducing the cost of hardware facilities construction and the their maintenance costs, understanding consumer preferences, enhancing information security, and pricing by quantitative standard should be considered during the implementation of could service for the small and medium-sized tourist firms in Taiwan.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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