| 摘要: | 面對現在瞬息萬變的光速時代及2.0的世代，多採單向、靜態方式來記載與分析顧客交易與行為資料的傳統顧客關係管理(Customer Relationship Management, CRM)模式，已經無法滿足企業主動探索顧客潛在需求及拓展新市場的目的，因此，誘發了希望透過CRM與社交媒體(Social media)技術的結合賦予CRM新生命的社群顧客關係管理(Social CRM或SCRM)概念。
唯此議題在學術研究與實務應用領域尚處萌芽期，尚未建構完整概念與具體作法；因此，為呼應此一需求缺口，本研究透過文獻探討、類比及專家訪談等方法，從服務提供商觀點提出一導入社群SCRM的四階層參考模型，作為描繪SCRM應用與實踐策略的階段與內涵，期作為相關服務提供商在未來發展新服務與推動新應用市場時的參考。
Owing to the rapid change of business environment and the effects of 2.0 economy, current practices of uni-directional, static oriented customer relationship management (CRM) can hardly fulfill requirements of businesses. Instead, Social CRM (or SCRM), a new concept equipped with CRM and social media, are then proposed.
However, there are still few studies having their focus on the nature, the development, and the model of SCRM. To help bridge this potential research gap, this study aims at developing a conceptual model depicting the possible strategies and stages of introducing SRCM from service providers’ perspective. Through literature review, analogy, and interviews, a four-stage sequence of disruptions created by the iterative dynamic between SCRM users and providers are highlighted and discussed. We wish such a framework beneficial for potential SCRM service providers in penetrating and creating markets. |
