| Summary: | 碩士 === 國立中山大學 === 企業管理研究所 === 86 === Given the continual improving on information technology and theproliferation of Internet users, we can anticipate that web storeswill give tremendous impact on consumer markets in the very nearfuture. However, among the countless web stores, it is very difficult to catch users'' attentions frequently. As a result, enterprises must take proactive strategies to create long-term relationships with their customers and capture their loyalty as well.The first purpose of this research is to study the strategy of runninga web store''s membership system based on the theory of relationship marketing. The second purpose is to propose a system framework of web store''s membership operation. After observing 23 web sites providing membership, we analyze membership privileges, categories and payment systems. Based on the result as well as literature review, we summarize strategic goals, privileges and operational measures of implementing web store''s membership. Depending on strategic goals, enterprises should operate membership differently. Finally, this thesis also proposes a system framework of web store''s membership operation. There are four databases, user profile, homepages, product, and market research, and thirteen intelligent agents.
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