| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 90 === The Internet has been getting mature and therefore E-commerce is getting popular. The whole market environment is changing from the past — product oriented into customer oriented. High level manager starting to notice only to understand customer really needed and take a good relationship with your customer is the main business survival way. And also using the one-to-one information technology along with providing a customization service is the best way to build a good customer relationship. However for customer relationship system is kind of huge and costly therefore company need be very careful to planning and controlling the whole implement period.
This study is based on three individual cases, which are the top ten on-line brokers in Taiwan to analysis the differentiation between the new and old historical company when doing CRM. The whole analysis is containing the existing information technology using, the challenge during planning, implementation and also to compare the strategy making between the different culture companies.
The overall CRM building for on-line broker in Taiwan is just start and considered a very initial and exploring stage. The computer information technology used is almost the same between those on-line brokers. There are currently only focus on multi-channel sale service like IVR-order, Internet order, Application order and Wap-order …etc. The overall Database selling, data warehouse and data mining technology are still very rarely.
The conclusion for the study shows based on the differentiation of culture and background, there are still few differences between them however, the overall planning and evaluation are follow CRM strategy, CRM solution, Integration vendor and Organization those four main idea for their evaluate.
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