| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 93 === In the highly competitive environment, Customer Relationship Management (CRM) has become the necessarily important issue of enterprises. Under the trend of progressive information technology and electronic business(e-busine- ss),the electronic CRM(e-CRM) has its own advanced operation mode and method. Enterprise can apply e-CRM to obtain potential new customers, to increase the sale to present customers, to maintain good customer relationship, and to enhance customer life-time value. Offering the rapid, precise, well-rounded service and promoting customer relationship, enterprise can continuously keep its competitive advantage.
In this research, we analyzed the mode and the competitive advantage of the e-CRM. The process went through the documentation and theory analysis on each stage of electronic business, CRM, e-CRM, and competitive advantage. A bank, a high-end e-CRM user, has been chosen as the industry for this analysis. The China-Trust Bank individual cases have been put into this process. The analysis based on theories of Kalakota and Robinson’s CRM structure, Porter’s five-force study, and Weihrich’s SWOT matrix study. The China-Trust Bank was analyzed on its current status, importance, and operational mode. The five-force study and SWOT were also used to analyze the variation of advantageous competition position.
The result was profound. This individual business has found itself successful- ly become the leader in electronic business and e-CRM due to its high-level Chief Executive Officers’ initiation, years of electronic revolution, perfection of internal electronic environment, precise technical application of CRM, its long term good customer relationship, and the sufficient enhance of income and profit.
Through the analysis result, the individual business position and opportunity, the bank has developed broader business territory. However the disadvantages and threats still exist. Individual business has to continuously apply the newe- st technology for further resolution. In conclusion, the bank industry applies e-CRM as a part of its business operation. It enhances the competition positi- on and excavates the unlimited potentiality.
Keywords: e-Business, CRM, e-CRM, Competitive Advantage, Five-Force,SWOT
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