| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 106 === Christina was founded in Taiwan in 1989 by Dr. Chen Wugang. The business quickly occupied the female skin care market with the power of explosion and crossed the strait. Dr Chen established 4,000 chain stores in the Mainland and returned to Taiwan in 2013. In 2015, Chlitina won Taiwan's top 20 international brands, bring the business become the leader in the beauty industry. 2017 is the year for the business expansion into new orientation, among of that Vietnam is the first stop, and currently there are 2 beauty center of Chlitina in Vietnam, plus with a number of franchise stores.
This study investigates the relationship between Customer Relationship Management, Marketing Strategy and Business Performance, and further explore whether the differences in the Customer Relationship Management, Marketing Strategy and Business Performance of the company's employees with different variables. This study takes the employees currently working as employee as the research object, and conducts a questionnaire survey using a non-random, convenient sampling method. A total of 250 questionnaires were distributed, among received 232 questionnaires, there are 212 valid respondents and 20 invalid questionnaires which were deducted. The respondency percent is 91.38%.
The study findings are as follows:
1. Different genders have significant differences in Customer Relationship Management and Operating Performance
2. Customer Relationship Management has a significant positive effect on Marketing Strategy and Operating Performance.
3. Marketing Strategies have a significant positive impact on Operating Performance.
4. Marketing Strategies have partial mediating effects on Customer Relationship Management and Operating Performance.
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