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https://nccur.lib.nccu.edu.tw/handle/140.119/146943
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| Title: | 顧客識別在行銷自動化系統應用之營運模式個案分析
A Case Study on the Business Model of Customer Identificiation in Marketing Automation System |
| Authors: | 彭雪珍
Peng, Hsueh-Chen |
| Contributors: | 邱奕嘉
Chiu,Yi-Chia
彭雪珍
Peng, Hsueh-Chen |
| Keywords: | 儉樸設計
顧客識別
顧客經營
自動化
Frugal Design
Customer identificiation
Customer management
Automation |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:05:35 (UTC+8) |
| Abstract: | 近年在數位廣告成本不斷提升，廣告媒體的投入成本居高不下的狀況下，企業逐漸將營銷重點轉向自有顧客的經營，因而顧客數據的運用也更加受到重視。過去行銷人員要找到精準顧客，必需請資訊人員用人工的方式、依每個活動的目標對象、客製撰寫程式去撈取名單，再每個活動去設定系統及發送行銷訊息。因此，如何簡化顧客數據流程，快速落地以提升顧客經營的效能是企業很大的挑戰。
本研究以「儉樸設計Frugal Design」的概念，在有限的資源環境下、以科技創新的方式和流程，嘗試透過「顧客快速識別標籤」以科技化的方式快速複製零售業的成功模式，讓企業可以簡化操作流程，以精減的人力及行銷成本資源，達成更精準的經營目標顧客；並將「顧客快速識別標籤」搭配自動化行銷系統，以自動化的流程簡化顧客經營、提升經營效率，讓企業更能符合未來快速發展的趨勢。
In recent years, as the cost of digital advertising continues to rise and the investment in advertising media remains high, businesses have gradually shifted their marketing focus towards cultivating their existing customer base. As a result, the utilization of customer data has gained more attention. In the past, marketers needed to identify precise customers by enlisting the assistance of IT personnel to manually retrieve lists based on the objectives of each campaign and create custom programs. Subsequently, they would configure systems and send marketing messages for each campaign. Thus, streamlining the customer data process and swiftly implementing measures to enhance customer management efficiency pose significant challenges for enterprises.
This study employs the concept of "Frugal Design" within a limited resource environment. Through technological innovation and processes, it attempts to replicate the success of the retail industry`s model using the "Customer Rapid Identification Tags" in a technologically-driven manner. This aims to simplify operational processes, reduce human resources and marketing costs, and achieve more precise customer management objectives. The integration of "Customer Rapid Identification Tags" with an automated marketing system simplifies customer management and enhances operational efficiency through an automated process, enabling enterprises to better align with the rapidly evolving trends of the future. |
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Mckinsey, 2021, 〈個人化的價值正在成倍增加〉
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Frugal Design DESIS Lab，節儉設計DESIS實驗室
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
108932098 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108932098 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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