零售服務業由於面對著消費性市場的多樣化與多變性，其經營模式必需由傳統的產品導向、市場導向，轉變為以客戶為中心的行銷策略，來維持企業的市場競爭優勢。本研究藉由資訊科技工具之促成，建構零售服務業的客戶關係管理(Customer Relationship Management, CRM)經營模式。並基於實務可行性觀點，應用策略夥伴關係與資訊系統委外的概念，由『應用軟體服務提供者』（Application Service Provider, ASP）與『零售專業經營者』（Business Solution Provider, BSP）共同合作，來導入零售業CRM系統，實現客戶導向、創造市場價值，一個彼此互利的客戶關係管理經營模式。 本研究理論基礎包括(1)『關係行銷構面』，由此發展出客戶關係管理、策略夥伴關係管理。(2) 『零售業經營模式』構面，包括連鎖組織經營形態之探討。(3) 『資訊系統委外』構面，包括應用軟體服務提供者之探討。基於此三個構面之研究，並以市場需求觀點，先進行零售服務業者對客戶關係管理認知與CRM系統之委外需求調查。再透過個案研究之方式，建構ASP與BSP策略合作之經營模式。並由此經營模式之建構過程中，對零售服務業之CRM系統需求、導入與建置步驟做深入的探討。 經過本研究之探討結果，在零售服務業對客戶關係管理的認知與CRM系統之市場需求方面，普遍業者均已認知到客戶關係管理對其企業發展之重要性，非大型企業者也都有以資訊委外的方式導入CRM系統的意願。其中以具專業品牌經營知識的中型規模業者，由於在專業領域上已經具備了可將成功經驗完整移轉的產業知識與經驗基礎，最適合為本研究模型之BSP角色，透過其與ASP業者合作建置CRM系統，可將其專業知識與經驗，藉由資訊科技的輔助，進行大量客戶關係管理維繫流程，以專業連鎖網路品牌經營，創造消費者市場價值，增加業者競爭力。 在個案深入的探討上，本研究說明了透過ASP模式的web-based/thin client網路技術基礎架構，如何導入CRM系統的模式及建議步驟。並採取軟體工程之物件導向分析標準描述語言(Unified Modeling Language, UML)，以使用案例(Use Case)劇本描述的方式，深入分析零售服務業的CRM系統元件功能，使用時機與作業流程。最後本研究並建議一個CRM系統導入成效的評估模式，作為實務上之參考。 The diversity and variety of consumer market, retailing business's marketing strategy is changing from the traditional product oriented to the customer oriented to sustain the competitive advantage nowadays. This research is based on the information technology enabled environment, to construct a customer relationship management (CRM) in the retailing business. By using the concept of outsourcing and partner relationship, here suggest a cooperative business model between the Application Service Provider (ASP) and professional retailing Business Solution Provider (BSP), to implement the CRM system that realize the customer-based market value. First this research using the questionnaire survey for the professional retailing business managers, to survey their cognition for customer relationship management and requirement for CRM system. The result shows that CRM is important for the retailing business, and some retailing businesses have the requirement to outsource the CRM system. Next using three comparative cases, to find out which kind of retailing business is more suitable to be the cooperative BSP with ASP. We found the professional medium size retailing business, who owned professional domain know how to expand the retailing business rapidly by this standard know how, is more suitable to be the BSP to realize the customer relationship management process by the aid of implementing CRM system. Finally this research suggested a retailing CRM system structure and functional features by using the standard UML (Unified Modeling Language) /use cases/scenarios descriptive methodology. And also suggested the system implementation steps and benefit evaluation method.
