在大數據時代下，數據的製造、取得與保存相當容易，企業握有的數據量也不斷地節節攀升，如何有效地利用手中的數據來增加管理效率，也成為了企業的管理者在經營時所需考量的事情。因為這些數據不僅代表了企業過去經營的表現，也能透過這些數據去預測顧客的行為，做到一對一行銷。「大數據」一詞的興起，使得企業的經營重點從產品轉向顧客本身，而企業該如何與顧客建立良好的顧客關係，則是要考慮到每位顧客的終身價值，企業要依據終身價值高低不同的顧客，發展不一樣的顧客管理策略。
近年來顧客關係管理的概念被運用在不同產業的研究上，希望藉此提高公司獲利，而本研究將以烘焙業為標的進行顧客關係管理分析。由於臺灣的飲食習慣逐漸改變，飲食喜好有偏向麵食的趨勢，烘焙產業也因此受惠，產值年年攀升，但伴隨的是市場競爭也日漸劇烈。本研究透過顧客關係管理以及顧客終身價值相關理論之運用，望能協助這些烘焙業者從市場競爭中脫穎而出。
本研究透過個案訪談，以及取得F 公司自2021 年3 月至2022 年5 月之會
員交易紀錄，透過迴歸分析建置模型來預測消費再次到店消費之機率與可能消費之金額，並計算每位會員之顧客終身價值。最後本研究將透過新4P 理論中NES模型對會員進行顧客分群，依照分群的結果針對不同客群給予不同的顧客關係管理策略。本研究將建立起一套顧客關係管理的準則，希望該準則能為台灣烘焙業者在市場競爭中有所助益。

In the age of big data, it is quite easy to create, obtain and save data. The amount of data held by enterprises is constantly increasing. How to effectively use these data to increase management efficiency has also become business managers need to consider. Because these data not only represent the business performance of the company in the past, but also can use these data to predict customer behavior and achieve one-to-one marketing. The rise of the term "big data" makes the business managers focus of enterprises shift from products to customers themselves. How to establish a good customer relationship with customers is to consider the customer lifetime value of each customer. Different customers develop different customer management strategies.
In recent years, the concept of customer relationship management has been used in the research of different industries, hoping to improve the company's profitability. This study will take the bakery industry as the target to carry out customer relationship management analysis. Due to the gradual changes in Taiwan's eating habits, people's dietary preferences tend to be toward wheat foodstuff, and the bakery industry has also benefited from this, the output value increasing year by year. However, fierce market competition comes as follow. Therefore, this study hopes to help these bakers stand out from the market competition through the application of customer relationship management and customer lifetime value related theories.
This study uses case interviews and obtains the member transaction records of Company F from March 2021 to May 2022, builds a model through regression analysis to predict each member’s probability of coming stores again and probability of consumption, and calculates each member’s customer lifetime value. Finally, this study will use the NES model in the new 4P theory to group members into different customer groups, and provide different customer relationship management strategies for different customer groups according to the results of the grouping. This study will establish a set of guidelines for customer relationship management, which hopefully will help Taiwan bakers compete in the market.

論文審定書......................................................... i
論文公開授權書................................................ii
中文摘要...........................................................iii
英文摘要...........................................................iv
目錄...................................................................vi
圖次.................................................................viii
表次...................................................................ix
第一章　緒論....................................................1
　第一節　研究背景與動機............................1
　第二節　研究目的........................................2
　第三節　研究流程........................................3
第二章　文獻探討............................................5
　第一節　顧客關係管理................................5
　第二節　顧客終身價值................................9
　第三節　顧客管理矩陣..............................11
　第四節　新4P理論與NES模型...................13
第三章　研究方法與分析方法......................18
　第一節　研究方法......................................18
　第二節　分析方法......................................19
　第三節　個案選擇......................................20
第四章　個案分析與討論..............................22
　第一節　個案背景......................................22
　第二節　會員分析......................................30
　第三節　建議策略......................................42
第五章　結論與建議......................................50
　第一節　研究結論......................................50
　第二節　研究貢獻......................................52
　第三節　研究限制與未來研究方向..........52
參考文獻..........................................................54

李振昌（譯）（2003）。顧客關係管理（原作者 C.K. Prahalad et al., 2001）。台北市：天下文化。
高英哲（譯）（2021）。量化行銷時代【首部曲】：貝佐斯與亞馬遜經營團隊都在做 ，15個關鍵行銷計量指標 第二版（原作者： Mark Jeffery, 2010）。新北市：大牌出版。
徐茂練（2005）。顧客關係管理 第二版。台北市：全華科技圖書。
陳傑豪（2015）。大數據玩行銷 ：改變世界的 18個大數據新思維，第 1本把大數據變營業額的行銷聖經 。台北市： 30雜誌。
張瑋倫（2008）。顧客關係管理──理論與實務 第二版。台北市：學貫行銷。
黃明蕙（譯）（2016）。 顧客關係管理：觀念、策略與工具 （原作者 V. Kumar, Werner Reinartz 。台北市：雙葉書廊。
戴國良（2016）。顧客關係管理：精華理論與實務案例。台北市：五南圖書。
Bauer, H. H., Hammerschmidt, M., & Braehler, M. (2003). The customer lifetime value concept and its contribution to corporate valuation. Yearbook of Marketing and Consumer Research, 1(1), 49-67. Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550. Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing research, 24(4), 337-346. Kalakota, R., & Robinson, M. (2000). E-business. Roadmap for Success. Kumar, V., & Rajan, B. (2009). Profitable customer management: Measuring and maximizing customer lifetime value. Management accounting quarterly, 10(3), 1. Kumar, V. (2010). A customer lifetime value-based approach to marketing in the multichannel, multimedia retailing environment. Journal of Interactive Marketing, 24(2), 71-85. Rosset, S., Neumann, E., Eick, U., & Vatnik, N. (2003). Customer lifetime value models for decision support. Data mining and knowledge discovery, 7(3), 321-339. Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 36(3), 356-372. Wiesel, T., Skiera, B., & Villanueva, J. (2011). Customer lifetime value and customer equity models using company-reported summary data. Journal of Interactive Marketing, 25(1), 20-22. Yin, R. K. (1994). Discovering the future of the case study. Method in evaluation research. Evaluation practice, 15(3), 283-290. Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.
為烘焙產業助攻 總統：政府將持續投入資源開拓市場。中央通訊社中央通訊社。https://www.cna.com.tw/news/aipl/202203170146.aspx
風華流轉 漫遊餅藝漫遊餅藝 「「2022臺灣餅」甄選活動起跑臺灣餅」甄選活動起跑。中華民國經濟部中華民國經濟部。https://www.moea.gov.tw/MNS/populace/news/News.aspx?kind=1&menu_id=40&news_id=99777
麵包新強國 台灣。商周雜誌商周雜誌。。https://www.businessweekly.com.tw/magazine/Article_page.aspx?id=34834