Title page for etd-0606117-185107


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URN etd-0606117-185107
Author Chien-San Lu
Author's Email Address No Public.
Statistics This thesis had been viewed 5355 times. Download 0 times.
Department EMBA
Year 2016
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Study of Channel Integration and Customer Management - The Case of Gseven Company
Date of Defense 2017-05-12
Page Count 93
Keyword
  • Customer Value
  • Channels Integration
  • Economies of Scale
  • Marketing Strategy
  • Customer Management
  • Abstract The purpose of this study is to analyze product distributions, which is implemented through Department Store, E-Commerce, Wholesale, System Engineering, and Retailing as the five main methods to meet Gseven Co., Ltd.’s well experienced expansion of product source distribution.
    The idea of customer relations management (CRM) has been brought up and discussed in recent years, making enterprises to put emphasis on the relationships with their customers. Therefore, a case study of CRM implementation at Gseven was carried out by integrating the five main distribution methods with relationship between customers and Gseven. It is to provide services at both strategic and operative levels including planning, designing, convenience, and quality, that the Industrial competitiveness can be promoted.
    Three approaches founded to promote enterprises at all levels are as follows:
    1) In order to enhance customer satisfaction and loyalty, a series of methods are implemented by Gseven, including promoting service quality, providing convenience for parking and commuting, offering frequency promotion for members, having ample commodity supply with large order discounts for customers to choose from, and providing good construction quality to immediately solve customer’s problems.
    2) Highly CRM database circulation helps to enhance customer management efficiency. Besides, after customer management cost is reduced, it will be helpful to win customer’s preference, to foster customer’s loyalty, and to promote the top 20 percent customer’s value. On the other hand, it is also a good way to increase management efficiency and customer contribution by rejuvenating dormant accounts and terminating cooperation with negative customers.
    3) To become an innovative product distribution entity in Taiwan, Gseven needs to integrate both online and offline commercial platforms, to actively enhance system engineering capacity, to combine wholesale and retail commercial models, and to seek common ground while shelving difference between the markets and the customers. Also, by using physical department stores and shopping malls as the main distribution body, Gseven manages to expand its distribution channels and to reach the target customers and appropriate market segment.
    Advisory Committee
  • Hao-Chieh Lin - chair
  • Lu Hsiao - co-chair
  • Wei-Ning Wu - advisor
  • Chi-Cheng Wu - advisor
  • Files
  • etd-0606117-185107.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2017-07-07

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