Title page for etd-0721116-120635


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URN etd-0721116-120635
Author Yun-Ting Wang
Author's Email Address No Public.
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Department Cross-Strait Executive Master Of Business Administration
Year 2015
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The business opportunity of big data application to customer relationship management A case study of X railway company
Date of Defense 2016-06-04
Page Count 63
Keyword
  • big data
  • customer value
  • Customer relationship
  • prediction
  • Abstract After government financial assistance in 2015, Taiwan High Speed Rail has turn from a private company to a public-oriented company, which means government will control key operation assets or rights, such as ticket fare. However, the government insist launch to stock market and promise a 4.9% return rate in long-run.
       The only and most valuable asset that Taiwan High Speed Rail Company owned is over one million passengers per year. Therefore, this study is to invite experts to discuss how big data can applied to customer relationship management and therefore to create more business opportunity 
       The study found that the company has valuable data information, if the company can conducted a well-planned membership program and collect overall information properly, the company in the end can understand each customer’s lifestyle, that is the most precious information and powerful tool to increase revenue.
    - Railway business: to drive customers from peak train to off-peak train, by offering a promotion which meet customer’ preference
    - Affiliated business: by understanding customers’ preference to recommend sales item, to pricing advertising fee, or to develop new product/service.
    - Marketing cooperation: A lifestyle database of over hundred million customers is rare in the market, the company can leverage it and co-op with different industries.
    Advisory Committee
  • Ping-Yi Chao - chair
  • Hao-Chieh Lin - co-chair
  • Pei-How Huang - advisor
  • Files
  • etd-0721116-120635.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2016-08-21

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