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Chanrs@ms68.hinet.

net 0955-268997
http://mypaper.pchome.com.tw/chanrs











MTP


Berry 1983




Morgan and Hunt 1994






mass customization





CRM : customer relationship management

11

12

VS

VS

VS

VS

VS

VS

13

RM

CRM


market share

wallet share

CRM


1.
2.
3.


CRM
2
3


40






1.8

40






65



10
e



CRM









7 1



8 7 1
6 7 1




4


4


8 4 4

0 4 4





CRM

partner
member

advocate

client



repeatcustomer
first-timecustomer
prospect
suspect

suspect





prospect




Lexus

first-time customer




Pizza Hot

repeat customer

client



advocate





member







partner







1.



2.



3.



1.





2.



3.





KMV : Key mediating variable


+
+
+
+
+

+
+



+ -




70

7



ING Direct




ING Direct




2%





ING Direct

80/20




CRM


80/20

80/20
80%

20%



20%



20%



A
(
)
B

C
(
80/20

.
.






(W. Reinartz) (V. Kumar)

(Butterfly)

(True friend)

(Stranger)

(Barnacle)





financial bonds
social bonds
structural bonds

B2B




B2C




1.



2. /




Dell


3.






IBM



DELL




economies of scope



CPU


DELL

T-shirt



T-shirt


Nike


SAVRIN Toyota WISH







Berry 1995

CRM





80/20



1991

--

CRM







CRM

CRM


12345678


23456789 22334455
098765432



CRM

CRM

GG0204
@#$%^&@#$%^&@#$%^&

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