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顧客關係管理
                         之摩
                   斯漢堡
指導老師:曾宥宏
        小組成成員:艾宇超 楊利智
    林承權 葉浩傑
    翁金鳳
•   一、前言
•   二、摩斯漢堡與產品介紹
•   三、摩斯漢堡 CRM 之點餐系統發展
•   四、摩斯漢堡 CRM 系統架構與功能
•   五、摩斯漢堡實際案例
•   六、文獻參考
前言
1. 顧客關係管理
2. 顧客關係管理的理論基礎
3. 顧客關係管理的作用
1. 顧客關係管理
•      客戶關係管理:     (Customer Relation
    Management) 是企業從各種不同的角度來瞭解及區別客
    戶,組織企業 內部經濟活動,開發滿足客戶個別需要的
    產品或服務的一種企業程式與咨訊科技相結合的整合,
    它將企業的客戶看成重要的資源。
2. 顧客關係管理的理論基礎
2.1. 顧客關係管理的定義
客戶關係管理 (CRM) 是一個獲取、保持和增加可獲利客戶的過程。
2.2. 顧客關係管理的要素
( 1 )客戶關係管理的核心管理思想
( 2 )客戶關係管理軟體
( 3 )客戶關係管理系統
3. 顧客關係管理的作用
3.1 提高客戶忠誠度
3.2 建立商業進入壁壘
3.3 創造雙贏的效果
3.4 降低行銷成本
二、摩斯漢堡與產品的介紹
                             4. 摩斯漢堡產
                             品
                    3. 經營理
                    念
           2. 發展歷
           程
1. 名字釋
義
1. 名字釋義
• MOS” 是櫻田慧之前創立的公司英文稱 Merchandising
  Organizing System 的縮寫。在摩斯漢堡正式創立後,
  “ MOS” 代表的是 MOST delicious ,後來又演變為
  Mountain (山)、 Ocean (海)、 Sun (太陽)之意
  思,
• 含有大自然健康的意味。
2. 發展歷程
•      MOSBURGER1972 年由創始人櫻田慧創立於日本
    東京從 2.8 坪三個夥伴的小店,到今天 1378 店,成功
    創造了一個跨臺灣,新加坡,大陸,馬來西亞,夏威夷
    ,澳洲等地的國際速食企業,日本摩斯漢堡名列全國顧
    客滿意度最高的企業前茅,更居餐飲業只榜首,日本 50
    家外食連鎖體系,綜合形象評價最高的品牌。
3. 經營理念
摩斯漢堡自 1972 年創業開始,本著為顧客提供溫馨而又
安心為基本服務理念,打造一個不同於速食業常態的的
模式,盡心盡力解決顧客關係。「提供美味的餐點,讓
顧客能感受到幸福 !! 」「做被顧客感謝的事!」 摩斯希
望用心以真誠、親切的服務,提供好吃、安全又健康的
餐點給大家。
4. 摩斯漢堡產品
本著東方‘食的文化’及‘醫食同源’的觀念,摩斯漢堡堅持好味
道就是冷熱相宜,現點現做,滿足對味蕾的刺激感受需求
。
從 2004 年 3 月起,臺灣摩斯漢堡與日本同步採用來自紐西
蘭的自然牛肉,摩斯漢堡所使用的蔬菜全部都是綠色有機
的素材,於 2009 年全面導入產品的“生產履歷”計畫,將產
品從哪里採購,是誰種植的。是誰採購的一一展現在消費
者面前。
三、摩斯漢堡 CRM 之點餐系統發展歷史

問題: 由於所有東西都現實先做這就就必然導致顧客等餐時
間延長,平均一個消費者需要等待七分。
解決方案: 多元化餐系統的發展
摩斯漢堡通過以下點餐系統的發展來貼近顧客需求,提高服務
品質。
人工點餐   電話點餐   Kiosk 自助訂餐服務   多元化點餐系統
• 建議: 摩斯漢堡設立了自助點餐系統,有助於減少高
 峰期的顧客等太久的抱怨和增加顧客的參與度。但是完
 全依賴於機器操作顯得沒有人情味,建議人和機器的結
 合達到更好的服務。
四、摩斯漢堡 CRM 系統架構與功能
•     當代的顧客關係管理已將銷售行為從以往由公司主導
    轉變為由顧客需求主導,也就是從“推”( push )的模式
    到“拉”( pull )的模式,使得企業廣泛運用顧客關係管
    理行銷觀念。即企業通過與顧客的互動,從各種不同的
    角度來瞭解和分析顧客的需求,以提高顧客滿意度和忠
    誠度,為企業創造更多的利潤。摩斯漢堡通過了以下的
    方法來規劃顧客關係
四、摩斯漢堡 CRM 系統架構與功能

 1. 電子系統     2. 實體店面的用
             心

 3. 產品研發的用   4. 社會責任上
 心
導入 pos 系統                        2004 年 7 月起再次
2000 年推出 e-Mossles                更新內部資訊系統



                     电子系统
首創臺灣境內 KIOSK                提供 Excel 、 Text 、 PDF
自主點餐與儲值卡聯合                        讓供應商可以透過
經營一對一的顧客關係管理                  E-mail 寄送或線上下載
1.2 摩斯漢堡官方網站

☆ 開放免費提供顧客網路手機、電腦桌布摩斯漢堡主題下載。
☆ 顧客網路意見區
☆ 設有 CF 專區
☆ 顧客可網上訂閱摩斯漢堡電子報
☆ 研發摩斯漢堡優惠儲值卡,方便摩斯漢堡顧客的消費。
2. 實體店面的用心
• ☆ 電話與網路預訂餐點服務。節省顧客時間,保留美味。
• ☆ 實體店面免費提供 wifi 使用和報刊書籍,給顧客更多娛樂的空間
 。
• ☆ 據 MOS 店面所在地有不同的主題裝修。期望帶給顧客「用餐的
 幸   福感覺」。
• ☆ 廚房有一面的以透明玻璃形式開放,以開放式廚房讓顧客食用更
 安心。
• ☆ 設有顧客意見箱,以便瞭解顧客的新需求和建議,提高服務品質
3. 產品研發的用心
☆ 設立專業產品研發小組,滿足顧客的即時需求。
☆ 設立實驗室對食材進行細菌分析,檢查,食材營養分析。堅持開發對顧客健
    康有益的新餐點。
☆   提供現點現做的餐點,強調新鮮健康之輕食主義。
☆   推動米食文化復興運動。
☆   實踐生產履歷,深受顧客的信賴。
☆   設立摩斯漢堡紀念品創作團隊。
☆   摩斯漢堡 PLA 飲料杯的使用,減少環境污染。
4. 社會責任上
☆ 摩斯的店長每天必須要帶著全體員工在門店的範圍內打掃、清潔,
 回饋於社區居民。
☆ 摩斯漢堡於 2007 年定期在指定門市試行樂活早市,提供產銷履歷
  食材販售並協助供應食材的農戶銷售食材與宅配。
☆ 社會公益活動,摩斯漢堡安舉辦斯漢堡工作人員到社會福利中心送
  關心、送溫暖活動。
☆ 社會環境活動,摩斯漢堡組織員工參與到社區環境衛生保潔。
綜觀而言,摩斯在顧客關係管理方面提供了電子
系統的應用、實體店面的用心、產品的創意與健
康研發、社會活動的回饋等幾方面,使摩斯與其
他速食業者形成差異化,為顧客鞏固基本價值,
創造附加價值,提升企業價值,進而擁有屬於摩
斯獨特的顧客群。
五、摩斯漢堡 CRM 實際案例
摩斯的“綠色回應”
人們生活水準的提高,人們對速食產業的要求也越來越
高,其中呼聲很高的需求就是“綠色”需求。針對這一需
求,摩斯導入生產履歷系統。
宣佈每週一為「蔬食日」,全臺 175 家門市,同步推出
兩款蔬食漢堡及超低卡蔬食套餐,連鎖餐飲通路的第一
份蔬食菜單就此誕生。
3. 總結
   本文共分為六部分對摩斯漢堡的客戶關係管
 理進行分析。通過這六部分的分析,使我們對於
 摩斯漢堡的顧客關係管理有了進一步的瞭解,深
 知做好顧客关系管理的重要性。
六、參考文獻
【 1 】陳瑞陽:管理資訊系統.臺灣:博碩文化股份有限公司, 2012 年 2 月
【 2 】 http://www.mos.com.tw/mealStyle1.php?class_type=01
【 3 】財訊快報 www.investor.com.tw 作者:劉軒彤 文章出處:財金雜誌 21 期 出刊區間
   : 2011/6/1
【 4 】 http://www.investor.com.tw/onlineNews/freeColArticle.asp?articleNo=610
【 5 】物流技術與戰略 第 38 期 出刊區間: 2008/11/1
【 6 】摩斯漢堡個案討論: http://www.doc88.com/p-178109825116.html
【 7 】摩斯漢堡官方網站: http://www.mos.com.tw/
【 8 】顧客關係管理(理論與務實)第二版
【 9 】 http://www.ithome.com.tw/itadm/article.php?c=61431&s=2
【 10 】 http://www.itts.com.tw/download/PDF/mos%201.pdf
【 11 】 http://www.gvm.com.tw/Boardcontent_17954.html
【 12 】 http://tw.myblog.yahoo.com/jw!dkZF9EmBBRmRtDABDF0jjw--/arti
资讯第二组2

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