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何謂顧客報酬率 ?
2014/5/23 下午 02:52:00 | 發表人: 夏松明 | 瀏覽人次:2267
最新知識
.技術創新與產品創新的關連性
.何謂每用戶平均收入(ARPU) ?
.何謂顧客報酬率 ?
.何謂平衡計分卡(Balanced Scorecard) ?
.實驗設計(Design of Experiment, DOE)
.何謂科技S型曲線 ?
.魚骨圖/因果圖(Fishbone/Cause Effect Diagram)
.何謂技術路徑圖(Technology Roadmap) ?
.電腦輔助工程(Computer-Aided Engineering, CAE)
.第二代產品開發流程
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講師簡介
夏松明
創新企劃學院特約講師
現任某管理顧問公司的夏松明總經理曾任宏碁、友訊資深產品經理。夏老師學經歷完整,具備多年跨國公司新產品開發與管理實務經驗,並擁有美國德州農工大學MBA、交大EMBA、「WBSA高階經營策略規劃師」、「PMP®國際專案管理師」、「NPDP產品經理國際認證」等專業資歷,是業界少數兼具「新產品開發」、「經營管理」、「品牌行銷」專業領域的資深顧問。
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'>大部分人對投資報酬率(</SPAN><SPAN lang=EN-US>ROI</SPAN><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'>)的概念都耳熟能詳,這項指標是用來評量企業投資的金額能夠創造多少的附加價值。然而我們卻找不到對等的指標,可用來評量「顧客」這項對企業來說最稀有而珍貴資產。顧客報酬率(</SPAN><SPAN lang=EN-US>ROC</SPAN><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'>)是企業新的指標,用來評量企業開發顧客、維繫顧客和擴大顧客群所能創造的價值。</SPAN><SPAN lang=EN-US>ROC</SPAN><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'>的計算方式如下:</SPAN><SPAN lang=EN-US> <BR><BR style="mso-special-character: line-break"><BR style="mso-special-character: line-break"></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><STRONG><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'>顧客報酬率(</SPAN><SPAN>ROC)</SPAN><SPAN> = <SPAN style="mso-spacerun: yes">&nbsp;</SPAN>( 當期現金流量</SPAN><SPAN> + 顧客價值變動</SPAN><SPAN> ) /</SPAN> </STRONG><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'><STRONG> </STRONG><SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'><STRONG>期初顧客價值總額</STRONG></SPAN></SPAN><STRONG> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN> <SPAN style='FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"'> </SPAN>&nbsp;<SPAN lang=EN-US><SPAN style="mso-tab-count: 1">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN></SPAN></STRONG><SPAN lang=EN-US style='FONT-SIZE: 12pt; FONT-FAMILY: "Times New Roman","serif"; mso-fareast-font-family: 新細明體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA'><BR>■ </SPAN><SPAN style='FONT-SIZE: 12pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA; mso-bidi-font-family: "Times New Roman"'>當期租金流量是指,公司在這段期間能夠藉由產品和服務創造的營收。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 12pt; FONT-FAMILY: "Times New Roman","serif"; mso-fareast-font-family: 新細明體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA'> <BR>■ </SPAN><SPAN style='FONT-SIZE: 12pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA; mso-bidi-font-family: "Times New Roman"'>顧客價值是指,公司預期顧客終身能夠創造現金流量總額的淨現值。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 12pt; FONT-FAMILY: "Times New Roman","serif"; mso-fareast-font-family: 新細明體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA'> <BR>■ </SPAN><SPAN style='FONT-SIZE: 12pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA; mso-bidi-font-family: "Times New Roman"'>顧客價值變動是指,公司在這段期間各項活動造成顧客價值增減的變化。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 12pt; FONT-FAMILY: "Times New Roman","serif"; mso-fareast-font-family: 新細明體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA'> <BR><BR></SPAN><SPAN style='FONT-SIZE: 12pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA; mso-bidi-font-family: "Times New Roman"'>如果</SPAN><SPAN lang=EN-US style='FONT-SIZE: 12pt; FONT-FAMILY: "Times New Roman","serif"; mso-fareast-font-family: 新細明體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA'>ROC</SPAN><SPAN style='FONT-SIZE: 12pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA; mso-bidi-font-family: "Times New Roman"'>是正的,代表公司正從顧客身上創造價值,而價值產生的途徑可能是當期銷售成長,或是顧客未來和公司擴大交易規模的可能性增加。顧客價值變動直接反映出未來交易產生的終身價值,這項變量本質上是顧客未來與公司交易產生現金流量的折現價值。相反地,如果</SPAN><SPAN lang=EN-US style='FONT-SIZE: 12pt; FONT-FAMILY: "Times New Roman","serif"; mso-fareast-font-family: 新細明體; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA'>ROC</SPAN><SPAN style='FONT-SIZE: 12pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA; mso-bidi-font-family: "Times New Roman"'>是負的,代表公司正在破壞顧客的終身價值,也就是說你在未來很難從顧客身上創造獲利。</SPAN></P>