文教產業可視為在學校教育之外另一種教育體系或教學模式的延續。對有此需求的消費者而言，「學習」無疑就是其最重要的功能取向。文教產業屬於傳統產業，保有許多傳統的架構與經營方式，但隨時代的演進，除了強調也努力深耕顧客關係管理議題外，也需走向科技化與網路化，開拓出專屬於自身的數位學習模式。
　　本研究對於數位學習的定義是：「整合視訊學習與線上學習，以資訊科技與網際網路輔助的學習模式。」其中，視訊學習是透過視訊設備與相關系統進行，線上學習則是透過網際網路與相關裝置進行，兩者共用個案公司多年來搜集與彙整的龐大教育學習資源，可以各自獨立運作，也可以相輔相成。本研究專注於數位學習於文教產業中某個案公司的應用，而文教產業又可分為許多類別，領域也多所不同。過程中整合傳統學習模式與數位學習模式，結合發展成新的多元學習模式，讓消費客群在學習過程中可以有多樣的選擇。
　　本研究以文教產業中某個案公司為例，探討其所提供的數種主要學習模式，以及在不同發展階段中各個學習模式的經營與演進狀況。透過個案公司數位學習系統導入的研究分析，期望達成以下目的：研討文教產業之數位學習類型與模式、規劃與設計、推動與執行，並進行成效評估。
　　本研究也從學術理論探討數位學習系統的規劃面與架構面，深究在設計上可能考量到的問題點，進而建構出個案公司數位學習系統的整體模式。在研究最後，對整個系統發展過程做必要的分析，也對整體成果做一檢討，進而也簡單探索個案中不同消費客群的顧客關係管理方式與推動後之關鍵成功因素，以及對未來研究方向之建議。

　　Cultural and educational industry can be considered as an alternative educational sys-tem of traditional schools or a kind of continuation of the traditional teaching method. For the consumers who have demands in this industry, "learning" is undoubtedly the most im-portant function. Cultural and educational industry is essentially a format of traditional in-dustry that retains a lot of conventional structures and ways of management. However, in addition to emphasize the importance of customer relationship management, it is also nec-essary to pursue the integration of technology and internet, and eventually to open up a unique e-learning model.
　　In this study, e-learning (or digital learning) is defined as "a kind of learning model that integrates video learning and online learning with the assistance of technology and internet." Video learning is via video equipment and related systems, while online learning is through the internet and related devices. They can operate independently as well as complement each other, as they share a huge collection of learning resources that have been compiled by the case company for many years. This study focuses on the application of e-learning in a particular case company in cultural and educational industry, which can be divided into many different categories and fields. The process integrates traditional learning and e-learning models and develops into a new pluralistic learning model, so that customers can have a variety of choices in the learning process.
　　This study adapts a case company in cultural and educational industry as an example to explore its several major learning models, and the operation and evolution in different stages of development of each learning model. Through the research and analysis of a practical case, it is expected to achieve the following objectives: investigating different types and models of learning, planning and designing, promotion and implementation pro-vided by the case company, as well as evaluating the effectiveness of the application of e-learning.
　　Based on academic theories, this study explores the planning and structure of the e-learning system, investigates the possible problems in the process of design and imple-mentation, and eventually constructs a holistic e-learning system model in the case com-pany. Furthermore, this study analyzes the development of the whole system, reviews the overall outcome, and explores the methods of customer relationship management among different customer groups and the critical success factors. Finally, this study also provides suggestions for future research directions.

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