중소 전자상거래 기업의 소비자정보 최적화를 위한 효율적 마케팅 모듈 - e-CRM 연동전략을 중심으로

• 영문명: Effective Marketing Module to the Optimization of Consumer Information in Mid-small - e-Commerce Shopping mall
• 발행기관: 한국마케팅과학회
• 저자명: 김연정(Kim Yeon Jeong)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2004 추계학술대회 발표 논문집, 359~374쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.11.30

영문 초록

  The The purpose of this study is to classify customer bye-mailing responsiveness on time-series analysis and RFM module and to testify the effectiveness of grouping by ROI analysis. RFM (Recency, Frequency, Monetary Value) analysis are used for customer classification that is fundamental process of e-CRM application. ROI analysis were consisted of open, click-through, duration time, conversion rate, personalization and e-mail loyalty index.
  Major findings are as follows: Customer segmentation were loyal customer, odds customer, dormant customer, secession customer and observation customer by Activity email module. And Loyal, dormant and secession customer are segregated by RFM module. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mailing and RFM analysis were appropriate methods to grouping the customer. Mid-small Internet Biz adapted marketing strategy by optimization of consumer information.

목차

〈Abstract〉
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 결과분석 및 논의
Ⅴ. 결론 및 논의
참고문헌

키워드

Optimization of Consumer Information RFM Module E-mailing Module Behavior Targeting e-CRM