국내 기업의 e-CRM 도입사례 분석과 향후 발전전략 고찰

• 영문명: A Study on the Introduction of e-CRM to Korean Companies and Future Development Plans
• 발행기관: 한국통상정보학회
• 저자명: 정분도(Boon-Do Jeong)
• 간행물 정보: 『통상정보연구』제10권 제1호, 51~72쪽, 전체 22쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2008.03.30

영문 초록

Recently, CRM has been integrated with e-CRM based on information and technology and its introduction is increasing. In particular, as e-CRM effectively collects information of customers with low cost and consolidates relations with customers through interactions with them, it is easier to achieve the marketing goals of companies. This study examines theories of CRM and e-CRM, and discusses development plan for successful introduction of e-CRM based on case studies on its introductions.Political suggestions are presented as follows: First, the basic rule to manage customers in respect to e-CRM is customer-oriented management. For optimal customer management, various customer service channels that support customers in real world as well as online should be provided for the best e-CRM system. Second, of increasing online customers, important customers should be sorted out for which individualized services should be provided and if so, they can be faithful customers. It is believed to be a true development direction of e-CRM appropriate to current society. With introduction of e-CRM, values and needs of customers should be analysed through various sorts of communication and information activities, and segmental marketing activities should be developed.

목차

Ⅰ. 서론

Ⅱ. 선행연구에 대한 검토 및 이론적 배경

Ⅲ. e-CRM 도입 사례연구 및 문제점

Ⅳ. e-CRM의 성공적인 도입을 위한 발전전략

Ⅴ. 결론 및 정책적 시사점

참고문헌

키워드

CRM e-CRM Internet Shopping Mall