인터넷 기반 고객관계관리의 전략적 도입에 관한 연구 ( CRM )

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경
2.1 고객관계관리에 관한 이론적 배경
2.1.1 고객관계관리(CRM)의 탄생 배경
2.1.2 고객관계관리의 개념과 목적
2.1.3 고객관계관리의 분류
2.1.4 고객관계관리(CRM)에 대한 선행연구
2.2 혁신에 관한 이론적 배경

Ⅲ. 인터넷 기반 고객관계관리의 전략적 도입방안
3.1 고객관계관리의 전략적 구축과정
3.2 고객관계관리의 전략적 도입방안

Ⅳ. 연구결과의 분석 및 토의

Ⅴ. 결 론
참 고 문 헌

Abstract

본문내용

Glossary, February 2000.
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Abstract
A Study on the Strategic Adoption of Internet based
Customer Relationship Management
Roh, Kyung-ho
This research suggests the strategic adoption methodology of Customer Relationship Management. The backgrounds of CRM is the business environment changing that Market power is shifting to the customer who has unprecedented powers of choice today. The strategic adoption of Customer Relationship Management determines the value, needs and preferences of each customer or customer segment. Customer Relationship Strategy is an explicitly defined plan for how a company has decided to connect with, relate to, and focus on its chosen customers to create value. Deliberate decisions must be made, often involving trade-offs, so that investments are aligned with customer needs and value. Plan defined in terms of target customers value proposition, role in value delivery, and risk/reward sharing. All customers are not created equal; specific customers and/or customers segments are more desirable/valuable to pursue. Key premise of CRM is that value can be created by changing company's business model to better connect with customers.
Area of service of Customer Relationship Management are as follows. Portfolio strategy, Market Opportunity Assessment, Brand Equity, Market Positioning, Pricing, Channel Strategy, Market Segmentation, Target Market Identification, Customer LifeTime Value Analysis, Customer Profitability, Customer Connections Economics Analysis.
The objects of CRM are maximizing customer service effectiveness, improving customer loyalty, increasing customer service efficiency, optimizing intelligence about customer behaviors and preferences.

키워드

인터넷기반,   고객관계관리,   전략전도입