제조업체의 마케팅생산성 향상을 위한 CRM 연구 : S'전자업체를 중심으로 = A Study on CRM for the Improvement of Marketing Productivity in S' Electronics Corporation

다국어 초록 (Multilingual Abstract)

While most of researchers studied on the value added performance of CRM (Customer Relationship Management) operation in the field of banking industry, not manufacturing industry, this study is on the performance of CRM operation of S' Electronics Corporation, which produces electronics goods. Conceptually, the CRM of Manufacturing industry should be different from the one of banking industry. Manufacturers usually don't invest much in the CRM activities, because they have many difficulties in gathering the customer's real information. The fact leads us to study the CRM for the improvement of the Marketing Productivity in the manufacturing industry like S' Electronics Corporation.
In this study, the main focuses for manufacturers are about how to use a lot of customers' information for CRM operations. First, we divided the customer informations to the three different kinds of groups like the three independent variables RFM (Recency, Frequency, Monetary). And, selected the P (marketing Productivity) as the dependent variable. From the analysis, we could evaluate a lot of regression equations for every individuals, nearly more than 20 million customers' information in S' Electronics corporation. CRM marketers can utilize the regression equations, by using computer system, which can lead to the improvement of Marketing Productivity. The improvement of the CRM activities in manufacturing industry was verified almost the same as the banking industry. And, we found the improved real performance of CRM Marketing Productivities in S' Electronics corporation.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설
• Ⅳ. 가설 및 예측모델의 유효성 검증
• Ⅴ. CRM활용 마케팅생산성 분석
• Ⅵ. 결론
• 참고문헌

참고문헌 (Reference)

1 최정환, "죽은 CRM 살아있는 CRM" 한언 2001.8

2 채서일, "사회과학 조사방법론" 학현사 2003.8

3 "미치는 요인：서비스 산업을 중심" 19 : 2002

4 최정환, "데이터베이스 마케팅(CRM을 위한" 다산출판사 2001.2

5 정현주, "고객관계관리(CRM)에서 고객정보/고객지식 품질에 영향을"

6 김승욱, "고객관계관리(CRM)" 형설출판사 2004.6

7 한동철, "고객관계관리 CRM" 우용출판사 2001

8 이훈영, "e-마케팅 플러스" 2002.8

9 Freeland, John, "Ultimate CRM Handbook：Strategies and Concepts for Building Enduring Customer Loyalty and Profitability" 2002

10 John R, "Thoughts on RFM Scoring Journal of Database Marketing" 67-72,

11 Christ, "Relationship Marketing in Consumer Markets Journal of Marketing Management" 175-87,

12 Bagozzi, "Reflections on Relationship Marketing in Consumer Markets Journal of the Academy of Marketing Science" 272-277,

13 Wells, J.D, "Managing Information Technology(IT) for One-to-one Customer Interaction" 53-62, 1999

14 Frederick F Reichheld, "Loyalty Rules：How Today's Leaders Build Lasting Relationships" 2003

15 Peppard, J, "Customer Relationship Management(CRM) in Financial Services" 312-327, 2000

16 이학식, "CRM이 고객의 행동의도에 미치는 영향" 32 (32): 2003.12

17 김병도, "CRM을 이끄는 세계적 기업 21" 서울대학교출판부 2001.9

18 박세정, "CRM을 넘어 PRM으로" 2003.6

19 한경선, "CRM구축에 영향을 미치는 위험요인분석" 한국서비스경영학회 2001

20 한국마케팅연구원, "CRM 새마케팅" 2002

21 Dyche, Jill, "CRM Handbook" 2002

22 Bonton, "A Dynamic Model of the Duration of the Customers Relationship with a Continuous Service Provider The Role of Satisfaction" 45-65,