企業競爭力 强化를 위한 CRM의 活用方案에 관한 硏究

다국어 초록 (Multilingual Abstract)

Research was undertaken to aim at recognizing the necessity of CRM(Customer Relationship Management), and searching the way for application differentiated in internet and off-lines in aspect of marketing, according to the changes in marketing environment. The results are as follows:
First, CRM can make businesses optimize the role within customer value chain to improve the process of customer relations, locate the businesses effectively to the utmost within industry value chain, and establish the coordination of the greatest value or interdependent relationship.
Second, customers and businesses can have organic relations owing to the development of communication channels about the customer by the use of CRM; new technology can be accepted easily and promptly to offer the value to customers, and secure the competitiveness, due to the interoperability of information processing; technical issues does not limit the business growth, because of the expandability; businesses can interact with the customer variously, owing to the developed information technology.
Third, looking at the market size and the present condition of the use of CRM in the first quarter of 2000, the availability can be known from the management of many customers, as the market size formed as follows: financial sector indicated the highest rate of all, 37.3% or 28.55 billion won, followed by telecommunication 17.2% or 13.13 billion, manufacture 14.3% or 10.91 billion, trade/distribution 9.9% or 7.6 billion, internet service 6.7% or 5.111 billion.
Fourth, vendors, most of which are IT companies based on the DW, ERP, statistical processing, etc, challenging to CRM market in local CRM solution supply market are characterized by the peculiar characteristics on the basis of platform technology.
Fifth, the efficiency of management and the introduction of new claim system make the maintenance rate of customers increase, by combining DB of customers, which are dispersed because of the use of CRM structure, into one; the customer management can be differentiated by integrating the retrenchment of costs caused by the reduction of management time, the increasing opportunities of cross selling, and the emergency management system. Besides, differentiated customer management contributes to the improvement of the whole sale and the profit rate absolutely.
As has been discussed above, the strategy and the expected effect by the use of CRM can be used by the measure giving the effective information when the project of marketing strategy such as the availability of selecting the target customer in specific goods are formed, and also used by the merchandise development, using CRM as the tool for target marketing. Furthermore, CRM can give the information of customers' needs when the strategy for the development and improvement of goods is established, and it has availability in that it can be used by classifying into four ways―the strategy of facilitating customers by the detailed purpose in the customer-oriented strategy, the strategy of crossing-selling, that of customer maintenance, and the management strategy of seceding customers.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 연구의 배경과 목적 = 1
• 1. 연구의 배경 = 1
• 2. 연구의 목적 = 2
• 제2절 연구의 방법 및 구성 = 3
• 1. 연구의 방법 = 3
• 2. 연구의 구성 = 3
• 제2장 CRM에 관한 이론적 배경 = 5
• 제1절 CRM의 개요 = 5
• 1. CRM의 정의 = 5
• 2. CRM의 변천 = 9
• 제2절 CRM의 구성요소와 전제조건 = 11
• 1. CRM의 구성요소 = 11
• 2. CRM의 활용의 전제조건 = 12
• 제3절 CRM의 마케팅 활용효과와 선행연구 = 16
• 1. CRM의 마케팅 활용효과 = 16
• 2. CRM의 활용에 대한 선행연구 = 21
• 제3장 CRM 활용에 대한 성공요인 및 활용사례 분석 = 25
• 제1절 CRM의 활용에 대한 구현성과 및 성공요인 연구 = 25
• 1. CRM의 구현성과 연구 = 25
• 2. CRM의 활용에 대한 성공요인 = 28
• 제2절 CRM의 활용 현황 = 33
• 1. 국외 현황 = 33
• 2. 국내현황 = 35
• 제3절 CRM 활용사례 분석 = 40
• 1. 스위스 에어라인 항공사 = 40
• 2. 농협 보험서비스 = 45
• 3. 한국은행 = 56
• 제4장 CRM의 사례분석결과 문제점 및 개선방안 = 61
• 제1절 CRM의 사례분석 결과의 문제점 및 기대효과 = 61
• 1. 문제점 = 61
• 2. 시사점 및 논의 = 63
• 제2절 CRM의 성공적인 도입을 위한 개선방안 = 65
• 1. CRM 활용을 위한 개선방안 = 65
• 2. CRM의 활용전략과 기대효과 = 69
• 제5장 결론 = 71
• 참고문헌 = 74
• Abstract = 77