고객자본에 기초한 e-CRM기반의 상품추천 시스템 개발에 관한 연구

다국어 초록 (Multilingual Abstract)

As the Internet consumers increase largely, nowadays, many researchers and marketers have interests in e-CRM and product recommendation algorithm. Collaboration based filtering and content based filtering have been most popular and applied widely. But They have some limitations that can't measure the utility of customers and attributes of the products, therefore, they can't recommend products using their personal utility and attributes of the product. Customer equity is one of the important issues regarding CRM. Generally, customer equity is measured by customer lifetime value. To cope with these problems, this paper suggests new customer equity based recommendation model using utility and attribute of the products. And we suggest e-CRM agent system prototype for personalized advertisement and sales promotion using customer equity and portfolio of the products.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 관련 연구의 고찰
• Ⅲ. 고객효용 기반 고객자본 측정
• Ⅳ. 고객효용 기반 제품 포트폴리오
• Ⅴ. 개인화 광고를 위한 e-CRM 시스템
• Ⅵ. 결론 및 향후 연구방향
• 참고문헌

참고문헌 (Reference)

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