고객관계관리를 통한 소상공인의 매출증대에 관한 연구

다국어 초록 (Multilingual Abstract)

Small and Medium Business Associate has supporting small and medium business and private business for establishment business and sales increasing with various policy since 2005. Arousing the interesting on customer relationship management, small and medium business and private business have recognized the necessity of the concept and introduction the CRM. This study suggested the effectiveness of the CRM throughout real cases of the CRM for small and medium business managers in order to rising sales in such an environment. The case of this study tried to figure it out to accomplish manager's ends of small and medium business to get successful business results based on innovative volition and mind trying to change. The owner who has experience 12 years in meat sales was analyzed the results of aptitude test that the business is highly appropriate to him in personality and aptitude. As also saw the strength and opportunity of SWOT analysis, he has an excellent talent for friendship, knowledge of searching Internet and organizing information, and learning ability. This study provided a marketing policy, ideas of customer services and system remodeling to improve relationship with customer, and a division diagnosis of business activities. The owner has an excellent friendship, so that this study suggest to remodel interior inside store clearly and sanitary displaying on products, to introduce aggressive and concentrated marketing strategies, and to recognize the important of public relation.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 고객관계관리의 이론적 고찰
• 1. CRM의 개념
• 2. CRM의 특징
• Ⅲ. 업체의 일반현황 및 진단결과
• 1. 업체의 환경분석
• 2. 사업장의 상권 분석
• 3. 부문별 경영진단 및 분석
• Ⅳ. 진단결과 및 매출증대 방안
• 1. 경영환경분석
• 2. 매출 증대 방안
• Ⅴ. 결 론
• 참고문헌
• Abstract