공동 CRM 마케팅 운영이 대리점의 경영성과에 미치는 영향에 관한 실증적 연구: S전자 대리점을 중심으로 (A Study in the Effects of The CRM Network Marketing Operations on Performances for Retailers)

서지정보

· 발행기관 : 한국산업경제학회
· 수록지 정보 : 산업경제연구 / 21권 / 5호 / 2149 ~ 2177페이지
· 저자명 : 이범희

초록

제조기업들은 고객정보를 마케팅현장에서 대리점들과 재활용하는 CRM 마케팅 운영을 공동으로 활용하고자 많은 노력을 하고 있다. 그러나 대리점들은 제조기업에서 주관하고 있는 CRM 마케팅 운영의 성과에 대하여 반신반의하는 경우가 있으며, 오히려 제조기업에서 주관하고 있는 CRM 마케팅 운영에 참여하기를 주저하는 경우가 있다.
본 연구는 공동 CRM 마케팅 운영이 대리점 외부의 고객관리 협력 강화와 대리점 내부의 임직원 만족도에 정의 영향을 미치고 이들 매개변수는 대리점의 경영성과(성장성, 수익성, 생산성)에 긍정적인 영향을 미치고 있는 것을 연구하였다. 즉 공동 CRM 마케팅 운영을 통하여 제조기업과 대리점이 공동의 경쟁력을 향상시킬 수 있는 시너지 효과를 기대할 수 있을 것이다.

영어초록

A manufacturing company and retailers always have to be aware of customer needs in the unlimited competition global market to improve their competitiveness. The CRM network marketing operations will be very effective for them, because they can find customer needs very quickly and accurately by using its operations. They have many interests in the CRM network marketing operations, and they are looking for ways how to do that. They, however, do not have conviction about thier performances and achievements after doing the CRM network marketing operations. It is the reason why the CRM network marketing operations is not yet expanded to all retailers, but they will take many advantages of the CRM network marketing operations in the near future.
The company is analyzing past patterns of customer buying habits and forecasting the future trend very easily. The company is able to acquire, store, integrate, remanufacture, analyze, and reuse customer informations which are gathered from all kinds of customers of the real market channels, retailers, service centers, distributers, installers, call centers, internet shopping malls evry day, etc,.
A lot of retailers do not participate in the CRM network marketing operations in spite of that it is a very important strategy of manufacturing companies, because they do not have any kinds of convictions how to make satisfaction after participation in the CRM network marketing operations from now. Retailers agree with that the company has a very effective and competetive CRM network marketing operations, but they are worring if it will influence to their performances positively or not after thier participation in it.

This research verificated that the CRM network marketing operations influences positive impact on retailer's business performances. I believe the company and retailers will utilize the CRM network marketing operations very actively at the same time in the near future. The CRM network marketing operations will be the one of best marketing tools to improve their competitiveness.
The independent variables of the CRM network marketing operations are influencing positive effects to the intermediate variables, the strengthening of external co-operation, and the enhancement of internal worker satisfaction. And these intermediate variables are producing positive effects to retailers' performances, growing ability, profitability, and productivity. The strengthening of external co-operation also make positive affects to the enhancement of internal worker satisfaction, in spite of that they are all same intermediate variables. And they are affecting to retailers' business performances.
In other words, the CRM network marketing operations between the company and retailers is leading synergy effects for themselves, and influencing to the most of all retailers' performances.

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