소개글MIS 중 고객관계관리 부분에서 새롭게 등장하고 있는 eCRM 분석입니다.
비단 eCRM 분석 뿐만 아니라 기존의 고객관계관리 시스템들에 대한 내용분석도 있으므로
여러 모로 도움이 되실 것이라 생각됩니다.
2. What is CRM?
(1) History of Customer Relationship Management
A. Initiative of CRM : DataBase Marketing(1980s)
B. Focusing on the relationship : Relationship Marketing(1990s)
C. Relationship + Database = CRM
3. New Wave - CRM to eCRM
(1) CRM to eCRM - Comparison analysis
4. In-depth analysis of eCRM
(1) Characteristic of eCRM
(2) Bright side of eCRM - Case Analysis: Bank Of America
(3) Dark side of eCRM - Case Analysis: IBK
5. The future of eCRM
(1) Future trend of eCRM in the business world
(2) Strategic Perspective
(3) Systematic Perspective
본문내용Companies have their own Enterprise Information System(We will call it EIS), and it is composed of several components. We can divide them into two main parts - Internal EIS and external EIS. Especially, external EIS connects the internal EIS and external environment of the companies - ① Customers, the front end of the EIS, and ② Suppliers, the back end of the EIS. From these external EIS, companies can have a close relationship between customers and suppliers.
From the companies` perspective, dealing with the suppliers and distribution channel managers would be first step, because they cannot make profits without any products. However, without regarding the needs of the customer toward the product or service, and their reaction after exposure or purchase of them, can companies survive and earn more profit? Definitely not. Therefore, `understanding customers` is very important for the company to make an appropriate and effective marketing strategy. There lies the importance of CRM and eCRM.
참고 자료1. Articles & Books
A. Kenneth C. Laudon & Jane P. Laudon,『Management Information Systems - (Managing the digital firm) 10th edition』, 2006
B. James A.O`Brien, George M.Marakas,『Management Information System』, McGrawHill, 2004
C. Chan-wook Park,『Database marketing』, Yeonam-sa, 1996
D. Rapp & Collins,『The Great Marketing Turnaround』, Cheil marketing institute, 1996
E. Song Seung-sub,『CRM Systems Case Analysis of Financial Business and Construction Plan』, 2006
F. Jerry Fjermestad,『Electronic Customer Relationship Management: Benefits, Considerations』, Pitfalls and Trends
G. Howard G.Bernett, Marcy D.Kuhn,『The emergence of Electronic Customer Relationship Management』
H. 황인혁, `글로벌 은행으로 가는길-인터넷뱅킹전략`, 매일경제, 2001
I. 장경영, `eCRM : 합병뒤 불안해하는 기존고객 유지`, 한국경제, 2001
J. Srinivas Anumala,「Benefits of eCRM for Banks and their Customers」, Lulea University of Technology Press, 2007
2. Internet Sites
A. Strategic meaning of DB marketing - http://dragon.yonsei.ac.kr/~maejiri
B. Naver terms dictionary - http://terms. naver.com
C. Naver Blog - http://blog.naver.com
D. Wikipedia, the free encyclopedia - http://en.wikipedia.org
E. Relationship Marketing - http://www.12manage.com/methods_levitt_relationship_
F. Bank of America - https://www.bankofamerica.com
G. The Success of eCRM: Initiatives: Initiatives Tomorrow Require a Strategy-First Approach Today, by Arie Goldslager. - http://www.Agency.com
H. `Cook up a Bright in Customer Relationship Management` by Michele Bartram -http://www.webpractices.com
I. Customer satisfaction with eCRM in manufacturing industry -