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인터넷 쇼핑몰창업과정과 마케팅. 정 수 환 : 이화여대 정보과학대학원외래교수. 중소기업진흥공단 전자상거래지원센터. 쇼핑몰 기획. 쇼핑몰 기획과정. 쇼핑몰 기획. 백오피스 구현. 쇼핑몰 고객유치 및 유지. 고객관리 프로세스. 쇼핑몰 고객 유치. 쇼핑몰 고객유치 및 유지. 매출액 규모에 따른 신규 고객 비율. 쇼핑몰 고객 유치. 쇼핑몰 고객유치 및 유지. 올바른 고객의 판별 기준 1) 선천적 로열티가 높은 고객 거래 지향적 구매자 (Transaction Buyers) - PowerPoint PPT Presentation
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1) (Transaction Buyers) (Relationship Buyers)
2) (Customer Profitability Analysis) - - 3) (needs), (needs)
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*NAMT: National Association of Marketing Teachers **AMA : American Marketing AssociationArmstrong & Kotler 2000NAMT* 1936 AMA** 1948 & 1960 AMA 1985 , ,
ProductsServicesValueSatisfactionQualityMarketExchangeRelationshipNeedsWantsDemandsI. Overview
Production ConceptProduct ConceptSelling ConceptMarketing ConceptSocial Concept , ,
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vs. : : Market ShareCustomer Mind ShareOne-to-Multi One-to-One
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?- e-Business -PUSHVortalPertalHubAgent...1996~71998~1999~eCRMPortal , Dock (ID/PW) Pertal : Personalized Portal() . Dock Permission . Personalization
1 (~1996) , () , (: Netscape, Tipworld, Hot mail, Internet Watch, Webmail) , , (: UnityMail, e-Groups, iMi, MagMag, Amail, IMF, ntime, John Audette) , , , BM (: Yahoo, Daum, Amail, Imas, MessageMedia, Flonetwork)(e-CRM ), e-Messaging, , P2P (: Amazon, Outblaze, Zaplet(), NTT Docomo(), UMS, .) 2 (1996~1997)3 (1998~1999)4 (1999~)5 (?)
AcquisitionRetentionConversionE-mail? .. 100 !! .. ? .. !! !! !!
Email DB update e-Mail TEXT/HTML/ () (Open, Click Through,Duration Time, Request, Leads, Conversion)Feed Back
Banner (Co-Branded) (Interstitial)PR Splash ScreenIntermercails BrochurewareShow BizUtilitarian () (Source: Jupiter Comm Banners and Beyond 97)
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