[MIS] 갤러리아 백화점 CRM(영문)
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- 2010.06.17 / 2019.12.24
- 22페이지 /
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추천 연관자료
- 목차
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I. INTRODUCTION
A. GALLERIA’S BACKGROUND
B. BUSINESS OBJECTIVE
C. BUSINESS DEVELOPMENT
D. ORGANIZATIONAL CHART
II. THE IS OF THE GALLERIA’S CRM
A. ABOUT THE CRM SYSTEM
B. HISTORY
C. ENVIRONMENTAL FACTOR
D. OBJECT
E. ROLE OF THE CRM SYSTEM
III. COMPONENTS OF THE IT INFRASTRUCTURE
IV. SWOT ANALYSIS OF THE GALLERIA’S CRM SYSTEM
A. STRENGTH
B. WEAKNESS
C. OPPORTUNITY
D. THREAT
V. SUGGESTIONS FOR GALLERIA’S FUTURE CRM SYSTEM
VI. REFERENCES
- 본문내용
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II. The IS of the Galleria’s CRM
A. About the CRM system
Customer Relationship Management(CRM) is a method to maintain a continuous relationship with customers, and from this customers, a company can realize profit. To be more specific, a company can integrate information in and outside the company, and from this information a company can plan a marketing strategy. CRM system can bring three big benefits to a company; ①customers and company both can satisfy(win-win), ②integrated business process by integrating all the customers’ information can be done(cross-function), ③continuous research and development based on information technology can be expected.
B. History
History of adopting the CRM system can be divided into 4 periods. First, on March, 2001 Galleria first organized the CRM task force(T/F). Second period is from the formation of the CRM team to October, 2001. In this period the CRM team analyzed the present situation of their customer information and system. At the same time they planned to introduce the CRM system, and selected some collaborating company to help them out establishing the CRM system. For reference, they chose Korea NCR and Hanwha S&C as their final collaboration company. Third period is from November, 2001 to June, 2002. In this period the CRM team putted their effort in establishing the CRM system; they established the whole-company data warehouse, multi-dimensional OLAP system, data-mining system, campaign management system. At the same time, instant DM(Direct Mail)sending system was also introduced. Last period is from July, 2002 until now. Finally, CRM system was completely established on 22, July, 2002. The CRM team conducted education program according to user authority; senior, normal.
C. Environmental Factor
In those days, when Galleria decided to adopt CRM system, there were some environmental factors in and outside the department store.
① Social environment ② Market environment ③ Customer management
▪ Consumption polarization due to an economic depression
▪ Growing competition due to advent of various business conditions
▪ Increasing customer needs
▪ Appear of well-being trend ▪ Need of differentiation to strengthen the competitiveness
▪ Need of increasing luxury goods
▪ Need of strengthening image marketing
▪ Need of strengthening customer-aiming marketing
▪ Construction and up-grade of system
▪ Targeting VIP customers
▪ Generalizing mass marketing using point system
- 참고문헌
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& Company internal data
Galleria Department Store Homepage: http://dept.galleria.co.kr
NCR Homepage: http://www.ncr.com
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