:

1) (Transaction Buyers) (Relationship Buyers)

2) (Customer Profitability Analysis) - - 3) (needs), (needs)

1)

2) -

3)

4)

?

1) 2) (Customer Knowledge) .

, 2

1) 2) . 3) , . 4) . 5) . 6) . Frequency Marketing : 1) - - 2) - -

www.daum.netwww.empas.comwww.hanmir.comwww.sayclub.comwww.naver.comwww.dreamwiz.comwww.msn.co.krwww.sportsseoul.comkr.yahoo.comwww.freechal.comwww.lycos.co.krwww.hankooki.com 12 12 .com 9. . 6.25.

.com 7 : Perfect Domain 12 8 Portal Search . .

.com > .co.kr abcd www.abcd.com -

.com . - savin.net savin.com

Vs - .com .

- 1 15,000

7 / 7 .

. - .

www.sohobook.com - SOHO , Book

.

www.gift-4u.co.kr .

Top 12 .

- daum.net=N, =D, =M, =S, =H, =T=G/K, =L/R, =B/P, =J/Z, =Q/C/K, =P/F - , .

, . ng ch .

, , .

. . - LG25 Buy The Way , .

= = www.hanabank.com = = Hana Bank - ,

www.goodbank.com Koram Bank - - , .

=> = = www.oxy.co.kr

/ :

& :

1 : 2 : 3 :

1 : But 2 : AS - 3 : &

:

& :

1 : 2 : , , 3 : &

1 : 2 : 3 :

: - :

: 80% - Cut-Off Time ( Pick-Up Time ) - . - Cut-Off Time 3 30

- : , ( ) - : /, , ,

: Web Site - Home > > : 10

: - 2002 3 -

- : / + 4% ASP : + 3.2%

& , , , , & -

- : ( ) ( ) ( X ) -

, , & : - : // - =

-

: - , ( SOHO )

: , - : , - ,

- 4,800 , - , /

:

: - : 99% - - Online :

:

( 2 ) & ( 1 ) - ,

-

& : - : 45,000 -

: 1 & 7 - 6 - . - : - :

: 5

Dream Item 4

kg 10,000 A4 - Item

30 , , , Shop

Brand Making : 3 2

: , , , DHL - .

Maker Brand / Private Brand - MB , SOHO PB .

- : / - Shop : - 55 - 5

* : ( )

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1 : 2 : = BUT You Are SOHO 3 : 4 :

, ,

High Pricing = , = Good Service - 1/2 . ( )

/ - : 3 15%~30% /// 2 BMW , . 1) 2) 3) 4) / ) - / - -

= = = ? . . TV '' . .

. . .

, SMS . '' .

, SOHO , .

. Only SOHO !

- , 1 - 20 .

1 - 50% 30, 70% , 1 45,500 58,300 .

2 - 2~3 .

2 - 80% . 30% .

& - 9 / - 1 - 1 - 450 - - Spam Mail - .

- . - , - ,

- , . - 12 . X 100 . - = : ,

80% + 20% - www.cesco.co.kr ( ) - ...

*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 , ,

11 DB , BC193019902000Source : Various sources & LG CNS, 1999 1975One to One PersonalizationRecommen -dationERMSeMail Search

(, )99. 1000. 1201. 0601. 12943 (22.4%)02. 061,904 (44.7%)2,223 (51.6%)2,438 (56.6%)2,565 (58.0%)(Source: )- - , , - / 2002 3 2 One Way & , - , - , - - -

- -- -(Source: &) (Source: )

? Web Marketing Approach- - , ,Direct / InteractiveMulti / IntegrationAnytime / Anywhere- - Buzz Viral Search

vs. : : Market ShareCustomer Mind ShareOne-to-Multi One-to-One

- DB -Customer AcquisitionCustomer EnhancementCustomer Retention DB Benefits Sought

, ,

, (80-20)

Cross-sellUp-sellRe-sell

(reward)

DB

communication

?- 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)

1. - , 468*60 Pixel, gif 2. - - Go.com - Lycos

3. - Logo . CPM - - Instant Poll()

4. - Direct E-mail : - E-mail Sponsorship : . , , . . . E-mail SponsorshipInfpBeat.com - Sony Direct E-mail - Netscape Shopping Direct E-mail

5. ,

- ZDNet.com Compaq microsite. NonStop ...

- Women.com Toyota microsite. .

6. , , , JPEG GIF DHTML, Javascript, Shockwave , , , , ,

7. / Contents Module

. .

/Syndicated Transaction - Generated Lead ( ) - .7.

- ,

7. Real Player, Quicktime Movie, Window Media Player Video Clip (www.dialpad.co.kr)! (www.yahoo.co.kr)

vs. TV() 300/- 50~1/ 80 ~2/

/ (5~20% )

Pull StrategyPush StrategyAssociated Ad Display StrategyViral Marketing URL , SMS Banners&Noble MapQuest ; (word-to-mouth)

/ (IT) , , , , PC , Promotion- / PUSH - , , Solution- e-CRM , - / - Strategy- a-Business Convergence, Pertal => e-Messaging Bridge Customer- - Privacy - ,,, (Partner) . Industry- , , - Ad