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A Study on the Analyzing CRM Strategy of Local Distribution Firm Using the System Dynamics

중소기업 CRM 전략에 관한 시스템 다이내믹스 접근

  • Received : 2011.03.03
  • Accepted : 2011.03.21
  • Published : 2011.03.31

Abstract

Coping with the rapid change of competition in retail industry, retail firms have dreamed various differentiation strategy to obtain their added value and their life. And they have considered CRM strategy that can differentiate with other retail firms in order to develop some new differentiation factors. So we searched new factors that is best for "T store" and found CRM strategy such as the optimization for product portfolio considering private-brand products and the optimization for product display for customer demands. This study is meaningful in that it has suggested a new CRM strategy model, which can manage new various differentiation factors of a retail firms considering its core competence. We verified and altered retail firm's business model using system dynamics. By simulation results, CRM strategy need long time to obtain visible and satisfactory performance of "T store".

Keywords

CRM strategy;differentiation;system dynamics;brand value;retail company

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Acknowledgement

Supported by : 동의대학교