{"id":4727,"date":"2016-07-18T22:48:54","date_gmt":"2016-07-18T13:48:54","guid":{"rendered":"http:\/\/blog.newswire.co.kr\/?p=4727"},"modified":"2017-04-11T17:28:44","modified_gmt":"2017-04-11T08:28:44","slug":"%ea%b3%a0%ea%b0%9d%ec%9d%98-%ec%b6%94%ec%b2%9c%ec%9d%84-%eb%8a%98%eb%a6%ac%ea%b8%b0-%ec%9c%84%ed%95%9c-%eb%a7%88%ec%bc%80%ed%8c%85-%ec%a0%84%eb%9e%b5","status":"publish","type":"post","link":"https:\/\/blog.newswire.co.kr\/?p=4727","title":{"rendered":"\uace0\uac1d\uc758 \ucd94\ucc9c\uc744 \ub298\ub9ac\uae30 \uc704\ud55c \ub9c8\ucf00\ud305 \uc804\ub7b5"},"content":{"rendered":"

\uc624\ub298\ub0a0 \uc18c\ube44\uc790\ub294 SNS\uc5d0 \uc790\uc2e0\uc758 \uad6c\ub9e4 \uacbd\ud5d8\uc744 \uc8fc\ubcc0\uc778\uacfc \uacf5\uc720\ud558\uace0, \uc9c0\uc778\uc758 \uc870\uc5b8\uacfc \uc758\uacac\uc5d0 \uadc0\ub97c \uae30\uc6b8\uc774\uace0 \uad6c\ub9e4\ub97c \uacb0\uc815\ud558\ub294 \uacbd\uc6b0\uac00 \ub9ce\uc2b5\ub2c8\ub2e4.<\/p>\n

\u2018\uace0\uac1d \ucd94\ucc9c\u2019\uc774 \uad6c\ub9e4 \uacb0\uc815\uc5d0 \uac00\uc7a5 \ud070 \uc601\ud5a5\ub825\uc744 \ubbf8\uce58\ub294 \uc694\uc18c \uc911 \ud558\ub098\uac00 \ub418\uba74\uc11c \uae30\uc5c5\uc740 \uace0\uac1d\uc758 \ucd94\ucc9c\uc744 \uc720\ub3c4\ud558\uae30 \uc704\ud55c \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \ud3bc\uce58\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\ud558\ubc84\ub4dc \ube44\uc988\ub2c8\uc2a4 \ub9ac\ubdf0\uc5d0 \uc2e4\ub9b0 \ucf54\ub124\ud2f0\ucef7 \uacbd\uc601\ub300\ud559\uc6d0 V. Kumar \uad50\uc218\uc758 \uae00 ‘How Valuable Is Word of Mouth?<\/a>‘\ub97c \ud1b5\ud574 \uc9c0\uc778\uc744 \ucd94\ucc9c\ud560 \ud655\ub960\uc774 \ub192\uc740 \uace0\uac1d\ub4e4\uc744 \ucc3e\uc544\ub0b4\ub294 \ubc29\ubc95\uacfc \uadf8 \uacb0\uacfc\ub97c \ud65c\uc6a9\ud55c \ub9c8\ucf00\ud305 \ucea0\ud398\uc778 \uc131\uacf5 \uc0ac\ub840\ub97c \uc18c\uac1c\ud569\ub2c8\ub2e4.<\/p>\n

\ubcf4\ub3c4\uc790\ub8cc\ub97c \ud65c\uc6a9\ud55c \ub2e4\uc591\ud55c \ub9c8\ucf00\ud305 \uc804\ub7b5\uc5d0 \ub300\ud55c \uc790\uc138\ud55c \ub0b4\uc6a9\uc740 \ub274\uc2a4\uc640\uc774\uc5b4 \ud64d\ubcf4 \ub9c8\ucf00\ud305 \uc804\ub7b5 \ubcf4\uace0\uc11c ‘\ubcf4\ub3c4\uc790\ub8cc\ub97c \uc774\uc6a9\ud55c \ub2e4\uc591\ud55c \ub9c8\ucf00\ud305 \uc804\ub7b5<\/a>‘\uc744 \ucc38\uace0\ud558\uc2dc\uae30 \ubc14\ub78d\ub2c8\ub2e4.<\/p>\n

\uace0\uac1d\uc758 \ud55c \uae30\uc5c5\uc5d0 \uac00\uc838\ub2e4\uc8fc\ub294 \uac00\uce58\ub97c \uacc4\uc0b0\ud558\ub294 \ubc29\ubc95\uc740 \u2018\uace0\uac1d\uc758 \ud3c9\uc0dd \uac00\uce58(CLV; Customer Lifetime Value)\u2019\uc640 \u2018\uace0\uac1d \ucd94\ucc9c \uac00\uce58(CRV; Customer Referral Value)\u2019\ub85c \uad6c\ubd84\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

‘\uace0\uac1d\uc758 \ud3c9\uc0dd \uac00\uce58’\ub294 \uae30\uc5c5 \ub9c8\ucf00\ud305\uc5d0\uc11c \uc911\uc694\ud55c \uac1c\ub150 \uc911 \ud558\ub098\ub85c, \u201c\uc5b4\ub5a4 \uc18c\ube44\uc790\uac00 \uadf8 \uc77c\uc0dd \ub3d9\uc548 \uc5bc\ub9c8\ub9cc\ud07c\uc758 \uc774\uc775\uc744 \uac00\uc838\uac00 \uc8fc\ub294\uac00\u201d\ub97c \ub3c8\uc73c\ub85c \uacc4\uc0b0\ud55c \uac83\uc785\ub2c8\ub2e4. \uacf5\uc2dd\uc740 \uc544\ub798\uc640 \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n

\uace0\uac1d \uc0dd\uc560 \uac00\uce58(CLV)\u00a0= (\uace0\uac1d\uc774 \uac00\uc838\ub2e4\uc900 \uc774\uc775\uc758 \ucd1d\ud569) \u2013 (\uc2e0\uaddc \uace0\uac1d \uc720\uce58\uc5d0 \ub4e4\uc5b4\uac04 \ube44\uc6a9)\u2013 (\uace0\uac1d \uc720\uc9c0\uc5d0 \ub4e4\uc5b4\uac04 \ube44\uc6a9)<\/p>\n

\uc608\ub97c \ub4e4\uc5b4, A\ub77c\ub294 \uace0\uac1d\uc774 S\uc0ac\uc758 \uace0\uac1d\uc774\ub77c\uace0 \uc0c1\uc0c1\ud558\uc600\uc744 \ub54c, A \uc528\uac00 S\uc0ac\uc5d0 \uac00\uc838\ub2e4 \uc8fc\ub294 \uac00\uce58\ub294 A \uc528\uac00 S\uc0ac\uc5d0\uc11c \uad6c\ub9e4\ud560 \uc591\uc5d0\uc11c \ud68c\uc0ac\uac00 A \uc528\ub97c \uc720\uce58\ud558\uae30 \uc704\ud574 \ub4e4\uc5b4\uac04 \ub9c8\ucf00\ud305 \ube44\uc6a9\uc744 \ube80 \uac83\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n

\uae30\uc5c5\uc740 \uc77c\uc815 \uae30\uac04 A \uc528\uc758 \uad6c\ub9e4 \ud328\ud134\uc744 \ubd84\uc11d\ud558\uace0, \ud1b5\uacc4\ud559\uc801 \ubaa8\ub378\uc744 \uc774\uc6a9\ud574\uc11c \ubbf8\ub798 \ud2b9\uc815 \uae30\uac04\uc758 \uad6c\ub9e4\ub7c9\uc744 \ubd84\uc11d\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ubbf8\ub798 \uae30\uac04 \uadf8\ub140\ub97c \uc720\uc9c0\ud558\ub294 \ub370 \ub4e4\uc5b4\uac00\ub294 \uc608\uc0b0\uacfc \uad00\uacc4\ub418\ub294 \ubaa8\ub4e0 \ube44\uc6a9\uc744 \uc608\uce21\ud558\uc5ec \ube80 \uac12\uc73c\ub85c A \uc528\uc758 \ud3c9\uc0dd \uac00\uce58\ub97c \uad6c\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\ubc18\uba74, A\uc528\uc758 ‘\uace0\uac1d \ucd94\ucc9c \uac00\uce58’\ub97c \uacc4\uc0b0\ud558\ub294 \uac83\uc740 \uc870\uae08 \ub354 \ubcf5\uc7a1\ud569\ub2c8\ub2e4.<\/p>\n

\uc9c0\uc778 \ucd94\ucc9c \ud61c\ud0dd \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc744 \ud1b5\ud574 A \uc528\uac00 \uc131\uacf5\ud55c \ucd94\ucc9c\uc758 \ud3c9\uade0 \uaddc\ubaa8\ub97c \uacc4\uc0b0\ud574\uc57c \ud569\ub2c8\ub2e4. \ub610\ud55c \uc2e0\uaddc \uace0\uac1d\uc774 \uc2e4\uc81c A \uc528\uc758 \ucd94\ucc9c\uc744 \ubc1b\uc544 \uc720\uc785\ub41c \uace0\uac1d\uc778\uc9c0 \uc124\ubb38\uc870\uc0ac \ub4f1\uc73c\ub85c \ud655\uc778\ud558\ub294 \uc808\ucc28\uac00 \ud544\uc694\ud569\ub2c8\ub2e4.<\/p>\n

\uc790\uc138\ud55c \uacf5\uc2dd\uc740 \uc544\ub798\uc5d0\uc11c \ud655\uc778\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\"clv<\/a><\/p>\n

CLV\uc640\u00a0CRV\ub97c \uad6c\ud55c \ub2e4\uc74c\uc5d0\ub294 2 X 2 \uace0\uac1d \uac00\uce58 \ub9e4\ud2b8\ub9ad\uc2a4\ub97c \ud1b5\ud574\u00a04\uac1c \uc9d1\ub2e8\uc73c\ub85c \uace0\uac1d\uc744 \ubd84\ub958\ud569\ub2c8\ub2e4.<\/p>\n

\"\uace0\uac1d<\/a><\/p>\n

CRV\uc640 CLV \ub450 \uac00\uc9c0 \uce21\uc815\uc5d0\uc11c \ub192\uc740 \uc810\uc218\ub97c \uc5bb\uc740 \uace0\uac1d\uc740 Champions, \ub192\uc740 CLV \uc9c0\ub154\uc9c0\ub9cc \ub0ae\uc740 CRV\ub97c \uc9c0\ub2cc \uace0\uac1d\uc740 Affluent, \ub0ae\uc740 CLV \uc640 \ub192\uc740 CRV\ub97c \uc9c0\ub2cc \uace0\uac1d\uc744 Advocates, \ub458 \ub2e4 \ub0ae\uc740 \uac00\uce58\ub97c \uc9c0\ub2cc \uace0\uac1d\uc744 Misers\ub85c \uad6c\ubd84\ud569\ub2c8\ub2e4.<\/p>\n

\uadf8\ub9ac\uace0\u00a0\uac01 \uc9d1\ub2e8\uc5d0 \ub9de\ub294\u00a0\ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc744 \uc9c4\ud589\ud558\uc5ec \uace0\uac1d\uc774 \ub354\uc6b1 \ub192\uc740 \ub2e8\uacc4\uc758 \uac00\uce58\ub97c \uac00\uc9c8 \uc218 \uc788\ub3c4\ub85d \ud574\uc57c\ud569\ub2c8\ub2e4.<\/p>\n

Affluent\uadf8\ub8f9\uc5d0 \ud574\ub2f9\ud558\ub294 \uace0\uac1d\uc740\u00a0\uace0\uac1d \ud3c9\uc0dd \uac00\uce58\ub294 \ub192\uc73c\ub098 \uace0\uac1d \ucd94\ucc9c \uac00\uce58\uac00 \ub0ae\uc740 \uace0\uac1d\uc785\ub2c8\ub2e4. \ub192\uc740 \uac00\uce58\ub97c \uc9c0\ub2cc \uad6c\ub9e4\ud589\uc704\ub97c \uc720\uc9c0\uc2dc\ud0a4\uba74\uc11c \ub354 \ub9ce\uc740 \uc2e0\uaddc\uace0\uac1d\uc744 \ucd94\ucc9c\ud558\ub3c4\ub85d \ucd09\uc9c4\ud574\uc11c Champions\uac00 \ub418\ub3c4\ub85d \ud558\uae30 \uc704\ud55c \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \ud3bc\uccd0\uc57c \ud569\ub2c8\ub2e4.<\/p>\n

\uc774 \uc9d1\ub2e8\uc5d0\ub294 2\uc8fc \uac04 DM\uc744 \ud1b5\ud574\u00a0\uc778\uc13c\ud2f0\ube0c \uc989, \uace0\uac1d \ucd94\ucc9c\uc5d0 1000\uc6d0, \ucd94\ucc9c \ubc1b\uc740 \uace0\uac1d\uc5d0\uac8c 1000\uc6d0\uc744 \uc81c\uacf5\ud558\ub294 \ub9c8\ucf00\ud305 \ud504\ub85c\ubaa8\uc158\uc744 \uc9c4\ud589\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

Advocates \uace0\uac1d \uc9d1\ub2e8\uc5d0\ub294 \uace0\uac1d \ucd94\ucc9c \uac00\uce58\ub294 \ub192\uac8c \uc720\uc9c0\ud558\ub418 \uace0\uac1d\ud3c9\uc0dd\uac00\uce58\ub97c \ub192\uc784\uc73c\ub85c\uc368 \uc774\ub4e4\uc744 Champion\uc73c\ub85c \uc804\ud658\uc2dc\ud0a4\ub294 \uac83\uc744 \ubaa9\ud45c\ub85c \ud55c \ub9c8\ucf00\ud305\uc744 \ud3bc\uccd0\uc57c \ud569\ub2c8\ub2e4.<\/p>\n

\uc77c \ub144\uc758 \uc11c\ube44\uc2a4 \uac00\uc785\uc5d0 \uacc4\uc57d\ud55c \uace0\uac1d\ub4e4\uc5d0\uac8c 2\ub2ec\uac04\uc758 \uac00\uc785\ube44\uc5d0 \ud574\ub2f9\ud558\ub294 \uac00\uaca9\ud560\uc778\uc744 \uc81c\uacf5\ud558\ub294 \ubc29\uc2dd\uc758 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc744 \uc9c4\ud589\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

Misers \uace0\uac1d\uce35\uc5d0\ub294 \ub354 \ub9ce\uc740 \uc81c\ud488\uc744 \uad6c\uc785\ud558\uace0, \uc2e0\uaddc\uace0\uac1d\uc744 \ucd94\ucc9c\ud558\uac8c \ud558\ub3c4\ub85d \uc778\uc13c\ud2f0\ube0c\ub97c \uc81c\uacf5 \ud568\uc73c\ub85c\uc368 \ub2e4\ub978 \uc138 \uace0\uac1d\uad70\uc73c\ub85c \uc774\ub3d9\uc2dc\ucf1c\uc57c \ud569\ub2c8\ub2e4. \uc774\ub97c \uc704\ud574\u00a0\ucea0\ud398\uc778\uc740 \ub450 \uac00\uc9c0 \ubc29\ubc95\uc744 \uacb0\ud569\ud574\uc57c \ud569\ub2c8\ub2e4. \ud68c\uc0ac\ub294 \uace0\uac1d\ub4e4\uc5d0\uac8c DM\uacfc 2\uc8fc \ud6c4\uc5d0 \ucd94\uac00\ub85c DM\uc744 \ubc1c\uc1a1\ud558\uc5ec 2\uac1c\uc6d4 \ud560\uc778\uacfc \ub2e4\uc591\ud55c \uc81c\ud488\uad6c\ub9e4 \ud61c\ud0dd\uc744 \ubcf4\ub0b4\ub294 \ubc29\ubc95\uc774 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\ubcf4\uace0\uc11c\uc5d0\uc11c\ub294 \ucea0\ud398\uc778\uc774 \ub05d\ub09c \ud6c4,\u00a0\uace0\uac1d\uce35\uc758 12%\uc5d0 \ud574\ub2f9\ud558\ub294 \uace0\uac1d\ub4e4\uc774 \ub354 \ub9ce\uc740 \uc218\uc775\uc131\uc744 \uc81c\uacf5\ud558\ub294 \uc0c1\uc704 \uace0\uac1d \uc9d1\ub2e8\uc73c\ub85c \uc774\ub3d9\ud558\ub294 \uc131\uacfc\ub97c \uc5bb\uc5c8\ub2e4\uace0 \ub9d0\ud569\ub2c8\ub2e4. \ub610\ud55c\u00a0\uc138 \uac00\uc9c0 \uace0\uac1d \uc9d1\ub2e8\ubcc4 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc744 \ud1b5\ud574 \uac70\ub450\uc5b4\ub4e4\uc778 \uc804\uccb4 ROI\ub294 \ube44\uc6a9\ub300\ube44 15.4\ubc30\uc5d0 \ub2ec\ud588\ub2e4\uace0 \ub9d0\ud569\ub2c8\ub2e4.<\/p>\n

\uae30\uc5c5\uc740 \uc9c0\uae08\uae4c\uc9c0 \uc9c4\ud589\ud574\uc628 CRM \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \ub2e4\uc2dc \uc0dd\uac01\ud560 \ud544\uc694\uac00 \uc788\uc2b5\ub2c8\ub2e4. \uace0\uac1d\uc758 \uad6c\ub9e4\ub97c \uc99d\uac00\uc2dc\ud0a4\ub824\ub294 \ub178\ub825\uc5d0 \uc9d1\uc911 \ud560 \ubfd0\ub9cc \uc544\ub2c8\ub77c, \uace0\uac1d\ub4e4\uc774 \uc790\uc0ac\uc758 \uc81c\ud488\uacfc \uc11c\ube44\uc2a4\uc5d0 \ub300\ud55c \uae0d\uc815\uc801\uc778 \uc815\ubcf4\ub97c \ub2e4\ub978 \uc0ac\ub78c\ub4e4\uc5d0\uac8c \ub354 \uc27d\uac8c \ucd94\ucc9c\ud560 \uc218 \uc788\ub294 \ub2e4\uc591\ud55c \ubc29\ubc95\uc744 \uc81c\uacf5\ud558\ub294 \ub370 \ub9c8\ucf00\ud305 \uc804\ub7b5\uc774 \uc911\uc694\ud569\ub2c8\ub2e4.<\/p>\n

[ \uc774 \ube14\ub85c\uadf8\ub294 \ubcf4\ub3c4\uc790\ub8cc \ubc30\ud3ec \uc11c\ube44\uc2a4 \ub274\uc2a4\uc640\uc774\uc5b4(www.newswire.co.kr<\/a>)\uac00 \ud64d\ubcf4, \ub9c8\ucf00\ud305, PR \uc804\ubb38\uac00\uc5d0\uac8c \uc81c\uacf5\ud558\ub294 \uc815\ubcf4\uc785\ub2c8\ub2e4.\u00a0\ub274\uc2a4\uc640\uc774\uc5b4<\/a>\uc5d0\u00a0\ud68c\uc6d0 \uac00\uc785<\/a>\uc744 \ud558\uba74 \ube14\ub85c\uadf8\uc758 \uae00\uc744 \ub9e4\uc8fc \ubc1b\uc544\ubcfc \uc218 \uc788\uace0, \uc628\ub77c\uc778\uc73c\ub85c \ub274\uc2a4\uc640\uc774\uc5b4\uc5d0 \ubcf4\ub3c4\uc790\ub8cc \ub4f1\ub85d\uc744 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.\u00a0\uac00\uc785\ud558\uae30><\/a>\u00a0]<\/p>\n","protected":false},"excerpt":{"rendered":"

\uc624\ub298\ub0a0 \uc18c\ube44\uc790\ub294 SNS\uc5d0 \uc790\uc2e0\uc758 \uad6c\ub9e4 \uacbd\ud5d8\uc744 \uc8fc\ubcc0\uc778\uacfc \uacf5\uc720\ud558\uace0, \uc9c0\uc778\uc758 \uc870\uc5b8\uacfc \uc758\uacac\uc5d0 \uadc0\ub97c \uae30\uc6b8\uc774\uace0 \uad6c\ub9e4\ub97c \uacb0\uc815\ud558\ub294 \uacbd\uc6b0\uac00 \ub9ce\uc2b5\ub2c8\ub2e4. \u2018\uace0\uac1d \ucd94\ucc9c\u2019\uc774 \uad6c\ub9e4 \uacb0\uc815\uc5d0 \uac00\uc7a5 \ud070 \uc601\ud5a5\ub825\uc744 \ubbf8\uce58\ub294 \uc694\uc18c \uc911 \ud558\ub098\uac00 \ub418\uba74\uc11c \uae30\uc5c5\uc740 \uace0\uac1d\uc758 \ucd94\ucc9c\uc744 \uc720\ub3c4\ud558\uae30 \uc704\ud55c \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \ud3bc\uce58\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud558\ubc84\ub4dc \ube44\uc988\ub2c8\uc2a4 \ub9ac\ubdf0\uc5d0 \uc2e4\ub9b0 \ucf54\ub124\ud2f0\ucef7 \uacbd\uc601\ub300\ud559\uc6d0 V. 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