Earticle

초록

영어

In the light of the financial environment it is required to induce more progressive concept for bank services. The prosumer concept suggested by Alvin Toffler is to accord with this requirement. The core subject matters of this concept are that "customer satisfaction is prior to all other things" and "customer is the nucleus of new product devision", That is to say, customer satisfactioon is prior to organization profit and new product idea originated with customer. The purpose of this paper is to suggest the basically important points for prosumer concept-based product development in Korean banks. In the context of the financial situation today this purpose is worthy of study. This paper carries out both theoretical approach and empirical approach simultaneously. The result of empirical study is that Korean banks do not adopt the prosumer concept for the purpose to originate and appraise product idea in new product development. This paper suggests the cardinal points for prosumer concept-based product development in Korean banks as in the followings : (1) establishment of customer-oriented organization climate. Prosumer concept does adopt customer satisfaction as a ultimate object and customer participation as a strategic tool. That is why customer-oriented organization climate has to be established for inducing prosumer concept in Korean banks. (2) establishment of companywide customer panel. The essences of prosumer concept are that customer satisfaction is prior to all other things and customer is the nucleus of new product devision. That is why companywide customer panels have to be established for inducing prosumer concept in Korean banks. (3) inducement of reengineering in devising new product idea. There is a thread of connection between prosumer concept and reengineering in that both these management concepts take customer satisfaction into the highest priority. Applying reengineering principles to the origination and appraisal of product idea, Korean banks would practise efficiently the prosumer concept in developing new product. (4) establishment of panel-oriented information system Prosumer concept adopts customer participation as a strategic tool. Therefore customer panel-oriented information system has to be esbablished for inducing prosumer concept in Korean banks.

목차

I. 서론
  1. 프로슈머 컨셒트의 의의
  2. 문제제기 및 연구목적
  3. 연구방법
 II. 금융기업의 프로슈머 컨셒트의 필요성
  1. 금융환경의 변화
  2. 프로슈머 컨셒트의 도입 실태
  3. 프로슈머 컨셒트의 필요성
 III. 금융기업의 프로슈머 컨셒트 도입을 위한 요체
  1. 조직구성원의 발상 대전환
  2. 전사적 고객패널의 운용
  3. 리엔지니어링식 신상품아이디어 개발
  4. 고객패널중심의 다운사이징 정보시스템 구축
 IV. 결론
 參考文獻
 Abstract

저자

• 정형명 [ Hyeong Myeong Jeong | 동래여자전문대학 마케팅과 조교수 ]

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