성공적인 비즈니스 모델 구축을 위한 PRM의 전략적 적용

초록

Partner Relationship Management (PRM) can be regarded as a business strategy to improve relationships between companies and their channel partners. It usually enhances a company's ability to work with network partners to better market, sell, and serve end customers. It focuses on managing how partners engage with each other. Partner refers to independent business entity that connects manufacturers and end-customers, which can take the form of indirect sales channels, value-added resellers, distributors, or business alliances. A channel refers to a route or path through which valued products flow, as they move from the manufacturer to the ultimate user. E-business environment is currently undergoing dramatic changes due to fast evolution of information technology. The relationship between a vendor and a reseller is increasingly important. PRM has emerged as a competitive business strategy to manage collaborative e-business relationships. PRM helps coordinate partner activities and facilitate connections by providing order management, partner profiling, partner intelligence, campaign support, lead sharing, and joint marketing.

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