ÐÅÑÉÅ×ÏÌÅÍÁ
ÅÉÓÁÃÙÃÇ 3
EXECUTIVE SUMMARY 5
ÌÅÑÏÓ É 6
1. Ðáñïõóßáóç êëÜäïõ ðáñï÷Þò åðåíäõôéêþí ðñïúüíôùí/ õðçñåóéþí 6
2. Ðáñïõóßáóç ôçò Alpha Finance 8
3. ÁðïóôïëÞ - ¼ñáìá - Áíôéêåéìåíéêïß Óôü÷ïé 10
ÌÅÑÏÓ ÉÉ 12
1. Ó÷åäéáóìüò ÓôñáôçãéêÞò êáé ÕëïðïßçóÞ ôçò 12
1.1 ÓõóôáôéêÜ Óôïé÷åßá ôçò ÓôñáôçãéêÞò - Ôñüðïé ÅðéëïãÞò ôïõò 12
2. Ç Ýííïéá ôïõ Ålectronic Banking 12
2.1 Óýóôçìá Online ÅîõðçñÝôçóçò Ðåëáôþí 14
(Online Communications Management) 14
3. Ðëáßóéï ó÷åäéáóìïý óôñáôçãéêÞò çëåêôñïíéêïý äéêôýïõ ôçò Alpha Finance 15
3.1 Åðé÷åéñçìáôéêÞ Äñáóôçñéüôçôá 16
3.2 Ç ôéìïëüãçóç ôùí çëåêôñïíéêþí ôñáðåæéêþí õðçñåóéþí 17
3.3 Êáèïñéóìüò ôùí Ðåëáôþí 18
3.4 ÌïíôÝëá ÷áñôïöõëáêßïõ ðåëáôþí - Ðñïößë ðåëáôþí Alpha Finance 20
ÌÅÑÏÓ ÉÉÉ 22
1. E-Marketing: Åñãáëåßï Ðñïþèçóçò Ðñïúüíôùí êáé Õðçñåóéþí 22
2. ÅéêïíéêÞ Áëõóßäá Áîßáò: ÌÝóï ÁíÜëõóçò ôïõ ÌÁRÊÅÔÉÍG 22
3. Ç äïìÞ ôïõ ôñáðåæéêïý/ åðåíäõôéêïý Marketing 23
4. ÐïëéôéêÞ Marketing ôçò Alpha Finance: 24
ÌïíôÝëï áîßáò äéÜñêåéáò æùÞò ðåëáôþí (Customer Lifetime Value 24
LTV) 24
4.1 One-to-One Marketing 25
5. Óýóôçìá Online ÅîõðçñÝôçóçò Ðåëáôþí 27
(Online Communications Management) 27
6. Ôá ðëåïíåêôÞìáôá ôïõ Internet Marketing 29
7. Åìðüäéá óôçí áíÜðôõîç ôïõ Internet Marketing 29
7.1 ÓôñáôçãéêÞ áóöÜëåéáò ôùí éóôïóåëßäùí 31
8. ÓôñáôçãéêÝò ÓùóôÞò Äéá÷åßñéóçò ôùí Éóôïóåëßäùí 31
9. ÓôñáôçãéêÝò ãéá Âåëôßùóç ôçò Ëåéôïõñãéêüôçôáò ôùí Éóôïóåëßäùí 34
9.1 ÕðïóôÞñéîç ÐåëÜôç óôï Web 36
10. ÓõëëïãÞ óôïé÷åßùí ôïõ åðéóêÝðôç ôçò Éóôïóåëßäáò 39
11. Åñãáëåßá ãéá ôçí Ðáñï÷Þ Õðçñåóéþí ìÝóù ôïõ Äéáäéêôýïõ 40
ÌÅÑÏÓ IV 43
ÐÑÏÔÁÓÅÉÓ ÅÍÁËËÁÊÔÉÊÙÍ ÓÔÑÁÔÇÃÉÊÙÍ 43
1. Äéá÷åßñéóç ó÷Ýóåùí ðåëáôþí (CRM) 43
1.1 ×áñáêôçñéóôéêÜ åíüò C ...