With ever-change and increasingly competitive business environments, firms strive to employ a variety of marketing strategies and execution in order to survive in the market. Such effects would be paid off in the right way only when management of the firms perform marketing activities focusing on long term effectiveness, which would drive company profits up and keep them for long. Demands of customers are being changed and varied. And in this circumstance, it become a main issue of management that the company should produce and sell products according to the customer demands. With these trends, each company has been concentrating effects on generalization of product development technique and distinction of service lot customer In this result with the advantage of mass marketing and database marketing have been drawing attentions from company. Also the internet connected around the world completely diminished the limit of time and distance and company have enveloped keen competition out of each nation and continent in the world market. To fulfill these demands of customer, they need a concept of eCRM(Web based Customer Relationship Management), and go from selling products and services, or gathering customer requests, up to the phase of solving customer's problem by real time or Previous action. With the help of Internet, the frequency and speed of the problem solving has improved greatly.

Abstract
 1장 연구목적
 2장 eCRM의 이론적 고찰
 3장 공리설계(Axiom Design) 의 접근
 4장 의류업체 eCRM 운영의 문제점 및 효율적 운영방안 제시
  4.1 영세 의류업체의 생산운영상 문제점
  4.2 의류업체의 eCRM 운영상의 문제점
  4.3 중점 개선안 제시를 위한 SN비 의사결정모델 적용
  4.4 공리 설계를 적용한 eCRM의 운영
 참고문헌

• 양광모
• 박재현
• 강경식