Earticle

초록

영어

Internet-based shopping business spread rapidly in Korea. Companies are trying to develop and use various strategic competences. The strategies employed by those companies include activities related to the design of shopping site, market positioning, assistance of purchasing process, payment mechanism, and provision of various consumer services. However, the success of these strategies depends on various environmental factors and internal capability of the companies. In this study, I examined four successful Internet shopping mall companies and compared them to draw useful guidelines for Internet-based intermediary business. These four companies were selected because they are all considered successful by now, but brought different background. We found follows. First, each company tried to economize their own historical and developmental background. All of the selected companies were alike in their focus on the whole Internet user group. Customer needs analysis was performed more systematically. The Importance of customer information and the use of it are not sufficient. Second, Each companies consistently emphasized the importance of market-related activities. Despite the differences in initial states, all companies used similar strategies and had similar focus in target market and products. Conclusively, implications from this research for Internet shopping business can be summarized as follows. First, One of the important future directions for Internet shopping mall business is to broaden target market. Second, the provisions of carefully designed customized services are one success factor. Third, As customer traffic increased, the provision of differential customer service becomes a key success factor.

한국어

인터넷 전자상거래가 확산됨에 따라, 많은 기업들이 인터넷 쇼핑몰 사업 진출을 시도하고 있다 인터넷 쇼핑몰은 통신망을 중심으로 형성된 가상공간상의 신종사업으로서 실제공간에서 이루어지는 사업가는 많은 상이한 면을 가지고 있다. 본 연구에서는 인터넷 쇼핑몰이 고객을 모집하고 상거래를 일어나도록 하는 각종 전략적 요소들이 어떻게, 왜 선택되었는지, 그리고 기업은 이러한 고객 전략을 어떻게 사용하는지에 대한 연구를 수행하고자 한다. 본 연구에서는 다양한 기반을 지니고 있는 사업자의 전략을 살펴보고, 고객 전략적 측면에서 보는 인터넷 쇼핑을 비즈니스의 성공요소가 무엇인지를 도출해 보았다.

목차

요약
 1. 연구의 배경 및 필요성
 2. 고객전략
 3. 연구 방법
  3.1 사례 연구방법
  3.2 인터뷰 질의
 4. 사례 사이트 분석
  4.1 업무 프로세스 분석
  4.2 시장 진입이유와 초기의 홍보전략
  4.3 목표시장과 시장세분화 전략
  4.4 고객 니즈 파악 방식과 제품 서비스와의 연계
  4.5 고객 정보의 수집 관리
  4.6 전략적 제휴와 협력
  4.7 고객 만족 활동과 커뮤니티 구축
  4.8 기업 전략의 변화
  4.9 EC사업에 대한 전망
  4.10 사례 사이트의 고객전략 종합
  4.11 사업배경에 따른 고객전략 분석
 5. 결론 및 시사점
 참고문헌
 Abstract

저자

• 조남재 [ Namjae Cho | 한양대학교 경영대학 부교수 ]
• 정연준 [ Younjun Chong | 한양대학교 경영대학 석사졸업 ]
• 박상혁 [ Sanghyuk Park | 한양대학교 경영대학 박사수료 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005