Earticle

초록

영어

The purpose of this study is to scrutinize Internet sites which recently promote and sell Hanbok products online and to compare and analyze the formation and management conditions of those by types. One hundred thirty well-known Internet sites related to Hanbok products were studied on the formation and management conditions. The elements of Hanbok products, sales, promotion, and customer service were also discussed as details. In this study, those Internet sites were divided into six categories; private Hanbok designer sites, famous Hanbok brand sites, Hanbok specialized shopping mall sites, Hanbok rental sites, general and specialized Hanbok sites, and Hanbok information sites. The results of this study are as follows. First, the sites of private Hanbok designers and famous Hanbok brands are un for the purpose of promoting rather than selling its products. Second, the object of operating Hanbok specialized shopping mall sites is to sell its products via the Internet with practical Hanbok and kids Hanbok as the central items. These sites are fairly well organized. They show various items and provide information on descriptions, prices, and sizes of its products and offer customer service for sales. Third, custom-made Hanbok is also available alongside of Hanbok rentals on Hanbok rental sites. There are two kinds of rentals, door-to-door rental and online rental and customers normally rent traditional Hanbok for their needs. Fourth, products are sold in the order of kids Hanbok, practical Hanbok, Hanbok accessories, and traditional Hanbok on the general and specialized Hanbok sites. Finally, Hanbok information sites furnish various information on Hanbok and provide link services through making partnerships with other Hanbok cooperations.

목차

Abstract
 I. 서론
 II. 문헌적 배경
  1. 한복시장의 대중화
  2. 한복시장의 인터넷 마케팅 현황
 III. 연구방법 및 절차
  1. 조사대상 및 사이트 유형분류
  2. 조사방법
 IV. 연구결과 및 분서
  1. 한복 관련 사이트의 유형별 분포실태
  2. 한복 관련 사이트의 유형별 웹 구성 및 운영실태 비교분석
  3. 한복 사이트내 제품 및 정보 관련 카테고리분류 현황
 V. 결론 및 제언
  1. 연구결과의 요약
  2. 한복 사이트의 온라인 마케팅 전략에 대한 제언
 참고문헌

키워드

저자

• 장은영 [ Eun-Young Jang | 동서울대학 패션디자인과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국패션뷰티학회지 [Journal of the Korean Society of Fashion & Beauty]

• 간기

  연3회

• pISSN

  1738-0480

• 수록기간

  2003~2008

• 십진분류

  KDC 593 DDC 646