Effective Marketing Strategies for Electronic Commerce Activation

전자상거래 활성화를 위한 효율적 마케팅전략

  • 이승희 (국립금오공과대학교 산업경영학과) ;
  • 조재완 (경동대학교 경영학부)
  • Published : 2004.12.31

Abstract

The purpose of this study is explore the changes of environment in terms of diffusion of EC and to present effective marketing strategies for Electronic Commerce Activation. This paper focuses on the customer management, Real-Time Responding, and market strategies in Electronic Commerce. EC(Electronic Commerce) that out of the evolution of Internet technology gets a corporation changes to survive in 21st century. So the corporation must set the strategy to fit a Internet focused society. This paper is focusing the analysing the difference between the e-marketing and traditional marketing and proposing the new strategical marketing mix. On the Electronic Commerce, the 6Cs of marketing - Contents, Community, Commerce, Connection, Communication, Customizing - are being played out quite differently than they normally are off-line. In conclusion, the change in Electronic Commerce environment results in (1) redefinition of customer group, (2) different marketing strategies to fit in Electronic Commerce environment, and (3) changes in customer management, promotion strategy, advertizing appeal.

Keywords

4A;6C;4A+1W;RTR(Real-Time Responding);CRM(Customer Relationship Management)