A study on the Activation Plan for On-line Shopping Mall handing Fresh Logistics

신선물류 취급 온라인 쇼핑몰업체의 활성화 방안에 대한 연구

  • Park, Sung-Hoon (Graduate school of Logistics, Incheon National University) ;
  • Nam, Tae-Hyun (Graduate school of Logistics, Incheon National University) ;
  • Cha, Young-Doo (Graduate school of Logistics, Incheon National University) ;
  • Lee, Su-Hwan (Incheon National University trading semester) ;
  • Yeo, Gi-Tae (Graduate school of Logistics, Incheon National University)
  • 박성훈 (인천대학교 동북아 물류대학원) ;
  • 남태현 (인천대학교 동북아 물류대학원) ;
  • 차영두 (인천대학교 동북아 물류대학원) ;
  • 이수환 (인천대학교 물류연계전공) ;
  • 여기태 (인천대학교 동북아 물류대학원)
  • Received : 2017.06.22
  • Accepted : 2017.08.20
  • Published : 2017.08.28


With the development of IT technology and the establishment of logistics infrastructure, online shopping market and online fresh food market are growing. The purpose of this study is to find a plan to activate Fresh Logistics through online shopping mall using BCG matrix and Importance Performance Analysis for online shopping companies. Firstly, the BCG matrix results Companies in 'cash cow', 'question mark', and 'dog' areas are in need of improvement. In order to improve this situation, it is necessary to activate the Fresh logistics market which is currently growing. Fresh logistics can be activated by investing in the maintenance and strengthening areas and key investment areas by minimizing the expenditure on the non-priority and excess areas according to the results of IPA. Therefore, it is expected that online shopping companies will be improved by activating online shopping market and online fresh logistics market.


Fresh Logistics;Online Shopping mall;Activation Plan;BCG Matrix;IPA


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