• Title, Summary, Keyword: Online Marketing

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Customer-Oriented Marketing of Internet Business : Applicaion to Online Fashion Business

  • Lee, Chol
    • The International Journal of Costume Culture
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    • v.3 no.3
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    • pp.193-200
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    • 2000
  • Recently Korean firms are increasingly interested in Internet business while the number of Internet users reaches more than 10 million in Korea. As e-commerce develops rapidly, customer-oriented marketing for online business becomes very important. The issue of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for Internet businesses than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of Internet business, differences between online marketing and traditional marketing, selection of target market, and online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.

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A Study on the Promotion of Online Commerce in Exporting SMEs (수출 중소기업의 온라인상거래 활성화를 위한 연구)

  • Jeong, Bok-Hoon;Jung, Jin-Teak
    • Journal of the Korea Convergence Society
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    • v.10 no.11
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    • pp.335-343
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    • 2019
  • The purpose of this study is to derive the necessary factors by conducting a questionnaire survey for SMEs with experience in participating in the online export support business in order to derive the factors that activate SMEs' online marketing. As a result, it was found that the Corporate trade capacity had a positive influence on online marketing utilization, and that the Corporate internal capacity did not have a significant influence on online marketing utilization. Since the consultants' role for export marketing obviously appears to exercise more significant positive effect on online marketing utilization, we can suggest the followings to activate online exports of SMEs. First, more effective efforts are needed to expand the trading capacity to utilize online marketing, and secondly, the export marketing capacity of SMEs needs to be strengthened steadily. In particular, strengthening the capabilities of the trading consultants of participating and performing companies is considered to be an important factor in the use of online marketing by SMEs, we recommend further strengthening each corporate and government policy effort to empower export consultants.

Customer-Oriented Marketing of Internet Business : Application to Fashion Business

  • Chol Lee
    • Proceedings of the Costume Culture Conference
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    • pp.3-12
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    • 2000
  • Recently Korean firms are increasingly interested in internet business while the number of internet users reaches more than 10 million in Korea. As e-commerce develop rapidly, customer-oriented marketing for online business becomes very important. The issues of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for internet business than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of internet business, differences between online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.

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A Study on the Effect of Trust on Customer Participation in Digital Environment : Focused on the Online Travel Market (디지털 환경에서 신뢰가 고객참여에 미치는 영향 연구 : 온라인 여행시장을 중심으로)

  • Son, Won-Mog;Hong, Seong-Tae;Kim, Moon-Joo;Yoon, Moon-Gil
    • Korean Management Science Review
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    • v.26 no.2
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    • pp.1-18
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    • 2009
  • Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative In the marketing activities on the online travel market.

A Study on the Effect of Trust on Customer Participation in Digital Environment -Focused on the Online Travel Market- (디지털 환경에서 신뢰가 고객참여에 미치는 영향 연구 -온라인 여행시장을 중심으로-)

  • Son, Won-Mog;Hong, Seong-Tae;Kim, Moon-Joo
    • Proceedings of the Korean Operations and Management Science Society Conference
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    • pp.37-62
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    • 2008
  • Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative in the marketing activities on the online travel market.

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The Application of Image-Oriented SNS Marketing Channel for Improving Performance of Online Shopping Malls : Pinterest Case Analysis (온라인 쇼핑몰의 해외시장 성과향상을 위한 이미지 기반 SNS 마케팅 채널의 활용방안 : 핀터레스트 활용사례 분석을 중심으로)

  • Shin, Seol Hee;Kang, Bo Hyeon;Kim, Sang Hyun
    • Journal of Information Technology Services
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    • v.13 no.4
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    • pp.377-396
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    • 2014
  • There is a phenomenon that the consumers from all over the countries are using the Korean online shopping malls, which has settled as a distribution industry. To get the attention of the consumers from other countries, the marketing strategy is important in order for the online shopping malls to go advance abroad. The purpose of this study is to overview the Pinterest, which is a shopping-oriented Social Network Service (SNS) based on the image content. The Pinterest is a valuable online shopping mall marketing channel. By looking at the background growth and feature of service, the existence of the mega SNS as a center in the social business is to see how Pinterest is targeting a niche market. As a result of this study, Pinterest has the advantage against other SNS for joining with online shopping malls because a tendency of the traffic referrals from Pinterest is increasing and the average of the cost of the purchase is high. Therefore, this study is reflecting various cases of utilizing the online shopping malls. In conclusion, Pinterest represents an illustrative case of effective marketing channel of the online shopping malls.

Analysis on online marketing of tobacco product in Korea: current issues and future directions for tobacco control (온라인 담배 마케팅 분석을 통한 담배규제정책의 향후 과제 : 온라인 담배 판매 및 광고를 중심으로)

  • Yang, Yu Seon;Cha, Jung Lim;Kong, Jae Hyung;Hwang, Ji Eun;Choi, Jung Mi;Lee, Joung Eun;Oh, Yu Mi
    • Korean Journal of Health Education and Promotion
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    • v.33 no.5
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    • pp.71-81
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    • 2016
  • Objectives: Tobacco marketing encourages smoking initiation of non-smokers, especially adolescents, and it hinders quit intention of those who smoke or who attempt to quit smoking. Article 13 of the WHO Framework Convention on Tobacco Control(WHO FCTC) requests a comprehensive ban on tobacco advertising, promotion and sponsorship(TAPS). Ratified the Convention in 2005, Korea has partially implemented the provisions. However, online marketing regulations are still insufficient. Methods: Based on relevant national and international regulations, this research designed monitoring mechanism for online tobacco marketing and studied 1,404 websites to identify current situation of online sales and advertisement of tobacco in Korea. Results: This study found that online trade of tobacco products are overtly conducted, while tobacco advertising with flavoring and misleading descriptors are also prevalent. Also, online tobacco marketing facilitate adolescents' access to tobacco product and that advertising and promotion activities lead to tobacco purchase without difficulties. Conclusions: Fundamental solution to prevent online tobacco advertisement and promotion is banning online sales of tobacco and conducting a regular monitoring for compliance. Korean government should consider establishing an official surveillance system for online tobacco advertisement, followed by a comprehensive ban on TAPS to fulfill its obligation as a Party to the FCTC.

The relationship of the Service Quality and Customer Satisfaction (서비스품질과 고객만족의 관계)

  • Kim, Se-Hwan
    • Journal of Industrial Convergence
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    • v.10 no.1
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    • pp.1-12
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    • 2012
  • The purpose of this study firstly shows the marketing current condition and features of large discount stores playing a big change role in the Korea domestic distribution market. Secondly, I will analyze the success factors of the online marketing. And then finally, I will derive implication regarding the using solution of the effective online marketing.

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A Study on the Development of Realtime Online Maketing System Using Web Log Analytics (웹 로그분석을 이용한 실시간 온라인 마케팅 시스템 설계 및 개발에 관한 연구)

  • Oh, Jae-Hoon;Kim, Jae-Hoon;Kim, Jong-Woo
    • The Journal of Society for e-Business Studies
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    • v.16 no.3
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    • pp.249-261
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    • 2011
  • The rapid growth of e-business market makes new online companies to start and existing offline companies to join in this area. As the number of players of this market grows rapidly, the competition among them is very intense. Many companies invest huge resources to online marketing including search advertisement, email advertisement and banner advertisement. Because these traditional online marketing activities mainly focus on how to invite visitors to their web sites, ROI of these marketing activities are getting lower. Many companies are looking for a new marketing method to escape this situation. In this paper, we propose ROMS (Realtime Online Marketing System) which supports tools to improve conversion ratio of e-commerce sites, ROMS gathers behavioral data of visitors and analyzes it in realtime. ROMS supports live chats, visitor profiling, context analysis, event detection, and live marketing. With ROMS, personalized offers based on visitors' realtime context can be made for each visitor.

A Study on Marketing Mix Strategy in Website of Sportswear Brands (스포츠웨어 브랜드웹사이트의 마케팅 믹스전략)

  • Rha, Soo-Im;Lee, Min-Gyung
    • Journal of the Korea Fashion and Costume Design Association
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    • v.9 no.2
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    • pp.155-166
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    • 2007
  • The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

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