A Sales Promotion Strategy for Casual Korean Traditional Clothes Using Database Marketing

데이터베이스 마케팅을 활용한 생활한복의 구매촉진 방안

Database marketing is a series of marketing activities based on the customer database for increasing the customer's life-time value. In this thesis. we applied database marketing to the sales promotional strategies of Casual Korean Traditional Clothes to activate wearing of Casual Korean Traditional Clothes. To achieve this goal, we surveyed the consciousness of wearing and purchases for Casual Korean Traditional Clothes. and extract information that can be utilized in the sales promotional strategies. According to the result, the proposed sales promotional strategies for Casual Korean Traditional Clothes are summarized as follows : (1) Useful information for the customer should be stored in the database and utilized in the marketing. (2) It is necessary to shorten the cycle of repeated purchases by emphasizing daily-life clothing of Casual Korean Traditional Clothes especially for the aged 20-40. (3) Since Casual Korean Traditional Clothes are usually weared as a ceremonial clothes in the fall, direct mail, fashion show, and advertising in the mass media should be concentrated on this season. (4) Value-added marketing should be derived by cross-selling of items harmonized with Casual Korean Traditional Clothes. (5) To guarantee fixed customers and increased usage of Casual Korean Traditional Clothes, - give point score, discount, or selling on an installment basis for the customers who use credit cards or department cards. - select privileged customers by analyzing purchase history and provide multiple services for these customers. - let the customers rent Casual Korean Traditional Clothes in an appropriate cost, and make customer cards for the construction of elaborated customer database. (6) To increase the acknowledgement of Casual Korean Traditional Clothes, not only Persistent publicity, but also fashion show, visual merchandising, and advertisement in mass media should be conducted as well.