한국컴퓨터정보학회논문지 (Journal of the Korea Society of Computer and Information)

  • 제18권8호
  • /
  • Pages.149-156
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  • 2013
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  • 1598-849X(pISSN)
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  • 2383-9945(eISSN)
한국컴퓨터정보학회 (Korean Society of Computer Information)
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사이버 쇼핑몰 환경에서 꽃시장 상품의 마케팅 활성화를 위한 서비스 전략

Marketing service activation strategies for the floral market products in the cyber shopping mall environment

  • 신성윤 (군산대학교 컴퓨터정보공학과) ;
  • 이현창 (원광대학교 정보과학연구소,정보전자상거래학부)
  • Shin, Seong-Yoon (Dept. of Computer and Information Engineering, Kunsan University) ;
  • Lee, Hyun-Chang (Dept. of Information and e-Commerce, Wonkwang University)
  • 투고 : 2013.03.22
  • 심사 : 2013.06.10
  • 발행 : 2013.08.30
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초록

사이버 쇼핑몰은IT 기술발전에 힘입어 다양하고 급속하게 성장하면서 온라인 쇼핑 업체들 사이에 경쟁은 더욱 가열되고 있다. 이로 인하여 온 오프라인에서 업체들의 차별화된 마케팅 전략과 특징이 절실하게 요구되며, 자체 경쟁력 확보를 위한 분석과 투자에 많은 노력을 기울이고 있다. 특히, 꽃시장의 경우에 오프라인에서 온라인이 병행되고, 전국시장 네트워크가 형성됨으로써 소규모 업체들의 시장진입과 경쟁력 확보가 매우 어려워지고 있다. 이에 본 연구에서는 온라인 꽃시장 활성화와 꽃 배달 서비스 강화 방안을 위해 시장에서 상위에 랭크된 사이트 분석과 시장 현황 분석 및 서비스 전략 방안을 제시하며, 이를 실현하기 위한 사이트 구축에 관하여 기술하였다. 이를 통해 꽃 배달 서비스 강화를 통한 꽃 시장 마케팅 활성화와 경쟁력을 통해 시장에서의 입지 강화를 기대해 볼 수 있다.

TAmong various forms of online shopping with the development of online shopping and the rapid growth of IT technology, the intense competition also more deepen. The strategies for differentiated marketing and features for competitiveness of businesses in the online and offline shopping areas are required that our marketing target be settled the flower marketing by analyzing. In case of the flower market, the movement of the market from offline market to online market has been occurred and processed concurrently. Market entry and competitiveness of small companies is becoming very difficult because larger companies have been formed national market networks. Therefore, in this research, we suggest ways to enhance flower delivery service to the market from the top ranked site analysis, market situation analysis and service strategy plan for the activation of the online flower market. Also, we describe how to realize the above mentioned strategies through a site building. We can expect to strengthen flower market activation and competitiveness through the flower delivery service enhancement.

키워드

참고문헌

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피인용 문헌

  1. 여성 의류 시장에서 레깅스패션 상품의 마케팅 활성화 전략방안에 대한 연구 vol.18, pp.2, 2013, https://doi.org/10.6109/jkiice.2014.18.2.345