• Journal of Korea Society of Industrial Information Systems
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• v.12 no.3
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• pp.69-85
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• 2007

This research examines strategic preference of domestic and foreign brick-and-mortar companies in an industrial cluster in S. Korea. This paper also examines the relationships between the anticipated benefit factors of introducing online business activities by brick-and-mortar companies and their competitive strategies. Six major honest factors were derived including easiness of obtaining information, online intermediary, online distribution, online communication, sharing information and knowledge. Comparing domestic and foreign companies operating in S. Korea, the analyses show that the benefit factors influence on firms' choosing one or some combination of the competitive strategies. The result also shows that there was no big difference between domestic and foreign companies in terms of strategic preference and anticipated levels of benefit factors by introducing online business activities.

• Proceedings of the Korean Society of Computer Information Conference
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• 2012.07a
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• pp.261-263
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• 2012

이윤추구를 목표로 하는 기업의 모든 활동에는 매출, 매입 등의 다양한 정보가 지속적으로 발생한다. 이렇게 생성된 정보는 CEO에게 작게는 영업사원의 실적을 평가하는 요소이며 크게는 전체적인 시장상황을 직시할 수 있는 신뢰 높은 데이터가 되므로 효율적으로 관리할 필요가 있다. 본 논문에서는 급변하는 시장 속에서도 유연하게 대처할 수 있는 영업 전략을 수립하고, 근태관리프로세스를 통한 각 사원의 회사에 대한 기여도를 체크 하는 등 CEO가 전반적인 기업운영을 효율적으로 할 수 있도록 하며, 각 사원이 자신의 영업이익과 거래처에 대한 신뢰도를 평가 할 수 있는 시스템을 구축하고자 한다. 본 시스템은 온라인을 기반으로 데이터가 실시간으로 공유될 수 있도록 구성되어 있으며, 각 사원이 갖는 권한에 따라 정보열람이 제한 되도록 하였다.

• Journal of Korea Society of Industrial Information Systems
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• v.12 no.5
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• pp.183-200
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• 2007

This study examines the relationships between typical anticipated benefit factors of introducing online business activities by traditional brick-and-mortar shipping and port logistics companies and their performance in marketing mix and global competitiveness. Three major benefit factors were derived including improved trust, information acquiring and limitation of offline business activities. The three empirically derived critical synergy factors were then used to examine how they improve the firms performance in marketing mix and global competitiveness. The results of structural equation modeling method show that the anticipated benefit factors significantly influence the firms' performance in marketing mix. Subsequently, marketing mix significantly influence the firms' global competitiveness. The results provide useful guidelines for the shipping and port logistics firms to develop appropriate marketing mix strategies to improve their global competitiveness.

• Proceedings of the Korean Information Science Society Conference
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• 2011.06d
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• pp.289-291
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• 2011

스마트폰의 보급 확산과 웹2.0의 확대로 개인들의 정보 생산과 소비활동이 쉽게 이뤄지면서 참여, 공개, 대화, 커뮤니티 연결의 특성을 기반으로 한 소셜미디어의 등장과 활용빈도가 크게 증가되고 있다. 이러한 정보 통신 기술의 발전으로 '물리적인 지점망 = 영업력'이라는 등식이 더 이상 유효하지 않는 시대가 도래됨에 따라 고객을 '기다리는 영업'에서 '찾아가는 영업'으로 영업방식에 대한 새로운 접근법이 필요한 시점이다. 이에 본 논문에서는 기존 단방향성의 독점적인 '전달'에서 벗어나 양방향적인 정보흐름이 가능한 '소통'을 지원하는 온라인 관계 마케팅의 필요성을 살펴보고, CRM시스템과 연계하여 고객과 영업점 직원 창구단말기간 1:1 소통할 수 있는 새로운 마케팅 채널로서 SNS을 활용한 스마트 채널의 구축방안을 제시하고자 한다.

• Journal of Distribution Science
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• v.9 no.2
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• pp.31-36
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• 2011

I conducted empirical analyses of what happens when an offline channel expands to an online channel and whether the pre-existing offline channel's competitive assets (e.g. brand reputation and level of service satisfaction) can be linked to online channel preference. I found that an offline channel's brand reputation and level of service satisfaction can have a direct influence on offline channel preference and a second-hand influence on online channel preference. Thus, if the competitiveness of the online channel is strong enough and its customers have a higher preference for the offline channel, they will be committed and loyal to the company. The resultant enhanced competitiveness of the offline channel will present opportunities for both present and future success. The main results are the following. First, the management of the distribution channel service quality is more important than that of the brand reputation. Customers' experiences of service and subjective evaluations are not important only as the leading factors in the long-term brand reputation management but also as influential factors in channel preference. SoThus, given that the service quality of the pre-existing channel is not the customers' main concern, a strategy of improving the level of service satisfaction aimed at present customers is more valuable than a wide brand positioning strategy aimed at general and new customers. Second, when an offline channel company establishes an internet shopping mall on an online channel, it is highly likely that the preference and subjective evaluation of the present customers will influence the online channel. This applies not only to the special case of an expansion from an offline intermediary channel to an online one, but also to an online channel acting as an expansion of the business model of a conventional manufacturing or service company: both cases are vertical integrations of marketing channels in an expansion of the distribution channel. My theory applies to a wide range of contexts. Third and finally, any business strategy can grasp the meaning of 'channel expansion. Fundamentally, it is an expansion of the sales activity channel and marketing activity. However, it is also a way of enhancing marketing and sales competitiveness through an expansion to an online or offline channel. The expansion of an offline company to an online channel could be seen not as improvement but as an innovation of the business process by which two goals are achieved with one technique. The former is expected to increase the sales of the offline company, and the latter is also expected to increase sales while also contributing to cost reduction.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.97-101
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• 2018

우리나라 폐업의 대부분을 차지하고 있는 소상공인들은 서비스 또는 제품의 노출 부족으로 운영에 어려움을 겪고 있고 이는 높은 폐업율로 이어지고 있다. 상대적으로 규모가 작은 소상공인들은 비용, 시간, 인력 등의 문제로 활발한 마케팅 활동을 펼치지 못하고, 지역적인 상권내에서 전통적인 오프라인 영업에 의존하고 있는 실정이다. 현재 우리나라 검색 시장의 대부분을 차지하고 있는 네이버와 구글의 경우 소규모 사업자들이 적극적으로 온라인 마케팅을 펼칠수 있도록 자신들의 검색엔진최적화 가이드를 만들어서 제공하고 무료 교육도 실시하고 있으며, 각종 SNS 서비스 제공 회사들도 자사의 서비스 확대나 광고 수익을 올리기 위해 자세한 매뉴얼을 제공하고 있음에도 여전히 많은 소상공인들은 온라인 마케팅 채널 운영과 검색엔진최적화를 하지 못해 자신의 서비스나 상품을 잘 노출시키지 못하고 있다. 이에 본 연구는 서비스업 소상공인의 배경적 특성과 기술지향성이 온라인 마케팅 채널 운영과 검색 엔진 최적화라는 조절변수를 거쳐 경영성과에 어떤 영향을 미치는지를 분석하고 이를 통해 서비스업 소상공인들의 매출 증대를 위한 온라인 마케팅 확산에 도움이 되고자 한다.

• Proceedings of the Korean Society of Computer Information Conference
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• 2015.01a
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• pp.285-287
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• 2015

최근 직장인들이 직장생활을 효과적으로 하기 위한 인맥의 필요성이 높아지는 가운데 소셜 네트워크의 중요성이 큰 이슈로 떠오르고 있다. 이는 현재 직장인들이 온라인뿐만 아니라 오프라인에서도 소셜 네트워크 활동이 활발히 이루어지고 있기 때문이다. 소셜 네트워크를 통하여 지속적인 연락을 취함으로써, 두터워진 좋은 인맥은 자기에게 결정적으로 필요할 때 도움을 주기 때문에 직장인들 사이에서 소셜 네트워크 활동이 중요해 지고 있다. 소셜 네트워크는 고객을 대상으로 하는 영업사원들에게는 실적으로 바로 연계된다고 할 수 있다. 따라서 본 논문에서는 영업사원이 애플리케이션을 이용해 고객을 효율적이고 능률적인 고객을 관리할 수 있도록 한다. 추가적으로 원하는 고객을 따로 관리할 수 있는 기능과 고객 정보 동기화 기능이 있는 애플리케이션을 설계 및 구현하였다.

• The Journal of Bigdata
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• v.7 no.2
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• pp.153-172
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• 2022

Online shopping has transformed and rapidly grown the entire market at the forefront of wholesale and retail services as an effective solution to issues such as digital transformation and social distancing policy (COVID-19 pandemic). Small business owners, who form the majority at the center of the online shopping industry, are constantly collecting policy changes and market trend information to overcome these problems and use them for marketing and other sales activities in order to overcome these problems and continue to grow. Objective and refined information that is more closely related to the business is also needed. Therefore, in this paper, through the collection and analysis of big data information, which is the core technology of digital transformation, key variables are set in product classification, sales trends, consumer preferences, and review information of online shopping malls, and a method of using them for competitor comparison analysis and business sustainability evaluation has been prepared and we would like to propose it as a service. If small and medium-sized businesses can benchmark competitors or excellent businesses based on big data and identify market trends and consumer tendencies, they will clearly recognize their level and position in business and voluntarily strive to secure higher competitiveness. In addition, if the sustainable growth of the online shopping mall operator can be confirmed as an indicator, more efficient policy establishment and risk management can be expected because it has an improved measurement method.

• Journal of the Korea Society of Computer and Information
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• v.18 no.12
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• pp.83-90
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• 2013

Every activity of companies whose goal is pursuit of profits occurs much information such as buying and selling consistently. This information is a factor that evaluates employees' results at least and can be a highly trusted data for facing an overall market conditions at large for CEO, so it should be managed efficiently. This paper helps CEO to run a business efficiently by establishing the business strategy for dealing flexibly and checking the level of contribution of each of employees through the management process in the rapidly changing market and it tries to construct the system that employees can evaluate their business profits and is able to evaluate the reliability of connections. This system is based on On-line, able to share data in real time, and limits an employees' authority for access capability of information.

• Journal of Internet Computing and Services
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• v.17 no.6
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• pp.123-131
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• 2016

Process mining in big data environment utilize a number of data were generated from the business process. It generates lots of knowledge and insights regarding implementation and improvement of the process through the event log of the company's enterprise resource planning (ERP) system. In recent years, various research activities engaged with the audit work of company organizations are trying actively by using the maximum strength of the mining process. However, domestic studies on applicable sales auditing system for the process mining are insufficient under big data environment. Therefore, we propose process-mining methods that can be optimally applied to online and traditional auditing system. In advance, we propose continuous monitoring information system that can early detect and prevent the risk under the big data environment by monitoring risk factors in the organizations of enterprise. The scope of the research of this paper is to design a pre-verification system for risk factor via practical examples in sales auditing. Furthermore, realizations of preventive audit, continuous monitoring for high risk, reduction of fraud, and timely action for violation of rules are enhanced by proposed sales auditing system. According to the simulation results, avoidance of financial risks, reduction of audit period, and improvement of audit quality are represented.