산업별 O2O 결합 서비스의 비즈니스 투자 및 운영에 관한 연구
A Study on the Business Investment and Operation of O2O (Online-To-Offline) Combined Services by Industry
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study is to explore business investment and operation of O2O (Online-To-Offline) combined service. The study will analyze the necessary factors for growing the business by dividing the O2O service by industry. The Online-to-Offline is a method of inducing purchases of products and services by connecting between online and offline This research methodology organized the four stages of the analysis process. The analysis of all stages was performed with association rules in big data techniques. It is divided into the start-up period, growth period, maturity period, and decline period, and analysis is conducted on the business investment, expenditure cost, business operation, and conflict factors. As the research result, the first analysis has shown commonality with government subsidies, bank loans, and personal funds in all industries. The second analysis showed a lot of expenditure on labor costs of internal employees, marketing/sales, facility facilities, equipment, and equipment purchase costs. The third analysis showed difficulty in raising the investment resources necessary for business operations in all industries. The last analysis showed conflicts in the industry, businesses license, legal systems, and small business owners in all industries. This study contributed to the abundance and diversity of research methodologies in management information systems using association rules. In addition, the description of organizational development theory was updated while explaining the business investment and operation of O2O combined services. In practical implication, the O2O services include environmental factors that cause convergence between industries. Accordingly, this is required for new O2O services through new laws and systems and reorganization of existing laws and regulations.
Abstract
The purpose of this study is to explore business investment and operation of O2O (Online-To-Offline) combined service. The study will analyze the necessary factors for growing the business by dividing the O2O service by industry. The Online-to-Offline is a method of inducing purchases of products and services by connecting between online and offline This research methodology organized the four stages of the analysis process. The analysis of all stages was performed with association rules in big data techniques. It is divided into the start-up period, growth period, maturity period, and decline period, and analysis is conducted on the business investment, expenditure cost, business operation, and conflict factors. As the research result, the first analysis has shown commonality with government subsidies, bank loans, and personal funds in all industries. The second analysis showed a lot of expenditure on labor costs of internal employees, marketing/sales, facility facilities, equipment, and equipment purchase costs. The third analysis showed difficulty in raising the investment resources necessary for business operations in all industries. The last analysis showed conflicts in the industry, businesses license, legal systems, and small business owners in all industries. This study contributed to the abundance and diversity of research methodologies in management information systems using association rules. In addition, the description of organizational development theory was updated while explaining the business investment and operation of O2O combined services. In practical implication, the O2O services include environmental factors that cause convergence between industries. Accordingly, this is required for new O2O services through new laws and systems and reorganization of existing laws and regulations.
참고문헌 (21)
- 정병호, "e비즈니스 육성을 위한 1인 창조기업의 창업경쟁력 연구", e-비즈니스연구, 22(3), pp.75~91 (2021), 국제e-비즈니스학회
- 정병호, "조직 내 4차 산업혁명의 기술 적용에 관한 연구", (사)디지털산업정보학회 논문지, 16(4), pp.95~110 (2020), (사)디지털산업정보학회
- Chen, C. C, "Understanding usage transfer behavior of two way O2O services", Computers in Human Behavior, 100, pp.184~191 (2019)
- 온라인 및 오프라인 결합서비스 산업조사 보고서, "과학기술정보통신부", ~ (2020)
- 김희영, "O2O산업 발전을 위한 정책방향 연구", 디지털융복합연구, 15(5), pp.13~25 (2017), 한국디지털정책학회[DOI]
- 김동수, "국내 O2O 서비스 이슈 진단 및 산업활성화 정책 방향 제안", 한국전자거래학회지, 21(4), pp.137~150 (2016), 한국전자거래학회[DOI]
- 김인수, "거시조직이론" (2010), 무역경영사
- Wang, C, "Factors influencing consumers' purchase decision-making in O2O business model:evidence from consumers' overall evaluation", Journal of Retailing and Consumer Services, 61, pp.1~9 (2021)
- 장현수, "O2O 산업의 현황과 정책적 시사점", 중소기업금융연구 (2017)
- 황성수, "Mobility 신산업 동향 및 쟁점, 그리고 정부의 역할: O2O, 승차공유, 택배, 물류 분야의 전망 및 규제연구를 중심으로", 정보화정책, 26(2), pp.3~23 (2019), 한국지능정보사회진흥원[DOI]
- 문상일, "O2O시장(온․오프라인 융합시장)에서의 소비자보호를 위한 규제개선방안 연구", 경제법연구, 18(1), pp.233~256 (2019), 한국경제법학회[DOI]
- 정병호, "정부조직의 신규 ICT 투자와 정책 일관성에 따른 ICT 운영 성과", (사)디지털산업정보학회 논문지, 15(2), pp.87~99 (2019), (사)디지털산업정보학회
- 정병호, "정부조직 내 신기술 투자와 ICT 법․제도 운영에 따른 성과 연구", 디지털융복합연구, 17(6), pp.133~144 (2019), 한국디지털정책학회[DOI]
- Hannan, M. T, "Structural inertia and organizational change", American sociological review, pp.149~164 (1984)
- Scott, M, "Five stages of growth in small business", Long range planning, 20(3), pp.45~52 (1987)
- Lester, D. L, "Organizational life cycle: A five‐stage empirical scale", The international journal of organizational analysis, 11(4), pp.339~354 (2003)
- Simon, J. P, "How to catch a unicorn? An exploration of the universe of tech companies with high market capitalization", Communications &Strategies, (104,), pp.99~127 (2016)
- De Massis, A, "Innovation through tradition : Lessons from innovative family businesses and directions for future research", Academy of management Perspectives, 30(1), pp.93~116 (2016)
- Lewis, V. L, "The five stages of small business growth", Harvard Business Review, 61(3), pp.30~50 (1983)
- "한국데이터산업", ~
- Agrawal, Rakesh, "Fast algorithms for mining association rules", Proc. 20th int. conf. very large data bases, VLDB, 1215 (1994)