SNS를 활용한 국내외 비즈니스의 성공요인과 실패요인 분석

Abstract

While the digital environment continues to diffuse rapidly, SNS has been playingimportant roles in business growth. This study analyzes businesses that have used socialnetwork services (SNS) in order to more successfully manage companies by utilizing SNSand to suggest the proper steps In order to accomplish this, major domestic and foreignbusiness cases were selected in order to investigate factors of success and failure for each ofthem. The analysis results show that the companies that utilized SNS successfully understoodthe characteristics of SNS and constantly tried creative marketing. On the other hand,enterprises that failed to use SNS properly showed low understanding of SNS and abnormalways of marketing. Therefore, this research suggests the following conclusion. First of all,sufficient knowledge and understanding of the characteristics of SNS are necessary in orderto properly utilize SNS. Next, it is imperative to use SNS not only as a tool to communicatewith customers, but also to understand the generations that use SNS. Finally, it would bebest to implement a more open wireless internet mobile environment for more active use of SNS.