인터넷 패션소호쇼핑몰 활성화를 위한 촉진전략 연구

Abstract

The purpose of this study is to find out the promotion methods for successful management of 'the fashion soho internet shopping mall' with a small capital.This study analyze the research reports, the news items, the documents on the internet shopping mall and data on promotion method which are offered by the hosting companies of the internet shopping mall like ‘Cafe 24’, ‘Make shop', ‘Whoismall' and the promotion consulting companies like ‘Whoisad', ‘Naver keyword shop'. And also analyze the data that interviewed the administrator of internet shopping mall and directly observed the famous internet shopping mall sites.Generally speaking, the promotion mix, marketing communication program can classify ‘advertisement', ‘publicity', ‘personal selling', and ‘sales promotion'. This study analyze the research materials on the basis of advertisement, publicity, personal selling, and sales promotion.The result are as follows.1.The promotion methods at the stage of information the shopping mall site to the consumer are advertisement, and publicity.ㆍThe methods of advertisement are ‘searching engine registration', ‘advertisement of key word', ‘advertisement of overture', ‘advertisement of banner', ‘advertisement cooperation marketing', ‘advertisement of e-mail'.ㆍThe methods of publicity are using ‘cafe', ‘blog', ‘Naver information site', ‘community bulletin board', ‘the fashion magazine or a press report' and ‘cosponsorship'. 2.The main promotion methods at the stage of inducing the purchase are ‘personal selling', and various ‘sales promotion'.ㆍ‘Personal selling' at the shopping mall have an effect on the communication at bulletin board over the internet and the telephone. ㆍ‘Sales promotion' are attempted by ‘VMD', ‘deposit system', ‘sale', etc .