온라인 패션 SOHO 쇼핑몰의 판매촉진특성 및 판매촉진전략
Characteristics and Strategy of Sales Promotion for On-line Fashion SOHO Shopping Mall
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.
Abstract
The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.
참고문헌 (27)
- 김주영, "차별적 판촉인식에 따른 판촉가치평가", 유통비지니스리뷰, 11(1), pp.21~40 (2006), 한국유통학회
- 김주영, "판매촉진 수단 유형의 판촉효과 비교", 경영학연구, 34(2), pp.445~469 (2005), 한국경영학회
- 나동균, "웹사이트 특성이 고객충성도에 미치는 영향에 관한 연구", 박사, pp.2005
- Erdem, T., "An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branging", Journal of Marketing Research, 36, pp.408~420 (2002)
- Pauwels, K., "The Long -Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity", Journal of Marketing Research, 36, pp.421~439 (2002)
- 김동훈, "소비자의 인구통계적 특성이 판매촉진 민감도에 미치는 영향에 관한 연구", 소비자학연구, 13(2), pp.3~117 (2002), 한국소비자학회
- Bawa, K., "The Effect of a Direct Mail Coupon on Brand Choice Behavior", Journal of Marketing Research, 24, pp.370~376 (1987)
- Chandon, P., "Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, 64, pp.65~81 (2000)
- Vanhuele, M., "Measuring the Price Knowledge Shoppers Bring to the Store", Journal of Marketing, 66, pp.72~85 (2002)
- 문재수, "케이블 TV 홈쇼핑에서 프로모션이 상품구매에 미치는 영향", 석사, pp.2001
- Schultz, D. E., "Sales Promotion Management" (1982), Chlcago: Crain Books.
- Keller, K. L., "Strategic Brand Management: Building, Measuring, and Managing, and Brand Equity" (1998), NJ : Prentice-Hall
- 이두희, "통합적 인터넷 마케팅" (2006), 서울: 박영사
- 이문규, "인터넷 마케팅" (2005), 서울: 법문사
- Kotler, P., "A Framework for Marketing Management" (2001), Prentice-Hall, Inc
- 이문규, "Op. cit", ~ (2005)
- 박지광, "효과적인 온라인 이벤트․프로모션", eBizKorea, (54), pp.85~90 (2003)
- 이두희, "Op. cit", ~
- 김재일, "유비쿼터스 인터넷 마케팅" (2005), 서울: 박영사
- 이차옥, "프로모션 에센스" (2000), 서울: 무역경영사
- 한민희, "광고경영론" (1996), 서울: 학현사
- Kotler, P., "Op. cit", ~ (2001)
- 이문규, "Op. cit", ~ (2005)
- 김희선, "인터넷 패션소호쇼핑몰 활성화를 위한 촉진전략 연구", 한국의상디자인학회지, 9(3), pp.59~73 (2007), 한국의상디자인학회
- 홍동표, "국내 인터넷 기장 분석 및 전망" (2004), 정보통신정책연구원
- "인터넷쇼핑몰 피해 전년대비 46.7% 증가.자료출처"[URL]