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NTIS 바로가기지능정보연구 = Journal of intelligence and information systems, v.15 no.3, 2009년, pp.81 - 102
유원상 (한양대학교 경영대학) , 한현수 (한양대학교 경영대학) , 구자헌 (한국IT서비스산업협회 정책연구실)
In this study, we investigated how to achieve differentiation for the ISM (Internet Shopping Mall) to improve profitability, which is required for survival in the fiercely competitive ISM industry. We analyzed implementation level key managerial factors that could contribute to the differentiation o...
핵심어 | 질문 | 논문에서 추출한 답변 |
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ISM 산업 매출의 성장과 기업 수의 증가가 가격경쟁의 가속화와 함께 ISM의 수익성 저하와 과당경쟁 등 경영상의 문제를 초래한 것은 무엇에 기인하는가? | 그러나 ISM 산업 매출의 성장과 기업 수의 증가는 가격경쟁의 가속화와 함께 ISM의 수익성 저하와 과당경쟁 등 경영상의 문제를 초래하였다(김재환, 2008). 이는 클릭 한번으로 쉽게 ISM 사이트의 전환과 ISM 간 제품 가격의 비교가 가능한 B2C 전자상거래의 본질적 특성에도 기인한다. 이러한 위험은 전자상거래 초기부터 예견된바 있다. | |
전자상거래란? | 전자상거래는 전통적인 오프라인의 중개기능을 대체할 수 있고 새로운 상품과 시장을 창출하는 B2C 유통의 중요한 판매 채널이다. 한국의 2009년 3월 당월의 인터넷 쇼핑몰(ISM) 거래 액은 1조 6천억으로(http://www. | |
인터넷환경에서의 차별화 프로세스는 어떤 관점에서 실행이 가능한가? | 차별화전략은 경쟁업체와 구별되는 가치있는 프로세스의 구현을 통하여 가능할 수 있으며 인터넷환경에서의 차별화 프로세스는 제품, 서비스, 인력, 채널, 이미지 등의 5가지 관점에서 실행이 가능하다(Kotler, 2003). 5가지 실행관점에서의 차별화 요소는 개인화(customization)와 묶음(번들링) 등을 통한 제품의 차별화(product differentiation), 온라인상에서 24시간 고객서비스를 제공하는 등의 서비스차별화(service differentiation), 인터넷의 취합(aggregation)과 매칭의 특성을 이용하여 인력자원의 효율화 등을 가능하게 하는 인력차별화 (personnel differentiation), 인터넷 유통채널과 오프라인 채널의 효과적인 결합 등을 바탕으로 하는 경로차별화(channel differentiation), 그리고 이미지차별화(image differentiation) 등이다. |
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