초록

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Abstract ▼ AI-Helper

The purpose of the study is to analyze environmental changes in market, customer and information technology of Internet fashion industry, to present fashion company's current situation and strategy for confronting business environmental changes, and to propose the direction of the future research in...

The purpose of the study is to analyze environmental changes in market, customer and information technology of Internet fashion industry, to present fashion company's current situation and strategy for confronting business environmental changes, and to propose the direction of the future research in this fashion field. First, the importance of Internet has been increased due to the rapid growth in number of Internet user and the size of the e-commerce. Second, to satisfy the customers requiring reasonable price and differentiated product and service, e-Branding strategy implementation, customized service development and enhancement on Web-site credibility and loyalty are demanding in the market. Third, development on the mobile technology and the increase in the Internet user using mobile communication device requires preparing mobile consuming environment, new business platform. Fashion industry's current situation and competitive strategy developed by the environmental change analysis were used for developing future research direction, that is, the m-business, CRM, and e-Branding. Through the understanding of environmental changes in Internet fashion industry and proposed research direction, research on Internet fashion marketing is hoped to be vitalized. Results of this study were expected to be utilized the strategy development.

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