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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.15 no.4, 2017년, pp.157 - 169
이영환 (호서대학교 벤처대학원 정보경영학과) , 전인오 (호서대학교 벤처대학원 정보경영학과)
The purpose of this study is to understand the characteristics of O2O service which is emerging recently and to look for ways to take advantage of it. Recently, the emergence of various O2O services that utilize ICT technology of smartphone has attracted a lot of consumers. The study analyzed the ch...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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정보통신정책연구원에서 정의한 O2O는 무엇인가? | 김종대, 김나경(2015)은 O2O서비스에 대해 오프라인의 활동을 온라인에서 지원하는데서 출발되었고, 온라인과 오프라인의 산업의 장점의 결합이 그 시작이며, 다양한 기업들의 O2O서비스 진출은 인간의 효율성과 편 리함을 가져다줄 것이라 말하고 있다[4]. 정보통신정책연 구원(2014)은 O2O를 ICT 기술을 기반으로 온라인을 통고객을 유치하여 오프라인으로 소비자를 유도하는 방식이라고 정의하였다. 근거리통신과 위치기반서비스를 활용하면 오프라인 매장 주변의 소비자에게 할인쿠폰을 발송하는 등 잠재고객을 오프라인 매장으로 유치할 수 있고, 유치한 고객을 통하여 축적된 데이터를 분석하면 효과적인 마케팅 방법을 도출할 수 있다고 하였다[5]. | |
스마트폰 보급 확대가 끼친 영향은 무엇인가? | 1%)에 이어 세계에서 네번째로 높은 수준이다[2]. 스마트폰 보급 확대는 소비자들의 삶을 PC중심에서 모바일 중심으로 옮겨 놓았으며 일상생활에서 필수 요소로 자리매김하였다. 스마트폰이 출시된 이후 수많은 기업과 제품이 서로의 기술과 성능으로 다양한 분야에서 전쟁에 가까운 경쟁을 지속해 왔다. | |
O2O는 어떠한 서비스인가? | 이러한 O2O서비스는 스마트폰의 위치정보서비스(GPS) 및 비콘 (Beacon), 근거리무선통신(NFC), 저전력블루투스(BLE), 빅데이터 분석 등의 ICT기술을 기반으로 기업은 소비자의 현재 위치에 맞는 다양한 정보를 스마트폰을 통하여 제공할 수 있게 되었고, 소비자는 정보를 즉시 활용할 수 있게 됨에 따라 실구매로 연결될 가능성이 커졌다[1]. 즉, 스마트폰을 이용하여 온라인(Online)에서 상품이나 서비스를 신청하고, 현실 공간(Offline)의 매장에서 실제로 상품이나 서비스를 제공받는 서비스이다. |
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