인터넷 쇼핑몰의 고객구성 평가 모델에 관한 연구

• 영문명: A Study on Model for the Evaluation of Customer Composition in Internet Shopping Malls
• 발행기관: 한국산업경영시스템학회
• 저자명: 박광호(Kwang-Ho Park) 백동현(Dong-Hyun Baek) 한동석(Dong-Seok Han) 김학소(Hak-So Kim)
• 간행물 정보: 『산업경영시스템학회지』제29권 제2호, 83~91쪽, 전체 9쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2006.06.01

영문 초록

  Internet shopping mall has become a huge distribution channel with dramatic growth in recent years. The number of consumers has exponentially increased as the scale of shopping mall has been large so that shopping malls with thousands or millions of consumers become a general case. However, it is essential to evaluate whether current assortment of consumers is proper or not in the strategic aspect in order to operate Internet shopping mall effectively and gain profits. That is, it is important to evaluate whether consumer strategy of corporation is proper or not from the corporation. Despite this business importance, consumer assortment has not been evaluated well and related study is not sufficient. This study supposes a framework for consumer assortment evaluation, which evaluates whether consumer assortment of Internet shopping mall is proper or not. In the framework for consumer assortment evaluation, analysis data based on order data and consumer data in database is made. Then, four factors, consumer maintenance rate, consumer profitability, consumer securing rate and consumer conversion are setup, and 22 measurement indexes are drawn. Finally, a consumer assortment evaluation score card is made by integrating them. This study has applied a supposed framework to a domestic typical community based shopping mall, and it is expected that the evaluation result will be used as informant strategic information to operate the shopping mall effectively.

목차

영어 초록
1. 서론
2. 기존 연구 및 이론적 배경
3. 고객 구성 평가
4. 고객구성평가 프레임웍 적용 사례
5. 결론 및 향후 연구과제
참고문헌

키워드

Internet shopping mall Consumer assortment evaluation Customer strategy