온라인 쇼핑몰의 해외시장 성과향상을 위한 이미지 기반 SNS 마케팅 채널의 활용방안

• 영문명: The Application of Image-Oriented SNS Marketing Channel for Improving Performance of Online Shopping Malls : Pinterest Case Analysis
• 발행기관: 한국IT서비스학회
• 저자명: 신설희(Seol Hee Shin) 강보현(Bo Hyeon Kang) 김상현(Sang Hyun Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제4호, 377~396쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

There is a phenomenon that the consumers from all over the countries are using the Korean online shopping malls, which has settled as a distribution industry. To get the attention of the consumers from other countries, the marketing strategy is important in order for the online shopping malls to go advance abroad. The purpose of this study is to overview the Pinterest, which is a shopping-oriented Social Network Service (SNS) based on the image content. The Pinterest is a valuable online shopping mall marketing channel. By looking at the background growth and feature of service, the existence of the mega SNS as a center in the social business is to see how Pinterest is targeting a niche market. As a result of this study, Pinterest has the advantage against other SNS for joining with online shopping malls because a tendency of the traffic referrals from Pinterest is increasing and the average of the cost of the purchase is high. Therefore, this study is reflecting various cases of utilizing the online shopping malls. In conclusion, Pinterest represents an illustrative case of effective marketing channel of the online shopping malls.

목차

Abstract

1. 서론

2. 핀터레스트

3. 활용 사례

4. 활용 방안

5. 결론 및 시사점

References

키워드

APinterest Online Shopping Malls SNS Marketing Strategy