복식문화학회:학술대회논문집 (Proceedings of the Costume Culture Conference)
- 복식문화학회 2000년도 International Costume Culture Conference
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- Pages.3-12
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- 2000
Customer-Oriented Marketing of Internet Business : Application to Fashion Business
초록
Recently Korean firms are increasingly interested in internet business while the number of internet users reaches more than 10 million in Korea. As e-commerce develop rapidly, customer-oriented marketing for online business becomes very important. The issues of how to achieve customer satisfaction in Internet business and how to plan a marketing strategy for online business faced managers of Internet business. Customer-satisfaction is much more important for internet business than for traditional offline 'brick and mortars'. Marketing activities need to be carried out on customer-orientation to achieve high level of customer satisfaction. This paper will discuss how to develop customer-oriented marketing for online business. It will specifically study the characteristics and success factors of internet business, differences between online marketing-mix strategy for e-business in view of customer-orientation. Finally it will suggest a future direction for online fashion business by applying the customer-oriented marketing of Internet business to the fashion business.
키워드