한국의상디자인학회지 (Journal of the Korea Fashion and Costume Design Association)
- 제9권3호
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- Pages.59-73
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- 2007
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- 1229-7240(pISSN)
인터넷 패션 소호 쇼핑몰 활성화를 위한 촉진전략 연구
A Study on the Promotion Strategy for Internet Fashion Soho Shopping Mall
초록
The purpose of this study is to find out the promotion methods for successful management of 'the fashion saho internet shopping mall' with a small capital. This study analyze the research reports, the news items, the documents on the internet shopping mall and data on promotion method which are offered by the hosting companies of the internet shopping mall like 'Cafe 24', 'Make shop', 'Whoismall' and the promotion consulting companies like 'Whoisad', 'Naver keyword shop'. And also analyze the data that interviewed the administrator of internet shopping mall and directly observed the famous internet shopping mall sites. Generally speaking, the promotion mix, marketing communication program can classify 'advertisement', 'publicity', 'personal selling', and 'sales promotion'. This study analyze the research materials on the basis of advertisement, publicity, personal selling, and sales promotion. The result are as follows. 1. The promotion methods at the stage of information the shopping mall site to the consumer are advertisement, and publicity.