한국의상디자인학회지 (Journal of the Korea Fashion and Costume Design Association)
- 제10권2호
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- Pages.163-178
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- 2008
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- 1229-7240(pISSN)
온라인 패션 SOHO 쇼핑몰의 판매촉진특성 및 판매촉진전략
Characteristics and Strategy of Sales Promotion for On-line Fashion SOHO Shopping Mall
- 지혜경 (한성대학교 예술대학 패션디자인)
- Ji, Hye-Kyung (Dept. of Fashion Design, College of Arts, Hansung University)
- 발행 : 2008.09.30
초록
The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.
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