Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A study on the Activation Plan for On-line Shopping Mall handing Fresh Logistics

신선물류 취급 온라인 쇼핑몰업체의 활성화 방안에 대한 연구

  • Park, Sung-Hoon (Graduate school of Logistics, Incheon National University) ;
  • Nam, Tae-Hyun (Graduate school of Logistics, Incheon National University) ;
  • Cha, Young-Doo (Graduate school of Logistics, Incheon National University) ;
  • Lee, Su-Hwan (Incheon National University trading semester) ;
  • Yeo, Gi-Tae (Graduate school of Logistics, Incheon National University)
  • 박성훈 (인천대학교 동북아 물류대학원) ;
  • 남태현 (인천대학교 동북아 물류대학원) ;
  • 차영두 (인천대학교 동북아 물류대학원) ;
  • 이수환 (인천대학교 물류연계전공) ;
  • 여기태 (인천대학교 동북아 물류대학원)
  • Received : 2017.06.22
  • Accepted : 2017.08.20
  • Published : 2017.08.28
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Abstract

With the development of IT technology and the establishment of logistics infrastructure, online shopping market and online fresh food market are growing. The purpose of this study is to find a plan to activate Fresh Logistics through online shopping mall using BCG matrix and Importance Performance Analysis for online shopping companies. Firstly, the BCG matrix results Companies in 'cash cow', 'question mark', and 'dog' areas are in need of improvement. In order to improve this situation, it is necessary to activate the Fresh logistics market which is currently growing. Fresh logistics can be activated by investing in the maintenance and strengthening areas and key investment areas by minimizing the expenditure on the non-priority and excess areas according to the results of IPA. Therefore, it is expected that online shopping companies will be improved by activating online shopping market and online fresh logistics market.

본 연구는 최근 성장 중인 온라인 신선식품 분야에서 서비스를 제공 중인 주요 기업들의 현황을 파악하고, 경쟁력과 문제점을 실제 이용자에 대한 설문을 통해 분석하여 향후 사업방향을 제시하고자 했다. 현재 온라인으로 신선식품을 판매 중인 기업들의 현황과 시장상황을 살펴보기 위해 신선식품을 판매하고 있는 온라인 쇼핑몰을 대상으로 하여 BCG매트릭스 분석을 실시하였다. 또한 IPA분석을 활용하여 실제 구매자가 인식하는 신선물류에 대한 만족도와 중요도를 측정하여 연구결과를 도출했다. 먼저 BCG매트릭스를 적용한 결과, 쿠팡을 제외한 나머지 기업들은 새로운 성장방안이 필요하다는 점을 알 수 있었다. 한편 IPA분석 결과에서 나타난 비우선순위와 과잉영역에 소모되는 비용을 최소화 시키고, 유지 강화영역과 중점투자영역에 대해 투자함으로 신선물류시장에서 경쟁력을 확보해야한다는 시사점을 제시했다. 본 연구는 온라인 신선식품 주요 기업들을 대상으로 하여 보편적인 개선방안을 제시하였으나 향후 연구에서는 각각의 기업들을 대상으로 분석 표본을 확대 및 세분화하여 표본에 따른 경쟁력 제고방안 연구가 필요하다고 사료된다.

Keywords

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