패션비즈니스 (Journal of Fashion Business)

  • 제27권1호
  • /
  • Pages.16-35
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  • 2023
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  • 1229-3350(pISSN)
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  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
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옴니채널 유통환경에서 패션기업의 내부마케팅 구성요인 -여성복 판매원을 중심으로-

A Qualitative Study on the Internal Marketing of Fashion Companies in the Omni Channel Fashion Distribution Environment -Focused on the Woman's Clothing Salesperson-

  • 이정진 (성균관대학교 의상학과)
  • Jungjin Lee (Dept. of Fashion Design, Sungkyunkwan University)
  • 투고 : 2022.11.17
  • 심사 : 2023.02.02
  • 발행 : 2023.02.28
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초록

The advent of Omni Channel has changed the fashion business model and the role of fashion sales persons. In such situation, internal marketing can become an important organizational management strategy for fashion companies. Therefore, the purpose of this study is to identify the components of internal marketing of fashion companies for fashion shop masters in an omni channel environment. To achieve the purpose of this study, To achieve the purpose of this study, a qualitative study was conducted to investigate the internal marketing sub-factors of fashion companies. In-depth interviews were conducted for qualitative study. Seven respondents to the in-depth interview were fashion shop masters who had at least 10 years of field work experience. As a result of the qualitative study, internal marketing was derived from five factors, including empowerment, education and training, rewards, internal communication, and management supports. Empowerment factors consist of initiative, encourage creativity, and problem solving. Education and training factors consist of the degree of education and training opportunities, the value of education and training, and the scope of education and training. Rewards factors consist of diversity of rewards, fairness of rewards, and source of rewards. Internal communication factors consist of communication flexibility, diversity of communication and receptivity of communication. Management support factors consist of headquarters support and department store support.

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