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Differentiation Strategies for a Women Portal Site: An Empirical Study  

Kim, Hyun-Soo (Division of Management Information Science College of Business Administration Dong-A University)
Kim, Na-Rang (Busan College of Information Technology Library)
Hong, Soon-Goo (Division of Management Information Science College of Business Administration Dong-A University)
Publication Information
Information Systems Review / v.4, no.2, 2002 , pp. 169-189 More about this Journal
Abstract
The recent survey shows that female web-suffers in Korea make up to 45.3% of total netizens and this growth will be continued. While the market in women portal sites is spotlighted recently, a brand power of a women portal site is still weaker to compete with other general portal sites. To be competitive, the women portal site should implement differentiation strategies. The primary objective of this research is to suggest the differentiation strategies for a women portal site based on the 6C (contents, community, commerce, connection, communication, and customizing). To achieve this goal, the questionnaire is posted on the web site and 348 samples are analyzed. As a result, the 15 differentiation strategies that are validated via the web-survey are presented. The results of this study are expected to help companies develop appropriate strategies for women Internet users.
Keywords
Portal Site; Differentiation Strategies; Internet Marketing; 6C;
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