The purpose of this study was to investigate the enforcement strategy for Consumer Service marketing of an e-Commerce shopping mall. An e-CRM for a Cosmetic e-Commerce shopping mall, Data Warehousing(DW) component, analysis of data mining of the DW, and web applications and strategies had to developed for marketing of consumer service satisfaction. The major findings were as follows: An RFM analysis was used for consumer classification, which is a fundamental process of e-CRM application. The components of the DW were web sales data and consumer data fields. The visual process of consumer segmentations (superior consumer class) for e-CRM solutions is presented. The association analysis algorithm of data mining to up-selling and cross-selling indicates an association rule. These e-CRM results apply web DB marketing and operating principles to a shopping mall. Therefore, the system applications of e-CRM to Consumer services indicate a marketing strategy for consumer-oriented management.
A personalized product recommendation is an enabling mechanism to overcome information overload occurred when shopping in an Internet marketplace. Collaborative filtering has been known to be one of the most successful recommendation methods, but its application to e-commerce has exposed well-known limitations such as sparsity and scalability, which would lead to poor recommendations. This paper suggests a personalized recommendation methodology by which we are able to get further effectiveness and quality of recommendations when applied to an Internet shopping mall. The suggested methodology is based on a variety of data mining techniques such as web usage mining, decision tree induction, association rule mining and the product taxonomy. For the evaluation of the methodology, we implement a recommender system using intelligent agent and data warehousing technologies.
The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.
This study is aimed at the application of the apparel size system to be applied for the Internet shopping mall in Korea. Especially this is focused on the presumption of the body measurement according to the age groups and the figure groups. In this regard, a sizing system is to be developed that could be used to approach consumers more easily and provide more fitness and accuracy in terms of size. The target study was on a group of women nineteen to forty-nine years of age. The 4th National Anthropometry Survey data were used in the examination. The results in the study are as follows ; (1) On the Internet apparel shopping malls in relation with this study, no matter what size in the ready-to-wear enterprises was selected by the consumers who once put their information in the member registration, the most appropriate sizes for them are automatically given and transferred to the order forms of chosen enterprises with aid of internal programs of the internet webpage. In addition, when consumers enter their body sizes in the units that are familiar to them, such as inches or centimeters, the units are automatically programed so that they can be converted for the sake of convenience. ; (2) To extract an estimation equation of body size through Multiple Regression Analysis, the circumferences of chest and hip could be presumed by stature, weight, and waist circumference of which most consumers were well aware. For more accurate regression equations, groupings were made in the three categories of age(19∼29/30∼39/40∼49) and in the three body types(Type N, A and H). Then, the regression equations were established for three sectors,