• 제목/요약/키워드: What If Not Strategy

검색결과 74건 처리시간 0.028초

한국(韓國) 민간신변보호(民間身邊保護)의 발전(發展)을 위한 법규(法規) 및 제도(制度)에 관한 고찰(考察) (A Study on The Law and System of The Private Body Guard in Korea)

  • 이한익
    • 시큐리티연구
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    • 제1호
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    • pp.283-319
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    • 1997
  • Our society witnesses the rapid progress in the areas of politics, economy, society and culture in the process of national modernization since 1960s, which in turn as a reverse function gets to contract a societic pathology, totally lowering the security level of citizens' lives owing to various violent crimes like hostage commotions and murders with rifles and deadly weapons. what is the main reason for that? That may be partly because the chief police force concentrates on the current situation resulting in the vacuum of the public peace. However, the main reason is that the police fall short of man-power and equipments even if the whole police power were put to use in preventing and quelling the crimes. That is true not only of Korea but also of the advanced countries like the U.S.A., England and Japan. We realize that these advanced countries have higher level of security in every individual's life and property than Korea because their progress of the private guard systems can fill in a vacuum of the shortage of the police power, Therefore, we should without delay internationalize our private guard systems expecting the widely opening of the guard service markets in the age of Uruguay Round. To do this, we need to change our ideas for fostering the policy of the private guard from passive defense ideas into positive aggressive ones. Our police should urgently set up a plan to pursue the orientation of vision that we should dispatch our private guards overseas before foreign guards rush into our markets. Accordingly it goes without saying that the private guard group should distinguish their services from the public services initiating their own theory and strategy of private guard services and also readjust themselves between the public duties and the private services with the study of minimizing the reverse function of the private guard systems. The history criminal justice has always shown that the criminal system progressed at the initiative of the civil factor in case its demand and supply do not make both ends meet. Nevertheless, in the process the power of the government never weakens, rather it is built up in general. In conclusion, the necessity of the build-up of the private guard services must duly be acknowledged by the police as well as by the business which has its unique sphere within the criminal justice instead of as the suplemtary services of the simple the police power on the long-term basis. The purpose of the private guard services can be largely classified into the two categories; first it means the function to prevent the crimes against the citizens and secondly to enhance the national interest as an increasing mammoth business with a worldly competition capacity. The police has an absolute responsibility that they should protect the modem public in general from feeling the crisis of the personal threat, tension, anxiety and nervousness. In short, if we develop the complete private guard system to guarantee the societic atmosphere for all citizens, keep the public peace, and protect all citizens' lives and properties, we will sure enjoy a beautiful land, a wholesome society and a happy life in goodharmony of law and order.

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중국군의 해양작전능력과 한국군의 과제 (PRC Maritime Operational Capability and the Task for the ROK Military)

  • 김민석
    • Strategy21
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    • 통권33호
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    • pp.65-112
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    • 2014
  • Recent trends show that the PRC has stepped aside its "army-centered approach" and placed greater emphasis on its Navy and Air Force for a wider range of operations, thereby reducing its ground force and harnessing its economic power and military technology into naval development. A quantitative growth of the PLA Navy itself is no surprise as this is not a recent phenomenon. Now is the time to pay closer attention to the level of PRC naval force's performance and the extent of its warfighting capacity in the maritime domain. It is also worth asking what China can do with its widening naval power foundation. In short, it is time to delve into several possible scenarios I which the PRC poses a real threat. With this in mind, in Section Two the paper seeks to observe the construction progress of PRC's naval power and its future prospects up to the year 2020, and categorize time frame according to its major force improvement trends. By analyzing qualitative improvements made over time, such as the scale of investment and the number of ships compared to increase in displacement (tonnage), this paper attempts to identify salient features in the construction of naval power. Chapter Three sets out performance evaluation on each type of PRC naval ships as well as capabilities of the Navy, Air Force, the Second Artillery (i.e., strategic missile forces) and satellites that could support maritime warfare. Finall, the concluding chapter estimates the PRC's maritime warfighting capability as anticipated in respective conflict scenarios, and considers its impact on the Korean Peninsula and proposes the directions ROK should steer in response. First of all, since the 1980s the PRC navy has undergone transitions as the focus of its military strategic outlook shifted from ground warfare to maritime warfare, and within 30 years of its effort to construct naval power while greatly reducing the size of its ground forces, the PRC has succeeded in building its naval power next to the U.S.'s in the world in terms of number, with acquisition of an aircraft carrier, Chinese-version of the Aegis, submarines and so on. The PRC also enjoys great potentials to qualitatively develop its forces such as indigenous aircraft carriers, next-generation strategic submarines, next-generation destroyers and so forth, which is possible because the PRC has accumulated its independent production capabilities in the process of its 30-year-long efforts. Secondly, one could argue that ROK still has its chances of coping with the PRC in naval power since, despite its continuous efforts, many estimate that the PRC naval force is roughly ten or more years behind that of superpowers such as the U.S., on areas including radar detection capability, EW capability, C4I and data-link systems, doctrines on force employment as well as tactics, and such gap cannot be easily overcome. The most probable scenarios involving the PRC in sea areas surrounding the Korean Peninsula are: first, upon the outbreak of war in the peninsula, the PRC may pursue military intervention through sea, thereby undermining efforts of the ROK-U.S. combined operations; second, ROK-PRC or PRC-Japan conflicts over maritime jurisdiction or ownership over the Senkaku/Diaoyu islands could inflict damage to ROK territorial sovereignty or economic gains. The PRC would likely attempt to resolve the conflict employing blitzkrieg tactics before U.S. forces arrive on the scene, while at the same time delaying and denying access of the incoming U.S. forces. If this proves unattainable, the PRC could take a course of action adopting "long-term attrition warfare," thus weakening its enemy's sustainability. All in all, thiss paper makes three proposals on how the ROK should respond. First, modern warfare as well as the emergent future warfare demonstrates that the center stage of battle is no longer the domestic territory, but rather further away into the sea and space. In this respect, the ROKN should take advantage of the distinct feature of battle space on the peninsula, which is surrounded by the seas, and obtain capabilities to intercept more than 50 percent of the enemy's ballistic missiles, including those of North Korea. In tandem with this capacity, employment of a large scale of UAV/F Carrier for Kill Chain operations should enhance effectiveness. This is because conditions are more favorable to defend from sea, on matters concerning accuracy rates against enemy targets, minimized threat of friendly damage, and cost effectiveness. Second, to maintain readiness for a North Korean crisis where timely deployment of US forces is not possible, the ROKN ought to obtain capabilities to hold the enemy attack at bay while deterring PRC naval intervention. It is also argued that ROKN should strengthen its power so as to protect national interests in the seas surrounding the peninsula without support from the USN, should ROK-PRC or ROK-Japan conflict arise concerning maritime jurisprudence. Third, the ROK should fortify infrastructures for independent construction of naval power and expand its R&D efforts, and for this purpose, the ROK should make the most of the advantages stemming from the ROK-U.S. alliance inducing active support from the United States. The rationale behind this argument is that while it is strategically effective to rely on alliance or jump on the bandwagon, the ultimate goal is always to acquire an independent response capability as much as possible.

과연 비엔날레는 세계화의 전도사인가? (Biennale is a Preacher for the Globalization of Art?)

  • 최태만
    • 미술이론과 현장
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    • 제3호
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    • pp.85-106
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    • 2005
  • As biennale exhibitions has been expanded into all of the world since 1990s, these trends of blockbuster exhibitions have caused several problems. For instance, some major curators monopolized most global size exhibitions despite of a variety of cultural and historical backgrounds. Besides, due to a strong connection between these curators and their own artists, the young emerging artists' opportunities tend to be reduced as a result of the power game. In addition, major curators' power have influence on the exhibition style as well as on the theme itself. Some artists who did not involved that kind of huge scale exhibitions dispute that the direction of the exhibition is concentrating on the curator's interest instead of artists or viewers. Although these dissatisfactions could not portray correctly the process of organizing and managing system of a biennale exhibition, those biennale exhibitions held in recent have shown tautologic discourses without any passion and positive attitude direct to the exploitation of our society as a vanguard. In the process of comparing several kinds of biennale exhibitions, I could find that some artists who participated several biennale exhibitions at the same time did not present their creative vision, although the triumph of an exhibition was typically measured by the amount of visitors. Thus, the aim of this article is to prove that the biennale can show us new cultural discourse as well as progressive method of understanding our times. Is biennale producing the real 'global standard'? If biennale has done it, could this global standard present upto-date paradigm for the unique exhibition system? Is biennale providing an useful opportunity for the understanding and communicating of contemporary art through the recontextualization which is pronounced by the publicity of curator and organizing committee? How can we find the distinctive strategy from each biennale exhibition including Venice Biennale? Biennale, as a blockbuster exhibition, always requires a degree of hype, otherwise it would not be a special event and would not attract a big enough audience. It is the actual reason why major biennale exhibitions seem to be similar artistic events. Unfortunately, it seems that the excess of biennale exhibitions might bring about the lack of contents. In this case, the biennale syndrome would being a kind of the center of poverty, in spite of the visual splendor. After all, following the global standard may not be a matter of great importance now. What really matters is how each biennale exhibition which started under the different conditions can search their own identity.

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복합쇼핑몰 활성화 방안에 관한 사례연구 (A Study on the Characteristics and Vitalization Strategy for the Multi-Complex Shopping Mall)

  • 차성수;박철
    • 한국유통학회지:유통연구
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    • 제17권5호
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    • pp.129-146
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    • 2012
  • 미래 소매 유통의 핵심인 복합쇼핑몰 전성시대가 도래하였다. 본 연구는 복합쇼핑몰의 시대적 등장배경과 개념 및 유형 그리고 우리나라에 비해 이미 오래전에 쇼핑몰이 보편화된 미국과 일본, 유럽 쇼핑몰의 발전 역사를 살펴보고 국내 쇼핑몰의 발전단계와 특징 그리고 기존 복합쇼핑몰 관련 문헌조사를 실시하였다. 문헌조사 결과 복합쇼핑몰에 대한 연구는 그동안 많이 이루어지지 않았으며 더욱이 활성화 방안에 대한 연구는 거의 없었던 것으로 확인 되었다. 따라서 본 연구에서는 국내 복합쇼핑몰의 사례를 조사하여 활성화방안을 찾고자 하였다. 사례는 소매유통 전문가들에게 추천을 받은 복합쇼핑몰들을 심층적으로 조사 하였다. 이를 통하여 성공요인과 실패요인을 도출하고 시사점을 발췌, 정부 차원에서의 활성화 방안을 제시하였다.

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스마트폰 만족요인 분류 모델 수립에 관한 연구 (A Study on Formulating the Classification Model for Smartphone's Satisfaction Factors)

  • 주보;김태원;김상욱
    • 경영정보학연구
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    • 제13권3호
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    • pp.47-63
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    • 2011
  • 스마트폰이 최근 일반 대중의 생활 속으로 빠르게 확산됨에 따라 스마트폰 서비스 품질에 대한 활발한 연구가 이루어져 왔다. 기존 연구들은 모바일 및 스마트폰 서비스에 대한 만족요인을 체계적으로 정리하고 유형화함으로써 이론적 토대와 이해의 폭을 넓혀주었다. 이들 연구는 주로 서비스에 대한 이용 동기 및 만족을 살펴봄에 있어서 사용자 행위의 긍정적인 한 측면만을 고려함으로써 "만족의 반대개념은 불만족이며 불만족하면 이들 서비스를 이용하지 않을 것이다"라는 가정을 바탕에 두고 접근하고 있다. 하지만 이와 같은 일차원적인 해석으로는 "과연 고객이 서비스가 충분하다고 해서 만족하는가?" 또는 "서비스가 불충분하다고 해서 만족하지 않는가?"의 대답에 "그렇다"라고 단언하기 어렵다. 본 연구는 만족과 불만족이 양극단에 존재하는 연속체가 아닌 사용자가 인지하는 다른 차원의 개념일 수 있다는 호기심에서 출발한다. 이에 본 연구에서는 Kano 모델의 분석방법을 활용 및 보완하여 스마트폰 서비스 만족요인들을 분류하는 틀을 제시하고자 하였다. 이를 위해 우선 스마트폰의 만족요인들을 선행연구를 바탕으로 추출하여 일원적 품질요인과 이원적 품질요인으로 구분한 뒤, 다시 이원적으로 구분된 요인들에 대하여 매력적 품질요인과 당연적 품질요인으로 분류하였다. 이 3가지 성격의 품질요인들로 분류함으로써 충족과 만족이 선형적으로 증가하는 일원적 요인뿐만 아니라 만족에 영향을 미치는 매력적 품질요인과 불만족에 영향을 미치는 당연적 품질요인이 존재한다는 것을 검증하였다.

유사학생발화의 유형과 분류 (Patterns and Usage of Pseudo Student Talk (PST))

  • 신윤주;최승언
    • 한국지구과학회지
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    • 제29권1호
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    • pp.78-90
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    • 2008
  • 수업 중 발화의 대부분을 차지하는 것은 교사의 발화이다. 그러나 교사는 항상 교사의 입장에서만 말하는 것이 아니라 학생 발화와 유사한 발화를 통해 학생들의 수업에 도움을 줄 수 있을 것으로 생각되나 이에 대한 연구는 아직 부족한 것이 현실이다. 따라서 본 논문에서는 이러한 발화 형태를 유사학생발화라 명명하고, 유사학생발화가 다수 관찰될 것으로 예상되는 방송 수업(EBS의 2005학년도 중 1 과학 수업 중 지구과학 부분)을 연구하여 유사학생발화를 '수업 중, 학생 발화와 같은 역할을 하나, 교사를 통해 이루어지는 모든 발화의 통칭'이라 정의하였으며, Lemke(1990)의 학생발화분류를 토대로 연구 대상인 수업 중 나타난 유사학생발화를 교사가 개입하는 형태의 유사학생발화와 교사가 개입하지 않는 유사학생발화로 크게 유사학생발화를 나누고 교사 개입 유사학생발화로 유사 교사-학생 간 협의(Pseudo Teacher-Student Conferences), 유사 삼단계 담화(Pseudo Triadic Dialogue), 유사 교재 활용 담화(Pseudo External Text Dialogue), 유사 학생 질문 담화(Pseudo Student-Questioning Dialogue), 유사 교사-학생 간 담화(Pseudo Teacher-Student Dialogue), 유사 교사-학생 간 토론(Pseudo Teacher-Student Debate), 유사 실 담화(Pseudo True Dialogue), 유사 학생 상호 담화(Pseudo Cross Dialogue), 유사 동료 학생 발화 (Pseudo classmate talk)를, 그리고 교사 미개입 유사학생발화로 유사 학생 독백/유사 수업 중 잡담(Pseudo student monologue/Pseudo side talk)을 분류하였다. 또한 이러한 분류와 함께 각 유사학생발화의 실례를 소개하고 그 특징을 기술하였다.

재해 지역의 기록화 사례 연구 - 한신·아와지 대지진 기록관리 사례를 중심으로 - (A Case Study on the Documentation in a Disaster Area - On the Basis of Great Hanshin-Awaji Earthquake -)

  • 이미영
    • 기록학연구
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    • 제21호
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    • pp.85-116
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    • 2009
  • 기록은 지역에 대한 공동기억을 담고 있는 사회적 기억장치로, 공공기록만으론 사회의 모든 모습을 담거나 재현할 수는 없다. 일본은 '한신 아와지 대지진'을 겪으면서 비록 체계적인 도큐멘테이션 전략에 의한 것은 아니었지만 기관간 협력수집의 가능성과 적극적인 기록 생산 수집 노력을 보여주었다. 이 과정에서 나타난 특징은 다음과 같이 정리될 수 있다. 첫째, 수집에 있어 적극적인 협력 및 분담 노력이다. 특히 공공기관 보다 민간의 활동이 돋보이는데 기관간 협력 노력은 더 많은 사회기억과 역사기록을 다음 세대로 전하는 단초가 되었다. 둘째, 적극적인 관련기록의 생산과 수집이다. 민간단체도 여러 활동의 기록을 스스로 남기기도 하였다. 경험을 구체적으로 기록하여 후세에 남기는 것은 살아남은 이들의 책임이라고 인식했는데, 지진이라는 큰 사건을 겪으면서 스스로의 체험을 기록화해야 한다는 사명감과 역사의식이 성장했음을 인정하지 않을 수 없다. 셋째, 기록의 수집범위에 한계가 없었다는 점이다. '한 점이라도 많은 기록자료를 후세에 전달하자', '일상적인 것들이어서 자료나 기록이라고 생각하지 못했던 것들도 당시의 상황을 나타내는 귀중한 "삶의 정보"로 후세에 남길 가치가 있다'라는 몇몇 기관의 구호처럼 재해 지역이라는 울타리 안에 있던 사람과 장소에 대한 모든 기록은 수집대상이었다. 이 사례에서 우리는 사회의 무엇을, 어떻게, 왜 다음 세대에게 전할 것인가에 대한 특정 계층의 뛰어넘은 의지와 열정을 확인할 수 있었는데, 이는 민간영역의 기록화를 모색해야 하는 우리에게 시사하는 바가 많다.

정보시스템 아웃소싱: 상황관점에서 본 계약과 신뢰의 통합적 분석 (Information Systems Outsourcing: An Integrative Analysis on Contract and Trust from Contingency Perspective)

  • 이종만;남기찬;김용진
    • Asia pacific journal of information systems
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    • 제17권4호
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    • pp.133-163
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    • 2007
  • Growth in the outsourcing market signals that firms of all sizes believe outsourcing will ultimately deliver many benefits and conveniences. But there are not many firms satisfied with the results of outsourcing. What is more, previous researches were fragmentary analyses focused on specific variables of outsourcing such as sourcing decisions, partnership rather than comprehensive analysis. Thus, they could not propose general systematic methodologies applicable to the real situation. To solve these problems, we developed an integrated theoretical framework that considered both contract with the hard side and trust with the soft side from a contingency viewpoint and tested this model using 143 data of Korean companies executing outsourcing. In addition, we examined how situational factors(outsourcing task complexity and outsourcing management competence) affects each path in the research model. The results of this study are as follows. First, it was proved the theory that trust is not a substitute for contract but its complement. Previous empirical studies on outsourcing success factors were focused on the establishment of successful partnership on the assumption that trust can replace contract in many situations. According to the results of our empirical analysis, however, contract and trust were in a mutually complementary relation with each other and their emphasis was different. Furthermore, different from previous researches, it was found effective to use trust as a supplementary tool and contract as a main means in outsourcing management strategy. Second, this study provided an integrated view that sees both contract and trust from a contingency viewpoint in theoretically reestablishing the relationship between contract and trust. Previous researches leaned to specific variables or theory-centered fragmentary analysis, but this study proposed a more practical and integrated research model and tested its effectiveness. Based on the results, with the model, decision makers are expected to scrutinize outsourcing situation more closely and to have a practical insight to the situation. Third, it was found that contract mechanism and trust building do not have a direct effect on outsourcing performance but relationship management intensity mediates the effect of contract mechanism and trust building. This is considered significantly meaningful to outsourcing partners who have believed that outsourcing would be successful if a contract is made properly or trust is built. Lastly, the path from trust building to relationship management intensity was moderated by informed buying, as the path coefficients from trust building to relationship management intensity varied by the degree of informed buying competence.

대형마트부설 문화센터 이용고객의 라이프스타일 유형이 대형마트 이용의도에 미치는 영향: 쇼핑가치의 매개효과 (Impact of Lifestyles of Cultural Center Users in Discount Stores on the Store Usage Intention: Mediating Effect of Shopping Value)

  • 이기황;김상철;김판진
    • 유통과학연구
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    • 제13권10호
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    • pp.83-91
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    • 2015
  • Purpose - The purpose of this study is to identify whether the operation of cultural centers in discount stores contributes to their profitability. Thus, this study is aimed at exploring how the lifestyles of customers who use the cultural centers influence their intention to use the discount stores. Specifically, the effect of shopping value on the correlation between the lifestyle types and usage intention of the customers were examined through a structured research model. To verify the effect, a survey on 139 customers of the Cultural Center of Nonghyup Hanaro Club's S branch was conducted and the valid questionnaires were used for analysis. Research design, data, and methodology - The findings are as follows. First, the lifestyles seeking self-realization had a positive effect on utilitarian value, and lifestyles seeking pop cultures had a positive effect on hedonic value. Second, the mediating effect of shopping value on the correlation between the lifestyle types and usage intention of the customers is as follows. Utilitarian value had a mediating effect only on the lifestyles seeking self-realization. In case of lifestyles seeking pop cultures, the use of Cultural Center had no effect on the intention to use the discount store. Third, an analysis of a revised research model revealed that the store usage intention of lifestyles seeking pop cultures can be enhanced by boosting the utilitarian value through hedonic value. Results - The findings suggest the following. Customers with lifestyles seeking self-realization, who value what is beneficial to them with little attention to the perceptions of others, are highly interested in the benefits they can gain from shopping. As for customers with lifestyles seeking pop cultures, they are highly likely to consume products popular in a particular culture such as new products and sports, based on financial stability they pursue. Thus, they prefer more subjective, personal experience, unlike consumers pursuing utilitarian value. Conclusions - As a result, the former pursues hedonic value gained in the process of shopping with fun and joy, rather than doing shopping with a particular purpose in mind. Therefore, Cultural Centers need to offer information that fits the lifestyles of the users so that they are more likely to use the discount stores. However, if the Cultural Centers offer unified, profit-driven products and information, just to increase their store sales, it can backfire, which occurred in the past. On the other hand, if they provide information that fits the lifestyles of the users, it can actually increase the sales. Also, the findings suggest that sophisticated marketing strategies that can boost the hedonic value of customers by linking the educational contents of Cultural Centers to actual shopping, which is beneficial to consumers, should be set and operated by discount stores. In particular, customers with lifestyles seeking self-realization can be encouraged to use the stores by making them recognize the utilitarian value. However, the use of Cultural Centers doesn't necessarily lead to higher sales among customers with lifestyles seeking pop cultures. As mentioned previously, unified marketing strategy is not as effective for Cultural Centers of large discount stores.

온라인 유통채널 확장시 오프라인 채널의 브랜드 명성, 서비스 만족도의 이전 효과에 관한 연구 (A study on transferring the effects of brand reputation and level of service satisfaction of an offline channel company when it is expanding to an online distribution channel)

  • 황희중;이선미
    • 유통과학연구
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    • 제9권2호
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    • pp.31-36
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    • 2011
  • 본 논문은 오프라인 채널이 온라인 채널로 사업 영역을 확장할 경우 기존 오프라인 채널의 경쟁적 자산, 이를테면, 브랜드 명성, 서비스 만족도 등이 온라인 채널의 선호도로 연결될 수 있는지를 실증분석을 통해 증명하였다. 연구결과, 오프라인 채널의 브랜드 명성과 서비스 만족도가 오프라인 채널의 선호도에는 직접적으로 긍정적인 영향을 미치고, 온라인 채널의 선호도에는 간접적으로 영향을 미친다. 즉, 오프라인 채널의 경쟁력이 우수할 경우 고객 입장에서는 오프라인 채널의 선호도가 높아져서 거래관계에 대한 몰입과 충성심이 증가한 뒤, 시간적 거리를 두고 오프라인 기업이 확장한 온라인 채널에 대한 선호도 향상으로 발전해 갈 수 있음이 입증되었다. 즉, 오프라인 채널의 경쟁력 향상은 현재와 미래 모두의 사업 기회를 확보하는 데 긍정적 영향을 미치는 것이다. 본 연구의 주요 시사점을 정리하면 다음과 같다. 첫째, 유통 채널의 서비스 품질 관리가 브랜드 명성 관리보다 더욱 중요하다. 고객의 서비스에 대한 체험과 주관적인 평가는 장기적인 브랜드 명성 관리의 선행요소로서 중요할 뿐만 아니라, 채널 선호도에도 더 큰 영향을 미친다. 따라서, 신규 고객을 포함한 일반 고객을 대상으로 하는 광범위한 브랜드 포지셔닝 전략 보다는 기존 우수 고객을 대상으로 하는 서비스 만족도 향상 전략이 더 중요하다는 의미이다. 둘째, 기존의 오프라인 채널이 온라인 채널로서 인터넷쇼핑몰을 구축할 경우 기존의 오프라인 채널의 고객 선호도, 주관적인 평가가 그대로 온라인 채널에도 영향을 미친다는 점이다. 유통기관의 오프라인 채널이 온라인 채널로 확장한 경우뿐만 아니라, 기존의 전통 제조기업이나 서비스 기업이 영업활동의 확장으로서 온라인으로 채널을 확장한 경우도 마케팅 채널의 수직적 통합(Vertical Integration)으로서 유통채널의 확장에 준하여 모두 이에 해당될 수 있다. 셋째, '채널확장'이란 '기업이 자사의 마케팅 활동이나 영업활동의 채널을 증대하기 위하여 온라인 또는 오프라인으로 채널을 확대시키는 의사결정과 그 실행'을 의미하는 것임을 확인할 수 있다. 일반적으로 오프라인 기업의 온라인으로의 채널 확장은 유통채널 확장 그 자체를 위한 목적과 전반적인 경영 프로세스 혁신의 목적 두 가지로 나누어 질 수 있다. 전자는 전통 오프라인 기업의 매출액을 증대하여 수익창출에 기여하기 위함이고, 후자는 주로 오프라인 기업의 비용절감을 통해 수익증대에 기여하기 위함이다.

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