발간년도 : [2022]
| 논문정보 |
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| 논문명(한글) |
[Vol.17, No.2] New Trend of E-commerce and Marketing Strategy |
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| 논문투고자 |
Kwang-Hyun Kim, Sang-Woo Jeon |
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| 논문내용 |
This paper describes the e-commerce structure that develops in response to the development of electronic communication technology and changes in the market structure. Modern e-commerce is rapidly changing to meet the needs of consumers and the development of technologies that change from time to time. As the market environment is changing from the existing company-centered market environment to a consumer-centered market environment, and the market environment is shifting around consumers, it has become important to satisfy the needs of consumers. In Hyundai, information and communication technology has developed rapidly due to the 4th Industrial Revolution, and among them, the rapid spread of the Internet and smartphones has the greatest influence on changes in e-commerce. As people can enjoy shopping anytime, anywhere using smartphones, time and space constraints began to decrease, and the boundaries between online and offline began to become blurred. Since all channels are integrated and managed as one channel, omni channels that can provide the same service in all distribution channels have emerged. Recognizing the importance of establishing omni-channels, global companies are implementing strategies to make omni-channels of distribution channels a top priority for companies and make them a new driving force for growth. This paper examines the process of change in e-commerce and explains in detail the concept and importance of omnichannel among them. We would like to contribute greatly to the development of the domestic e-commerce market through the activation of omni-channels by examining the problems of the curr |
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