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CONTENTS
PREFACE
CHAPTER 1: INTRODUCTION
1.1 What Markets and Where to Enter
1.2 Marketing Overview
CHAPTER 2: REVIEW OF LITERATURE
CHAPTER 3: METHODOLOGY
3.1 Marketing and Management
3.2 Designing initial Market strategy
3.3 Marketing Segmentation
3.4 Marketing Analysis
3.5 Standa
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Marketing, 65(3), 2001.
Hoffman, D. L., Kalsbeek, W. D. and Novak t, P., "Internet and Web Use in the US", Communications of the ACM, Vol.39, No.12, 1996.
Katz, M. L. and C. Shapiro, "Network Externalities, Competition and Compatibility", The American Economic Review, 75, 1985.
Keh, H. and Shieh, E.
ì „ìžë¬´ì—|ì¸í„°ë„· ë§ˆì¼€íŒ…ì „ëžµ|Chaterjee et al|Leonidou(2002)|Cavusgil and Zou(1994)|Poon and Swatman(1998)|ì¤‘ì†Œê¸°ì—…ì˜ êµì œí™”|ì¤‘ì†Œê¸°ì—…ì˜ ì „ìžë¬´ì— 활용현황, ì¤‘ì†Œìˆ˜ì¶œê¸°ì—…ì˜ ì¸í„°ë„· ë§ˆì¼€íŒ…ì „ëžµì˜ í™œìš©ê³¼ ìˆ˜ì¶œì„±ê³¼ì— ê´€í•œ 연구 - ì „ìžë¬´ì—ê³¼ ì¸í„°ë„· 마케팅 ì „ëžµ,,
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Marketing, Apr, Vol. 61, 1997.
Ratnasignham, P., "The Importance of Trust in Electronic Commerce," Internet Research : Electronic Networking Application and policy, Vol. 8, No. 4, 1998.
Selens, F., "Antecedents and Consequences of trust and satisfaction in buyer-seller relationships," European Journ
ì „ìžë¬´ì—|온ë¼ì¸ë¬´ì—|ê°€ì„¤ì˜ ì„¤ì •|ì‹ ë¢°ë„ ì¸¡ì •|ì „ìžìƒê±°ëž˜|ì •ë³´ë³´ì•ˆì˜ ì‹ ë¢°ë„ ì¸¡ì •|Electronic Trading System|ì „ìžìƒê±°ëž˜ ì‹ ë¢°ë„ ì¸¡ì •|ì „ìž ìƒê±°ëž˜ ê°€ì„¤ì„¤ì •|ì¸í„°ë„· 거래 가설, 온ë¼ì¸ìƒ(ì¸í„°ë„·)ì˜ ë¬´ì—ê±°ëž˜ì— ìžˆì–´ ì‹ ë¢°ë„,ì •ë³´, 계약협ìƒ, 계약ì´í–‰ë“±ì— ê´€ë ¨í•œ 가설 ì„¤ì •ë°©ë²• 설명,
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Marketing, Apr, Vol. 61, 1997.
Ratnasignham, P., "The Importance of Trust in Electronic Commerce," Internet Research : Electronic Networking Application and policy, Vol. 8, No. 4, 1998.
Selens, F., "Antecedents and Consequences of trust and satisfaction in buyer-seller relationships," European Journ
연구모형|ì „ìžìƒê±°ëž˜ ì‹ ë¢°ë„ ì¸¡ì •|ë³€ìˆ˜ì˜ ë„출|ì •ë³´ì˜ ë¬´ê²°ì„± ì¸¡ì •|당사ìžê°„ ì‹ ë¢°ê´€ê³„|ì‹œìŠ¤í…œì— ëŒ€í•œ ì‹ ë¢°|거래 ì •ë³´ì˜ ë³µêµ¬ ëŠ¥ë ¥|ì‹ ì†í•œ 거래 ì²˜ë¦¬ëŠ¥ë ¥|연구 ëª¨í˜•ì˜ ì„¤ì •ë°©ë²•|ì—°êµ¬ëª¨í˜•ì˜ êµ¬, 온ë¼ì¸ ìƒê±°ë¼( 무ì—거래)ì˜ ì‹ ë¢°ë„ ì •ë³´ ë³´ì™„ì˜ ë¬¸ì œë¥¼ 해결하기 위한 연구 ëª¨í˜•ì˜ êµ¬ì„±,
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Marketing mix)
6. SWOT 분ì„
7. ì „ë§
ì œ 3장 디지털카메ë¼ì˜ 등장과 사회문화ì 변화
ì œ 1ì ˆ íŒ¨ëŸ¬ë””ì‚¬ì§„ì˜ ì¶œí˜„
1. ë””ì¹´ì˜ íŒ¨ëŸ¬ë”” 현ìƒ
2. íŒ¨ëŸ¬ë””ì‚¬ì§„ì˜ ì˜ˆìˆ ì 논란
3. 패러디 ì‚¬ì§„ì´ ë‚³ì€ ê¸ì •ì 측면
4. 패러디
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. 온ë¼ì¸ì—¬ë¡ ëª¨ë‹ˆí„°ë§ : FIND(Find, Investigate, Neutralize, Deliver)
3. 기대효과
ê°€. ì°¨ë³„í™”ëœ ì •ë³´ì„œë¹„ìŠ¤ë¡œ 관광í™ë³´íš¨ê³¼ 극대화
나. 시민들과 ìƒí˜¸ìž‘ìš©ì ì¸ ê´€ê´‘ì •ë³´ ì „ë‹¬ 달성
다. ê³µì§ì‚¬íšŒì˜ ì°½ì˜ì ì¸ ë³€í™” ë° ê°œì„ ì•ˆì„ ë§ˆë ¨
<ì°¸ê³ ë¬¸í—Œ>
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Marketing)
4. ê´‘ê³ ë³´ë‹¤ëŠ” PRí™œë™ ì¤‘ì
5. ì ê·¹ì ì¸ ì›¹ 마케팅
6. í¼í”Œì¹´ìš°(PurpleCow) 마케팅
â…£. ì•„ì´ë¦¬ë²„ì˜ ì‹œìž¥í™˜ê²½ 분ì„
1. 거대 ê²½ìŸì‚¬ì˜ 등장
2. MP3 í° ì¶œì‹œ
3. 온ë¼ì¸ ìŒì•…시장 ìœ ë£Œí™”
â…¤. ì•„ì´ë¦¬ë²„ì˜ í–¥í›„ 브랜드 관리 ì „ëžµ
1. 브랜드 아
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Market Trends $ China IT Forum>, Direction 2002.
Finalcial Times, 2000.11.13
<2000-2001ë…„ ì¤‘êµ ì»´í“¨í„° 시장 현황 ë° ë°œì „ì¶”ì„¸ 분ì„ë³´ê³ >, www.it-midas.com
<2000-2001 ì¤‘êµ í†µì‹ ì‹œìž¥ 현황>, http://www.it-midas.com
<CCID ë³´ê³ ì„œ: ì´ë™í†µì‹ 시장>, http://www.it-midas.com(2
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컨í…ì¸ ì‚°ì—…ì€ ë‹¤ë¥¸ 분야와는 달리 ë””ì§€í„¸ê¸°ìˆ ê³¼ ì¸í„°ë„·ì˜ ì˜í–¥ì´ ë¬´ì—‡ë³´ë‹¤ë„ í¬ë‹¤.
그러므로 ë¬¸í™”ì‚°ì—…ë°œì „ì˜ ìš”ì²´ëŠ” 문화컨í…ì¸ ì‚°ì—…ì˜ í™œì„±í™”ì— ìžˆìŒì„ 분명히 ì¸ì‹í•˜ê³ ì´ë¥¼ ë°œì „ì‹œí‚¤ê¸° 위한 ê°ì¢… ì‹œì±…ì„ ë§ˆë ¨í•˜ì—¬ ì´ë¥¼ ì ê·¹ 시행해야 í•
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온ë¼ì¸ë§Œì„ ì˜ë¯¸í•˜ëŠ” ê²ƒì´ ì•„ë‹ˆë¼ ì£¼ë¡œ 온ë¼ì¸ì—ì„œ ì—…ì„ êµ¬í˜„í•˜ê³ ì¼ë¶€ëŠ” 오프ë¼ì¸ì—ì„œ 서비스를 ì œê³µí•œë‹¤. ê¸°ì¡´ì˜ íŒŒì´ë‚¸ì…œ ì»¨ì„¤íŒ…ì€ ì˜¤í”„ë¼ì¸ì—ì„œ 주로 ê³ ì•¡ìžì‚°ê°€ì—게 맞춤형 서비스를 ì œê³µí•˜ì˜€ìœ¼ë‚˜ 향후ì—는 소액재산가나 ìžê¸ˆë¶€ì¡±ìž
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