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분야
pptMarketing Strategy in the Digital Age
E-Market Domains
Conducting E-Commerce
The Promise and Challenges of E-Commerce
Case : Gmarket
Digitalization – analog vs. digital
Connectivity – intranet vs. extranet vs. internet
The Internet Explosion
Access and share huge amounts of information with just a few mouse clicks
To be competitive in today’s new marketplace, companies must adopt internet technology
New Types of intermediaries
Struck terror in the hearts of may established manufacturers and retailers.
Brick and mortar firms → click and mortar competitors (vs. click only competitors)
Amazon.com, expedia, priceline, eBay
Customization
Past : standardizing (product, products, businesses, processes)
Information businesses : differentiate, customize, personalize, speeds (product, services, messages, media)
Dell, Procter & Gamble
Benefits to Buyers
Convenient
Greater product access and selection
Comparative information
Interactive and immediate
