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[마케팅] WizWid 위즈위드 마케팅전략(영문)

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레포트 > 경제경영계열
2010.01.27
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[마케팅] WizWid 위즈위드 마케팅전략(영문)에 대한 자료입니다.

1. The Beginnings
1.1. WizWid: Business models
1.1.1. The WIZ Address model
1.1.2. The WIZ Shop model
1.2 Segmentation
2. WizWid's strong points
2.1 The Competitive Grow System
2.1.1. Global Based Value Chain
2.2 High Purchasing Powers
2.2. Analysis of Competitors in Online Markets
2.3. Strategies Against Competitors
2.3.1 Cheap Price
2.3.2. Brand Loyalty: First-mover Advantages
3. WizWid and Online shopping
3.1. Online Shopping Advantages
3.2. Online Shopping Concerns
4. WizWid as an Agent in International Commerce Industry
4.1. Variance Factors from Sales and Net Profit
4.2. Operating Profit and Exchange Rate
4.3. The effect and adequate measures of high exchange rate
4.4. Comparison ‘WizWid’ to its competitor ‘njoyNY’
5. Conclusion
References:

본문내용

1.2 Segmentation
With the development of the internet and constant advances it has been able to make we, today, have a society where almost all people enjoy the creative innovation In order to jump into this new industry of e-commerce, WizWid carried out an extensive research on the usage of internet by different age groups.
WizWid found out that people were using the internet regardless of their age. 99% of teenagers to 30's were using the internet respectively. The largest number of users is the 20's and 30's and as a result they have more influence in the internet space than other age segments (look at figure 1.)

[Figure 1] Internet User Percentage
Note: 2008인터넷이용현황보고서 (한국인터넷진흥원)
Having found out the different usage levels of the internet by different age groups, WizWid carried out another research regarding the segmentation by occupation. The results showed that people having professional jobs were using the internet on a more frequent basis (Figure 2). Although students cover a majority of internet usage, they have relatively low purchasing power than employed workers and therefore are not attractive targets for fashion portal industries.
[Figure 2] Percentage of Internet Usage of Different Jobs
Note: 2008인터넷이용현황보고서 (한국인터넷진흥원)
Through its segmentation research, WizWid had found out that females enjoy shopping on the internet more than male consumers and respectively 20’s have the highest rate per sender on the internet shopping industry. WizWid gathered information through their findings and started targeting female customers in their twenties as their main target.
1. Employed professionals, having purchasing power with certain preferences
2. Male and Female consumers in their 20’s and 30’s
3. Consumers of the middle and upper class
4. People who respect fashion and are sensitive to trends (foreign brand manias, trend-setters who try to be different from others)
Also from the research, Wizwiz was able to find out that the group of consumers that were interested in foreign goods generally resided in the Seoul area district, particularly from the Kangnamgu area.
Consumers visiting WizWid, with interest of foreign brands had relatively high incomes, signifying that that a majority of the consumers were from the middle and upper class: 63.80% had monthly incomes of 2.5 million won or higher and 30.09% had monthly incomes of 4 million won or higher, generalizing the specific target group to high income single specialist women.
There constantly have been misconceptions towards the specific target WizWid has set fixed for it. It is easy to misunderstand that WizWid is for luxury class citizens who have a lot of money to spend on foreign goods. However this is not the case. The very purpose to the creation of this shopping mall was to provide consumers with high interest in foreign goods (sensitive to trends and interest in fashionable goods) at fairly lower prices. So the ultimate target group of WizWid would be consumers that care about fashion and brands, but also those who would lik

참고문헌

1. "WizWid." WizWid - Global Shopping Master. Ed. WizWid. Web. 09 Dec. 2009. .

2. "WizWid global expansion." E-today. E-today. Web. 09 Dec. 2009. .

3. http://en.wikipedia.org/wiki/E-business
4. http://en.wikipedia.org/wiki/Online_shopping
5. http://olv.moazine.com/tviewer 해외 명품 쇼핑을 쉽게!’위즈위드’
6. http://www.e-today.co.kr/news/section/newsview.php?TM=news&SM=0101&idxno=161687
7. 한국거래소 www.krx.co.kr
8. http://www.economysegye.com/articles/view.html?aid=20081220000491&cid=7111020000000

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