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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제16권
발행연도
2001.11
수록면
927 - 936 (10page)

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초록· 키워드

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To provide the marketing strategies for internet golf shopping mall in Korea, twenty four golf shopping malls searched on March 30th 2001 by `Yahoo`, the one of famous internet site searching engine, were analyzed intensively. In terms of domain name, 18 sites of 24 sites were using the word of `golf`, and 4 sites were using `.com`. Only 2 shopping malls were dealing with selling the their own companies products and 13 shopping malls had both on-line and off-line shopping mall. Three shopping malls were providing three-dimensional image of goods, while others were provided two-dimensional image of goods. Eighteen shopping malls had good arrangement about goods-information and the diversity of goods. Six shopping malls did not provide on-line order process. Eleven shopping malls did not provide any information for product warranty. In teens of method of payment, seven shopping malls did not provide payment method by credit card. Thirteen shopping malls provided credit card security protocol. For delivering goods to costumer, most shopping malls were connected to parcel company. Although 15 shopping malls had banner advertisement, the number of banner was a few. Ten shopping malls were updating their contents frequently, It was possible to refund and change goods in 20 days in 13 shopping malls. Eighteen shopping malls were using their bulletin board for sharing goods information and exchange market of used goods. Based on above results, several marketing strategies were suggested as follows. First, shopping malls should have their domain names which can be memorized easily and related to word of "golf". Also the name starting with "A" letter has an advantage, because most searching engines shows list alphabetically. Second, number of banner on web site should be increased for profit. Also each shopping mall should provide and/or exchange their banners to other web sites of related companies for advertisement. Third, through the various events which people like to participate, shopping malls should get information of customer which may be used for future marketing. Also, using the well-maintained FAQ and board, shopping malls should provide good service to customer. Fourth, to provide lower price, shopping malls may have their own products or service and use various sales methods, such as mass-sale, auction, etc. Fifth, shopping malls must have a credit card security protocol for customer. It is also possible to apply e-money system for convenience. Futhermore, the warranty of product and safe delivery system should be required. Finally, internet golf shopping malls should make a strategic alliance with huge complex shopping mall which have much better payment delivery system and more customers.

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