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손유석(You-Seok Son),김창수(Chang-Su Kim),안현숙(Hyun-Sook Ahn) 한국정보기술학회 2014 한국정보기술학회논문지 Vol.12 No.12
The goal of this research is to analyze social commerce companies using the distinctive business environment of social network services (SNS) in order to suggest marketing strategies that will improve the companies’ competitiveness in the digital era. Major domestic social commerce enterprises are analyzed through literature reviews and case studies in order to understand the major factors of their success. This study focused on “4P Mix” strategies: Product, Price, Place, and Promotions for social commerce firms. Domestic social commerce companies should grow as the most competitive enterprise by establishing suitable strategies that fit the characteristics of their companies and executing business actions based on the “4P” strategies. These results suggest practical implications to social commerce companies that are trying to achieve advantages in the face of high competition and provide a foundation for further research.