TV 홈쇼핑 이용자들의 유아동 상품 구매특성에 관한 연구 = A Study on Purchasing Characteristics of the young Child Goods Consumers using the TV Home Shopping

국문 초록 (Abstract)

국내 홈쇼핑 업계의 놀랄 만한 성장은 우리보다 먼저 홈쇼핑을 시작한 일본은 물론 원조 격인 미국에서조차 벤치마킹 대상이 될 정도다. 일본은 2002년 이후 우리의 성장 모델을 벤치마킹하기 시작했고 중국은 우리 홈쇼핑 업체가 실질적인 경영을 맡고 있다. 유통업의 새로운 수익 창출 모델로 세계적인 각광을 받고 있는 것이다.
하지만 국내 홈쇼핑의 놀라운 성장은 2003년을 기점으로 급속하게 둔화되기 시작했다. 연평균 두 배에 가까운 성장에 익숙해 있던 홈쇼핑 관련 업계는 이에 대해 논란이 분분하다. 이 현상을 어떻게 봐야 하며 새로운 성장 동력을 창출하는 방법은 없는 것일까?
현재 우리나라 홈쇼핑은 몇 가지 구조적인 문제점에 봉착했다. 첫째, 판매 상품의 다양성 부족이다. 홈쇼핑의 특성상 백화점이나 할인점처럼 상품을 구성할 수는 없지만 요즘 홈쇼핑 방송을 보면 온통 보험만 파는 것 같다. 이뿐 아니라 밤 시간대에는 판매하는 품목이 천편일률적이다. 방송 채널인데 항상 재방송한다면 누가 TV를 볼 것인가?
둘째, 품질과 가격에 대한 고객의 불신이다. 홈쇼핑은 실제로 품질이 우수한데도 지나친 할인 판매로 품질이 나쁠 것이라는 선입견을 갖게 해 왔다. 시간이 지날수록 가격이 인하되고 사은품이 늘어난다면 어떤 고객이 상품을 먼저 구매하겠는가?
셋째, TV 홈쇼핑은 정부의 허가 산업이다. 모든 홈쇼핑 회사의 사업 제안서에는 '중소기업 육성'이라는 조항이 있다. 지금처럼 일정한 매출이 보장된 상품만 방송한다면 상품의 다양성 충족은 물론 중소기업 육성이라는 근본 취지도 무색하게 된다.
그렇다고 비관론만 있는 것은 아니다. 낙관론도 있다. 하지만 변화해야 한다는 점에는 이견이 없다. 우선 생각해 볼 수 있는 것은 홈쇼핑 회사들의 경영 전략과 정책의 재점검이다. 안정적인 판매를 위해 몇가지 상품에만 집중하거나 마진율이 높은 상품만 방송하는 것은 재고해야 한다.
이를 위해 본 연구에서는 홈쇼핑 협력업체중 유아동 상품군을 전문으로 생산, 판매하는 업체를 위해 TV 홈쇼핑 이용자들의 유아동 상품 구매 특성을 중심으로 하여 연구를 진행하였다.
본 연구는 본인의 실무의 내용을 토대로 연구를 진행하였으며 실제 홈쇼핑 업체에서의 영업활동 실태를 점검하고 품질 지표의 분석을 통해 업무 프로세스 상에서 유아동 상품 판매에 마케팅 전략별로 강화되어야 할 업무 단계를 정하고, 해당 업무 단계에 역량을 집중함으로써 제한된 자원으로 효율적인 영업 업무 활동이 가능토록 유아동 상품 판매망 관리 방법과 업무 프로세스를 재설계하였고 현재 홈쇼핑 전략의 정책상에서의 협력업체의 생존방안과 전략을 모색한 연구를 하였다.
본 연구 결과가 TV 홈쇼핑, 홈쇼핑 협력업체, 기타 관련 전문 유통업체에서 효율적인 전략을 모색하는데 도움이 될 수 있기를 바란다.

다국어 초록 (Multilingual Abstract)

Phenomenal growth of domestic home shopping industry may become a Bench making target even in the United States of America and Japan which had been launched home shopping than us.
Since 2002 year, they have bench marked of our growth model and China has strategical alliance for real management and operation by our home shopping company based on Korea.
It means that from all of the country, our home shopping company is focused on profit model in Korea.
However, As of 2003 in terms of net profit of home shopping business has been speedly decreased for the overall.
According to the related home shopping experts, they are confusing the reason even anually growing at the double digital growth in the area.
As I explained the above phenomenon, we need to analysis the potential growth vitality and crteating new way of home shopping competancy.
First, the variety of commodity is not various to meet customer needs.
It means that recently program of home shopping is focusing on for insurance from most of home shopping merchandising. Also in the midnight, most of merchandising is not various. It will triger to not to have more concerns for purchasing from home shopping company.
Second, quality and price strategy of home shopping company is not obtained credibility from customers.
Actuially, most of merchandising is offering preconception in case of discount sale that is concluded as not good product even quality of product is very nice.
Many customers don't want to change lower price than after buying some items on home shopping channel including iincreased favor of master bosom.
Third, TV home shopping industry is permitted from governmental policy.
In terms of business proposal of home shopping company is based on upbringing of small-medium sized company. But from the home shopping
company, if they want to consider the criteria wheather the product is good turnover or not, in that case of small-medium sized company will be meanningless for the direction of home shopping establishment from governmental policy.
Therefore, in this respect of above explanation, Both side is shoud be reconsidered home shopping policy in terms of decision of sales key item and margine rate of high profit to the small-medium sized company.
This research is based on customer's purchasing character of TV home shopping for product of early child and the my experience of substancial interaction and activity with home shopping company.
Finally, this reserch is will be effect of studying the planning of marketing strategy and analysis of business process for young child goods of operation between home shopping company and user's of their channel to reach relevant business step.
However, wonderful growth of domestic home shopping 2003 to starting point festinate slow begin to.
Home shopping related business circles been familiar in near growth in yearly mean double is diverse controversy about this.
Is method must conduct this developing how and invent new growth power that is not?
Present our country home shopping ran into some structural controversial points.
First, is the variety tribe of sale goods.
Special quality of home shopping, can not compose goods like department store or discount store, but seem to drudge guarantee all if conduct home shopping broadcasting these day.
Item that sell to night time zone as well as this is majority goods.
If rebroadcast always to be broadcasting channel, who will watch TV?
Second, it is customer's disbelief about quality and price.
Home shopping had done as quality has preconception which is bad by discount sale that exceed quality is superior actually.
If time passes, price is lowered and favor of master bosom increases, who customer will buy first goods?
Third, TV home shopping is governmental permission industry.
There is article called smaller enterprise upbringing with all home shopping companies' business proposal document.
If broadcast goods that fixed sale is guaranteed like now, root motive that is variety sufficiency of goods as well as smaller enterprise upbringing does shame.
Is not pessimism nevertheless.
There is optimism.
Standpoint that must change however is no different view.
Thing which can consider first is home shopping companies' business strategy and re-checking of policy.
It must reconsider that broadcast goods that converge in some Land of Supreme Happiness for stable sale or the margin rate is high.
This research progressed research laying stress on TV home shopping users young child goods purchase special quality for company which produce and sells young child goods of home shopping cooperation enterprise into money for this.
This research progressed research on the basis of substance of my business and inspect business activities actual conditions in actuality home shopping company and decides business step that should be solidified by marketing strategy in young child goods sale in business process through analysis of quality surface of the earth, and efficient business activity redesigned young child goods sales network administration method and business process so that may be possible and studied that grope survival plan and strategy of cooperation enterprise at policy of home shopping strategy present into limited resources by focusing capacity in relevant business step.
This study finding desires that can become TV home shopping, home shopping cooperation enterprise, help to grope efficient strategy in other connection specialty circulation company.

목차 (Table of Contents)

• 제 1장 序論 = 1
• 1.1 연구의 목적 및 의의 = 1
• 1.2 연구의 방법 및 구성 = 6
• 제 2장 연구에 대한 이론적인 배경 = 7
• 2.1 TV 홈쇼핑의 이론적인 배경 = 7
• 2.2 홈쇼핑의 유아동 상품 = 22
• 2.3 TV 홈쇼핑에 관한 문헌 연구 = 26
• 제 3장 연구방법 및 연구절차 = 38
• 3.1 연구모형 = 38
• 3.2 조사방법 = 40
• 3.3 표본 추출 및 연구자료 수집 = 41
• 3.4 설문지의 구성 = 42
• 제 4장 분석 결과 = 45
• 4.1 표본의 인구통계 및 매체 이용특성 = 45
• 4.2 TV 홈쇼핑 이용자의 유아동 상품 구매 특성 = 58
• 4.3 홈쇼핑을 이용하지 않는 원인 분석 = 68
• 4.4 TV 홈쇼핑 구매자의 구매 후 반응 비교 = 70
• 제 5장 結論 = 76
• 5.1 연구요약 = 76
• 5.2 연구의 한계점 = 79
• 참고문헌 = 81
• 부록 = 91
• Abstract = 99