쇼핑몰 ‘키타구니로부터의 선물(北国からの贈り物)’을 통해 살펴본 일본 e-비즈니스 경영사례

다국어 초록 (Multilingual Abstract)

With the exponential growth of domestic and overseas Internet shopping mall, the level of expectation for users of shopping mall has heightened accordingly. Along with the foregoing development, the fierce competition among the shopping malls has exceeded the competition in the off line industry by far. While the foregoing has advanced, there has to be special know how available for some of the Internet shopping malls that won the unyielding support and reliability from numerous customers.
Under this study, together with the status of the e-business in Japan, the focus is on KKO; that is assessed as the hidden champion of the Internet shopping mall in Japan to study in detail for the management strategy, experience in success and failure, and various know hows in applicable shopping mall.
As a result, several important features are learned. First, ‘KKO’ has its unique ‘Q&A page’ strategy available only for its own shopping mall from the early stage. Second, in order to enlarge the magazine members and exposure of the shopping mall, it has been seeking for the so-called win-win strategy in undertaking the joint planning with other shopping malls. And third, as it is considered as a rare case for an online shopping mall, it has very active on the issue of ‘corporate social responsibility (CSR)’.
Due to the foregoing, ‘KKO’ has the daily magazine members reaching 350,000 people with the purchaser repeat rate of 60%. For that much, the loyalty of the customers on this particular shopping mall is high.
As such, the case study on Japan as above is considered to bring many points to consider for the domestic Internet shopping malls with their drastic growth and competition as well as the change in consumption patter with respect to the strategies involved, particularly with the strategy to advance to Japan in the days to come.

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