신뢰도 향상을 통한 오픈마켓 업체의 경쟁력 제고 방안에 대한 연구

Abstract

2011년 국민의 인터넷이용률 78%, 이용자수 3,718만명이라는 급속한 이용확산으로 인해 최근 오픈마켓 시장은 급성장세에 있다. 이와 같은 인터넷을 기반으로 한 오픈마켓 시장이 급속히 성장하게 된 가장 큰 계기는 초고속 인터넷과 네트워크 인프라의 발전과 확산 그리고 인터넷 사용인구의 끊임없는 증가 및 오픈마켓에서의 구매 경험의 축적 등에 따른 새로운 수요의 지속적인 창출 때문이다. 온라인 쇼핑몰의 확산은 기업으로 하여금 판매 확대의 기회를 제공하고 고객과의 커뮤니케이션 개선 및 고객서비스 제고 등 기업비용의 절감으로 사업 성장의 기회를 가져왔다. 하지만 이러한 발전과 성장을 무한히 낙관적으로만 기대할 수는 없다. 이러한 성장 속에서도 소비자의 온라인 쇼핑몰에 대한 거래안전보장이나 개인정보유출에 대한 문제점은 상당히 심각하게 언론에 보도되고 있다. 이와 같은 문제점은 온라인 구매행위에 있어 소비자의 불신을 초래하고 있으며, 이는 여전히 전자상거래 발전에 심각한 장애요인으로 작용함에 따라 오늘날 전자상거래를 추구하는 기업들에게는 소비자에 대한 신뢰구축을 재고하고 이에 따른 문제점을 개선하기 위해 노력해야하는 상황에 놓이게 되었다. 따라서 본 연구에서는 오픈마켓의 현황과 현재 당면한 몇 가지 문제점들을 살펴보고 오픈마켓시장 활성화를 위한 신뢰도 향상 방안과 오픈마켓의 경쟁력 제고를 위한 정부와 운영자의 개선 방안과 판매자의 마케팅 전략을 수립하고자 한다. 오픈마켓의 신뢰도 향상을 위한 정부 정책 측면은 투명한 거래내역 공개와 과 상품정보제공의 가이드라인을 마련하고 개인정보 보호를 위한 보안규정 등을 보완해야 한다. 그리고 오픈마켓의 불공정행위를 근절하기 위해 노력해야 한다. 다음으로 오픈마켓 운영자 측면은 구매자를 위한 서비스 품질을 향상시키고 경쟁력 있는 판매자를 확보하기 위한 노력이 필요할 것이다. 그리고 발전하는 인터넷 환경에 빠르게 반응하여 새로운 판매 방안을 마련해야 한다. 오픈마켓 경쟁력 제고를 위한 판매자의 판매방안은 철저한 시장조사와 경쟁 판매자들의 판매방식을 분석하고 자신이 판매하는 상품을 구매하는 고객의 특성을 철저하게 분석하여 전략적으로 판매를 하는 것이 필요하다. 그리고 판매데이터를 분석하여 요일별, 시간대별 고객의 특성과 효율적인 광고방법 등을 개발해야 할 것이다. 본 연구를 통해 오픈마켓이 앞으로 나아가야할 방향을 살펴보았고 정부와 오픈마켓 운영자, 판매자들의 경쟁과 노력으로 오픈마켓 시장은 앞으로도 꾸준한 성장세를 유지할 것이다. | Recently open market is growing very rapidly by virtue of accelerated expansion in rate of internet use by people and number of internet users marking 37,180,000 in 2011. Likewise background of rapid growth of open market on the basis of internet was development and expansion of super highway internet and network infrastructure and endless expansion of internet using population and continuous creation of new demand through accumulated experience in purchase through open market. Expansion of on-line shopping mall offered opportunity to enterprises for expanding sale. It also offered to them opportunity for business growth through improved communication with customers and saving cost for enterprises such as heightening service for customers. However it is not possible to cherish endless optimism on such development and growth. In the midst of such growth the press is reporting very seriously about problems related to securing safety of transaction and leakage of personal information from online shopping mall. Such problems create distrust by consumers with regard to on-line procurement activity. Such fact is functioning as a very serious impediment factors against development of e-business. Accordingly it is imperative for enterprises which are pursuing e-business nowadays to re-build basis of trust for the consumers and to endeavor for remedy of problems related to such activity. In this study this author examined status of open market and various related problems and attempted to present measures for revitalization of open market and measures for improvement by the government and entrepreneurs for heightening competitiveness of open market and establishment of marketing strategy by the sellers. With regard to aspect of government policy for improving reliability of open market it is necessary to provide guideline for disclosing transparent contents of transaction and for furnishing information on commodities and to supplement security regulation in order to protect private information. Also there should be more effort to eradicate unfair actions in the open market. Nextly with regard to aspect of operators of open market there should be more effort for improving quality of service for buyers and for securing sellers with competitiveness. Also it is necessary to find new measures for sale through quick response to continuously developing internet environment. As measures for improving sellers' competitiveness in sale it is necessary to undertake thorough market survey, analysis of rival sellers' method of sale and analysis of characteristics of customers who buy goods sold by themselves. Also through analysis of sale data it is necessary to find out characteristics of customers based on days of the week and hourly basis and effective method of advertising should be developed. Through this study direction to be pursued in future by open market was examined. Open market will maintain constant trend of persistent growth through competition and effort of government, open market operators and sellers for a long time to come.; Recently open market is growing very rapidly by virtue of accelerated expansion in rate of internet use by people and number of internet users marking 37,180,000 in 2011. Likewise background of rapid growth of open market on the basis of internet was development and expansion of super highway internet and network infrastructure and endless expansion of internet using population and continuous creation of new demand through accumulated experience in purchase through open market. Expansion of on-line shopping mall offered opportunity to enterprises for expanding sale. It also offered to them opportunity for business growth through improved communication with customers and saving cost for enterprises such as heightening service for customers. However it is not possible to cherish endless optimism on such development and growth. In the midst of such growth the press is reporting very seriously about problems related to securing safety of transaction and leakage of personal information from online shopping mall. Such problems create distrust by consumers with regard to on-line procurement activity. Such fact is functioning as a very serious impediment factors against development of e-business. Accordingly it is imperative for enterprises which are pursuing e-business nowadays to re-build basis of trust for the consumers and to endeavor for remedy of problems related to such activity. In this study this author examined status of open market and various related problems and attempted to present measures for revitalization of open market and measures for improvement by the government and entrepreneurs for heightening competitiveness of open market and establishment of marketing strategy by the sellers. With regard to aspect of government policy for improving reliability of open market it is necessary to provide guideline for disclosing transparent contents of transaction and for furnishing information on commodities and to supplement security regulation in order to protect private information. Also there should be more effort to eradicate unfair actions in the open market. Nextly with regard to aspect of operators of open market there should be more effort for improving quality of service for buyers and for securing sellers with competitiveness. Also it is necessary to find new measures for sale through quick response to continuously developing internet environment. As measures for improving sellers' competitiveness in sale it is necessary to undertake thorough market survey, analysis of rival sellers' method of sale and analysis of characteristics of customers who buy goods sold by themselves. Also through analysis of sale data it is necessary to find out characteristics of customers based on days of the week and hourly basis and effective method of advertising should be developed. Through this study direction to be pursued in future by open market was examined. Open market will maintain constant trend of persistent growth through competition and effort of government, open market operators and sellers for a long time to come.