성공적인 e-business 마케팅 전략에 관한 연구

Abstract

Nowadays, leading companies in the world have constructed their own internet homepage, and making efforts attract customer's attention in using internet as a marketing tool. Through e-business marketing, companies can improve their image, obtain world-wide marketing information, customer information, and gain opportunity of products selling, products pricing, promotion, and customer service. According to the importance of information value in the age, cybermarketing now has unique economic value, so business organizations needs to be developed toward the age of information superhighway nowadays. With this background, companies examine effective ways their marketing communication activities. In the study we analyze the current trend of e-business, and then propose some requirements to established e-business for future global information-oriented society. And this study contributes to business organizations communicate with customers that want knowleage of the internet adoption in the marketing field and that want find effective ways of strategic communications with axisiting and prospective customers. The results of this study are as follows. First, new marketing strategy for e-business should be set up. Second, they should created a Virtual Community which potential customers volunteerly visit. Third, deversifide marketing strategy for targeted audience. In summary, marketing strategy should be how to improve customers loyalty and credibility through how to make customers stay longer and promote customers re-visit by providing information and entertainment in the cyber world.