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The needs of on/offline integration marketing : The needs of on/offline integration marketing

  • 노온주 (국제대학원:전자통상학과)

초록/요약

Title: The needs of on/offline integration marketing: analysis of customer complaints Ro On Ju International E-commerce The Graduate School of International Studies Korea Univ. Oh, Jeong Hun Prof. In the beginning of this thesis, as a background of on/offline integration marketing, what the Dotcom firms failed to see and what the offline firms are slow to recognize will be introduced. And the definition and some types of that will be explained. Then, in the second chapter, the needs of on/offline integration marketing will be examined in details. Here, the important point in this section is to see from customer point of view. So, consumer behavior will be analyzed briefly at first, and major complaints of customers in online and offline each will be examined. Then, how the customer satisfaction can be achieved through on/offline integration will be followed. In third chapter, as a case study, the integration of three major department stores- Lotte, Shinsegae, Hyundae, will be introduced. The integration conditions of three departments will be researched and the shopping malls as the biggest market will be analyzed. After looking into the general and detailed things about on/offline integration marketing and integration case, the business strategies in the integrated retail environment will be suggested lastly.

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목차

Table of contents
I. Introduction
A. Literature Survey
II. The background of the rise of Integration marketing as a new marketing strategy
A. What the dotcom firms failed to see
B. What the offline firms are slow to recognize
C. Definition and types of integration
III. The needs of on/offline integration marketing in terms of customer-centric.
A. The analysis of consumer behavior
B. The major complaints of on/offline customer
C. Benefits from integration of on/offline marketing as a way for customer satisfaction

IV. Case Study - Three major department store integration
as a successful on/offline marketing integration case

V. The business strategies in the integrated retail
environment
VI. Conclusion
Reference

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