소비자 특성이 옴니채널 전략에 미치는 영향

서지정보

ㆍ발행기관 : 대한안전경영과학회 ㆍ수록지정보 : 대한안전경영과학회 학술대회
ㆍ저자명 : Hyung Sool Oh, SuYeonCho

목차

1. 서론
2. 옴니채널 전략
3. 연구모형 및 가설수립
3.1 연구모형
3.2 가설수립
3.3 설문항목
4. 가설검정 및 분석
4.1 설문조사 통계적 특성
4.2 가설검정 및 통계적 의미
5. 결론
6. References

영어 초록

The distribution and marketing has faced a new business environment with the advent of mobile distribution channels. Due to the prevalence of smartphones and SNS, distribution structures in the market are changing naturally from multi-channel to omni-channel. Recently, omni-channel strategies have been established and implemented in many domestic distributors. This paper has proceeded with a preliminary study on how the change of the distribution structure to the omni-channel affects the supply chain management. To do this, we first looked at the cases of omni-channel strategy. Based on the systematic classification of the strategies implemented in the cases, strategies for strengthening the omni-channel were derived from statistical testing of hypotheses and research models.

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