Embed Size (px)
Citation preview
1
05. (Contents) E-Commerce Marketing Researches
05. E-Commerce Marketing Researches
E-Commerce Marketing Researches
Contents
• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
2
05. (Contents) E-Commerce Marketing Researches
Contents • 01. E-Commerce Waves • 02. E-Commerce Marketing • 03. E-Commerce Environments • 04. E-Commerce Consumer Behaviors • 05. E-Commerce Marketing Researches • 06. E-Commerce Marketing Goal • 07. Segmentation, Targeting, and Positioning • 08. E-Commerce Marketing Mix – Collaboration • 09. E-Commerce Marketing Mix – Contentware • 10. E-Commerce Marketing Mix – Commitment • 11. E-Commerce Marketing Mix – Communication • 12. E-Commerce Marketing Mix – Channel • 13. Website Establishment • 14. Integrated Marketing Strategy • 15. Internet Society and Law
3
05. (Lecture) E-Commerce Marketing Researches
Lecture
• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
05. E-Commerce Marketing Researches
E-Commerce Marketing Researches
4
05. (Lecture) E-Commerce Marketing Researches
01. E-Commerce Research • E-Commerce Research
• An internet research to establish effective internet marketing strategy and evaluate it
• A process to collect and analyze information about various marketing activities on the internet
To analyze marketing strategy is necessary!
5
05. (Lecture) E-Commerce Marketing Researches
02. Features of E-Commerce Research • Merits of E-Commerce Research
• Short period of time for research • Low cost for research • Easy to select a sample • Flexible to make a questionnaire • Little dependent on time for research • Easy to re-demand response
6
05. (Lecture) E-Commerce Marketing Researches
• Issues of E-Commerce Research • Generalization ↓ • Error of self-selection • Redundant response of the same person • Honesty SDB(Social Desirability Bias) ↓ • Output Quality ↓ (ex. focus group interview) • Lack of academic theories
02. Features of E-Commerce Research
7
05. (Lecture) E-Commerce Marketing Researches
• An Example of E-Commerce Research • www.joins.com
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
02. Features of E-Commerce Research
8
05. (Lecture) E-Commerce Marketing Researches
• An Example of E-Commerce Research • www.mostbeautifulman.com
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
02. Features of E-Commerce Research
9
05. (Lecture) E-Commerce Marketing Researches
03. Stages of E-Commerce Research • Stages of E-Commerce Research
• 1) Definition of research objective • 2) Establishment of research plan • 3) Design of research • 4) Research • 5) Analysis of research • 6) Application of research
Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
10
05. (Lecture) E-Commerce Marketing Researches
• Stages of E-Commerce Research • 1) Definition of research objective
• To solve problems Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
03. Stages of E-Commerce Research
11
05. (Lecture) E-Commerce Marketing Researches
• Stages of E-Commerce Research • 2) Establishment of research plan
Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
03. Stages of E-Commerce Research
12
05. (Lecture) E-Commerce Marketing Researches
• Stages of E-Commerce Research • 3) Design of research
• Exploratory research • Descriptive research • Causal research
Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
03. Stages of E-Commerce Research
13
05. (Lecture) E-Commerce Marketing Researches
• Stages of E-Commerce Research • 4) Research
Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
03. Stages of E-Commerce Research
14
05. (Lecture) E-Commerce Marketing Researches
• Stages of E-Commerce Research • 5) Analysis of research
Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
03. Stages of E-Commerce Research
15
05. (Lecture) E-Commerce Marketing Researches
• Stages of E-Commerce Research • 6) Application of research
Definition of Research Objective
Establishment of Research Plan
Design of Research
Research
Analysis of Research
Application of Research
03. Stages of E-Commerce Research
16
05. (Lecture) E-Commerce Marketing Researches
• An Example of E-Commerce Research • Internet Survey at KNP(Korea Netizen Profile)
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
03. Stages of E-Commerce Research
17
05. (Lecture) E-Commerce Marketing Researches
• An Example of E-Commerce Research • Spot survey at www.dreamwiz.com
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
03. Stages of E-Commerce Research
18
05. (Lecture) E-Commerce Marketing Researches
04. Analysis of Log-File • Definition
• A) Analysis of traffics by use of log-data • B) Analysis of information at the web
• Customer information • Sales Information • …
19
05. (Lecture) E-Commerce Marketing Researches
• Process of Log-File Analysis • 1) Setup of analysis target • 2) Setup of log Items • 3) Selection, cleanup, transformation • 4) Log analysis • 5) Application of log analysis
Setup of Analysis Target
Setup of Log Items
Selection, Cleanup, Transformation
Log Analysis
Application of Log Analysis
04. Analysis of Log-File
20
05. (Lecture) E-Commerce Marketing Researches
Data Mining
Association Detection Rearrangement
Sales Up
• An Example Log-File Analysis
• Data mining of Wal-Mart
04. Analysis of Log-File
21
05. (Lecture) E-Commerce Marketing Researches
05. Social Research • Cf. Research
Research Methodology, Hoonyoung Lee, Cheongram
22
05. (Lecture) E-Commerce Marketing Researches
• Cf. Research
Research Methodology, Hoonyoung Lee, Cheongram
05. Social Research
23
05. (Lecture) E-Commerce Marketing Researches
• Cf. Research - Sampling
Research Methodology, Hoonyoung Lee, Cheongram
05. Social Research
24
05. (Lecture) E-Commerce Marketing Researches
• Cf. Research - Process
Research Methodology, Hoonyoung Lee, Cheongram
05. Social Research
25
05. (Lecture) E-Commerce Marketing Researches
• Cf. Research - Variables
Research Methodology, Hoonyoung Lee, Cheongram
05. Social Research
26
05. (Lecture) E-Commerce Marketing Researches
• Cf. Research - Types
Research Methodology, Hoonyoung Lee, Cheongram
05. Social Research
27
05. (Lecture) E-Commerce Marketing Researches
• Cf. Research
Research Methodology, Hoonyoung Lee, Cheongram
05. Social Research
