미래시장을 주도하는 전자상거래시장의 특성과 시장참여요인 분석

The latest distribution environment is rapidly changing around on-line stores due to changes in the social and cultural environment and the rapid development of electronic and telecommunication technologies. Therefore, major Korean retail giants and others are suffering from many difficulties in the face of management difficulties. Therefore, this study looks at the changes in the e-commerce market leading to changes in the domestic distribution environment, and various literature on the characteristics and key factors of e-commerce market. The purpose of this study is to provide a clue to the revival of the traditional large retail market that faces a downturn in comparison with the marketing elements of the growing e-commerce market, and to provide systematically needed information to new participants in the e-commerce market. The result of this study show that the e-commerce market requires a different technological background and system from the traditional off-line market and shows many different factors in how to respond to buyers. A marketing response strategy based on a good understanding of these discriminatory characteristics will prevent market failures. Therefore, it is judged that this study will provide useful clues for existing distributors who want to maximize marketing effects while responding to technological developments, as well as for companies that want to enter the new e-commerce market.