소비자행동분석을 통한 마케팅전략과 전자상거래의 문제점 및 해결방안

In this paper, the necessity of marketing linkage through e-commerce and consumer behavior analysis was studied. By looking at the consumer propensity and examples of marketing through the analysis of consumer behavior, the importance of analysis of consumer behavior was emphasized, as well as the problems and solutions of e-commerce and the conclusions of the previous research were drawn. E-commerce is closely related to consumer behavior and consumption habits today. Electronic commerce has emerged due to the generalization of the Internet and the popularization of smartphones. The advent of e-commerce means the emergence of a completely different form of transaction from the past. The impact of e-commerce on consumer behavior is very different from the impact of traditional markets on consumers. E-commerce will be a medium that will bring many changes to the existing forms of consumption and behavioral tendencies. Consumer-centered marketing is essential in linking e-commerce with consumer behavior analysis. Companies need to accurately understand what customers want and demand, value they value, and analyze consumer behavior to analyze rapidly changing customer needs. In other words, a strategy linking e-commerce with the subsequent analysis of consumer behavior is needed. The way e-commerce can be effectively integrated with consumer behavior analysis is when not only businesses but also governments should pay attention and deal with it importantly.