B2B에서 B2C로 전환하는 시장에서 블루오션 찾기: 알레르기 검사 시장 가치혁신 전략 수립사례

This paper first explores the factors that hinder buyer utility by distinguishing between specialists and general consumers in the changing market dynamics from B2B to B2C in the allergy testing market in Korea. Through the creation of buyer utility maps, the paper identifies these hindering factors and captures the strategic elements. Next, the paper redefines the market by including substitutes and alternatives in the allergy testing market and attempts to derive a Blue Ocean strategy through a survey conducted with 31 specialists and 120 general customers to assess satisfaction and the level of strategic elements for each alternative. The paper constructs a strategy canvas for the allergy testing market and derives an ERRC (Eliminate-Reduce-Raise-Create) grid based on regression analysis of satisfaction. Lastly, the paper presents an integrated Blue Ocean strategy for the allergy market, which is transitioning from a primary customer base of specialists to general customers. The academic contributions of this paper in the strategic field can be summarized as follows. Firstly, by conducting a comprehensive analysis of customers (specialists) and non-customers (general consumers) and creating a strategy canvas and an ERRC grid based on surveys of these two groups, this paper overcomes the limitations of previous studies that focused only on current customers and increases the potential for value innovation. Secondly, by applying a combination of IPA (Importance-Performance Analysis) and the three-factor approach to identify over-offered and underrated strategic elements among the strategy factors in the allergy testing market strategy canvas, this paper contributes to strategic innovation theory by integrating disruptive innovation theory and Blue Ocean strategy theory to suggest directions for product and service innovation.