[광고원론] sk 11번가 분석(영문)
등록일 / 수정일- 페이지 / 형식
- 자료평가
- 구매가격
- 2009.08.18 / 2019.12.24
- 22페이지 /
doc (MS워드 2003이하) - 평가한 분이 없습니다. (구매금액의 3%지급)
- 2,100원
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추천 연관자료
- 목차
-
1. Introduction
2. Main Topics
- SWOT analysis
- 4P analysis
- Advertisement comparisons
- Research
3. Suggestions
4. Conclusion
5. Refrences
- 본문내용
-
Ⅰ. Introduction
1. Company information
SK telecom was established in 1984, known to be one of the most prestigious mobile communication companies in Korea. To extend their service, SK telecom found 11st street in Feburary, 2008. For the better administrative operation on their online market, SK telecom set up an independent subsidiary company 'Commerce Planet' to take care of 11st street. SK telecom unified other online shopping malls which they have undertook, '체리야 닷컴', '모닝365' ,'바바클럽', Cyworld and Nate's online market, in order to combine various kinds of products.
Like the trademarks in the picture seem very similar, because they share same colors. “11” stands for SK Telecom’s symbolic phone number “011”, and it is easy to find other number related examples such as “110% 보상제” and “11% OK-cash back mileage”. The concepts of 11st street are 'Intelligent', 'Fun', and 'Social' shopping which implicates 11st street's unique and delightful shopping environment. It is evident on 11st street's main homepage that the stores, streets and signboards give the impression of intimacy to customers, because those signs are around the consumers’ real lives. Also, 11st street has an advantage over mobile infrastructure based on SK telecom's mobile communication which would connect customers with sellers. Their goal is to make their target consumers enjoy 11th street’s convenient shopping environment with reasonable prices.
2. Background
The scale and prospects of Internet Shopping open-market (unit : 100 million \)
연도 2003 2004 2005 2006 2007 2008 2009 2010
sale 7,800 14,800 30,500 48,300 67,400 83,000 100,000 117,000
Index of growth 89.7% 106.1% 58.3% 39.5% 23% 20% 17%
[자료 : Korean online shopping association]
The form of shopping is rapidly changing in the world. With the great development of internet, online shopping became very popular among people. Internet made people’s life more convenient that they can get whatever they need through just few clicks. In other words, the time and space became no more important. Lots of online shopping malls came out, and 11th street is one of them trying to win in the competition of huge online markets.
On February 17th 2008, SK Telecom launched an open-market, “11th street”. Although SK Telecom made a risky decision in such a saturated internet-shopping mall markets, it caught up other open markets right away and eventually 11st street is now the third largest open market in Korea. So, what marketing strategies made SK Telecom to succeed in the open-market even large companies like CJ and Ample have failed? And, are they going to continue their success or not?
Up to now, SK Telecom took advantages of its characteristics and popularities of mobile communication company to make ‘11th street’ successful; using SKT’s large distribution of goods, connections, and internet business, “11th street” would become a world-wide scale open-market that would lead the market. Above all, as applying SKT’s strengths, “11th street” would increase profitability through trade commission, advertising revenue, directly releasing goods, variously linked goods and cooperation marketing with other industries.
However, even though their creative promotions or events, 11th street is still remaining in the 3rd and it does not seem to overtake G market and Auction. While “11th street” was positioning itself as a “mobile communication and internet-shopping mall” in the market, “11th street” met a new situation in market that G Market and Auction, which are number one and two enterprises, were undertaken by E-bay, the online auction and shopping website. As a result, G market and Auction which occupies 90% of open markets are now one giant company and became the most threatening competitors. This means 90% of open market share will be foreign capital. Therefore, 11st street is left which is the only national open market in Korea.
3. Market Status
- 참고문헌
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11번가 (http://www.11st.com)
G마켓(http://www.11st.com)
옥션(http://www.auction.com)
한국일보 (http://www.hankooki.com)
동아일보 (http://www.donga.com)
한국경제 (http://www.hankyung.com)
서울신문 (http://www.seoul.co.kr)
조선일보 (http://www.chosun.com)
매일경제 (http://www.mk.co.kr)
랭키닷컴 (http://www.rankey.com)
미디어채널(http://www.mediachannel.co.kr)
http://blog.naver.com/kisolkim?Redirect=Log&logNo=150028237720
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