[패션무역] 동대문패션시장 국제화 전략-SPA 브랜드와 비교 중심으로(영문)
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- 2011.09.08 / 2019.12.24
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추천 연관자료
- 목차
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Outline
I. Introduction
II. Review of Literatures
1. Study of distribution activation policies through the analysis of structural characteristics of Dongdaemoon fashion market
2. Buyer-supplier relationships in Dongdaemoon fashion market: relationship quality model
3. Clothing purchase behavior, according to the demographics characteristics of Dongdaemoon market users
III. Research Methods
IV. Analysis of Research
1. Questionnaire
2. Interview
V. Conclusion
VI. Proposal and Strategy
1. Customer service
2. Product quality
- 본문내용
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II. Review of Literature
Before we start to execute our own research, we find out several precedent studies about Dongdaemoon market. According to some paper, we get brief information of Dongdaemoon market. Most of Papers we looked over focus on the process of changes Dongdaemoon market from past to now. The purpose of our research is to make suitable proposal for Dongdaemoon market to be a global market in the future. Therefore, we cannot overlook the history records so we considered carefully precedent papers about this. Here are some outstanding points from precedent papers in following paragraphs.
One of papers, ‘Study of distribution activation policies through the analysis of structural characteristics of Dongdaemoon fashion market’ mentions that Dongdeamoon is the place which is full with many groups of fashion stores.(Hong & Lee, 2007) The main features of this place are traditional store group, east store group, new west store group which is oriented to retail. So, these days, the proposition of wholesale gets smaller and proposition of retail gets larger. The most specific feature is value chainstructure which can be strength of Dongdeamoon. From past time, Dongdaemoon has played the role of an integrated place of production and sales which provides goods with low-prices. (Hong & Lee, 2007)
However, according to this paper, the most significant problem of Dongdaemoon fashion market is in the aspects of production, design, distribution and export. First of all, there is the increase in ageing of employees and no young skilled people. Also, Dongdaemoon market is losing its competitive because of the lower cost of the sewing factories in China and East Asia. Secondly, the design of fashion products in Dongdaemoon market is not original and there is no professional designer for them. In addition, Dongdaemoon market lacked the professional fashion forecasting system and weakened their design ability. Lastly, the ability of small-sized retail store in Dongdaemoon market to make an effective distribution is limited. The severe change of the new distribution structure is not accepted among the sellers in Dongdaemoon market. In addition, there is a shortage of experts who can reinforce the distribution and exporting system.
In conclusion, this paper states that the Dongdaemoon fashion market has played a key role in production and selling goods on a reasonable price as Korean fashion cluster. However, the competitive advantage of Dongdaemoon market is weakened by the sever change of fashion distribution system. Therefore, it suggests that we should consider Dongdaemoon fashion market as a brand and provide effective policies to support the Dongdaemoon market with academic and practice-based experts.
- 참고문헌
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Reference
Choo, Ho-Jung, Jung, Ji-Wook, & Jung, In-Hee. (2009). Buyer-supplier relationships in Dongdaemoon fashion market : relationship quality model. Journal of fashion Marketing and Management, 13 (4), 482-497.
Hong, Byung-Sook, & Lee, Eun-Jin. (2007). Study of distribution activation policies through the analysis of structural characteristics of Dongdaemoon fashion market. Distribution Reserch, 12 (5), 153-174.
Jang, Kyung-Mi. (2009). Study of fast fashion strategy focus on shop characteristics: focusing Dongdaemoon fashion market and SPA brands. Ewha Women's University.
Kim, Mi-Sook, & Kim, Bo-Kyung. (2000). Clothing purchase behavior, according to the demographics characteristics of Dongdaemoon market users. Research Institute of Science For Human Life, 4 (1), 47-59.
Lee, Sang-Hyun. (2011, 5 11). Seoul Joon-gu, Quality labeling inspection of Dongdaemoon fashion market. Retrieved 5 19, 2011, from Yeon-Hap News: http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102&oid=001&aid=0005056196
Lee, Young-Ju. (2009). Analysis of repurchase intention according to satisfaction degree of SPA brands’ service and shop environment. Korean Consumption Culture Association, 12 (3), 125-144.
RIS. (2011, 3 17). Bloomingdale's Uses RFID to Increase Inventory Accuracy to 96% . Retrieved 5 20, 2011, from Retail Info Systems News: http://risnews.edgl.com/retail-best-practices/Bloomingdale-s-Uses-RFID-to-Increase-Inventory-Accuracy-to-96--71458?rssid=Article71458
Weinberger, David. (2008). Systemize knowledge revolutionarily. Salim Biz.
Wikipedia, the free encyclopedia. (2011). Radio-frequency identificatio. Retrieved 5 20, 2011, from Wikipedia: http://en.wikipedia.org/wiki/Radio-frequency_identification
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