TV 홈쇼핑에 대한 분석을 통한 통신판매 발전전략 연구

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TV 홈쇼핑에 대한 분석을 통한 통신판매 발전전략 연구

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제 1 장 서론 ······················································································· 1
제 1 절 연구의 목적과 배경 ························································································ 1
제 2 장 가설 제기 ··············································································· 2
제 1 절 홈쇼핑에서 판매가격이 매출에 미치는 영향 ······················································ 2
1. 가설 설정 – 판매가격에 따른 총 매출의 변화 ··························································· 2
2. 연구 범위 ·············································································································· 2
3. 연구 방법 ·············································································································· 2
4. K사 TV홈쇼핑 사례 실증 분석 ················································································ 2
가. 연구모형 ·············································································································· 2
나. 조사방법 ·············································································································· 3
다. K사 모델 TV홈쇼핑의 매출의 변화 실증분석 ··························································· 3
5. 연구결과 - 홈쇼핑에서 판매가격이 매출에 미치는 영향 ············································· 4
제 2 절 시간대별, 요일별 판매전략 ·············································································· 5
1. 가설 설정 – 상품에 따른 적정 광고시간 ······························································· 5
2. 연구방법 ··········································································································· 6
3. C사TV홈쇼핑 사례 실증 분석 ·············································································· 6
가. 상품별 판매 현황 ·································································································· 6
나. 방송시간과 매출이익 분석 ····················································································· 7
1) 자료 분석 방법 ······································································································ 7
2) 통계처리 결과 ······································································································· 7
① 상관분석 ··············································································································· 7
② 회귀분석 ··············································································································· 7
다. 소비자 구매동기와 방송과의 관계분석 ····································································· 8
1) TV 홈쇼핑 시청 및 이용 이유 ················································································· 8
2) 상품구입 시 영향요인 ····························································································· 9
3) 상품 구매동기 ······································································································· 9
4. 연구 결과 - 시간대별, 요일별 판매전략 ··································································· 9
제 3 절 홈쇼핑의 반품정책 ······················································································· 11
1. 반품을 줄이기 위한 개선 노력 ··········································································· 11
가. 과대광고 자제 ···································································································· 11
나. 충동구매보다 계획구매 유도 ················································································· 11
다. 소비자 참여 ······································································································· 12
2. NS 농수산 홈쇼핑 사례 분석 ············································································· 12
3. 연구 결과 – 99.5% 고객의 신뢰를 얻기 위한 반품 정책 ······································· 13
제 3 장 결론 ······································································································· 14
제 1 절 결론 ··········································································································· 14
참고문헌 ·················································································································· 15

< 표 목차 >

<표 1-1> ·················································································································· 3
<표 1-2> ·················································································································· 4
<표 2-1> ·················································································································· 8

< 그림 목차 >

<그림 1-1> ··············································································································· 3
<그림 3-1> ·············································································································· 13

< 그래프 목차 >

<그래프 1-1> ············································································································· 6
<그래프 3-1> ··········································································································· 12

본문내용

제 1 절 연구의 목적과 배경
현대사회의 세계화, 정보화의 물결은 인간의 삶의 근간을 이루는 생산과 소비에 커다란 변화를 가져오고 있다. 컴퓨터와 정보통신기기의 발전은 생산과 소비의 유통구조를 하루가 다르게 바꾸어 나가고 있고 이런 정보기기의 발달은 생산자의 상품정보를 보다 신속하고 정확하게 개개인의 소비자에게 전달하고 있는 것이다.
생산자의 상품정보가 각 각의 소비자에게 도달하는 상품정보 도달률은 불과 몇 년 전에 비하여 기하급수적으로 늘어나고 있는 것이 오늘의 현실이다. 이처럼 생산과 소비로 대변되는 유통의 본질적 기능은 끊임없이 변화하는 사회 환경과 새로운 테크놀로지의 탄생과 함께 오늘날에도 지속적인 발전을 거듭해오고 있는 것이다.
이러한 사회 환경의 변화의 일환으로 생겨난 새로운 유통업태 중 하나가 바로 홈쇼핑이다. 우리나라에 TV홈쇼핑이 처음 시작 된 것은 1995년으로 14년 전의 일이다. TV홈쇼핑은 유통업계에 작은 바람을 일으켰고 특히 통신판매업종에는 새로운 역사를 쓰는 계기가 된 것만은 틀림없다.
하지만 시장의 미래는 경험을 해보지 않고서는 아무도 모르기에 당시에도 TV홈쇼핑을 두고 여러 말들이 많았던 것은 틀림없다. 하지만 TV홈쇼핑이라는 것은 우리나라보다 앞선 미국이나 일본에서 성공한 이미 선진화 된 통신판매업 이었기에 우리나라에서도 공격적인 사업구도는 잠시의 도입기만을 거치고 시간의 흐름에 따라 성장기와 성숙기까지 이르게 되었다. 세계 3위의 TV홈쇼핑업체가 우리나라에 있으며 이제 우리나라보다 앞선 미국이나 일본 업체들이 우리나라 TV홈쇼핑 업체를 벤치마킹 한다니 이도 놀랍고 아시아의 중국, 대만, 필리핀 등은 이미 우리나라가 모델이 되고 또한 우리나라의 TV홈쇼핑 관련 한 많은 업체들이 나가서 사업을 성공적으로 하고 있으니 TV홈쇼핑 또한 대한민국을 대표하는 한류의 한 축이 아닌가 싶다.
이렇듯 중요한 유통업태 중 하나인 TV홈쇼핑에 대해 우리 조는 다음과 같은 3가지의 가설을 바탕으로 한 조사를 통해 결론을 내리고자 한다.
1. 홈쇼핑에서 판매가격이 매출에 직접적으로 영향을 미칠 것 이다.

참고 자료

참 고 문 헌

강혜림(1995) 「Cable TV 홈쇼핑 이용자의 구매의사 결정과정에 관한 실험적 연구」, 연세대학교 석사학위 논문

홍창기(2006) 「디지털 방송 시대의 TV홈쇼핑에 대한 연구」, 홍익대 석사학위 논문

정영진(2005) 「TV 홈쇼핑 소비자들의 태도와 구매의도에 영향을 미치는 요인에 관한 연구」, 인하대학교 석사학위 논문

조경인(2009) 「TV홈쇼핑 가정용품 판매가격이 매출에 미치는 영향에 관한 연구」, 명지대학교 석사학위 논문

팽준영(2005) 「TV 홈쇼핑 시청자의 시청시간에 따른 구매태도변화에 대한 연구」, 연세대학교 석사학위 논문

성은정(2004) 「TV 홈쇼핑의 판매요인에 관한 연구 : 매체 방영시간을 중심으로」, 성균관대학교 석사학위 논문

김동훈, 박흥수(1996) 「홈쇼핑 광고상품의 최적방영시간 선정에 관한 연구」, 광고학연구 Vol.7 No.1

손정미(2006.07.02) ‘홈쇼핑 반품 줄이는게 돈이다’, 조선일보

김묘성(2011.01.10) ‘NS농수산홈쇼핑 반품율 업계 최저, 홈쇼핑 넘어 전문유통기업으로’, 조선일보