모바일_마케팅_보고서

소개글

모바일마케팅에 대해서 완벽하게 정리된 보고서입니다.

목차

◎ 서론 ······················································································································2
제 1장 모바일마케팅이란 ······························································································3
1.1 마케팅의 정의 ······································································································3
1.2 모바일 마케팅의 정의 ···························································································4
1.3 모바일 마케팅의 특징 ···························································································4
1.3.1 성장요인 ···································································································4
1.3.1 효과 ·········································································································5
1.3.2 제약요인 ···································································································5
1.4 스마트폰 등장 이전의 모바일 마케팅 유형 (SMS) ····················································6
1.5 스마트폰 등장 이후의 모바일 마케팅 유형 ······························································7
1.5.1 QR코드를 이용한 모바일마케팅 ···································································7
1.5.2 브랜디드 앱 마케팅 ··················································································10
1.5.3 SNS를 이용한 모바일마케팅 ······································································11

제 2장 성공사례 (홈플러스 가상스토어) ········································································12
2.1 기업개요 ··········································································································12
2.2 도입이유 ··········································································································13
2.3 도입내용 ··········································································································14
2.4 도입과정 ··········································································································14
2.5 성공요인 ··········································································································15
2.6 방해요인 ··········································································································17
2.7 시사점 ·············································································································17

제 3장 팀 학습 결과 배운 점 ······················································································18

※ 참고 및 별첨 ·········································································································21

본문내용

제 1장 모바일 마케팅이란?

1.1 마케팅의 정의

마케팅의 정의에 대해 살펴보자면 마케팅의 아버지인 필립 코틀러의 마케팅관리론 제13판에 의하면 다음과 같이 번역했다. "마케팅이란 조직체의 기능으로 고객가치를 창조하고, 가치를 커뮤니케이션하고 전달하며 또한 조직체와 이해관계자들에게 이익이 되는 방법으로 고객관계를 관리하는 일련의 과정이다."4) 즉, 조직체가 이해관계자들의 욕구를 충족시키며 이익을 얻는 모든 활동을 말한다.

1.2 모바일 마케팅의 정의

모바일 마케팅이란, 모바일과 마케팅의 합성어로서 모바일을 통한 마케팅을 일컫는다. 즉, 마케팅의 일부분이다. 마케팅의 한 형태인 모바일 마케팅을 다시 설명하자면 개인이 가지고 있는 스마트폰을 이용하여 시간과 장소의 제약 없이 무선인터넷이나 애플리케이션을 통해 고객에게 상품을 소개하고 보여줌으로써 소비자에게 구매 욕구를 유발시키는 상품을 광고하는 서비스를 뜻한다. 우리는 SMS(단문메시지) 혹은 MMS(멀티미디어 메시지) 광고나 전자 쿠폰 등을 활용한 기업의 모바일 마케팅이 일상생활 속에서 손쉽게 볼 수 있다. 바로, 무선인터넷이라는 새로운 인터넷 접속 방법이 생기면서 소비자들은 스마트폰을 이용해 시간과 장소에 상관없이 인터넷 서비스를 이용하고 있다. 이런 점을 이용해 기업들은 최소의 비용을 들이면서 효과적이고 파급력있는 모바일 마케팅 서비스를 시행하고 있다.5)
1.3 모바일 마케팅의 특징

1.3.1 성장요인

모바일 마케팅은 스마트폰이 도입되기 시작하면서 본격적으로 발달하기 시작했다. 스마트폰보급으로 인해 무선인터넷 이용율이 높아지기 시작하면서 작은 비용으로 큰 효과를 볼 수 있는 모바일 마케팅을 선호하게 되었다.
우리나라 사람들은 스마트폰의 기능 중 전화보다 무선인터넷을 많이 함으로써 무선인터넷 이용 비율이 그만큼 커지고 있다. 무엇보다 스마트폰을 이용해 더욱더 세밀한 데이터 타깃팅(지역별·연령별·성별·시간대 등)과 다양한(텍스트·음성·동영상 등)의 쌍방향 소통이 가능해졌고, 다른 매체 대비 비용의 효율성까지 얻게 되었다. 또한 실시간(Real-time), 정보·소통의 무한 확장(Reach), 공간 제약을 극복한 실제감(Reality)이라는 `3R`이 사회를 변화시키면서 모바일 마케팅이 더욱더 성장하는 계기를 만들고 있다.6)

참고 자료

김병수(2011) SNS 활용 기업의 성공전략. 삼성경제연구소
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김태희(2010) 스마트폰의 QR코드 마케팅과 시사점 . 신한리뷰
김형택(2011) 브랜디드 앱(Branded App) 마케팅 활 및 전략 방향. 마켓케스트
서동민(2011) 단문메세지서비스 - SMS . IT동아
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유재훈(2010) 스마트폰 시대의 스마트한 마케팅. LG경제연구원
이규정 외 2인(2010) 스마트폰 활성화를 위한 3대 핵심이슈 및 정책방향. 한국정보화진흥원 정보화전략기획부
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이태영(2011) 모바일 마케팅의 차별화 포인트. LG Business Insight
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지용구(2010) 차세대 자동인식(2D Code) 기술의 미래, 2차원 코드 QR Code 기술 및 응용사례. ㈜더존씨앤티