Electronic business is emerging as an important market with great potentiality in the world. Many firms are taking part in this market in Korea. However, everyfirm that takes part in a internet business doesn't succeed in the business.
It is necessary to have a differenciated marketing strategies to succeed in a internet business, especially internet shoppingmall.
Especially manufacturers that have a current distributor channel need to have a differenciated marketing strategy to succeed in a internet shoppingmall. Domestic internet shoppingmall operated by a electric and electronic manufacturer is still in beginning stage. So performance is small but rapidly growth is expected. Therefore this firms need to have a differenciated strategy to succeed in a internet shoppingmall. However, there are not many studies on the internet shoppingmall's marketing strategy.
This study is purposed to suggest a differenciated marketing strategy for a internet shoppingmall operated by a manufacturers through literature studises and a case study