Internet Business is booming these days in Korea, but the profit model doesn’t exist at present. Because of this situation people who have an interest in an Internet business for the profit gain, start a shopping mall business. But there is no theoretical or practical model about classifying services of the online retailing business and developing strategy.
This study is progressed by two stages. One is the exploratory study that investigates the current state of the online shopping mall services with 100 Korean companies and the other is the case study about the 4 successful Korean online shopping malls that explores the service development strategy.
The exploratory study suggest 1) the relationship of the number of sub services and performance; 2) the classification of the services from a competive point, that is enabling service and enhancing service. As a result of the case study we conjecture services development strategy and determinants of the development strategy of each services, which is enabling service and enhancing service.
In addition to these result, we consider 1) the relationship between entry time and the performance; 2) the relationship between the background of the company and the performance in the online shopping mall business. The theoretical and practical implications of this study will be discussed and the further issues will follow them.
