라쿠텐 사례분석을 통한 한국 전자상거래업체의 발전전략

초록

Purpose : The purpose of this paper is to contribute to developing Korean E-Commerce service providers by studying Japanese Rakuten Case. Rakuten continues to innovate to improve productivity and encourage new business creation and also continues to evolve to support innovation and growth by introducing new technologies in the era of fourth industrial revolution. Research design, data, methodology : This paper is composed of five chapters. Chapter Ⅰ deals with the introduction of this paper and Chapter Ⅱ explains the previous studies. Chapter Ⅲ deals with the Rakuten case, in particular, current situation and evaluation of Rakuten and its success factors and Chapter Ⅳ deals with development strategies of Korean E-Commerce service providers. Chapter V concludes this paper. Results : This paper finds development strategies of Korean E-Commerce service providers by studying the most famous case of Rakuten in view of success factors of the third-largest E-Commerce player in the world behind Amazon and China’s Taobao. Conclusions : This paper concludes that Korean E-Commerce service providers must innovate to survive as going concern in E-Commerce ecosystem by introducing new technologies in the era of fourth industrial revolution.

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