A Study on Online Business Model : The Case of Automotive Market

Abstract

Abstract Submitted：October 29, 2015 1 st Revision：December 10, 2015 Accepted：December 15, 2015* 본 논문은 2015년도 미래창조과학부의 재원으로 과학벨트기능지구지원사업의 지원을 받아 수행된 연구임 (2015K000270).** 장성개발 이사, 전남대학교 기술경영(MOT) 석사과정*** 홍익대학교 스마트 도시과학 경영대학원 조교수, 교신저자The objective of this study is offering new on line business mo del for automotive market. In order for the research aim, we conduct direct in-depth interviews with CEO, including analysis of business patterns on eight automotive firms in Gwangju city. As a result, we suggest new business model so called, Online to offline (o2o) that combines advantages in both off-line and on-line business. Techniques that o2o automotive companies may employ include in-store pick up of items purchased online, allowing customers. Purchasing t he automotive is not only a car but also services including insurance, warrant services. o2o business model suggested shows the operating of the goods and service sale. When it comes to characteristics of automotive conventional sal e patterns, utilization of the online-to-offline commerce has not eliminated the advantages that e-commerce comp anies have. That model can enhance the new values for customers as well as new market creation. Also, this new business model (o2o) can contribute the emerging industry business model installed based in particular, emergence of Iot (Internet of thing) in terms of sharing knowledge and information between enterprise and customers.