Contents

II

III

IV

S T P

Contents

I
1.
2.
3.
4.
5. SWOT
6.

I-1.

,
,
,

,

(0.1~10%) ,
, , ,
, (loyalty)

I-2.

The Goal

KO
!!
SITE

SITE

/Promotion
DB

Solution

Needs

I-3.
(PIMS)
1

(I-heart in Hostway-IDC)

PSDN(xDSL)

Internet

Application Server

Data Encryption
(Open SSL)

DataBase Server
(Web)

DataBase
(Point)

PKI

3
Sniffing Detect

Point
( , , )

PSTN
( )

PG

Web Server

KCP VAN

Platform : Windows 2000/2003

Server Develop Language/Tool : Visual Studio, ASP, C
OS : ECOS(Realtime OS, Kernel Level , Free, No-Supported)

Members

I-4.

( )
1896 Green Stamps, 1981 American Air Lines
- ,
- (Frequent Flyer Program)
1984 , 1995
DB , eCRM

IT

(One Card-Multi use)

DB Directory

I-4.

, , , ,
, ,

,
(Cash Back) ,

I-4.

2004 4 5 60%
( : )

45000
40000

( : )

8000

7000

35000

6000

30000
5000
25000
4000
65

25

20000

3000
15000

dd

2613

1000

1379

2001

14210

2741
2000

6598

5000

4401

65

10000

dd
2000

0
1999
2002

2003

2004

: TGCorp.
,
KINCB

2000

2001

2002

: ,

(2001.1)

I-4.
( )

,
, , ,

, e-CRM

,

,
/ 0.1~2%, 10% (
) / , 1 , ,

/ , ,
, , , , , ,

, , , , , 1~4%
/ , /

, , ID
/ , / ,
/ / LBS

I-4.
(OK Cash Bag)
500 OK 2004 11 4,300
2010 1
OK

OK

2004.11

2,500

200

4,300

/ 400

12
, , ,
,Closed

, , 3

, ,

I-4.
(OK Cash Bag)

- .( ) : SK

- (25%) .( SK ) : VAN +
- ( ) / : 1 50
- .( ) : 3 ( )

- E-Business Top Management :

-
- (Internet is Media/Channel)
- 3C Contents, Community, Commerce
- (Connection: H/W, S/W, N/W)
- :
- : Personalized Service ( !)
-
- , Network,
- Outsourcing ,
- Offline

I-4.
( )
, , ,
,
( , , 10 )

( )

LG

100

50

BC

50

10

30

SK

30

100

190

LG
BC

SK

I-5. SWOT
1. IT

1.
2.

2. KT 3.
2.

3.
3.

4.

1.

1.
2.

2. ( 3.

)
4.
3. Life-cycle
5.

I-6.
!!
!.

1. Fun
2.
3. /
4.
5.
6.

1. 1318
2. 1924
3. 2535

1. Contents
2. Community
3. Commerce
4. Information

Contents

II

S T P
1. Segmentation
2. Targeting
3. Positioning

II-1. Segmentation

Lg-eshop ,

Segment 1

Segment 2

Segment 3

Segment 4

, OK
:
-

II-1. Segmentation
Segment

II-2. Targeting
Targeting
1535
Place

Target Summary
User Target

Place Target

1318

, ,

1924

2535

, ,

, ,

II-3. Positioning
Category Market
Shift
Shift

OK

19.

4
5

Contents

IV
1.
2.

IV-1.

Beta / /

Web

DB

DB
-
-
-

DB

Collection

IV-3.
1Q

/ /
/

/ Web

Beta /
/

/ / ,
/ /

DB /

DB / DB Collection
/

2Q

3Q

4Q

06

07

08