국내 인터넷쇼핑몰 시장은 백화점, 할인점, TV 홈쇼핑 등 기존 유통 채널에 비해 급격한 성장을 보여 왔으나(사업체 수 및 거래액 규모에 있어서의 성장), 최근 시장의 성장세가 둔화되고 있는 가운데 일부 상위 종합몰들에게로 시장 거래액이 집중되는 현상이 심화되고 있다. 그러나 상위 종합몰 위주의 인터넷쇼핑몰 시장에도, 특화 전문몰들과 개방형 쇼핑몰들이 성공적으로 시장에 진입하는 등 변화의 조짐이 나타나고 있다. 이에 본 고에서는 인터넷쇼핑몰 시장의 경쟁 구도 변화와 상위 사업자들의 대응 전략을 분석하였으며, 이를 기초로 후발 사업자들이 취할 수 있는 전략 방향을 제안하고자 하였다.
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