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A Case Study on Construction of Brand Web site through Web site Evaluation Factor - Centered on the Result of Hyundai BNG Steel Web site -
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웹사이트 평가요인을 활용한 브랜드 웹사이트 구축 사례연구 - 현대비앤지스틸 웹사이트 구축 결과를 중심으로 -

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Type
Academic journal
Author
Journal
Brand Design Association Of Korea 브랜드디자인학연구 브랜드디자인학연구 제15권 제2호 KCI Accredited Journals
Published
2017.1
Pages
43 - 54 (12page)

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A Case Study on Construction of Brand Web site through Web site Evaluation Factor - Centered on the Result of Hyundai BNG Steel Web site -
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Web site is gradually expanding its influence as the central axis of brand communication and being embossed as an important tool for favorable relationship with consumers, but deep research into the case of brand web site construction is very insufficient. This study selected 6 web sites such as company, affiliate, and competitor based on examined and complemented 6 web site evaluation factors of contents, structure of information, navigation, interaction, system, and design through advanced research and found out improvement by case analysis utilizing Delphi technique, suggesting detail action plan in order to newly construct Hyundai BNG Steel web site. For successful measurement on web site construction, the result of this research firstly suggested the concept through strategic design of site structure and constructed information infrastructure based on experience of users, integrating product information and customer center. Secondly, the research reconstructed news center to invigorate aggressive public relation of company and communication, enforcing the connection of external Social Network Service such as Twitter, Facebook, and LinkedIn. Thirdly, the research derived the need of management system through integration of respectively given branding on PC web site and mobile web site, unifying the management of contents. The research is expected to suggest the operational guideline which is significant to online brand communication strategy for the web site construction of corporation and it is also expected to expand the theoretical extension of brand web site.
#브랜드 웹사이트 #웹사이트 평가요인 #델파이 기법 #Brand Web Site #Web Site Evaluation Factor #Delphi Technique

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/ / CRM Metrix. Report on brand web sites google schola Aaker, David A / 2007 / Joachimsthaler Brand Leadership google schola Argyriou, E / 2006 / The relationship between corporate websites and brand equity: A conceptual framework and research agenda / International Journal of Market Research 48 ( google schola Cho, C / 2005 / Cross-cultural comparisons of int eractivity on corporate web sites: The United States, the United Kingdom, Japan, and South Korea / Jounal of Advertising 34 google schola Cockburn, C / 1996 / Business Use of the World Wide Web / International Journal of Information Management 16 google schola

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