Online to Offline(O2O) 개발방법론에 관한 연구 = A Study on the Online-Offline (O2O) Development Methodology

국문 초록 (Abstract)

빅데이터, IoT와 인공지능 시대를 맞이하여 온라인과 오프라인의 경계를 허물고 고객 경험을 향상시킬 수 있는 O2O 서비스를 제공하기 위해서는 IT를 활용한 혁신이 필요하다. 최근 스마트폰을 이용한 모바일 간편 결제의 확산과 온라인과 오프라인을 연결하여 새로운 가치를 창출하는 여러 O2O 서비스가 등장하며 시장 규모가 커지고 있다. IT 관점에서 개발방법론이나 비즈니스 모델에 대한 연구는 상당히 많은 사례가 있으나 국내 O2O 비즈니스의 개발 방법에 대하여는 간단한 프로세스 설명과 초기의 검토 수준에 머무르고 있다. 접근 용이성과 결합 확대라는 O2O의 기본 개념 측면에서 O2O 비즈니스가 무엇인가에 대한 정의와 특성들을 살표보고 일반적인 비즈니스 모델과 개발방법론 고찰을 통하여 O2O 비즈니스에 대한 개발방법론적 접근을 시도하였다. 미래에 대한 불확실성 해소 방법론인 TAIDA를 참고하여 이와 유사한 GREAT 방법론을 제시한다. 본 연구에서는 O2O 비즈니스에서의 성공적인 적용 방법을 제시하고 구체적인 사례들을 살표봄으로써 아직 미개척 영역의 비즈니스 발굴 기회를 제시하고 앞으로 비즈니스를 준비하는 많은 벤처 창업 준비자들에게 방향을 제공할 수 있을 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

Big Data, IoT, and Artificial Intelligence In order to provide O2O services that can break down the boundaries between online and offline and improve the customer experience, it is necessary to innovate using IT. Recently, the market size has been increasing due to the proliferation of mobile easy payment using smartphones and various O2O services that create new value by connecting online and offline. There are a lot of studies on development methodology and business model from the IT viewpoint, but the method of development of domestic O2O business remains at the brief process description and initial review level. In terms of the basic concept of O2O in terms of ease of access and integration, we tried to develop a methodological approach to O2O business by looking at the definitions and characteristics of O2O business and considering the general business model and development methodology. A similar GREAT methodology is presented with reference to TAIDA, a methodology for resolving uncertainties in the future. In this study, we propose a successful application method in O2O business and look at concrete examples to suggest business opportunities for unexplored areas and to provide directions to many venture startup preparers preparing for business in the future

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