Professional Documents
Culture Documents
Kci Fi002890140
Kci Fi002890140
https://doi.org/10.34163/jkits.2022.17.5.020
ABSTRACT
This paper deals with measures for sustainable growth of Coupang, a famous e-commerce company in
Korea. Coupang is a company that has grown rapidly since its establishment and is very well known to
consumers using e-commerce in Korea. However, studies have found that these successful and successful
companies also have problems. The biggest reason consumers use Coupang is because of the rocket
delivery service that enables next-day delivery, but while this rocket delivery service is Coupang's
strength, it also causes problems. (Worker problem, large-scale deficit, etc.) Until now, Coupang has
focused only on increasing the size of the company through huge investment without paying attention to
these issues in order to secure a share in the domestic e-commerce market. However, it was discovered
that it would be impossible for Coupang to continue to grow without solving the problem. Therefore, in
this paper, we analyze the strengths and weaknesses of Coupang in order to understand this and prepare
a plan for continuous growth of Coupang, and compare it with Amazon, which is a benchmarking
company and a successful business model, and the logistics infrastructure built by Coupang's huge
investment. We will examine whether it is possible to supplement the problematic weaknesses while
preserving strengths such as and rocket delivery service. In addition, conclusions are drawn from this
process.
Ⓒ 2022 KKITS All rights reserved
*
Corresponding author is with the Department of E-mail address: khkim@ut.ac.kr
International business & Commerce, Korea national
University of Transportation, 50 Daehak-ro Chungju,
27469, KOREA.
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
그림 2. 쿠팡의 로켓배송 과정
Figure 2. Coupang Rocket Delivery Process
- 1000 -
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
2.2 문제점
2.2.1 대규모 적자
- 1001 -
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
- 1002 -
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
- 1003 -
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
- 1004 -
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
재고 보관공간과 물류비용을 절약하고 근로자들의 Vol. 17, No. 4, pp. 1-22, 2019.
[7] S. Kang, The effects of last mile delivery
근로환경 개선을 하여 자금절약과 소비자들과 근
service loyalty and Shopping mall
로자들의 인식개선을 할 필요가 있다.
satisfaction on online shopping mall loyalty,
Daejeon University General Graduate School,
References pp. 1-161, 2022.
[8] S. B. Kim, Comparative analysis of
[1] Y. G. Seo, and T. M. Kim, A study on consumer needs of products, services, and
coupang’s ESG management: centering on convergence product services: Focusing on
rocket delivery, Korea Commodity Amazon online reviews, Korea Contents
Association, Vol. 40, No. 1, pp. 67-75, Association, Vol. 20, No. 7, pp. 316-330,
2022. 2020.
[2] J. H. Jeon, Coupang's "rocket delivery" and [9] H. I. Kim, Innovative company, the light
the death of workers, Korea Unregular Labor and dark of Amazon - Organizational
Center, Vol. 148, No. 5, pp. 63-68, 2021. learning capacity vs. A winner-take-all
[3] J. M. Kim, The effects of coupang rocket culture, POSCO Research Institute, Vol. 19,
delivery satisfaction on purchase intention No. 4 , pp. 1-12, 2019.
and brand loyalty - rrice sensitivity as [10] S. J. Huh, The entry of Amazon.com and its
moderating variable, Korea Brand Design impact on the domestic delivery market,
Association, Vol. 19, No. 1, pp. 67-76, Information and Communication Policy
2021. Research Institute, Vol. 14, No. 2, pp.
[4] J. S. Kim, and H. N. Kim, and G. Y. Song, 25-46, 2014.
and T. S. Oh, and A. R. Park, Changes in [11] Y. H. Jo, and C. Choi, A study on
the structural power and regulatory policy of architectural changes in logistics centers due
- 1005 -
Journal of Knowledge Information Technology and Systems(JKITS), Vol. 17, No. 5, pp. 999~1006, October 2022
- 1006 -