뷰티산업에서의 Online to Offline (O2O) 서비스 확장 가능성 연구

A Study on the Expansion Possibility of Online to Offline (O2O) Service in Cosmetology Industry

The Korea Broadcast Advertising Corporation (KOBACO) announced that 2018 consumer trends are ‘comfortable’ and ‘convenient’. These days, people seek for convenient services in their hectic daily routine, and the online to offline (O2O) services have met such consumer needs and wants. The O2O services have provided diverse reservation services such as delivery, transportation and accommodations by connecting the online and offline worlds. They are also having a positive influence on cosmetology industry by improving business systems for small salons and correcting problems such as ‘no show’. This study investigated if such interesting aspect of the O2O services can be expanded to other fields in cosmetology. For this, it has investigated the most famous O2O services in cosmetology - Kakao Hair Salon Booking, Naver Hair Salon Booking - and other services which are forming stable O2O market such as delivery/taxi reservation services. Based on the results, it has analyzed the factors establishing such O2O service market in cosmetology in three aspects (economic aspect, market size, platform) and examined their growth potential.