듀오의 창업과 성장사로 본 결혼정보산업

초록

Matchmaking business firms emerged in Korea as an alternative to traditional marriage brokerage system that suffered from limited information, lack of trust and high cost. This study examines how the matchmaking industry evolved by focusing on the history of Duo, the leader in this industry since its inception. After classifying the history of Duo into four stages (ie, birth, growth, maturity, and challenge stages), we examined how Duo could successfully position itself in this industry as the stages evolved. On the basis of such analysis, success factors were identified from both industry structure perspective and internal capability perspective. As for industry structure perspective, Duo was able to take advantage of network effect in its marketing strategy better than its rivals. From internal capability perspective, Duo was able to create synergy between marketing and technology capability. In addition, Duo was first in its industry to leverage its core resources and diversify into related business. Finally, future direction of Duo was discussed in light of current threat of dating apps, economic slowdown, changing culture against marriage, and Corvid 19 crisis. A paradoxical increase in the number of customers after Corvid 19 crisis was analysed and discussed.

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