• Title, Summary, Keyword: 사회지향적 마케팅

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홈쇼핑 소비자의 쇼핑형태에 따른 태도 분석

  • Park, Yeong-Bong;Kim, Song-Byeong
    • Journal of Global Academy of Marketing Science
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    • v.2
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    • pp.159-182
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    • 1998
  • 국내의 경우 업체별 홈쇼핑의 연평균 판매액 성장률은 1990년대에 들어 매년 50%이상의 성장을 보이고 있고 '98${\sim}$2003년까지는 20%정도 될 것으로 예측한다. 이러한 급성장을 보이는 홈쇼핑에 대해 본 연구에서는 소비자들의 홈쇼핑 속성들이 홈쇼핑 소비자들의 태도에 어떤 영향을 미치는지를 측정하기 위하여 문헌고찰 및 실증분석을 하였다. 본 연구에서는 홈쇼핑으로 분류되는 통신판매(카탈로그, DM, 전화, CATV, Internet, TV 등)를 통한 소비자의 태도를 조사히기 위하여 설문지를 구성하고 연구를 진행하였다. 홈쇼핑의 쇼핑행태 속성별 가설을 검정한 결과, 위험지각(성능, 사회적 위험)이 낮을수록, 편리성 지향이 높을수록, 제품구색지향 소비자일수록 홈쇼핑 태도에 정의 영향을 미치고, 쇼핑의 즐거움을 지향하는 소비자일수록 홈쇼핑보다 점포쇼핑을 선호하여 홈쇼핑에 부의 영향을 미치는 것으로 나타났다. 그리고 재무적 위험, 심리적 위험, 가격의식 지향은 홈쇼핑 태도에 영향을 미치지 못하는 것으로 나타났다. 연구결과, 성능의 위험, 편리성 지향, 사회적 위험, 제품구색 지향 순으로 홈쇼핑 태도에 긍정적인 영향을 미치는 것으로 나타났다.

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Profiling American Television Home Shoppers (미국 소비자의 텔레비젼 홈쇼핑 행동에 관한 연구)

  • Lee, Seung-Hee
    • Journal of the Korean Society of Clothing and Textiles
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    • v.24 no.4
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    • pp.583-593
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    • 2000
  • 이 연구의 목적은 첫째, 계속 확대되어가고 있는 미국 TV 홈쇼퍼에 대한 인구통계학적인 특성과 그들의 구매행동을 조사하여 TV 홈쇼핑에 대한 이해의 폭을 넓히고 쇼핑이용자의 만족도를 증진시킬 수 있는 방안을 모색하는 데 있다. 둘째, TV shopping channel 에의 많은 노출은 TV 홈쇼핑의 유통 특성상 강박구매를 야기 시킬 경향이 높은 데 과연 TV shopping channel 노출과 강박구매와 관련이 있는 지, 그리고 TV 홈쇼퍼중 어느 정도의 강박구매자가 존재하는 지 조사하는 데 있다. 미국 전지역 51주에 걸쳐 회수된 설문지 결과, 일반적 마케팅 타겟에서 소외시되온 소비자집단, 예를 들면, 중년이나 노인 여성들, 몸이 비대한 여성들, 장애인등과 같은 다양한 집단들이 TV 홈쇼핑을 그들의 주요 쇼핑형태로 이용하였고, 특히, 대다수의 TV 홈쇼퍼들은 의류를 구매한 경험이 있었다. 또한, TV shopping media에 노출이 강박구매행동과 유의한 관련이 있는 것으로 나타났는데, 특히 이 연구의 TV 홈쇼퍼중 일반인에 비해 약 2배가량의 강박구매자가 있는 것으로 밝혀졌다. 이 연구 결과를 토대로 사회지향적 마케팅전략이 논의되어진다.

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The effect of Marketing Orientation on Social Enterprise Business Performance (마케팅 지향성이 사회적 기업의 창업경영성과에 미치는 영향에 관한 연구)

  • Kim, Jae-Ho;Park, Jay-Hwan
    • Proceedings of the KAIS Fall Conference
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    • pp.796-799
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    • 2010
  • 본 연구에서는 사회적기업육성법에 의해 인증 받은 한국의 사회적 기업을 대상으로 사회적 기업 운영자 및 주요 경영진의 마케팅 지향성((1) 고객지향성, (2) 경쟁자 지향성 (3) 부서간 유효성)이 기업의 경영성과((1) 재무성과 (2) 사업성과 (3) 조직효과성 )에 미치는 영향을 고찰하고자 한다. 사회적 기업은 수익성과 공공성을 동시에 추구하는 목적을 가지고 있기 때문에 일반적 의미의 기업이라 보기 어렵다. 무엇보다도 이윤의 극대화가 제한되기 때문이다. 또한 현재 사회적 기업에 대한 접근이 복지적 측면에서 많이 이루어지고 있는 것도 사실이다. 그러나 현대적 의미의 사회적 기업은 일정부분 일반기업과 경쟁해야 하기 때문에 스스로의 경쟁력을 갖추어야만 지속성을 유지할 수 있으며 사회적 비용을 절감할 수 있다. 사회적 기업이 일정한 수익성을 지속적으로 추구하지 못하는 경우 정부의 재정 부담이 증가하여 사업의 지속성이 어려움에 빠지게 될 수도 있다. 따라서 본 연구에서는 사회적 기업의 마케팅 지향성에 따른 경영성과를 실증 분석해 봄으로써 사회적 기업이 가져야할 무형자산인 마케팅지향적 사고 및 행위에 대한 시사점을 도출해 보고자 한다.

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A Study on Marketing Strategies for School Library (학교도서관 서비스 체제 강화를 위한 마케팅 전략의 적용)

  • Kim, Jong-Sung
    • Journal of Korean Library and Information Science Society
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    • v.38 no.2
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    • pp.373-397
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    • 2007
  • The purpose of this paper is to discuss marketing strategies for school library. The writer divided marketing environment of school library into macro-external environment, micro-external environment, substantial environment, and operational environment. And analyzed characteristics of four target audiences-school administrator, teachers, students, and parents and local society-for school library marketing and suggested approach strategies to each target audiences. Four communication strategies of school library media specialist for effective marketing are discussed ; administrative communication, behavioral communication, cooperative communication, and social communication.

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The study about influencing factors on the member's identification in online community (온라인 커뮤니티 회원의 동일시에 영향을 미치는 요인에 관한 연구)

  • Suh, Mun-Shik;Kim, Yu-Kyung
    • Journal of Global Academy of Marketing Science
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    • v.10
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    • pp.111-137
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    • 2002
  • The purpose of the current study was to examined the effect of the perceived membership and social support on the members' identification in online community. The sample consisted of 189 college students in pusan, korea. The results of the study were as follows. First, the effects of perceived memberships on the online community members' identification was influenced significantly. Second, perceived social support was found to be significantly influenced on the online community members' identification. Third, community members' identification in the online was found to be significantly influenced on relationship-oriented behavior. Finally, perceived membership and social support was found to be significantly influenced on relationship-oriented behavior mediating community identification.

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A study on the Effect of Air Service Relationship Benefits on Long-term Orientation (항공서비스 관계효익이 장기지향성에 미치는 영향 연구)

  • Yoon, Tae-Yeon;Mun, Myung-Hee
    • The Journal of Advanced Navigation Technology
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    • v.16 no.3
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    • pp.553-561
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    • 2012
  • The study has focused on relationship benefits provided for customers in terms of relationship marketing and empirically analyzed the influence of components of relationship benefits in air service. Those components are, for example, social, psychological, economic and special treatment benefits on long-term orientation of relationship. Also, ultimately, this study aims to suggest marketing strategies and relevant implications for airlines. In conclusion, psychological and special treatment benefits were found to have influence on long-term orientation of relationship.

A study of International fair trade & Social Marketing : the pursuit of symbiotic relationship (국제공정무역과 사회마케팅 : 공생관계로의 지향)

  • Lee, Woo-Chae
    • International Commerce and Information Review
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    • v.1 no.1
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    • pp.33-46
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    • 1999
  • Activating commercial activities and sales networks, the trend of fair trade which is to correct the unfair trade between on North-South Problems social marketing. The fair trade institute which has ethical and commercial goals suggests three types of consumer. The approach implies a coalition.

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A Study on the Practice and Strategy of the Social Marketing in fashion Business (패션기업의 사회지향적 마케팅 실천 및 전략에 관한 연구)

  • Kwon, Mi-Jeong;Lee, Gye-Suk;Lee, Soon-Deuk
    • Korean Journal of Human Ecology
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    • v.14 no.1
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    • pp.179-192
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    • 2005
  • The purpose of this study is to investigate into the practical cases of social marketing and to seek the practical strategy in fashion business. These practical cases were investigated through theses, professional books, fashion magazines, fashion newspapers, daily newspapers and web site, etc. The results of this study were as follows : 1. The social marketing by decision-making is able to practice and to set up a strategy in consumerism, humanism and environmentalism. 2. The social marketing by feedforward is able to practice and to set up a strategy in business strategy and product strategy. 3. The social marketing by administrative is able to practice and to set up a strategy in product development, price decision, distribution management and advertisement & promotion. 4. The social marketing by total system is able to practice and to set up a strategy in marketing planning and self-audits system.

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Sustainable Development and Sustainability Marketing - Integration of customer and socio-ecological aspect in Marketing concept - (글로벌 기업 환경 변화의 새로운 패러다임으로서 지속가능한 발전과 마케팅 - 지속가능마케팅의 의사결정 지향적 컨셉 -)

  • Nam, Sang-Min;Kim, Jong-Ho;Noh, Jung-Koo
    • Journal of Global Academy of Marketing Science
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    • v.17 no.3
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    • pp.83-108
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    • 2007
  • Since the 1992 UN Conference for Environment and Development held in Rio de Jaineiro, Sustainable Development has become the global thesis. More than 170 countries signed the Agenda 21 for the sustainable action plan, and adopted the sustainability concept as the key concept of dealing with the environmental, social, ethical, and economic problem. Sustainability is one of the main marketing challenges in the 21st century. By integrating social and ecological criteria, marketing may can make valuable contributions to sustainable development. Regarding the sustainability marketing, it is difficult to find the domestic marketing research on the thesis of sustainable development, and this is the definite evidence that the Korean marketing researchers do not realize the importance of the thesis of sustainable development which is internationally suggested as the new paradigm of change. The purpose of this study is to build the conceptual background and explore the research direction in order to introduce and adopt the concept of sustainable development in the domestic marketing research field. The present paper proposes a comprehensive conception of sustainability marketing, defined by six step: analysis of social-ecological problems; analysis of consumer behavior; normative sustainability marketing; strategic sustainability marketing; instrumental sustainability marketing; and transformative sustainability marketing. The aim of the paper are to clarify the concept of sustainability marketing. To accomplish this research purpose we discuss the sustainable development which is the conceptual background of sustainability marketing, analyze the characteristics of the sustainability marketing, and finally summarize the research results and present the suggestions for further research. Sustainability marketing embraces the idea of sustainable development, a development that meets the needs of the present without compromising the ability of future generation to meet their own needs. Sustainability Marketing goes beyond conventional marketing thinking. If marketing is about satisfying customer needs and building profitable relationships with customers, sustainability marketing may be defined as building and maintaining sustainable relationships with customers, the social environment and natural environment. By creating social and environmental value, sustainability marketing tries to deliver and increase customer value. Sustainability Marketing aims at creating customer value, social value and environmental value. Sustainability marketing integrates social and ecological criteria into the whole process of marketing, and can be differentiated in six steps: (1) Analysis of the social and ecological problems, generally and specifically with respect to products which satisfy customer needs and wants; (2) Analysis of customer behavior with special aspect to social and ecological concerns; (3) Corporate commitments to sustainable development in the mission statement, development of sustainability visions, formulation of sustainable principles and guideline, setting of socio-ecological marketing objectives and goals (normative aspects of sustainability marketing); (4) Sustainability segmentation, targeting and positioning, and timing of market entry(strategic aspects of sustainability marketing); (5)Integration of social and ecological criteria into the marketing-mix, i.e. products, services and brands, pricing, distribution and communication(instrumental aspects of sustainability marketing); (6) Participation in public and political change processes, which transform existing institutions towards sustainability(transformative aspects of sustainability marketing). The first two steps begin with an analysis of the company situation. In sustainability marketing it is crucial not just to know consumer needs and wants, but also to find out about the ecological and social problems of products along their whole life cycle. The intersection of socio-ecological problems and consumer wants sets the ground for sustainability marketing. Step three to five describe the implementation of sustainability marketing. Social and ecological criteria are fully integrated into the mission statement, strategies and marketing-mix. Step six is one of the specifics of sustainability marketing. It is about the commitment of company to sustainable development and their active participation in public and political processes in order to change the existing framework in favor of sustainability.

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