• 한국체육학회지인문사회과학편
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• 제51권5호
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• pp.559-568
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• 2012

본 연구는 도시 직업여성의 여가동기와 여가제약협상의 관계를 분석하는데 목적이 있다. 연구를 위해 2011년 9월 부터 12월 까지 3개월간 유목적표집법(Purposive sampling)을 활용하여 서울지역 내 기업체, 은행 및 병원 등을 선정하고 총 300부의 설문지를 배부하여 281부가 회수되었다. 이후 응답이 누락되거나 설문내용이 불성실하다고 판단되는 설문 12부를 제외하고 269부의 설문자료를 실제분석에 사용하였다. 자료처리는 SPSS 18.0을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석 및 다중회귀분석을 활용하였다. 결과는 다음과 같다. 첫째, 도시 직업여성의 여가동기는 여가제약협상에 정적인 관계가 있는 것으로 나타났다. 둘째, 지적동기는 여가제약협상 하위요인 모두에서 유의한 영향을 미치는 것으로 나타났다. 셋째, 사회적동기는 동반자탐색, 비용·시간관리, 강도조절요인에서 유의한 영향을 미치는 것으로 나타났다. 넷째, 유능적동기는 동반자탐색, 비용·시간관리, 기술습득, 열망변화요인에 유의한 영향을 미치는 것으로 나타났다.

• 패션비즈니스
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• 제6권1호
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• pp.137-154
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• 2002

It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.