• Journal of Digital Convergence
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• v.14 no.10
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• pp.241-252
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• 2016

The purpose of this study is to explain the word-of-mouth communication that evolve differently from traditional marketing communications using existing mass media in an environment of the flooding of new products. In particular, people use digital devices as internet users and various communication is activated in blogs and communities. It is expanding that companies use market maven as a facilitator of communication. The role of Market maven due to the spread of the Internet seems to be more meaningful for marketing activities. Market maven is a look at how it should study moderate effect on word of mouth of new products. Empirical results show that perceived curiosity and perceived innovativeness of new product has a positive impact on the word of mouth of new product, and was confirmed in a moderate effect of market maven.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.1-11
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• 2006

DRM(Digital Right Management), which realize the controllability of intellectual right in the process of transactions with economically feasible cost, may cause critical changes in the distributions of digital contents. This Paper takes notice of the concept of 'Super Distribution' in which every user can be the core of the distribution and the possibility of usingvarious price structures by introducing DRM. We reviews that Super Distribution can increase the demand of digital contents by decreasing the information cost in the user aspect, and it can also diminish the distribution cost dramatically in the provider aspect. Also, DRM may allow various types of pricing which use different criteria such as the number or duration of usage. The variety in price structure can increase not only the profit of provider but the utility of consumer. These characteristics of DRM, as a whole, increase the efficiency of distribution and make the providers differentiate their services.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.359-366
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• 2017

As the quality of life increases and the aesthetic value of the product is emphasized, it tend to consider the sensitivity of consumers in designing goods. The importance of storytelling is becoming more prominent as the purchasing factor of products shifted from the center of the product to emotional of products. In this paper, the purpose of developing emotional marketing craft design using storytelling is to understand the storytelling concept and analyze the case of craft design using storytelling. Craft is an easy-to-value or aesthetic value of the goods in the fields of design, diversity and originality can be pursued and has unlimited potential. Now, in addition to the semantic value of expressive values with a consumer sensibility needs requires the development of this research craft crafts design industry has established itself as a high value-added industry could do more to take advantage of the Foundation.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.449-454
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• 2022

This study was conducted as a case study to examine the characteristics and differences from the storytelling defined in the previous research through an analysis of the storytelling of brand campaigns appearing on the digital platform and to explore them. The results of the Seven Bridges brand campaign conducted by Busan City for eight months from September 2021 to May 2022 were as follows. First, storytelling that can be interpreted in various ways for individual users was conducted. Second, storytelling was composed of four stages based on social media marketing. Third, it was possible to establish a storytelling hierarchy that exposes the story in consideration of the marketing funnel. Through the case, it was possible to examine the recent brand campaign's storytelling as a framework that can be interpreted in various ways, focusing on social media.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.91-97
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• 2024

Recently, with the rapid development of digital media technology, Realistic content that stimulates users' five senses is being used in various fields. This study focused on the case of the development of the Korea Industrial Complex Corporation's public relations center as the subject of the study to study the realistic content development process of public enterprises. First, the realistic content development process was divided into 10 stages and practical guidelines were presented to help develop realistic content in the future by presenting important development points and methods at each stage. Second, among the realistic content development processes, the importance of storytelling was analyzed at the scenario stage. Third, various methods of displaying content were analyzed. In the case of the Korea Industrial Complex Corporation's public relations center, it was proposed in three ways: story video, experience video, and media wall. It is suggested that the role of branding, promotion, and PR can be performed in one public relations center through an effective development process.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.9 no.6
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• pp.239-244
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• 2009

Digital Music Industry of Korea has had its dominance over existing Record-based Music Industry since the year 2000 influencing the entire music industry. This implies the perspective for this emerging field by defining various factors based on environmental analysis. SWOT analysis, mostly used for setting up the marketing strategy is very useful analytic tool for this manner. The potentials and possibilities were saught for this emerging Digital Music Industry to have connectivity with other Media and Entertainment Industry, focusing on its strength, weakness, opportunities and threats, four variables of SWOT analysis.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.69-75
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• 2006

디지털 테크놀로지의 비약적인 발전으로 우리는 연령과 계층을 막론하고 실생활 측면에서 사용자 환경의 변화, 디자인 시각의 변화 등 많은 변화의 사례들을 인지할 수 있다. 그 중에서도 최근 유아들의 전유물이었던 완구 시장이 학생, 성인들 대상으로 마케팅이 확장되면서 기존에 없었던 보다 지능적인 시스템과 다양한 콘텐츠를 보유하고 혁신적인 인터페이스를 갖춘 디지털 인텔리전트 브릭(Digital Intelligent Brick)완구가 시장을 빠르게 확대해 나가고 있다. 이처럼 아날로그 브릭에서 디지털 브릭으로의 새로운 변화를 주도한 대표적인 예로는 MIT와 공동연구로 개발된 로보틱스 인벤션 시스템(Robotics Invention System)인 레고(Lego)의 '마인드스톰'을 들 수 있다. 인텔리전트 브릭 시스템 완구는 Stud와 Tube의 Elements로 이루어진 기본적이고 반복적인 재료의 속성에서 시스템의 무한한 가변성과 사용자의 다양한 조건에 맞춘 인터페이스를 적용함으로써 창의적 결과물로의 확장성을 나타내고 있다. 본 연구에서는 디지털 테크놀로지를 기반으로 한 사용자중심 콘텐츠 속성을 지닌 인텔리전트 브릭 시스템에서의 시스템 구조 가변성 및 인터페이스 디자인의 확장성, 그리고 사용자 인터랙션 측면에 관하여 분석해 보고자 한다. 이를 토대로 인텔리전트 브릭 시스템이 향후 디지털 디자인 산업의 다양한 측면에서 보다 적극적으로 활용될 수 있는 기초를 제시하는 데 본 연구의 목적이 있다고 할 것이다.

• Journal of Digital Contents Society
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• v.7 no.1
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• pp.1-8
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• 2006

The development of mass media along with technology development is accelerating the development of diverse contents. Among others, the role of music contents is now extended to be applicable to the overall cultural contents thus, the market is growing at a rapid speed. As the music market transforms from the record market to the digital music source market, the creation, distribution, and marketing techniques of digital sound contents become different. Likewise, the music industry has been dynamically changed and came to even demand a paradigm shift in the music industry. This study is meaningful in that it aimed to contemplate additional on-going issues for developing the music industry, such as national policy and support, amendment of related laws, and public awareness, and to suggest an aim to head for.

• Journal of Intelligence and Information Systems
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• v.8 no.1
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• pp.41-41
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• 2002

소매유통업에 있어 충성고객을 발견하고 효과적으로 관리하는 일은 마케팅 부서의 주요 관심사라고 할 수 있다. 최근 성숙된 유통 채널로 자리잡고 있는 인터넷 소매유통업도 다양한 마케팅 노력을 기울이고 있으며 그 성과가 기존 소매유통업 보다 클 것으로 기대하고 있는데 이는 인터넷 소매유통업이 기본적으로 디지털 기반 구조 하에 사업이 수행되기 때문이다. 그러나, 매출 규모가 확장됨에 따라 고객 관계가 보다 복잡해지고 거래 건수도 크게 확장되고 있는 인터넷 소매유통업은 전자적으로 이용 가능한 고객 관리 서비스를 필요로 하고 있다 본 논문은 인터넷 소매유통업의 충성고객관리를 위한 웹서비스의 프레임웍 및 적용 사례를 제시하고 있다. 고객관리 웹서비스의 기본 모델은 전통적인 RFM분석에 기반을 두고 있는데 복잡한 충성고객관리 업무를 처리하는 에이전트를 제공한다. 인터넷 쇼핑몰이나 상점의 운영 시스템과 용이하게 통합될 수 있는 웹서비스는 적은 비용으로 효과적인 고객관리를 실현하는데 기여할 것으로 기대된다.

• Annual Conference of KIPS
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• 2004.05a
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• pp.485-488
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• 2004

e-비즈니스는 이제 매우 중요시 되어 각 국가 및 기업에서도 디지털경제시대에 순응하지 못하면 경쟁력을 상실할 것으로 예상하고 있다. 이와 같은 이유로 소규모 기업을 위한 전략적 관점에서의 수익모델을 구현하고자 한다. 현재 모든 분야에서 경쟁이 치열해지고 있지만 대형 매장 때문에 동네 슈퍼마켓과 이 고전하는 것처럼 대형업체들이 가지고 있는 가격경쟁력 때문에 지역의 중소상인들이 많은 어려움을 겪고 있다. 연일 신문에 대형 전단지를 살포하는 대형업체들에 비해서 지역 중소상인들의 마케팅도 열악할 수밖에 없었다. 새마을금고나 신협 같은 서민금융기관 나름대로의 경쟁력을 가지고 있지만 마케팅 분야 에서도 현격한 격차를 보이고 있다. 이러헌 점에 착목하여 소규모 칼라 전단지 시장을 공략하는 인터넷 비즈니스 모델을 설정하고 이를 구현하였다.