• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.12 no.10
• /
• pp.4328-4336
• /
• 2011

The aim of this study is to find changes of the attributes that influence the purchase of cut roses during recent five years(2007~2011) and suggest some implications on ways to promote cut roses marketing. For this purpose, a survey was conducted through the Internet among 1,100 randomly chosen people living in Seoul, Inchon and Gyeonggi Province in 2011. A total of 1,023 valid replies were received for the analysis of the survey which was carried out by the subsidiary consulting firm. The survey panels and estimation models to analyze changes of consumers' preference attributes during recent five years are same to them of Kim, et al.(2007). That is, empirical analysis tools such as ordered probit model, multinomial logit model, and conjoint analysis were used according to Kim, et al.(2007). This paper suggests several policy implications to set up the target market of cut roses and marketing mix strategy to specify the best 4P(product, price, place and promotion).

• Proceedings of the Korea Society of Information Technology Applications Conference
• /
• 2007.05a
• /
• pp.430-454
• /
• 2007

국가 간의 자유무역협정을 통한 세계 경제는 통합화를 추구하고, 이러한 결과로 국가 또는 기업 간의 경쟁이 점점 가속화되고 있다. 시대적 Paradigm은 세계 경제의 통합과 경쟁 방식의 변화이며, 이러한 가운데 소비자들은 건강과 Wellbeing에 대한 관심이 혁신적으로 증대되고 있다. 특히 U-Health의 필요성 증대, 지속적인 U-Health 시장 수요의 증가의 전망되고 있으며 고령화 사회로 접어들면서 건강관리 비용이 GDP의 7% 상회할 것으로 예측되고 있다. 따라서 국가는 국가 경쟁력을 위해, 지역은 지역 경쟁력을 위해 U-Health 산업의 육성을 간과할 수 없다. 그러므로 본 연구에서는 충북 지역의 독자적 생존노력 강화 차원에서 차별적인 U-Health 서비스의 우수 브랜드 개발을 통하여 지역 경제활성화 방안을 연구하고자 한다. 먼저 충북 지역은 U-Health 분야의 Power Brand 제정을 통한 충북 지역의 U-Health분야의 독자적 경쟁력을 구축할 수 있다. 그렇게 하기 위해서는 U-Health 제품에 대한 효율적 마케팅전략 전개 필요하다. 그러므로 본 연구에서는 SWOT 분석을 통한 경쟁력 확보 전략, STP 분석을 통한 지역 산업화 전략, Marketing Mix 전략을 통한 산업의 활성화 전략을 연구하였다.

• Proceedings of the Costume Culture Conference
• /
• 2000.09b
• /
• pp.1-10
• /
• 2000

최근 우리나라에서도 인터넷 사용인구가 1000만 명을 넘고 인터넷 비지니스에 대한 일반인과 기업들의 관심이 본격화되고 있다. 이처럼 인터넷 비지니스가 활발하게 전개되면서, 인터넷 비즈니스의 고객만족과 이를 위한 고객지향 마케팅 활동이 중요시되게 되었다. 즉 인터넷을 이용하여 어떻게 하면 고객만족을 달성할 수 있으며, 또한 인터넷 비즈니스에 적합한 마케팅 전략을 어떻게 수립할 수 있는가가 인터넷 비즈니스의 경영자에게 중요한문제로 제기되고 있다. 인터넷 비즈니스에서는 오프라인의 전통적인 기업(블릭 앤 모터:Brick and Motar)보다 고객만족이 훨씬 중요하다. 이처럼 중요한 고객 만족 수준을 높이기 위하여는 마케팅 활동이 고객지향 관점에서 이루어져야 한다. 따라서 본 논문에서는 인터넷 비즈니스의 마케팅이 고객지향 관점에서 어떻게 이루어져야 하는가를 마케팅의 기본과정에 따라 살펴본다. 구체적으로 본 논문은 인터넷 비즈니스의 특성과 성공요인, 인터넷 마케팅과 전통적 마케팅의 차이, 인터넷 비즈니스의 시장 세분화 및 표적 고객 선정, 그리고 인터넷 비즈니스의 마케팅 믹스 전략을 고객지향 관점에서 살펴본다. 그리고 마지막 장에는 인터넷 비즈니스의 고객지향 마케팅을 패션 비즈니스에 적용하여 인터넷 비즈니스의 앞으로 나아갈 방향을 제시해 본다.

• Management & Information Systems Review
• /
• v.31 no.1
• /
• pp.65-88
• /
• 2012

The reason customer satisfaction has been considered importantly in previous researches is that customer satisfaction can lead repurchase and loyalty. For a department store which tries to differentiate from other retailing stores by providing prestige services with customers, customer satisfaction is an essential element for keeping customer loyalty. Previous researches had mentioned only marketing mix to explain the customer satisfaction of department store. However, this paper would like to examine that differential services of department store can have an effect on the customer satisfaction, as well as marketing mix. As results, place(location) variable and promotion variable of four marketing mix influenced on the customer satisfaction significantly. The rest of marketing mix, product and price, were not confirmed statistically. Most of all, as an additional variable, service can have an strong effect on the customer satisfaction positively. Therefore, department store need to consider not only marketing mix but also service variable when building marketing strategies.

• Cartoon and Animation Studies
• /
• s.19
• /
• pp.145-159
• /
• 2010

Similar to the other cultural contents, the character industry is based on the media which acts as the technological background. In fact, the character industry is the process of that a created character accesses to the consumers via media, builds its value and becomes licensed as a brand in the market. Therefore, it is crucial to select the most effective media for the consistence of a character in the market, as well as for construction of a higher brand quality of the character. Today, "Webtoon" might be considered as one of the marketing means which utilizes the Internet media for raising the character as a brand. Webtoon has apparent strength because it can be produced in shorter period and with less expense than through other media. Furthermore, Webtoon can be simply featured by the easiness of two-way communication and transference to another media through it. For these reasons, and according to the result of analyzing some Korean Webtoons, it seems obvious that the most effective media in character marketing is the Internet. In addition to the Internet, the strategic development in the media-mix is also important for establishing a brand of a character. However, the effective media-mix is available only when the character's external identity meets with the trait of its media. For the purpose of learning how the media-mix works when a character reaches for the consumers, a character "Hamataeng" was born and used in the experiment. This study will explain the marketing process through the use of own-created Webtoon and other contents, and suggest the ways to build a brand of a character. In addition, it is also indicated that a media-mixing strategy for transformation and expansion of the character to other media.

• Information Systems Review
• /
• v.24 no.2
• /
• pp.1-20
• /
• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Asia Marketing Journal
• /
• v.6 no.3
• /
• pp.123-141
• /
• 2004

As a pioneering company who entered new era of brand marketing in the domestic housing development market, Construction Division of Samsung Corporation achieved enormous business performance with the brand asset at the short time period. For the great success, they tried to apply customer's value into marketing mix strategy thoroughly, and created new trend of brand marketing strategy in the field. This case deals with the Samsung Corporation's efforts mainly focused on Raemian's brand marketing strategy to build the best powerful brand, and shows which are the key success factors, and suggest strategic implications to succeed in the long run.

• Journal of Korea Port Economic Association
• /
• v.34 no.1
• /
• pp.19-34
• /
• 2018

This study analyzed specific ports' marketing strategies through interviews and, using fuzzy TOPSIS methodology, derived marketing strategies for the Incheon and Pyeongtaek-Dangjin ports by comparing them with the Busan port. Previous studies had concentrated on the Busan port, and the majority of these studies analyzed the present conditions and suggested 4P strategies using a marketing mix. After weighting all of the respondents' answers, the results show that among all marketing strategies, incentive provisions ranked the highest, followed by the intermediary role between the relevant agencies and companies, and last- the agent system for establishing local networks. The fuzzy TOPSIS analysis results showed that the Busan port had the best marketing performance. The most sensitive strategies, based on the sensitivity analysis, were the intermediary role between relevant agencies and companies in the Incheon port, and the incentive provision in Pyeongtaek-Dangjin port. The implications of this study are that the port management agencies' actual marketing strategies were similar to the marketing promotion strategies suggested by previous research, and thus, each port's marketing targets and their characteristics should be clearly defined.

• Journal of Information Management
• /
• v.37 no.1
• /
• pp.105-129
• /
• 2006

Due to the change of the corporate business environment, corporate libraries have to redesign their services and prove their significance of existence within their companies. Corporate libraries have to maintain their existence by developing new information services and new users. Just as enterprises doing marketing for survival, corporate libraries have to do the same marketing. This paper examines the necessity of a marketing strategy in corporate libraries, marketing planning, marketing mix, and other marketing strategies. The marketing strategy of one corporate library is analyzed here.

• Journal of Korea Port Economic Association
• /
• v.24 no.3
• /
• pp.101-123
• /
• 2008

This paper is intended to suggest a development device for Gwangyang Free Economic Zone(GFEZ) to strengthen the competitiveness of its maritime port of Gwangyang and promote the regional development in Gwangyang Bay Area. This study will evaluate the background, processes, and targets for foreign investment, I examined historical treatises as they relate to inducing investments to Free Economic Zones. I will explore good operation and inducing investment methods GFEZ within the 4P(product, price, promotion, place) framework. I tried to suggest a new management methodology for the Free Economic Zones as suggested by the central government from the regional view point. The purpose of this paper is to investigate the marketing strategies; compare them to the 4P for deploying an actual more efficient governing structure body for the GFEZ. As proposals to promote and activate GFEZ, I recommended in this paper several benchmarks. First, GFEZ must construct good clusters related to regional strengths as they relate to products. Second; to give more flexible incentives to foreign companies as compared with China, England, Ireland, India, Malasia, Thailand and Vietnam using prices as a guideline. Third, it is required to cultivate expert manpower who can communicate with foreign clients relate to promotion. A proactive public information system is also required in addition to marketing strategies for inducing investment. Lastly, GFEZ needs to became independent and separate from the central government and even from regional province.