• Title/Summary/Keyword: 브랜드제고

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Study on the Characteristics of Far Infrared Ray Drying for Rough Rice(II) - Rice Quality evaluation - (벼의 원적외선 건조특성에 관한 연구(II) - 원적외선건조와 열풍건조 쌀의 품질평가 비교 -)

  • Kim, Y.H.;Kim, H.;Keum, D.H.;Cho, Y.K.;Cho, K.H.;Han, C.S.;Han, K.J.
    • Proceedings of the Korean Society for Agricultural Machinery Conference
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    • 2002.07a
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    • pp.157-162
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    • 2002
  • 지금까지 우리나라 벼농사는 고품질 쌀의 생산보다는 다수확재배기술로 생산량을 늘리는 것이 농가소득에 유리하였다. 그러나 소비수준이 높아지고 쌀의 제고가 충분한 현시점에서는 풀질의 경쟁력 향상이 더욱 중요하다 이를 위해서는 고품질 쌀 생산을 위한 건조, 저장, 가공 등 기반시설의 현대화하여 브랜드화에 의한 차별화를 통하여 소비자의 신뢰를 얻기 위한 연구가 수행되어야 할 것이다. 쌀의 밥맛을 결정하는 요인은 품종, 재배, 관리, 수확에 이르기까지 관계가 있겠지만, 수확후처리 공정과정에서도 품질의 우열이 좌우된다 특히 건조 중 열풍온도 관리 소홀로 인하여 과건이 되는 경우에는 밥맛에 치명적이라고 할 수 있다. (중략)

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A Study on Introduction of e-Pedigree for eradicating Counterfeit Drugs in Pharmaceutical Industry (제약산업에서의 위조의약품 방지를 위한 전자계보(e-Pedigree) 도입에 관한 연구)

  • NamGung, Kwang;Choi, Yong-Jung
    • Proceedings of the Korean Society of Computer Information Conference
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    • 2012.01a
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    • pp.51-54
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    • 2012
  • 전 세계적으로 유통되고 있는 가짜의약품으로 인하여 제약사들은 판매수익과 기업브랜드 이미지에 큰 피해를 입고 있으며 가짜 의약품을 복용한 소비자들은 생명에 위협을 받고 있는 실정이다. 이러한 가짜의약품의 유통을 근절시키기 위하여 세계 각국에서는 의약품의 생산에서부터 소비자에게 판매될 때까지, 즉 의약품 유통과정을 추적하여 가시성있는 이력관리를 할 수 있도록 RFID 및 barcode 등 IT기반의 e-Pedigree(electronic pedigree)를 법제화시키고 있지만 구체적이고 실질적인 구축방법이 제시되지 못하고 있다. 따라서 본 연구는 국내 제약산업의 유통합리화와 소비자 안전성을 제고시키기 위하여 RFID 기반의e-Pedigree 적용방안을 제시하는데 그 목적이 있고 더 나아가 세계 각 국가의 e-Pedigree 구축을 위한 참조모델 개발에 일조하고자 한다.

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A Study on Efficient Use of E-mail Marketing - For Improving Customer Preference - (E-mail 마케팅의 효율적 활용에 관한 연구 - 고객선호도 제고를 중심으로 -)

  • Jung, Ho-Hyun;Yang, Kyung-Sik;Kim, Hyun-Soo
    • 한국IT서비스학회:학술대회논문집
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    • 2003.05a
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    • pp.629-635
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    • 2003
  • 최근 많은 기업에서 e-mail을 기업의 홍보 및 마케팅 수단으로 활용하고 있다. 하지만 스팸메일로 인해 광고메일의 많은 장점들이 퇴색되고, 커다란 사회문제로까지 여겨지고 있다. 본 연구는 고객의 광고메일에 대한 반응율을 높이기 위해 고객이 선호하는 광고메일의 특성을 파악하고, 기업의 e-mail을 통한 마케팅 수행 시, 효과적인 광고메일의 구성 방안을 제시한다. 연구 결과, 광고메일 구성 시 고객의 반응율을 높이기 위해서는 메일의 제목, 보낸 사람, 컨텐츠, 발송 주기 등을 고려해야 하는 것으로 나타났으며, 선호하는 메일제목의 형태는 대체로 강의나 기사형태인 것으로 나타났다. 또한, 회사명이나 브랜드와 같은 공신력 있는 발신자명을 사용하는 것이 실명이나 e-mail주소를 사용하는 것보다 효과적이며, 컨텐츠의 형태는 비주얼한 형태로 구성하는 것이 일반 텍스트나 HTML형태 보다 효과적인 것으로 나타났다.

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Korean Telcos' Future Strategies for Market Entry to Mexico (국내 통신사업자들의 e-Biz 솔루션 멕시코 진출 전략연구)

  • Jee, Kyoung-Yong;Ko, Joong-Gul;Seo, Ji-Woo;Jung, Sang-Chun
    • 한국IT서비스학회:학술대회논문집
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    • 2003.05a
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    • pp.49-54
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    • 2003
  • 현재 우리나라는 2002년 한일월드컵을 통해 대한민국이 IT강국이라는 국가 브랜드 이미지 제고를 통한 글로벌 비즈니스 활성화 기반이 구축되었다. 이러한 2002 한일월드컵의 성공적인 개최는 대한민국의 국가 이미지를 한 단계 업그레이드시키는 큰 성과를 거두게 되었으며 KT 등을 포함한 월드컵 스폰서 업체들의 인지도 상승효과 또한 큰 성과일 것이다. 그러나 성공적인 월드컵 성과에 비해 현재 국내 IT산업은 침체 국면을 면하지 못하고 있는 상황이다. 이에 본고에서는 국내 IT산업의 침체를 극복하고 통신사업자들의 다양한 수익원 개발을 위한 돌파구로 주요 해외 전략거점 중 멕시코시장 진출 전략을 제시하고자 한다.

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Analysis of the key Factors that Influence Emotional Web Design and its Effects on Brand Attitude - focus on Fastfood WebSites - (웹에서의 감성디자인이 브랜드태도에 미치는 효과와 영향요인 분석 - 패스트푸드 사이트를 중심으로 -)

  • 윤다연;이현주
    • Archives of design research
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    • v.17 no.1
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    • pp.153-162
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    • 2004
  • This paper focused on the effect of Kansei design on the web in branding as well as its influence factors. As a key of this research, it classified web users' Kansei into five categories; 1) functional Kansei, 2) sensoryKansei, 3) psychological Kansei, 4) relational Kansei and 5) cultural Kansei, and organized relevant factors. Online surveys were conducted on seven websites of the fast food brands in Korea (Lotteria, Mcdonald, BurgerKing, Popeyes, KFC, Pizza Hut, Domino's) which are targeting 463 male and females in 20s. As a result, an average of 58% responded that they had a positive Kansei experience and could enhanceits brand preference. Of the sensory Kansei, visual design factors were the one that gave the greatest effect on brand preference enhancement. Regarding the functional Kansei satisfaction, such as user convenience and access speed were also one of the most crucial variables for the whole Kansei satisfaction. Moreover, the preference enhancement brought not only a positive effect on its reliability but also its brand image and consumers' purchasing desire. Based on the survey results, the additional FGI (Focus Group Interview) had been conducted and determined \circled1 what kind of major Kansei that users wanted to have satisfied, \circled2 what type of design can give strong Kansei appeal to its users, and \circled3what design factors gave an effect on sensory emotion. In the course of this research, Itried to renew the awareness of the web importance as a major channel in non-mass interactive marketing, and suggest the effect and its possibility of emotional branding through Kansei design in the web as well as design principles of strategic Kansei design.

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How community-specific sponsorship of a traditional market creates brand equity: The interdependent relationship between POSCO and the Jukdo Market (전통시장에 대한 기업의 지역사회 특화 스폰서십이 브랜드 자산에 미치는 영향: 포스코와 포항 죽도시장의 협력사례를 중심으로)

  • Rha, Hye-Su;Lee, Kwang-Keun
    • Journal of Distribution Science
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    • v.9 no.4
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    • pp.51-61
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    • 2011
  • The concept of Corporate Social Responsibility (CSR) was first introduced sixty years ago in the academic field. However, the phrase CSR was not explicitly stated before the 1990s in Korean business and academic researches. Recently CSR is more considered a corporate strategy than a philanthropic donation. CSR comprises contributions to local communities as well as using environmentally beneficial and humane practices. Sponsoring is one available marketing tactic used in order to communicate with the market. This study of sponsorship has concentrated on developing brand asset by accessing potential values of sporting events or star-players. However, sponsorship includes providing funds or goods to non-profit institutions as well as sports or entertainment organizations. Accordingly corporate community-specific sponsorship is defined as firms offering to provide money, goods and/or services to individuals and/or institutions within a particular community, thus establishing an interdependent relationship between the partners aspiring to gain social and economic assets. National sponsorship is typically targeted toward commonly recognized individuals and/or organizations with the intent to maximize exposure of a sponsor's brand, and is known to positively affect brand equity(community-specific sponsorship is committed to a limited local area) that a firm could benefit from by gaining a specific asset. POSCO sponsors the Jukdo Market, locate dinthe city of Pohang, tohelp revive their traditional market. Inreturn, the Jukdo Market merchant suni on display sflags with the POSCO embleminfrontof stores with in the market intending to make shopper sand merchant saware of POSCO's sponsorship. POSCO has succeeded in acquiring public support from the citizens of Pohang. However, the economic effects resulting from the cooperative relationship between POSCO and the Jukdo Market have yet to be measured by any empirical research. The purpose of this study is to assess the economic effects created by the community-specific sponsorship from the groups of merchants and shoppers, measuring its influence on the corporate image and subsequent brand loyalty, as parts of brand equity. The result of the study shows that the community-specific sponsorship of POSCO of the Jukdo Market had different influences on its corporate image and the brand loyalty of shoppers and merchants. First, the merchant group who was more frequently exposed to POSCO's flag recognized the sponsorship of POSCO more than the shopper group, and, therefore, had a better image of the company. Second, the recognition of POSCO's sponsorship had a positive influence on its corporate image, and that positive corporate image had a positive effect on brand loyalty development. However, the recognition of the sponsorship did not have a direct influence on brand loyalty. The friendly corporate image developed by the recognition of the sponsorship consequently could have had an effect on brand loyalty. Therefore, companies should not relinquish investments to corporate image development if they require more brand loyalty. Third, the influence of corporate image on brand loyalty shows stronger results in the shopper group rather than in the merchant group. Psycho-graphic factors of shoppers and merchants might give rise to the difference between the two groups.

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Priority Setting and Technological Innovation Strategies for Future Growth Engine Industries: Focusing on the development of the Korea Future Technology Index (미래성장동력 선정을 위한 새로운 방법론 모색: 한국미래기술지수의 개발을 중심으로)

  • Bae, Yonh-Ho;Choi, Ji-Sun;Hwang, Seog-Won;Lee, Woo-Sung;Koh, Myoung-Ju
    • Journal of Technology Innovation
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    • v.19 no.3
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    • pp.85-114
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    • 2011
  • This paper aims at developing a new index that represents the Korean new growth industries, which is named the Korea Future Technology Index(KOFTI). The KOFTI is designed to provide a reliable and econometric index based on which the Korean government searches for new growth engines. The KOFTI is composed of three individual indexes such as the Economic Impact Index, the Future Strategy Index, and the Technological Influence Index. The KOFTI is applied for 62 star brands, which have been promoted by the Korean government for the korean future industrial competitiveness. The top 13 leading industries are drawn from the calculation of the KOFTI for 62 star brands.

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A Comparative Analysis of Styles of Street Fashion Between Korean and Chinese Women for Improving the Global Competitiveness of Korean Fashion Brands - Focus on 2009 S/S Seoul, Shanghai and Beijing - (한국 패션브랜드의 경쟁력 제고를 위한 한.중 여성 스트리트 패션 스타일 비교분석 - 2009 S/S 서울, 상하이, 베이징을 중심으로 -)

  • Bae, Soo-Jeong
    • Journal of the Korean Society of Clothing and Textiles
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    • v.34 no.2
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    • pp.357-370
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    • 2010
  • This study presents the basic resources for the enhancement of the competitiveness of the Korean fashion brands in the Chinese fashion market. They are composed of the differences and common points of clothing styles in Seoul, Beijing, and Shanghai, by analyzing the style comparatively. The research was performed by taking pictures of the Summer 2009 street fashions, from July $1^{st}$ to July $15^{th}$ 1999 (10 am to 5 pm). Among the data about the three cities, 200 photos were selected of women in their twenties and thirties, respectively. The disparity of regional preferences were noted in the fields of easy casual, romantic casual, sports casual, character casual, classic style, and feminine style. There were no specific differences in style among the three cities in the easy casual and classic style. The romantic casual after the easy casual were more prevalent in Seoul, as compared to the two cities in China. The neat style was more prevalent in Seoul. In Beijing the feminine style after the easy casual were preferred. The conservative style was more preferred in Seoul, while the body exposed style was preferred in Beijing and Shanghai. In Shanghai, the character casual was preferred and shows the similarity to the fashion style of Seoul, rather than Beijing. The high exposure of the body in romantic casual and feminine styles was more remarkable in Beijing and Shanghai. The frequency of the character casual that emphasized individuality with a unique style was relatively high in Shanghai. Seoul, Shanghai, and Beijing showed a similarity in the acceptance of fashion trends and preferences in clothing style. However, the fashion coordination in Shanghai and Beijing was different from Seoul.

Impact of Difference in Korean Wave Awareness among Chinese Women on Quality Perception and Purchasing Behavior of Korean Cosmetic Products (중국여성의 한류 인지도 차이가 한국 화장품에 대한 품질인식과 구매행동에 미치는 영향)

  • Lee, Jeong-Suk
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.14 no.10
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    • pp.5097-5104
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    • 2013
  • To derive implication for marketing strategy for Korean cosmetic products in China, an analysis was conducted on the difference in quality perception and purchase behavior between two groups of Chinese women classified by their awareness of Korean Wave. Analytical methods including k-means clustering method, independent samples t-test, factor analysis were applied on the survey results of Chinese women residing in Guangzhou city. The positive impact of Korean Wave on quality perception and brand image is much stronger for higher awareness group, compared against for lower awareness group, that leads to higher product satisfaction and willingness to recommend purchases. Thus, marketing strategies need to be adjusted based on the difference in customers awareness of Korean Wave. However, the low price is the primary inducement for purchases for both groups, increased efforts to enhance brand image and product quality as premium products is strongly required, together with the utilization of Koran Wave.

Empirical Study on the Impact of China Mobile Phone Market Origin Image on Consumers' Purchasing Intention (중국 휴대폰 시장에서 원산지 이미지가 소비자의 구매 의도에 미치는 영향에 관한 실증 연구)

  • Gao, Ze;Sim, Jae-yeon;Liao, Xuan
    • Journal of the Korea Convergence Society
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    • v.10 no.11
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    • pp.101-109
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    • 2019
  • With the rapid development of China's economy, the consumption concept of Chinese consumers has changed, and the purchase intention of consumers is also affected by the origin of the brand. The purpose of this study is to help local enterprises gain more competitive advantages in international marketing activities by improving the image of the country of origin. Based on the theory of clue utilization, this paper constructs a theoretical model of the effect of the image of origin on consumers' purchase intention and puts forward the basic hypothesis. The data were collected, analyzed and processed through questionnaire survey and spss23.0. The results showed that: the image of the place of origin and the perceived value had a significant impact on the purchase intention. The image of origin has significant influence on perceived value. Finally, combined with the empirical research results, relevant marketing strategies and Suggestions are provided for local enterprises. At the same time, it also provides some reference for other countries to sell in China.