• International Area Studies Review
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• v.13 no.2
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• pp.770-788
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• 2009

This paper attempts to develop STP Strategy of EXPO 2012 Yeosu for attracting tourists. STP in marketing strategy refers to the process of market segmentation, market targeting, and positioning. I tested four demographic variables(age, occupation, nationality, and sex) to segment the market or the visitors of EXPO 2012 Yeosu effectively. The statistical result shows that age, occupation, and nationality are significant. Based on the three demographic factors and the visitor's purpose, I classified the expected visitors of EXPO into 12 groups, and selected 6 targeted groups: a group of Korean students with the purpose of study, a group of Korean professionals with the purpose of business, a group of foreign students with the purpose of study, a group of foreign professionals with the purpose of business, a group of Korean people in general with the purpose of tourism, and a group of foreign people in general with the purpose of tourism. In this paper, I have suggested a differentiated marketing mix for six targeted groups each.

• Electronics and Telecommunications Trends
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• v.19 no.2 s.86
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• pp.18-27
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• 2004

디지털 기술에 기반하여 출현한 DMB 방송서비스는 이동 TV 수신이라는 강력한 경쟁력을 보유하였으며, 아울러 CD 수준의 음질과 문자방송 수신이 가능한 방송 서비스이다. 국내에서는 DMB 서비스 제공을 위하여 방송법 개정이 논의되고 있으며, 2004년에 수도권을 대상으로 TV의 12번 채널(6MHz 대역)에 3개의 지상파 사업자 허가를 준비중에 있다. 또한 위성 DMB 부문에서는 사업자 차원에서 서비스가 준비되고 있다. 지상파 DMB 방송은 무료로 제공되며, 주로 광고 수익 등으로 운영되는 반면 제공되는 채널 수가 한정되어 있다. 그러나 위성 DMB 방송은 지상파에 비해 채널이 다양한 반면 월 일정액의 이용요금을 추가로 징수할 예정이다. DMB 서비스는 방송. 통신 융합시대를 이끌어 갈 주역으로, 방송 .통신 업계의 새로운 성장동력으로 평가받고 있다. 그러므로 DMB 서비스의 성공은 전후방 산업의 활성화를 통해 국민경제 파급효과가 클 것으로 기대된다. 본 논문에서는 DMB 서비스에 대하여 시장에서 요구하는 잠재적인 수요요인을 파악하기 위하여 잠재 소비자 1,000명에 대하여 설문조사를 수행하였다. 이를 통하여 경쟁 서비스에 대하여 DMB 서비스 포지셔닝(positioning)을 시도하였으며, DMB에 대한 홍보활동의 필요성, 콘텐츠에 대한 수용도, 사업자의 초기 시장진입 전략 등을 제안하였다.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.321-322
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• 2019

오늘날의 시장 환경에서 경쟁은 매우 치열하고, 발전의 길에서 상점들은 시대의 발전에 따른 여러 가지 요구에 직면하고 있다. 브랜드의 개선과 혁신은 브랜드의 업계 이미지를 새롭게 수립하기 위한 것이다. 소비자 및 시장 환경에서 상점의 전체적인 이미지가 자신의 전략적 포지셔닝과 상응하고 긴밀하게 결합하며, 관중들의 인상에서의 차이와 부족을 개선할 수 있도록, 상점의 특징에 초점을 맞춰 VI디자인을 개선하는 것은 상점의 경쟁력과 브랜드 이미지의 향상을 위한 필연적인 선택이 되었다. 상점의 특색을 직접적으로 표현할 수 있고, 가장 짧은 시간 내에 소비자들에게 상점의 정신적 이념과 주체 운영 범위를 표현하는 것은 VI디자인이 핵심적으로 추구하는 것이다. 본 논문은 현재 성숙한 비주얼 아이덴티티 시스템을 갖춘 브랜드의 VI디자인을 조사하고, 비교를 통해서, 이 서점의 VI디자인 개선의 필요성을 연구하였다.

• Journal of Convergence for Information Technology
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• v.7 no.2
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• pp.17-24
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• 2017

As the fourth industrial revolution era, lots of new convergence products are being launched but most of them are disappearing due to intense competition. In particular, small and medium-sized businesses(SMBs) don't have a lot of management capabilities, so they focus on performance and quality rather than considering specific marketing strategies when planning a product. However, if the strategy isn't included when new convergence products are planned, it can be difficult to enter the initial market and mainstream market. In this paper, we examined the risk factors that may occur in the process of transition from the initial market to the mainstream market, from chasm marketing perspective. Through this analysis, to launch new convergence product and go beyond chasm at the same time, we have analyzed the chasm marketing and social network perspective, and then suggested four marketing strategies. When SMBs make new convergence product enter into mainstream market, these marketing strategies will be favorable to them which want to position at the dominant advantage of the market in the fierce competition.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.30 no.8B
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• pp.569-580
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• 2005

In case of one of the next generation mobile telecommunication; WCDMA service, the relevant market growth is delayed by market uncertainty, lack of effective demands, rapid evolution of technology, non-existence of business strategy, lack of distinction with competitive services and killer applications. In this study we intended to analyze the influence factors of market diffusion and marketing strategy of WCDMA. For doing so, we obtained both promotion and hindrance factors for diffusing the market of WCDMA through expert survey. Also we acquired such categories as factor for adoption, willingness to pay, killer application, preferred terminal and pronising customer, which becomes the reason ifluencing on the decision of WCDMA service marketing strategy. On the basis of such results, this paper suggests the direction of deployment for marketing focusing on the strategies as customer, price, sewice, terminal provision, and positioning of WCDMA.

• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.239-248
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• 2017

As China has rapid economic growth and the increase of national income that makes the development of Chinese cosmetic industry has huge market potential of the industry. But most of the cosmetics market is monopolized by foreign companies, the local cosmetics production enterprises are not equipped with professional production equipment. In these reasons Chinese cosmetics have low quality, inadequate research and development, poor cosmetics brand, unclear marketing, trade and technical barriers and other issues. In order to fulfill the purpose of this paper, data analysis was carried out focusing on domestic & foreign research papers, statistics, reference books, research reports, internet websites etc. As a result of the analysis, in order to increase the export of Chinese cosmetics, it should be strengthened the development of manufacturing technology and brand creativity, eradicating illegal copies, use the online market circulation way, the construction scheme, and cosmetic technical barriers and deregulation should be through the diversification of propaganda, etc. This paper describes that the project of Chinese cosmetics export increase and find the inspirations from other products of export. But national, regional specific programs which have huge information is the future research topics.

• Journal of Korea Port Economic Association
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• v.32 no.3
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• pp.47-66
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• 2016

Once it has been built, a container terminal is impossible to move to another location. It is hard to rectify wrong decisions in a container terminal. This highlights the importance of decision making for a container terminal. The port management about a container terminal has developed from a cargo interface location between sea and land transport, to the standardization of information and procedures due to globalization among global shipping and terminal operators. This research focuses on the current states of market and management for global container terminal operators by investigating up-to-date data for them. The current market states for global container terminal operators are analyzed by using by Herfindahl-Hirschman Index. The analyses of current management states for global container terminal operators are divided into profitability analysis, activity analysis, and bankruptcy risk analysis. Finally, global container terminal operators are clustered into three groups by the current management states.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.26 no.12C
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• pp.280-291
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• 2001

LL (Leased Line service) is a facility-based service as a traditional business data service, but new competition services, such as FR (Frame Relay), VPN (Virtual Private Network), and ATM (Asynchronous Transfer Mode), are value-added services. Because of different service classifications, it is hard to gather necessary data for the service providers to plan their market strategies and regulations and policies are also applied asymmetrically to each service provider. Therefore an appropriate market classification is required for the business data services. After various methods of market classification are reviewed, the Hendry model is selected in this paper to analyze substitution-degree among brands or among services. Since the structure of virtual competitions is required for the Hendry model to be applied to data service market, the market is analyzed first by the well-known Porter's model. By the analysis of Porter's model, two virtual competition structures are set up - one is for the competitions among leased line service providers, and the other is for the competitions among business data services such as LL, FR, VPN and ATM. After the Hendry model is applied to each competition structure, it is confirmed that 7 LL service providers do not compete directly, but 2 sub-markets exist for the LL service provisions. However, it is shown that 4 business data services compete directly. Using the Switching Probability Matrix from Hendry model, future market shares of LL service providers and market shares of business data services are forecasted. These empirical results are helpful for service providers to set competitive strategies with the minimization of cannibalization effect and they can easily and efficiently predict their market demands.

• Korean Architects
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• s.645
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• pp.24-35
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• 2023

중국의 황금기를 이끈 당 태종 23년의 정치 토론 기록인 '정관정요'에는 '창업은 쉬우나 수성은 어렵다'는 구절이 나온다. 이는 원래 국가를 세우고 다스리는 법도에 관한 이야기지만, 기업에도 같은 원리가 적용된다. 시장의 수많은 경쟁자를 제치고 고객의 선택을 받기 위해서는 목표 고객의 니즈를 잘 만족시킬 수 있는 서비스를 제공하고 그것을 목표 고객의 마음속에 효과적으로 포지셔닝해야 한다. 게다가 시장에서 계속 경쟁력을 유지하기 위해서는 차별화한 포지션을 유지하는 마케팅 전략이 필요하다. 중·소규모 건축사사무소의 경쟁력은 무엇이고, 과연 어떻게 운영을 해나가야 할까. 지난 12월 13일, '소규모 건축사사무소 운영자로서의 건축사'를 주제로 건축사 회관 국제회의실에서 좌담회가 열렸다. 홍성용 편집국장(건축사사무소 NCS lab)을 사회로 남기봉 건축사(남기봉 건축사사무소), 박우린 건축사(쿠쿠루쿠쿠 건축사사무소), 이관용 건축사(주.오픈스케일 건축사사무소), 이영재 건축사(주.건축사사무소 이인집단)가 참석한 가운데 올해 어려울 것으로 예상되는 기업환경에 대응하는 각자의 건축사사무소 경영전략에 대해 이야기를 나누는 자리가 마련됐다. 이날 중·소규모 건축사사무소의 제반 경영환경과 올해 어떠한 대비가 필요한지를 주제로, ▲비즈니스 마인드, 사업적 인식을 갖춘 건축사사무소 운영 방향 설정 ▲자기 어필, 흐름에 따른 전략적 마케팅의 필요성과 방법 등 올해 불확실한 경영환경을 맞아 사무소를 어떻게 운영할지에 대한 고민과 이야기를 나눴다.