• Asia Marketing Journal
• /
• v.1 no.1
• /
• pp.7.1-7.25
• /
• 1998

본 연구는 마케팅학계의 전자적 학술공동체의 구축가능성을 타진하고 선진국의 전자적 학술공동체와 비교하여 우리 학계의 세계화의 한 수단으로서의 가능성을 모색하고자 하였다. 연결마케팅공동체는 다양한 이해관계를 가진 참가자들의 관계로서 이루어지고 있으며, 이들간의 모든 관계는 동시적, 상호작용적으로 이루어진다. 우리 학계의 경쟁력을 확보하기 위해서는 연결마케팅 패러다임을 바탕으로 한 가상 마케팅(Virtual Marketing)의 도입이 필수적이며, 우리 학계의 경쟁력의 원천은 이를 통한 연결의 이익을 확보하는데 있다. 전자적 학술공동체는 기존 학계와 보완적 관계를 가질 뿐만 아니라 정보기술에 의한 연결의 질의 심화와 연결의 장의 확대라는 연결의 이익을 확보할 수 있다. 성공적인 전자적 학술공동체의 구축을 위해서는 공동체 조직자의 역할이 매우 중요하며 참여자들의 참여도가 필수적이다.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.105-137
• /
• 2012

After relationship marketing emerged as a new approach in the marketing field in the 1980s, it has been widely studied in the United States, Europe and Asia. Rapid environmental changes and global competition has made it inevitable for companies to consider their relationships with the environment more closely. Under these circumstances, relationship marketing has held a position as a pivotal paradigm in the field of strategy as well as in marketing. In addition, relationship marketing has overcome the limitations of a traditional marketing research while providing richer implications in company's marketing activities. The paradigm shift to relationship marketing has brought fundamental changes in a marketing point of view. First, in philosophical aspects, unlike past research which focused solely on customer satisfaction, organizational relationship parameters which focuses on trust and commitment has become key elements of successful relationship marketing while shifts in thoughts naturally take place from adaptive marketing to strategic marketing. Second, in structural aspects, the relational mechanism of governance such as network structure with a variety of relational partners has emerged as a new marketing organization from the previous simple structure focusing on the micro-economic, marketbased trading between seller and customer. Third, in behavioral aspects, it proposed the strategic course of the action of gaining an advantage over the competition on the individual firm level by focusing on building long-term relationships and considering partnership with the components in the entire marketing system, rather than with one-time transaction-centric action between a seller and a customer. Fourth, in the aspects of marketing performance, marketing performance was sought through the long-term and cooperative relationship with various stakeholders, including customers in the marketing system, focusing on the overall competitive advantage based on relationship rather than individual performance of individual companies' marketing activities, such as market share and customer satisfaction. However, studies of relationship marketing were mostly centered in interorganizational relationships focusing on the relational structure and properties of commercial sector in the marketing system. Paradoxically, the circumstance of the consumer's side that must be considered is evolving again in relationship marketing. In structural aspects, a community, as the new relationship governance structure in the digital environment, and in behavioral aspects, the changing role of consumer participation demanding big changes in the digital environment engaged in the marketing system. The possibility of building a relationship marketing community for common value creation is presented in terms of organization of consumers with the focus on changing marketing environment and marketing system according to the new realities of the 21st century- the popularity of digital environments and the diffusion of customer participation. Therefore, future research of relationship marketing must seek for a truly integrated model including all of the existing structure and properties of the research oriented relationship from both the commercial and consumer sector.

• The Journal of the Convergence on Culture Technology
• /
• v.6 no.1
• /
• pp.147-153
• /
• 2020

The purpose of this study is to suggest the value and type of online and offline linked advertisement, which is a new advertisement type that emerged with the advent of the 4th industrial revolution. In this study, based on literature research, we understood the marketing method that evolves from "4P (product, price, place, promotion)" to "4C (co-creation, community, conversation, currency)" and extracted derive 4C elements. Based on this, we analyzed what elements of 4C showed online and offline connectivity through the investigation of on and offline linked advertisements. Through the analysis results, online and offline linked advertisements were classified into 4 types and 14 detailed types according to how they were connected to the number of 4C elements. In this paper, as a final result, we verified that 4C elements of marketing that appeared in the era of the 4th Industrial Revolution are represented in advertisements and suggested the typology of advertisements accordingly. This study is expected to contribute to providing new insights to advertisers and researchers who produce and study online and offline advertisements.

• The Korean Journal of Franchise Management
• /
• v.2 no.2
• /
• pp.24-44
• /
• 2011

Many companies are increasingly using social network service(SNS) as an online marketing tool, and its marketing activation has been in the limelight as a differentiation strategy most recently. The purpose of this study is to analyze online marketing cases utilizing SNS and to apply it in Franchise Enterprise in order to activate its marketing activities. This study is more concerned with the cases of facebook, twitter, and blog among social network services and suggests some ways of utilizing them in Franchise Enterprise as follows: Based on the examples of facebook, firstly, we set up the role as a homepage in individul, Franchise Enterprise, and other organizations. Secondly, we also set up the role as an organizing tool in communities, and thirdly, setting up the role as a location map tool. Regarding some applications in marketing tool of Franchise Enterprise, we suggest the role as a public relation tool of the company and brand, and also propose the role of brand planning and development. Finally, we suggest a way of overcoming the limitation in offline operations.

• Asia Marketing Journal
• /
• v.8 no.1
• /
• pp.19-47
• /
• 2006

This study explores the effect of the properties of digital infra on customer participation to explain how customers' initiatives impact the marketing process in the digital environment. Also the effect of the accumulated information through customers' information sharing on their initiatives in the marketing activities can be discovered. These effects can be better understood by developing comprehensive model and employing large sample empirical test. Study1 identifies the properties of digital infra which overcomes the limitations of off-line environment in customers' participation - Information openness, connectedness, community interaction and structure clarity - and how these properties activate customers' participation in the marketing process. Study2 shows the process structure of reverse marketing activities in the digital environment. These findings deliver the fact that customers' initiatives in the marketing activities will be accepted generally under the digital environment. Consequently, this study suggests some managerial implications for completely different marketing strategies in response to customers' initiatives in the marketing activities under the digital environment.

• The Journal of the Korea Contents Association
• /
• v.19 no.6
• /
• pp.168-178
• /
• 2019

This study takes a close look at the recent success of independent documentaries to find its implications and a way to invigorate Korean documentary ecosystems. To this aim, this study performed in-depth interviews with independent documentary film makers and television documentary directors. Also, it analyzed the case of POV (Point Of View), which is television's longest-running showcase for independent documentary films in the USA. The results display that independent documentaries convey competitive edge of contents and expansion of distribution and funding through film industry systems, based on the producer systems, global distribution networks of overseas pitching and film festivals, marketing and audience strategy of film industry. Although this shows its molding of documentary industry ecosystems, there are great needs for various platforms other than film industrial outlet in order to make an advancement of the ecosystems under the digital environment. POV works on the basis of 'open sourcing' form when collaborating with independent film makers. Independent documentaries picked up by POV are aired on PBS, streamed via its online service, and distributed through community screenings; this three-outlet strategy makes POV a unique platform and has a relevance and feasibility to apply for Korean documentary ecosystems. Therefore, this study suggests to create a platform adopting POV system hoping that more studies and efforts would come for various and novel platform building so to make more advanced and invigorated ecosystems of Korean documentary.