• CRM연구
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• v.3 no.1
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• pp.19-28
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• 2010

Recently, teenagers show big purchasing power in retail industry. Online shopping malls re also in similar situation. Therefore online shopping mall companies want to manage teenager customers properly. This study is about understanding current status of teenager customers in online shopping mall industry and deriving strategy for management of teenager customers based on the status. Successful CRM for teenager customers can be achieved by building a segmentation of customers along with their behaviors and needs. Each segment should be managed by proper communication plan which is differentiated in accordance with segment characteristics.

• Journal of Korea Game Society
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• v.19 no.5
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• pp.151-164
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• 2019

In this study, we developed a visual novel game as one of the donation campaign strategies. In study 1, we developed a visual novel game for the elderly who live alone. In study 2, we also examine how game affects personal distress and empathic concern, the emotions that trigger help behavior. The results showed that game can promote both emotions effectively. Moreover, empathic concern completely mediated between game and donation intention. This result suggests that visual novel games can be an effective tool for stimulating user's altruistic motivation to do donation behavior.

• Proceedings of The Korean Society of Health Promotion Conference
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• 2009.05a
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• pp.87-87
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• 2009

2008년부터 화성시에서는 담배연기 없는 맑은 화성 만들기 사업에 착수하였다. 이는 흡연으로 인한 사망 및 질환 유병의 감소, 간접흡연에의 노출, 감소 개인행위 통제를 위한 역량 강화, 지역사회 협력체계 구축 및 지원적 환경의 조성을 목적으로 하고 있다. 포괄적 흡연통제프로그램 모델을 기반으로 하여 각기 적합한 환경을 위한 수행전략과 실행계획을 수립하였다 ; 담배연기 없는 환경조성, 홍보 및 캠페인, 금연클리닉을 통한 교육, 상담의 금연프로그램 운영, 모니터링과 평가, 사업관리를 위한 지침과 교육 등. 2008년 1년 동안 총 1714명이 금연클리닉을 방문하였으며, 이중 90%는 금연시도 4주간, 57%는 6개월 동안 금연상태를 유지하였다. 6개월 동안 금연상태를 유지한 대상 중 67%는 50세 이하 연령이었으며, 6개월 동안 금연상태를 유지한 대상 중 28%에게는 행동수정요법을 적용하였다. 금연환경 조성을 위해 지역사회내 건물과 시설을 모니터링하였으며, 경로당, 유치원, 초등학교, 문화재 등과 같은 특정 환경에 초점을 맞춘 교육과 관리를 수행하였다. 또한 2009년 사업추진방향설정을 위해 지역사회주민들 대상으로 하는 금연정책에 대한 전화조사를 실시하였다. 건강한 도시를 구축하기 위해서는 모든 지역사회구성원을 대상으로 하는 다양하고 효과적인 프로그램을 지속적으로 추진하는 것이 필요하다. 특히 학생, 가족, 학교, 지역사회와 정부간의 담배 없는 화성을 만들기 위한 협력적 관계 구축이 무엇보다 중요하다고 할 수 있다. 향후 보다 나은 사업추진을 위해 현상황에 대한 분석을 토대로 적절한 전략을 개발하는 것이 필요하다.

• Information Systems Review
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• v.12 no.2
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• pp.75-88
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• 2010

This paper proposed a method that segmented customers utilizing SOM(Self-organizing Map) and predicted the customers' response of a marketing promotion for each customer's segments. Our proposed method focused on predicting the response of customers dividing into customers' segment whereas most studies have predicted the response of customers all at once. We deployed logistic regression, neural networks, and support vector machines to predict customers' response that is a kind of dichotomous classification while the integrated approach was utilized to improve the performance of the prediction model. Sample data including 45 variables regarding demographic data about 600 customers, transaction data, and promotion activities were applied to the proposed method presenting classification matrix and the comparative analyses of each data mining techniques. We could draw some significant promotion strategies for segmented customers applying our proposed method to sample data.

• Information Systems Review
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• v.7 no.1
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• pp.153-171
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• 2005

As the mobile telecommunications industry in Korea boasts record-high revenue from its businesses, consumers and other industries are looking for new business applications and opportunities using mobile technologies. Many firms are seeking guidelines or business models for an effective use of this new mobile technology in their operations. This paper reviews the characteristics that distinguish mobile marketing, and analyzes marketing approaches which utilize the potential of the new mobile technologies. This paper shows that the new mobile advertising channel is not only complementary to traditional marketing channels, but also delivers benefits for multiple parties involved in mobile marketing. The key success factors in the new OB (Oriental Brewery) marketing campaign include a shortening of the stages in the AIDMA model and a broadening of customer contact points by exposing the brand through well-coordinated marketing efforts. The OB case shows that a mutually beneficial relationship between co-marketing participants can lead to a win-win marketing strategy. It also highlights that collaborative channel management in mobile marketing methodology is critical for successful mobile marketing.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.13-24
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• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

• Ecology and Resilient Infrastructure
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• v.2 no.4
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• pp.265-273
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• 2015

It is the better to take preventative measures against the natural intrusion in advance from invasive alien species that reduce biodiversity and cause economic loss to humans. If the prevention of intrusion and spread fails, we need to make active control and eradication. This study aims to introduce nutria (Myocastor coypus) control cases performed in the United Kingdom and the United States and to provide information for the contribution of nutria management measure improvements. The nutria eradication campaign in the United Kingdom was developed as a long-term plan based on sufficient understanding on the management target and objective and suitable support. Sufficient information on nutria was accumulated and the management strategy was flexibly modified according to the changes in management that were proactively reflected in the field. Regarding the eradication project at Chesapeake Bay in the United States, based on long-term ecological information, more advanced capture technology than in the United Kingdom were introduced and the eradication plan, strategy and implementation were configured by analyzing the strengths and weaknesses of the eradication campaign in the United Kingdom. The successful cases in the United Kingdom and the United State provide an information on how to improv the nutria management measure. For the eradication of nutria, it is necessary to reach a consensus between stakeholders and to form a consultative group between related organizations for periodic communication. Opinions on the field must be actively accepted in the consultation process for strategy and policy decision, and the eradication plan needs to be developed based on a management index. The eradication plan is required to be managed, evaluated and adjusted in a systematic way. Scientific management must be introduced and the management performance must be evaluated objectively so that a practical plan can be flexibly adjusted. It is also required to secure a long-term budget support and a stable organization and to input a concentrated budget at the proper period when there is high efficiency of eradication.

• Journal of agricultural medicine and community health
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• v.30 no.2
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• pp.227-240
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• 2005

Health promotion has more comprehensive approaches in recent years. Nevertheless we accept the concept of health promotion differently, we are agree on that community is the most important field in health promotion which includes population at the aspect of health policy, individual skill and, environment. And there are a number of different approaches to health promotion. In them, 'population approaches' and 'high -risk group approaches' has the most different characteristics. 'Population approaches' is equally important or more important than 'individual approaches' for maintaining and promoting population health. Almost part of this article contents is the summary of the guideline and population strategy of health promotion in Korea, 1999 - 2005. Community based health promotion program should be reinforced, integrated, comprehensive, collaborative through efficiently utilizing community resources. Recent new orientation of community health program is integrated health program, we can find this orientation at Ottawa charter 1986. Comprehensive approaches with the determinant factors for health are essential task. Physical activity is a key health determinant. The population-health approach suggests that educating people about physical activity is not enough. Individual behavior changes are important too, but need to be balanced with strategies for environmental change. Population strategy with physical activity for health promotion should be developed through improving social and physical supportive environment, linking and integrating community resources between public and private sectors in national, regional and local level. Continuous public education and social marketing should be provided through collaborating with community physical activity organization, facilities, work-places and school for increasing concern of all the people of community about physical activity. Governments, agencies and citizens should held and participate to building movement. And the strategy that various 'active for life' program should be developed, delivered, maintained and reinforced continuously. Basically, adequate and sufficient financing, developing human resources, policies and legislation would be provided and supported fully too. At last, research development and knowledge exchange are required domestically and internationally. In Korea, we had classified the category of strategic priority of physical activity programs by environmental support, life-course approach, high-risk group approach and disease group approach for physical activity program based on community health center. Community based core programs for physical activity that includes infrastructure building and establishment of supporting environment, community campaign, health promotion education and public service announcement, physical activity programs for elderly and obesity, exercise prescription program.

• Journal of the Korean Data and Information Science Society
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• v.20 no.4
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• pp.673-684
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• 2009

Lower Prices are offered through sales by telemarketing. This is to serve our customers by the fastest and most appropriate referral product that is most important to attract insurance. Therefore, Considering the time the customer's preferred products and preferred customer for screening and targeting, depending on what is the difference between the premiums. This study of the logistic regression model using datamining techniques, the life insurance companies in outbound telemarketing to support sales of the effect you want to validate. To join existing life insurance companies for the customer response and sales strategy based on the L segment and by age group, family-love insurance, accident insurance, and cancer insurance were in progress for the modeling. Set model based on the progress of the campaign to existing customers marketing methods and how to extract and run the model results has proven the superiority of the model. In addition, over time, depending on the aging model is set to a decline in operating profit to maximize the profits th update the model which was derived.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.194-203
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• 2021

With the spread of Corona virus l spreading to the uncertainty of society, consumers request more active social responsibility programs. In other words, it is manifest that corporate brands are required to pursue the public interests. Consumers go beyond the corporate social responsibility programs and support corporate's involvement to solve the social problems and they consume the brand accordingly. Thus, the companies respond to the consumers' request as a form of brand activism, or the new social marketing form in which the companies set the brand as an individual and seek the solutions of social issues. In this study, five experienced experts in the area were recruited to conduct in-depth interviews and how brand activism was practiced worldwide. The results reveal that brand activism is actively practiced with the support of consumers in the area of support for the small business, anti-racism efforts, gender diversity and equality, and sustainability.