• Title/Summary/Keyword: 판촉

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A Study on the Influence of Attributes of Celebrity Advertising Models on Advertising Attitude, Corporation Reputation and Reliability: Focusing on TOUS les JOURS and Baskin Robbins Christmas Cake Advertisements (연예인 광고모델속성이 광고태도, 기업 명성 및 신뢰에 미치는 영향 : 뚜레쥬르와 배스킨라빈스의 크리스마스 케이크 광고를 중심으로)

  • Seo, Kyung-Hwa;An, Hye-Lyung;Lee, Kwang-Suck;Lee, Soo-Bum
    • Culinary science and hospitality research
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    • v.17 no.4
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    • pp.104-120
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    • 2011
  • This study is to make an empirical analysis of star marketing used as die means of sales promotion for Christmas cakes regardless of high advertising cos1s, by understanding the influence of attributes of celebrity advertising models for advertisements of bakery companies over die Christmas season on advertising attitude, corporation reputation and reliability which are recognized by consumers. The verification results were judged as important core elements for successful management in bakery industry. Since bakery brands are losing their differentiations in both functional and physical aspects, the study aimed to offer strategic suggestions to bakery industry. The result of study modelling were GFI=0.911, AGFI=0.887, NFI=0.935, CFI=0.979, RMR=.126 at the level of $x^2$=313.294(df-=218, p<0.001). First, model credibility and model attractiveness of advertising models bad a positive(+) influence on advertising attitude. Second, advertising attitude bad a positive(+) influence on corporation reputation and reliability. Third, corporate reputation also bad a positive(+) influence on corporate reliability.

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Study on the Relationship among the Size, Marketing Competency, Operational Characteristics and Financial Performance of Food Service Franchising (외식 프랜차이징의 규모, 마케팅 역량, 운영특성과 재무성과 간의 관계연구)

  • Kang, Seok-Woo;Na, Young-Sun
    • Culinary science and hospitality research
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    • v.20 no.6
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    • pp.175-189
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    • 2014
  • This study was intended to provide fundamental data concerning franchising companies' characteristics and performance in foodservice business by employing financial data from the firms' IDS(Information Disclosure Statements). Multiple regression analysis method was used to identify any correlations among franchising size, marketing competency, operational characteristics, and performance according to technique based upon 169 IDS data as of 2013. In terms of franchisor size and performance, the number of company-operated stores had statistically significant corelation with sales, net income, the total number of stores, and the number of franchisees. With respect to marketing competency and performance, advertising expenses showed statistically significant correlation with sales, the total number of stores, promotion expenses with sales, net income, and the total number of stores. On the other hand, there was no statistically significant correlation with current year's net income. At last, present study found significant correlations among business years, sales, current year's net income, and the total number of stores by regarding operational characteristics and performance, but there was no significant correlation between brands and performance. This study is cross-sectional study which is a limitation to be overcome in further studies. In addition, it is required to review the possibility for franchise management style to contribute to expanding the Korean traditional foods.

The effect of managerial characteristics of franchisor on the perceived justice of franchisee (가맹본부의 관리적 특성이 창업 가맹점주의 공정성 인지도에 미치는 효과)

  • Kim, Gil-Sun;Ahn, Kwan-Young
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.7 no.2
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    • pp.157-165
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    • 2012
  • The specific gravity is heavily focused on the service industry in the economic development of domestic and overseas in these days. This will be predicted to increase persistently in the future society. Therefore the franchise system has been diffused as one of a management methods for these service industry. The franchise system is an advanced country's circulation system which has been populated in an advanced country. After the opening of circulation market, rapid growing trend has been showing on foreign country's popular brands in the local domestic market. So the franchise system has been largely focused on among the domestic manufacturing and the circulation companies. This study is to review how the management characteristics(headquarters' supports, communication, menu development, compensation) will affect the fairness perception of franchisee owner. The results of my study are as follows; It appeared that communication, menu development and compensation affected all the distribution fairness and the procedure fairness affirmatively.

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An Empirical Study on the Effects of e-Mail Marketing : A focus on e-Mail Campaign for Credit Card Consumers (이메일 마케팅 성과에 관한 연구: 신용카드 고객을 대상으로 한 캠페인을 중심으로)

  • Shin, Sung-Hoon;Chung, Soo-Yeon;Park, Cheol
    • Information Systems Review
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    • v.11 no.1
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    • pp.49-67
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    • 2009
  • E-mail marketing is the cheapest channel in target marketing. The channel works amazingly well for marketers who know how to use it. The e-mail marketers are able to integrate transactional and behavioral data to improve the targeting content of e-mail marketing campaigns. The cost in e-mail marketing is low and e-mail marketing makes no pollution. But, the e-mail response rate is lower than all the other channels. So, it is very hard for companies to increase their sales volumes, though the companies are ready to execute e-mail marketing campaigns on the side of computer systems. Marketers can send messages easily to target customers compared to other channels. But, the possibility to be read by the customers is low. Normal e-mails are continually devalued by spam mails. This study shows the influence of e-mail marketing to increase sales used by credit cards, on the basis of the real data promoted by A bank, in the Republic of Korea. The analysis on the traits of the respondent can help marketers to target customers. If additional studies on the response prediction model on the basis of traits of potential respondents are done, the targeting method to increase the effectiveness of e-mail marketing will be better structured and organized.

Effects of Purchasing Motives on Information Seeking m Beauty Services (미용서비스에서 소비자의 구매동기가 정보탐색에 미치는 영향)

  • Chang, Young-Yong;Park, Eun-Joo
    • Journal of Global Scholars of Marketing Science
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    • v.15 no.1
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    • pp.41-60
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    • 2005
  • The purposes of this study were 1)to examine the conceptual structure of purchasing motives and information seeking of beauty service, 2)to find out the effects of purchasing motives on information seeking, and 3)to investigate the differences of purchasing motives and information seeking according to the demographic variables. The questionnaire was developed based on pretest and previous studies, and completed by 331 female consumers living in Seoul and Busan. Data were analyzed by factor analysis, Cronbach's a, regression analysis, Pearson's correlation, ANOVA, and Duncan test. The results are as follows; First, factor analysis showed that the purchasing motives of beauty services consisted of five factors, such as Fashionableness, Impulse purchase, Special event, Mood & Recreation, and Practical purchasing needs. And the information seeking for beauty services consisted of four factors, such as Mass media, Opinions of neighbors, Experience & Observation, and Sales hook. Second, mass media was effected by fashionableness, impulse purchase, special event, and mood & recreation. Experience & Observation was effected by fashionableness, special event, and mood & recreation. Sales hook was effected by fashionableness, and impulse purchase. Third, the dimensions of purchasing motives and information seeking of beauty service were significantly different according to age, marriage or unmarried, and duties.

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Sales Commission of Department Store and Policy Implications (백화점의 판매수수료 현황 및 정책대응 방안)

  • Lee, Jung-Hee;Hwang, Seong-Huyk;Kim, Sung-Min
    • Journal of Distribution Research
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    • v.15 no.5
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    • pp.37-60
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    • 2010
  • Department Stores have been in place as typical large-scale retailer in Korean retail market. After Asian financial crisis in 1997, the market share of major three department stores has been increased and they have had a dominant position in relationship with vendors or manufacturers. Thus, they are able to control sales commission. Sales commission is defined as things that department stores which contribute to products sales instead of manufacturers take some portion of price as their revenue. In other words, vendors or manufacturers pay some amount of money from their sales by contracted ratio to department stores. The problem is that vendors or manufacturers think that sales commission is high. However, department stores have a different opinion that sales commission is not high because they generate new value from gathering customers and doing marketing activity on behalf of vendors or manufacturers. Because department stores have operated with business model of renting sales space to vendors or manufacturers instead of buying goods directly from them, this situation has been taken place. The revenue of department stores depend on sales commission. Thus, they want to get a dominant power to control sales commission in relationship with vendors or manufacturers. So, they have tried to increase their size and brand power. The considered policies related in sales commission of department stores are as following: preventing monopoly or oligopoly of department store, being strength of monitoring for department stores' unfair trade, strict enforcement of law for large-scale retailer's unfair trade, and inducing win-win strategy doing voluntarily by department stores.

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Prioritization of issues and challenges to increase mushroom export (버섯 수출 확대를 위한 당면과제의 우선순위 도출)

  • Yeom, Yoon-Mi;Kim, Seon-Woong;Yoon, Byung-Sam
    • Journal of Mushroom
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    • v.18 no.1
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    • pp.95-99
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    • 2020
  • The trade deficit in mushrooms has continued to increase in recent years. This study explored major issues and challenges faced by the mushroom industry to increase export, and to prioritize the current issues and challenges based on their relative importance. 11 major issues and challenges in the mushroom industry were highlighted in focus group interviews. Best-worst scaling analysis prioritized these major issues and challenges, and questionnaire surveys were completed by 31 mushroom industry experts. The results revealed that strengthening the mushroom quality and price competitiveness were the main priorities, followed sequentially by a diversification of the overseas export markets and stabilization of the domestic mushroom price.

당류산업

  • 임재각
    • Food Industry
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    • s.181
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    • pp.38-67
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    • 2004
  • 예로부터 인간은 단맛에 강한 욕구를 가지고 있었다. 따라서 설탕, 포도당, 과당 등 단맛이 강한 감미료를 선호하여 왔고, 현재까지도 식품 제조시 가장 널리 사용되고 있다. 그러나 최근에는 국민의 건강에 대한 관심이 고조 되고 설탕으로 대표되는 전통적인 일반 감미료의 충치, 비만, 당뇨병 유발 등의 부정적인 측면이 부각되고 있을 뿐만 아니라, 식품에 대한 건강 기능성이 강조되면서 기능성 감미료가 주목 받고 있다. 특히 고도의 경제성장 및 국민 소득의 향상에 따라 차별화된 기능성 감미료의 생산을 요구하는 실정이다. 이와 관련하여, 현재 식품 산업계에서는 올리고당류, 당알콜류, 고감미 감미료류 등에 많은 관심을 가지고 연구 개발에 집중하고 있다. 올리고당류의 대표적인 제품은 프락토올리고당, 갈락토올리고당, 이소말토올리고당 등이다. 현재 올리고단 시장은 성숙기로서 성장속도가 둔화되고 있으나, 최근 American Association of Cereal Chemists(AACC)등 세계적인 협회에서 수용성 식이섬유를 다당류, 올리고당, 리그닌 등을 포함하여 새롭게 정의하였고 이에 따라 해외에서는 프락토올리고당을 중심으로 수용성 식이섬유로 용도 사용이 가능하게 되었을 뿐만 아니라, 식이섬유로 표기도 가능하게 되어 수요가 증가할 것으로 예상된다. 국내에서는 아직 올리고당을 식이섬유로 사용하지는 못하고 있으나, 식품 공전 개정을 통해 식이섬유로 표기 가능하도록 수정될 전망이다. 당알콜류는 솔비톨 및 자일리톨이 주류를 이루고 있다. 솔비톨은 시장에 가장 먼저 소개된 당알콜류인데 저가여서 그동안 가장 큰 시장을 형성하고 있었으나 최근 3년 동안 자일리톨껌이 최대의 히트 상품이 되면서 자일리톨이 급성장하였다. 그 외에는 만니톨, 에리스리톨, 말티톨, 이소말트 등이 있다. 최근에는 말티톨을 중심으로 다양한 응용 연구 및 이소말트 및 에리스리톨 등을 생산 판매하고 있는 다국적 기업의 판촉 활동 등으로 당알콜류 시장의 새로운 변화가 예상된다. 고감미 감미료류는 스테비오사이드와 아스파탐이 주류를 이루고 있었지만, 최근 아세설팜 K 및 수크랄로스가 잇따라 식품으로써 사용 허가를 받으면서 시장이 재편되고 있다. 하지만, 해외에 비하여 국내의 고감미 감미료 시장은 매우 작고 성장률도 낮은 편인데 그 이유로는 국민 정서상 천연이 아닌 합성에 대한 부정적 인식과 맛에 대한 거부감 때문인 것으로 생각된다. 이와 관련하여 최근에는 다양한 감미질 및 Multi sweetener system 연구를 통해 설탕과 유사한 맛을 내는 혼합 기술 개발에 관한 연구가 진행되고 있다. 따라서 향후에는 해외의 선진국과 같이 고감미 감미료 시장도 점차적으로 확대될 것으로 예상된다. 기타 대체 감미료로는 타가토스, 트레할로스, 아라비노스 등이 있다. 이중에서 특히 해외에서 크게 기대를 모으고 있는 타가토스는 최근 국내 인증을 받아 시장 진출을 준비 중에 있다. 아라비노스는 양질의 감미를 갖는 천연 펜토오스인데 연구용 시약 이외에는 지금까지 거의 이용되지 않았다. 그러나 최근 아라비노스가 설탕의 소화흡수를 선택적으로 억제한다는 흥미 있는 결과가 임상 및 동물실험에서 확인되어 향후 제품으로써 개발을 기대할 수 있게 되었다. 이들 감미료는 기존 설탕이 가지는 문제점을 많은 부분 극복할 것으로 여겨지며, 이로 인해 수요는 점차 증가할 것으로 생각되며, 높은 경제적 부가 가치를 창출할 것으로 예상되어 진다. 생산 기술 적인 측면에서 건강 지향적 천연소재 감미료에 대한 선호가 날로 증가하는 추세에 따라 기존에 주로 사용되었던 화학합성법보다는 천연 이미지의 생물공학적인 방법에 의한 감미료 생산이 각광을 받을 것으로 예상된다. 생물공학적인 방법을 감미료 소재 개발에 응용하게 되면, 기존에 사용되었던 화학합성법 등이 가지는 환경적인 문제, 반응 부산물 생성에 따른 분리, 정제에서의 비용증가 등의 문제점을 해결할 수 있을 것으로 여겨지며, 고정화 방법의 도입 등을 통해 생산성 향상을 도모할 수 있다. 본 장에서는 감미료 소재 개발에 건강 지향적 국민 정서를 반영하고, 국내외 감미료 시장의 흐름을 파악하여 당류 산업의 발전적인 변화에 대처하고자 하였으며, 이를 통해 당류산업의 고부가가치 첨단산업으로서의 육성방안을 논의하고자 하였다.

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A Study on the Impacts of Manufacture's Sales Policy of Each Power Source on Sales Will by Agency (제조업체의 파워원천별 영업정책이 대리점의 판매의지에 미치는 영향에 관한 연구)

  • Lee, Han-Il;Park, Jong-Oh
    • Management & Information Systems Review
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    • v.29 no.3
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    • pp.23-50
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    • 2010
  • This study is that the manufacturer's sales policy power appeared on the source of local distributors through the sale willingness impact on research for coexistence between the manufacturer and dealer sales for developing policy. Dealers in terms of the sale of regional sales willingness says "manufacturers and retailers to connect to the regional distribution on the path to regional sales representative for manufacturers based on trust companies that supply products or products manufactured by local retailers for about a unilateral will sale whether the continued willingness and indicates the degree of business". This study topics are the results of this measure will sell a total of 24 entries are four factors. In variety sales policy of each power source, First, sales policy in Reward Power, compensatory power as the manager of promotion support, sales support and sales activities will significantly impact respectively. Second, sales policy of Coercive Power, reduction of credit limits act as an element of discontent and the sales will appear in the negative hypothesis of the influence was partially supported. Third, sales policy in Referent Power, the information trust, the most significantly impact of trade policy, respectively. Fourth, sales policy in Professional Power, delay time delivery of goods, sales of our product and sales knowledge will have a significantly effect appear to be related.

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An study on purchasing activity of Private Brand clothing in large discount store (소비자들의 대형마트 PB의류 구매행동에 관한 연구)

  • Kim, Young-Hwan;Kim, Pan-Jin
    • Journal of Distribution Science
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    • v.6 no.1
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    • pp.117-128
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    • 2008
  • The purpose of the research is to furnish basic data for efficient and effective marketing by examining the correlation how a certain element effects on customer's selection behavior, when they choose private label branded clothes at the store of giant discount store like E-.mart, Home-plus, Lotte-mart and 2001 outlet. We come to the following conclusions through such procedures; What we found on this study is that main factors of decision related purchasing garment of private brand in giant discount store is based on the sales price, quality of products and needs of customer's using. Further to this, in terms of choice activity in private brand clothes, we realized the price value is depend on the resonable price with the items because nowadays most customers can be compare to other discount store around their shopping place including trend of garment and quality of products. The order of the general inclination in selection behavior of private branded garment in giant discount store is as follows; Sales price > style & trend > quality of product and substantial convenience > display and prompt buying. Judging from the conclusion of the research we noted that customer's satisfaction comes from their target price to supply substantial needs and in terms of styling of clothes should be considered current trendy compared to national brand as well.

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