• Archives of design research
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• v.14 no.2
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• pp.187-196
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• 2001

Today's internet advertisement market is growing rapidly placing great importance on banner advertisements. Still, banner advertisements are being ignored by the users because most of these banners are exaggerated, visually distracted and they usually interfere with internet surfing. These banners make the agents and the users feel displeased and furthermore, make internet market unstable. 'Rich-Media'came in sight as the new way of advertising means in the internet market as the users demand for more dynamic and interactive media. In Rich-Media, sound and animation interact with former animated banner advertisements. Internet advertising businesses inducing web agencies have positive views about Rich-Media, because more information and ideas are shared through aural and visual integration and it is very effective way to draw attentions from the users. In this study, we have examined the effects of Rich-Media advertisements through surveys. As a result, Rich-Media advertisements are superior to ordinary banner advertisements in visual effect, leading interests of users, inducing mouse did(s and providing of information. The recent uses of Rich-Media is just a mere beginning, but we expect to make the Rich-Media an essential medium of internet advertisement as we continue studying the uses and effects of Rich-Media.

• Asia Marketing Journal
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• v.11 no.1
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• pp.39-72
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• 2009

With the growing importance of accountability, it is getting necessary to test the impact of marketing expenditure on marketing performance. Including recent ROM, we can find a few researches about marketing accountability. But there are a few problems about definitions and metric of marketing expenditure and marketing performance. Therefore, by defining and analyzing the impact of marketing expenditure on marketing performance, we are going to set the classification scheme of marketing expenditure and marketing performance. Based on research findings, new definitions and metrics are proposed as follows. First, we suggest the classification scheme of marketing expenditure. Marketing expenditure is defined as expense accounts in the balance sheet for doing marketing tasks. Marketing expenditures includes many accounts, for example, marketing research, advertising, sales promotion, foreign market development, physical distribution, after services. Among these marketing investment, advertising expenses have a positive effect on marketing performance. Second, we suggest the classification scheme of marketing performance. Already, marketing performance has been defined as financial metrics, customer metrics, market metrics, and corporate social responsibility. But, in this study, we find that the process model is not relevant for explaining association between the performance metrics. The process model is a virtuous cycle: "customer metrics→market metrics→financial metrics→firm valuation metrics." But, in this study, it is not supported or a little significant association between these metrics. Based on these results, we suggest the balance model or flower model as the classification scheme of marketing performance.

• Journal of Distribution Research
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• v.2 no.2
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• pp.153-172
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• 1997

The distribution sector is affected by a wide range of regulations. Many of these are related to health and safety, others are related to urban planning and environmental issues, whereas some mainly have an economic basis. But, regulations many be unduly restrictive, in which case they can drive up costs and ultimately prices, or they may, in some cases, reduce consumer choice. Unduly restrictive regulations could also increase costs indirectly, by reducing competition and thus lead to lower productivity growth. In the past few years, distribution sector has gone through drastic changes due to deregulation and market opening. Implementation of regulatory reforms served as an opportunity to change laws and systems which had been an obstacle to development of distribution sector. Market opening of distribution sector became a turning point to promote competition among domestic and foreign firms. However, for small and medium scale of the typical retail enterprises which were in no position to compete in terms of prices, additional facilities, and services, faced a threat of diminished trading area, and even of their existence. Because, large firms may have greater market power than small firms, as they can more easily extract favorable terms when procuring goods, and may also be able to deter entry by advertising outlays or access to the best sites. In addition, larger chain stores armied with sufficient capital dominated trading area and reduced customer's welfare by abusing their monopoly power when competing with other shops, and are often cited as an example of adverse effects of local monopoly. In order to minimize such adverse effects and to foster competition, regulatory reforms in distribution sector should set its goal to promote sound and stable distribution activities through market principle and restoring competition principle, and ultimately to boost customers welfare. Therefore, deregulation in distribution sector should be implemented in a way to promote customers welfare, eliminate entry barriers, and expand competition principle such as productivity and efficiency competition. However, it should be also recognized that deregulation of system alone is not enough to develop the distribution sector. To compete in a increasingly concentrated industry, small enterprises increasingly engage in co-operative arrangements, such as buying groups, strategic alliances or franchise agreements.

• Journal of Fashion Business
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• v.15 no.6
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• pp.1-22
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• 2011

This paper is a study on the information required for developing Korean clothing products intended for Chinese students in Korea and for opening markets of Korean clothing and brands in China. It analyses the buying behaviors, purchasing ability, the favourite apparel type for clothing, and satisfaction with Korean clothing and brands of Chinese students in Korea, with which it seeks a program for South Korea branding to enter into the Chinese clothing market. Three hundred fifty seven students of Hannam University and PaiChai University Chung nam National University in Daejeon-city took part in this study. This paper adopts Descriptive Analysis, Crossing Analysis, Bivariate Correlations, and One-way ANOVA in SPSS 17.0 with Post Hoc Multiple Comparisons to know about the impact of demographic variables of Chinese students in Korea on buying information sources, the criteria for store selection, buying capacity, praise degree on various properties of Korean clothes products and their satisfaction with Korean clothes products. The first proposal of expanding China market for Korean merchants is to achieve maximum sales based on sales promotion strategies, such as the credit card corporations, the store display and sales person service development, SPA, design size development, and to upgrade consumption values. The second proposal is Korean clothes corporations should open the Internet shopping corresponding to the physical stores, the most frequently used information source of Chinese students is the network, from the age distribution of Internet users in 2008 in China, population above 10 and below 30 accounts for 66.7% of all users, In recommending clothes made in Korea to Chinese young people, on-line advertising will get better effects than other strategies, specially during advertisement, they should take good use of Korean television shows and variety shows or help Chinese poor areas to do the social contribution hereby to improve the public image of Korean clothes corporations, which can bring good sale promotion effects as well.

• Asia Marketing Journal
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• v.15 no.4
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• pp.223-241
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• 2014

In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of 'Club SK Card' brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card market. To make these results possible, 'Club SK Card' marketing team developed an effective marketing communication strategy which followed the 6M model. The mission of the marketing communication strategy was simple and clear. It was to deliver the card's inherent strengths on consumer benefits that come from the support of subsidiary and affiliated companies of SK Planet. According to OK Cashbag data, the marketing communication team selected the appropriate target consumers and approached them directly, inducing actual purchase behavior. The target consumers received straightforward messages about 'Club SK Card' and were led to join in the new membership at their most frequently visited supermarket or franchise restaurant. The straightforward communication message embedded in an eye-catching commercial ad with a hook song accompanied with a dance was delivered via public media. The ad became so popular that many other television programs quoted or made parodies of the ad. Courtesy of the commercial ad, the brand name disseminated rapidly and widely among the public. In October 2012, an ingenious planning and persistent implementation of the communication strategy results 'Club SK Card' to be ranked top in brand awareness as well as advertising preference tests.

• Journal of Korea Technology Innovation Society
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• v.13 no.1
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• pp.124-139
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• 2010

This study analyzes determinants of innovation in Korea manufacturing industries from 2005 to 2007. In order to do this, we use raw data from 'Korea Innovation Survey 2008: Manufacturing Sector' conducted by STEPI, and also collect financial statement data from Korea Investors Service. As an analytical method for the empirical test, we utilize Probit model. Empirical results show that firm size and market concentration have positive relationship with firm's innovation activities. These support the ‘Schumpeterian hypothesis’. This would be the most distinguished feature of this study compared to previous literatures.Our study also shows that R&D personnel ratio, R&D intensity, and advertising intensity have positive effects on firms' innovation. Thus, we can say that R&D activities and consumer orientation are the main determinants of innovation. However, profit ratio and growth rate do not have any statistically significant effect on firms' innovation.

• East Asian Journal of Business Economics (EAJBE)
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• v.3 no.4
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• pp.5-8
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• 2015

In addition to the increased used for smart phones daily, various characteristics and problems for social commerce have been drawn attention recently, and also, have been analyzed by various impact factors which were given to the purchasing behaviors of consumers through social commerce. The study investigated consumers' use of social commerce based on SNS by using articles of Fair Trade Commission, Korea Consumer Agency and so on. As a result, cost reduction characteristics of social commerce, the impulse buy, and to understand in Review effect, latest mobile shopping growth of increases explosively, market by market conditions to move from offline to online, the social commerce it was found to have a significant impact on the time of the purchase of the consumer. In addition, the study has discussed the results of the significance and limitation. With those things, they can be a suggestion for future research. More than half of the consumers were satisfied with social commerce. The consumers made use of social commerce 1 or 2 times a month and when they were watching banner advertising. In detail, food and beverage tickets such as restaurants, café and bars occupied 35%, and they showed the highest. 'We-make-price', 'Ticket Monster' and 'Coupang' were used to investigate as representative social commerce companies.

• The Journal of Industrial Distribution & Business
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• v.8 no.5
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• pp.43-52
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• 2017

Purpose - The domestic liquor market is steadily increasing, but locally made liquor markets remain stagnant. The market opening due to the FTA and westernized eating habits are expanding the consumption of imported liquor by Koreans and the demand for beer and soju is still high. Therefore, we analyzed the scale efficiency of Korean locally made liquor companies. Research design, data, and methodology - Based on a translog-cost function, a scale efficiency analysis was conducted using the government's information survey on the liquor industry. Data from 541 liquor companies analyzed from 2013 to 2014 were used for analysis. Results - As a result of the scale efficiency analysis, the average sales of the mid-sized locally made liquor companies is 171 million won, but the appropriate sales amount is 1 million won. It is estimated that there is a need to increase sales. Conclusions - The gap between the actual sales and the appropriate sales of mid-sized locally made liquor companies with 3~10 employees is larger, so it is necessary to reduce the average cost by increasing the sales of locally made liquor companies. In order to do so, it is necessary to acquire customer strategies such as product differentiation, advertising and publicity.

• Journal of Fashion Business
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• v.20 no.2
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• pp.16-31
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• 2016

This study analyzed cases that applied hologram technology in the fashion industry in order to provide basic information for research on fashion marketing using hologram technology. The results of this study are as follows. A hologram was applied to fashion businesses in various ways including fashion shows, outdoor signboards, hologram windows or screens in stores, and launching shows or exhibitions. Most of these cases were foreign fashion brands, which utilized hologram technology actively for formulating a new brand image or for advertising products. Among Korean brands, however, there are not many cases of hologram application. Today, as-being the age of smart devices, the mobile advertisement market is growing rapidly among smart phone users. DKNY and Puma are providing information on styling through smart phone applications, and the Adidas stores in Germany also allow the customers to buy goods by entering a simple code through the smart phone. Recently, new devices are being introduced one by one, which display 2D digital contents in 3D holograms by combining mobile and hologram technologies. The marketing of fashion products is not just for supplying products but is required to satisfy the consumers' five senses. Therefore, the development of experiential contents based on the combination of mobile and hologram technologies will open new potential for profitable business models.

• The Journal of the Convergence on Culture Technology
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• v.5 no.2
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• pp.201-206
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• 2019

The study aims to explore ways to advance into the Indonesian market, focusing on hallyu contents such as Korean dramas, music and movies. To this end, we have empirically explored the reasons why local people in Indonesia like Korean wave contents, its consumption channels, its popularity factors for Korean wave contents and its effectiveness. According to the research, the reasons for the popularity of Korean wave contents were confirmed by the quality of the contents itself and the human appeal of the contents. And the consumption path was mainly through television, and the favorable impression of Korean wave contents was found to have a positive effect on the positive feeling toward Korea and the willingness to visit Korea.