• The Journal of Asian Finance, Economics and Business
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• 제9권3호
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• pp.295-302
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• 2022

This research aims to determine and analyze: (a) the effects of digital marketing activity (DMAc), digital marketing capability (DMC), and Digital marketing asset (DMA), (b) the effects of DMAc, DMC, and DMA on marketing performance (MP), (c). the effects of entrepreneurial orientation (OE) on MP and (d). the mediating role of OA on the effects of DMAc, DMC, and DMA on OE. The research population is all the small enterprise actors in Kendari city applying digital marketing and having a permanent establishment in Kendari City. The analysis tool used is SEM Partial Least Square. Results of the research show that: (a). DMC and DMA have positive and significant effects on OE while DMAc is found to be insignificant on OE, (b). then, DMAc and DMA have positive and significant effects on MP, and DMC is found to be insignificantly increasing MP, (c). OE has positive and significant effects on MP and (d). DMC effects on MP and effects between DMA and MP are mediated by OE, whereas DMA effects on MP are not mediated by OE position. Based on research findings, DMC and DMA are superior at forming research opinions since they have a substantial influence on enhancing collaboration.

• 한국조경학회지
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• 제35권4호
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• pp.81-89
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• 2007

Urban landscape represents a city's internal identity as well as external form. Therefore, urban landscape and image planning has to involve marketing strategies to deliver the economic growth and regional revitalization through recreating the environmental and cultural value of the city. This study intends to develop practical city image management programs as city marketing tools which consider opinions of local authorities, related experts, and residents. To achieve this purpose conjoint analysis was applied on three components which symbolically reflects features of assets and resources in Anseong. This study can be summarized as follows: 1. The first consideration for Lake Geumgwang is to develop farm experience Programs on waterside fields. 2. The rot consideration for Bauduki Festival is to make efforts for public relations(PR) to be able to merchandise festival-related goods and develop unique products. 3. The first consideration for Anseong Grapes is to build leisure-oriented theme parks for local farm products. This study is meaningful to develop the efficient and quantitative management method of city image for marketing. The integrated approach to the management programs to reflect opinions of local policies, experts and citizens is expected to become a useful foundation in studying city images and marketing.

• 한국콘텐츠학회논문지
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• 제10권6호
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• pp.297-306
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• 2010

도시는 다양한 역사적 경험과 기억을 간직한 공간이다. 이러한 공간에서 간직해온 다양한 사회 문화적 환경을 통해 지역발전을 위한 일련의 활성화 정책들이 등장하기 시작하고 이 과정에서 지역들이 갖고 있는 고유의 역사와 문화는 훌륭한 핵심수단으로 인식되기 시작했다. 도시가 경쟁력을 갖기 위해 그 도심만의 유 무형의 자원을 개발하여 이를 매력적인 자산으로 활용하는 것이 그 출발점이라 할 수 있다. 그 지역이 갖는 도시정체성을 확립하고 이를 위해 특별한 장소 만들기를 위한 계기가 필요하다. 이러한 도시 정체성은 그 도시가 지금까지 지내온 시간을 바탕으로 한다. 이러한 역사적인 요소를 통해 지역의 문화적 역사적 도시 이미지를 제고시키는 전략을 개발하여 대외적인 홍보방안 수립을 위한 도시 마케팅적 프로그램을 제안하고 한다. 대전시를 비롯하여 국내외에 존재하는 문화적 요소인 근대 역사물의 보존과 활용을 통해 지역의 매력적인 도시로서 이미지를 제고 시키고 도시 정체성에 대한 포지셔닝을 구축하고, 지속가능한 도시 재생을 통한 도시 마케팅 활용에 대한 시사점을 제공하고자 한다.

• 한국경제지리학회지
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• 제13권3호
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• pp.381-397
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• 2010

본 연구는 부산시의 북항재개발사업을 사례로 항만형 도시재생사업에서 주민참여 방안과 효과적인 주민참여를 위한 도시마케팅 방안을 분석하고, 이를 통해 도시재생사업의 활성화 방안을 모색하는 것을 목적으로 한다. 본 연구결과를 요약하면 다음과 같다. 우선, 설문결과를 보면, 북항재개발사업의 주민참여 방안으로는 여론조사, 공론조사, 시민자문위원회의 타당성이 높은 것으로 나타났다. 주민의견수렴이 가장 필요한 단계로는 최종 대안을 선택하는 단계로 나타났다. 사업단계별로 적절한 시민의견 수렴방법으로는 시민의 가치관 판단 단계에서는 여론조사가, 나머지 모든 단계에서 전문가위원회를 가장 적절한 방법으로 나타났다. 둘째로, 주민참여의 활성화를 위한 도시마케팅 방안을 보면, 도시마케팅의 주체는 지방자치단체가, 도시마케팅의 과제로는 도시 공간 질 향상과 같은 인프라 요소가 중요한 것으로 나타났다. 도시마케팅 방안으로는 항만도시로서의 이미지를 부각하고 외국인 관광객 대상으로 홍보하는 것이 적절한 것으로 나타난다. 결론적으로 효과적인 주민참여와 도시마케팅을 통해, 지역의 특성을 살리면서 다른 경쟁지역과의 차별적인 창조적 개발 방안이 도출됨으로 항만형 도시재생사업이 활성화될 것으로 판단된다.

• 한국실내디자인학회논문집
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• 제21권3호
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• pp.119-127
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• 2012

In correlation to the rapid growth of Korea's economy and increased international exchange, hotel architecture in Korea has likewise evolutionized in its own distinctive style. Since hotels accomodate foreign visitors, they should be representative of the local architecture in which they reside, to add to the experience of the regions culture. City hotels provide not only primary housing functions but also many different varieties of services. Furthermore, city hotels operate as a focal point for their local communities. Seoul announced special measures for the expansion of accommodations for foreign tourists, and a large number of hotel construction entities have consequently propagated. Unfortunately, the designs for most of these new hotels have failed to reflect their local cultural characteristics, with most having similar designs and programs. As Korea enters an era seeing ten million foreign tourists annually, progressive reform is especially necessary. Space marketing, which is based on strategies of cultural experience, is a crucial element to city boutique hotel planning. It must be applied to satisfy both the cultural needs of its local communities and well as to vitalize the local economy through development of cultural tourism. To date, there have been numerous studies on boutique hotels and space marketing. However, most of these studies are limited to interior designs and artistic trends rather than focusing on the unique architectural and public aspects of their respective cities. In this thesis, the overall aim and strategies of space marketing for the city boutique hotel are analyzed, and the elements of strategies are used for further case analysis. The purpose of this study is to find applicability of Korean boutique hotel development through the result of case studies. Also, this thesis aims to advocate space marketing for Korea's forthcoming boutique hotels, as a means to showcase its unique cultural assets as well as to advance its international appeal and competitiveness.

• The Journal of Asian Finance, Economics and Business
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• 제9권10호
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• pp.73-83
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• 2022

On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

• 유통과학연구
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• 제18권7호
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• pp.73-81
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• 2020

Purpose: This research examines the factors that influence organic food purchasing decisions of kindergartens in Ho Chi Minh City, Vietnam. Research Design, Data, and Methodology: A mixed-method research was utilized in this study. It included a focus group of 10 participants and a survey of 304 respondents, (quantitative research) who are employed in the selected kindergartens, using both online and paper surveys based on nonprobability and convenient sampling. The SPSS and SmartPLS 3 software were used to analyze data. Results: a) Eight factors affect the purchase decision of kindergartens; b) Environment Attention, Normative Beliefs, Trust belief on brand, Cost of meal set, and Reference group positively affect Intention behavior; c) Feeling safe positively affect Perceived Quality Product. Perceived quality of product and Intention behavior positively affect organic food Purchase Decision of kindergartens. Conclusion: Eight factors affect organic food purchasing decisions of kindergartens in Ho Chi Minh City. This study offers recommendation and solutions for a stable output of organic products in Vietnam, and ways to popularize them within the community.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2008년도 춘계 종합학술대회 논문집
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• pp.663-667
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• 2008

본 논문은 지방자치단체의 위상과 역할이 확대되면서 지방의 도시 이미지 제고에 있어서의 도시 아이덴티티 확립과 대전지역의 도시 발전측면에서 보존 육성 개발하는 전략을 수립하는 전략을 제시하고 활성화 방향을 설정하는 실천적인 핵심적인 과정의 창출에 대한 모델을 제시하고 한다. 대전광역시가 직면하고 있는 지역개발의 새로운 패러다임으로서 도시 문화적 전략과 그 한계와 진화를 이해하고 차별적인 도시 이미지 구축하기 위하여 세계의 선진 사례들과의 비교, 분석을 통해 제시한다. 또한 대전광역시에 대한 도시이미지브랜드의 핵심적인 아이디어를 도출하고 성공전략을 도출하기 위한 가이드 라인을 제시하고자 한다. 대전시의 도시브랜드에 대한 포지셔닝 분석을 통해 대전광역시에 적합하고 차별성과 상징성을 갖는 도시 이미지 및 브랜드 개발 시스템 개발에 대한 제언을 통해 유니버셜 및 지속가능한 디자인으로서 대전시의 도시디자인 및 도시마케팅에 대한 개념을 이해하고자 한다.

• The Journal of Asian Finance, Economics and Business
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• 제7권2호
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• pp.195-204
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• 2020

Customer loyalty is a desired and essential result for companies in a business environment with a lot of competition, of which the fashion industry is no exception. For the fashion industry, the competition between businesses is increasingly fierce with the appearance of tailored fashion brands for each customer, also known as a designed fashion brand. The objective of this study is to examine the relationship between the antecedents of the relationship (reputation of designer, social media marketing) and customer relationship (trust and intimacy), and loyalty of customer for a designed fashion brand. The mixed research method is used to achieve research objectives with qualitative and quantitative research method. Qualitative data was collected through in-depth interview with 12 participants in Ho Chi Minh City, while quantitative data was collected by a survey of 799 respondents in Ho Chi Minh City and Hanoi City. The results show that the antecedents of relationship marketing positively affect on customer relationship and customer loyalty. Moreover, customer relationship has a positive impact on the customer loyalty when shopping for fashion products. From the research results, some managerial implications are also proposed for the designed fashion brands to improve the relationship marketing performance.

• The Journal of Asian Finance, Economics and Business
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• 제8권5호
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• pp.433-444
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• 2021

The study seeks to identify the factors affecting the green marketing element of students' food purchasing decision at Co-opMart supermarket chain in Ho Chi Minh City through the application of a mix of qualitative and quantitative research methods that include probability sampling and convenient sampling of 400 students from Ho Chi Minh City University of Technology (HUTECH). The data are analyzed with SPSS software using Cronbach's Alpha, Exploratory Factor Analysis, Multiple Linear Regression and PATH model to test the model through the intermediate variable 'student's perception' and the hypotheses, identifying the green marketing effects on HUTECH students' food purchasing decisions at Ho Chi Minh City Co-opMart supermarket chain. The results of the study identify four factors of the green marketing mix (4Cs), namely, green commodity, green cost, green convenience, and green communication. All these factors have an influence on the student's food purchasing decision at Co-opMart supermarket. Cost is the strongest factor eliciting student's interest in purchasing green products, followed by convenience, then communication. Commodity has the least impact on green purchasing decision. This study proposes some feasible solutions for Co-opMart managers to attract more students using green food in the complex situation of contaminated food, which is extremely harmful to consumers' health.