• 한국콘텐츠학회논문지
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• 제13권12호
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• pp.507-518
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• 2013

최근 스토리텔링에 대한 관심과 연구, 개발이 문화산업 전반에 걸쳐 이루어지고 있는 가운데, 지역의 전설, 역사, 문화유산 등을 바탕으로 한 스토리텔링을 개발해 마케팅의 수단으로 적극 활용하고 있는 사례가 많아지고 있다. 본 논문은 이러한 가능성을 서울지역 지명의 전설, 설화, 이야기 콘텐츠를 통하여 발견해 보고자 한다. 먼저, 서울지역과 관련된 전설의 역사와 유형을 알아보고 이를 토대로 서울지역 내 전설이 지닌 콘텐츠로서의 잠재성을 극대화하기 위한 다음과 같은 콘텐츠 활용 방안을 제안한다. 첫째, 스토리뱅크의 구축이고, 둘째, 전설 체험코스 및 주변 콘텐츠와의 연계 프로그램 개발이다. 셋째, 전설, 이야기를 활용한 마을 축제의 개발이고, 넷째, 각 지역의 전설과 관련된 상품 개발이며, 다섯째, 지명전설을 배경으로 한 다양한 문화예술 콘텐츠 개발이다.

• 문화기술의 융합
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• 제1권1호
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• pp.91-93
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• 2015

현재의 인터넷 주소는 웹 사이트 단위로 부여되어, 사용자가 특정 콘텐츠 자원에 접근하기 위해서는 우선적으로 해당 웹 사이트에 접속함으로써 가능하다. 그러나, 실제 사용자들은 웹 사이트보다는 그 사이트 내에 존재하는 콘텐츠나 서비스에 더 관심이 많다는 점을 고려했을 때에 웹 사이트 단위의 접근 방식은 원하는 콘텐츠나 서비스로의 신속하고 용이한 접근이 어려우므로, 사용자 편의성을 도모하기에는 한계가 있다. 본 논문에서는 디지털 콘텐츠 등의 웹 자원을 인식하기에 용이한 주소 표현이 가능하고, 특정 콘텐츠 자원에 직접 접근이 가능한 콘텐츠 주소 서비스를 위한 모델을 제안한다. 이를 통해 콘텐츠를 이용하는 사용자의 편의성이 보다 향상될 것으로 예상되며, 나아가 새로운 콘텐츠 유통 표준 인프라 환경을 마련하는데에 기여할 수 있을 것으로 기대된다.

• 디지털융복합연구
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• 제10권8호
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• pp.119-133
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• 2012

소셜미디어는 기업과 소비자와의 관계와 커뮤니케이션에 있어서 일대 혁신을 가져옴으로써 기업의 마케팅 활동을 급속히 변화, 발전시키고 있다. 블로그와 SNS 는 고객과의 커뮤니케이션 효과를 극대화하기 위한 새로운 크로스미디어 플랫폼으로, 국내 기업들도 포탈검색, 블로그, SNS 등, 다양한 채널들을 활용하여 마케팅 하는 사례들이 증가하고 있다. 본 연구는 마케팅 활용 관점에서 포털 검색 광고와 블로그, SNS 채널들의 특징과 기대되는 성과들을 국내 기업 사례 분석을 통해 비교 분석하고, 마케팅 활동 목적과 방향에 따라 각 채널들을 어떻게 독자적, 혹은 통합적으로 활용하여 마케팅 성과를 극대화시킬 수 있을지에 관한 전략적 틀과 시사점을 제시하고자 하였다. 포탈검색 광고 채널은 관계지향성, 운영독창성 측면에서 우수한 것으로 평가되었으나 채널차별성, 내용적합성, 고객활용성, 네트워크성 측면, 특히 협업과 사회공헌 활동에의 참여 부문에서는 성과가 낮다고 판단되었다. 블로그 채널은 공개적절성, 질적수월성, 정보관리, 협업, 사회공헌활동 측면에서 높은 성과가 있다고 평가되었다. SNS 채널은 관계지향성, 고객지향성, 내용충실성, 고객활용성, 브랜드 이미지 강화, 비용절감, 홍보 및 광고 효과 등에서 높은 성과를 보였다. 따라서 기업은 시장 및 타겟 고객 조사활동, 홍보, 고객관계관리 강화, 신제품 테스트 및 입소문, 이벤트 진행 등, 마케팅 활동의 목적을 분명히 정의하고 각 채널의 상대적인 장점과 단점을 이해하여 각 채널을 독립적, 혹은 유기적으로 연계하여 상호 보완하면서 통합 마케팅 커뮤니케이션 전략을 수립하여야 한다.

• 정보관리학회지
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• 제20권3호
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• pp.261-276
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• 2003

시민의 정보화 수준 향상을 위해 현재 서울특별시립의 공공도서관에서는 디지털 자료실을 개실하여 인터넷과 DVD 위성방송 등 다양한 전자정보원과 정보서비스를 제공하고 있으며 향후 더 많은 컨텐츠들로 서비스 할 계획이다. 이에 따라 본 연구에서는 서울특별시립 공공도서관 디지털 자료실의 활성화를 위해, S 도서관 전자정보실을 대상으로 마케팅 전략을 적용하여 디지털 자료실의 운영을 보다 체계화하여 정보서비스를 활성화하며, 궁극적으로 보다 많은 이용자를 확보하여, 이용률을 높이고 공공도서관의 정보서비스 경쟁력을 높이는 방안을 제시하고자 하였다.

• 유통과학연구
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• 제12권10호
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• pp.57-65
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• 2014

Purpose - This study aims to identify the effect of corporate eco-friendly marketing, which focuses on corporate social responsibility, on the environment, natural preservation and protection, and environmental concern among consumers. Research design, data, and methodology - A total of 92 valid questionnaires were used for analysis. A structured model was established and a 3-step mediated regression test was employed to see how consumers' perception of ethical consumer behavior and price sensitivity are influential in relation to the impact of consumer's perception of eco-friendliness on the using intention in relation to eco-friendly products. Results - Three factors of eco-friendly perception all have a positive impact on ethical consumer behavior, thus lowering their price sensitivity. In particular, it is found that environmental knowledge and environmental concern are important to promote ethical consumer behavior. Conclusion - It is found that, to increase the using intention of eco-friendly products, an enterprise should practice an eco-friendly marketing strategy, deliver eco-friendly related knowledge, and include contents to allow consumers to take an interest in the environment for effective performance of marketing.

• 복식문화연구
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• 제12권5호
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• pp.691-701
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• 2004

The first purpose of this study was to compare the factors of information searching before purchasing with the factors of information offering after purchasing of the products, which were communication contents about the wedding Hanbok in internet communities. The second purpose was to propose marketing strategies for internet wedding Hanbok marketer. To accomplish the goal, the content analysis method which considered references and opinions of internet community members was used. Two hundred cases from WEDDING CLUB(62,893members), WEDDING GONGBU (18,649members), and WEDDING DOUMI (17,326members) in Daum internet portal site were selected from August 1 to September 21, 2003. The results were as follows: First, the information factors which were considered seriously when consumers purchased wedding Hanbok, were design, the level of sewing, price, store location, cognitive power, service level, and manufacturing time. Second, the consumers considered the price as the most important factor when they searched internet information. Third, the service factor was also considered importantly, and it was recognized important factor so much after purchasing as before purchasing wedding Hanbok. Fourth, the factors such as cognitive power, manufacturing time and store location were seriously considered as the information searching factors before purchasing. It showed higher rate when compared with information offering factors of after purchasing the wedding Hanbok. Fifth, the factor of sewing was considered as lower rate than other factors. It showed similar results before and after purchasing the wedding Hanbok.

• 한국조경학회지
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• 제32권4호
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• pp.71-82
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• 2004

During the IMF period the unsold of apartment housing was significantly increased due to financial problems. Apartment constructors had to severely struggle with fund problems and even some of them were bankrupted. Due to this fact, they had to find new marketing strategies to sell the apartment complexes even with low margins. One of the solutions was that housing companies could present a distinctive and outstanding outdoor space in apartment complexes. The purpose of this study was to investigate such differentiated marketing strategies by reviewing the apartment housing advertisements during the IMF period. The major findings through this study were as follows: 1. During the IMF period housing companies presented a distinctive and outstanding outdoor space in apartment complexes. In 1999, which was the peak of the IMF impact, there were frequent advertisements for apartment housing in daily newspapers. 2. Daily newspapers had been mostly used for advertising the apartments. A thorough review of them is very valuable in investigating differentiated marketing strategies of the outdoor space in apartment complexes. 3. The main theme of differentiation of outdoor space can be summarized as : Emphasis of the importance of healthy life, application of environment-friendly facilities, and use of traditional korean style elements in apartment complexes.

• 동아시아경상학회지
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• 제10권2호
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• pp.115-125
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• 2022

Purpose - The quality of the hotel depends on the Oriental arts established. Customers tend to believe that high prices reflect the offered services. This research expounds on the effects of Oriental interior designs in the hospitality industry in enhancing hotel profitability, opportunities for development, and the growth of urban hotels. Research design, Data, and methodology - This study conducted the comprehensive literature analysis to obtain suitable contents about the effect of Oriental Art for Urban Hotel Business Plan. the literature analysis method systematically assesses the value of qualitative data. Resources are organized into groups using a coding frame. Result - The adoption of the Oriental arts in the interior designs in the hotel industry will lead to customer attraction, improved competitive advantage, customer loyalty, and the preservation of the societal values of culture. Therefore, the marketing practitioners should adopt oriental arts as an integral aspect of interior designs to enhance customer satisfaction Conclusion - Marketing practitioners also use the oriental arts to enhance customers' willingness to pay. This is because oriental arts serve as the cues that enable the consumers to feel that the hotel's products are of quality. When oriental arts are used in interior hotel designs, the customer's willingness to pay increases. Thus the firm's relationships with customers are boosted.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.109-120
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• 2022

This study has incorporated the mechanics-dynamics-emotions (MDE) and two behavioral learning paths to investigate the customers' co-creation behavior in Taiwan. The intuitive path begins with a gamification design that reflects the customers' proactive and innovative behavior; the cognitive path begins with persuasion knowledge remarks based on rational and reactive reasoning. These two paths conclude what forms user co-creation. The study collects data of 505 active social media users in Taiwan and employs structural equation modeling. The empirical findings demonstrate persuasive knowledge and gamification design are significantly associated with self-reference, and in turn, positively associated with co-creation. It indicates that cognitive behavior plays the main role in forming co-creation. Participants are more drawn to co-creation behaviors by the marketing contents that prompt reactive behaviors than proactive ones. Therefore, marketing managers can use appropriate stimuli to enhance co-creation behavior. Companies can design activities related to users, and more accessible for reactive, instead of proactive behavior, i.e., asking for their initiatives. It also suggests that companies' marketing campaigns should involve key opinion leaders matching the product image and the target audience's preferences. The novelty of this study is to introduce a novel augmented MDE framework to extend the "dynamics" into the incubation and implementation stage.

• Asia Marketing Journal
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• 제18권3호
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• pp.1-18
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• 2016

The purpose of this paper is to examine empirically how to balance advertising expenditure before and after launch with regard to the direction of word of mouth in the motion picture industry. The vector auto-regression model is applied to assess the dynamic impact of advertising and word of mouth on sales. Empirical data, including advertising, word of mouth, and sales (the number of entries) of 83 movies are used for analysis. The research results show that for a movie having more positive word of mouth in the pre- and post-launch periods, it is worthwhile to spend the advertising budget in the pre-launch period only and to spare it in post-launch period. However, it is worthwhile to spare the advertising budget in the pre-launch period for movies having less positive word of mouth before and after launch, and to concentrate spending in post-launch period instead. Mangers who handle products and services facing shortened lifecycles, such as games, eBooks, and digital music contents, need to check the quality of pre-launch word of mouth for their advertising budget decisions in the pre- and post-launch periods and spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive). For products and services with a shortened lifecycle, it is recommended to spend more of the advertising budget in the post- (pre-) launch period if pre-launch word of mouth is negative (positive).