• 유통과학연구
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• 제14권10호
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• pp.147-152
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• 2016

Purpose - High quality films are affected by both the production stage and various variables such as the size of the movie investment and marketing that changes consumers' perceptions. Consumer preferences should be recognized first to ensure that the movie is successful. If a film is produced without pre-investigation and analysis of consumer demand and taste, the probability of success will be low. This study investigates the balance of production costs, marketing costs, and profits using game theory, suggesting an optimization strategy using the simplex method of linear programming. Research design, data, and methodology - Before the release of the movie, initial demand is assumed to be driven largely by marketing costs. In the next phase, demand is assumed to be driven purely by a movie's production cost and quality, which might also further determine consumer demand. Thus, it is essential to determine how to distribute pure production costs and other costs (marketing) in a limited movie production budget. Moreover, it should be taken into account how to optimally distribute under the assumption that the audience and production company's input resources are limited. This research simplifies the assumptions for large-scale and relatively small-scale movie investments and examines how movie distribution participant profits differ when each cost is invested differently. Results - When first movers or market leaders have to choose both quality and marketing, it has been proven that pursuing a strategy choosing only one is more likely than choosing both. In this situation, market leaders should maximize marketing costs under the premise that market leaders will not lag their quality behind the quality of second movers. Additionally, focusing on movie marketing that produces a quick effect while ceding creative activity to increase movie quality is a natural outcome in the movie distribution environment since a cooperative strategy between market competitors is not feasible. Conclusions - Government film development policy should ignore quality competition between movie production companies and focus on preventing marketing competition. If movie production companies focus on movie production quality improvement then a creative competition would ensue.

• International Journal of Computer Science & Network Security
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• 제22권2호
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• pp.318-326
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• 2022

Marketing stress testing is a new method of identifying the company's strengths and weaknesses in a turbulent environment. Technically, this is a complex procedure, so it involves artificial intelligence and machine learning. The main problem is currently the development of methodological approaches to the development of the company's digital model, which will provide a framework for machine learning. The aim of the study was to identify and develop an author's approach to the parameterization of the company's business processes for machine learning-based marketing stress testing. This aim provided the company's activities to be considered as a set of elements (business processes, products) and factors that affect them (marketing environment). The article proposes an author's approach to the parameterization of the company's business processes for machine learning-based marketing stress testing. The proposed approach includes four main elements that are subject to parameterization: elements of the company's internal environment, factors of the marketing environment, the company' core competency and factors impacting the company. Matrices for evaluating the results of the work of expert groups to determine the degree of influence of the marketing environment factors were developed. It is proposed to distinguish between mega-level, macro-level, meso-level and micro-level factors depending on the degree of impact on the company. The methodological limitation of the study is that it involves the modelling method as the only one possible at this stage of the study. The implementation limitation is that the proposed approach can only be used if the company plans to use machine learning for marketing stress testing.

• 복식문화연구
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• 제31권3호
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• pp.394-410
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• 2023

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers' purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company's marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach's alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

• 산업융합연구
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• 제20권11호
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• pp.11-17
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• 2022

디지털 기술의 발달은 우리의 일상생활과 기업의 마케팅 환경에 많은 변화를 주고 있다. 이에 본 연구에서는 디지털 마케팅의 최근 해외 연구 동향을 파악하는데 있다. 이를 위해 외국 학술 데이터베이스인 SCOPUS를 활용하여 디지털 마케팅의 연구 동향을 파악하고자 한다. 분석결과, 디지털 마케팅 논문은 2013년 이후 지속적으로 증가를 하고 잇는 것으로 나타났다. 또한 토픽모델링 분석결과 총 6개의 주제중에서 2번과 4번 토픽이 유사한 것으로 나타났으며, 주요한 토픽으로는 digital, marketing, research 등으로 나타났다. 본 연구의 결과는 연구자와 기업의 실무자들에게 디지털 마케팅 연구동향에 대한 정보를 제공하였다는 점에서 의의를 가지고 있다. 또한 본 연구결과는 기업의 마케터들이 디지털 마케팅의 중요성을 인지하고 활용하는데 실무적인 시사점을 제공한다.

• 한국농공학회논문집
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• 제47권4호
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• pp.3-12
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• 2005

The object of this study is to develop simulation model using GASS for analyzing complex agricultural marketing. It's hard to analyze agricultural marketing system which consists of many marketing unit by economic mathematical model. This paper proposes simulation model based on GASS which can reduce complexity of system, and applies the national average wholesale cost and retail cost of alpine Chinese cabbage at 2001, 2002 to proposed simulation model.

• 통상정보연구
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• 제7권4호
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• pp.59-76
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• 2005

In this research, electronic commercial web-sites of artwork are analysed with ten marketing success factors such as, low price, variety of products convenience of shopping, ensure credibility DB marketing, providing information, virtual community, preoccupying the marketing, quick response, and strategic cooperation. The analysis showed that the main problem of the Korean fine art market is the lack of demand. Though the problem of the offline fine art market is not to be solved by websites, it seems that the solution should be brought through the operation of websites with long-term plans and patience.

• Asia Marketing Journal
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• 제16권4호
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• pp.19-37
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• 2015

Forming interfirm collaborative relationships has become a key aspect of a firm's marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm's R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, we focus on industry turbulence and industry competitiveness. Industry turbulence refers to the degree to which industry market conditions change quickly and unpredictably, whereas industry competitiveness refers to the degree to which a firm faces competition in the industry. By testing these factors, we are intended to reveal boundary conditions that determine the value of marketing alliances for firm profitability. The analysis of firms in the diverse industries shows that while the main effect of marketing alliances on firm profitability is not significant, it becomes more positive when R&D investment is more intensive or when industry environment is more turbulent. The results of this study imply that just forming more marketing alliances may not be enough to increase firm profitability. Our findings imply that marketing alliances become more effective in a dynamically changing industry environment. That is, firms can cope with industry uncertainties more effectively by forming marketing alliances. At the same time, the moderating effect of R&D intensity implies that the internal investments in R&D magnify the effect of marketing alliances on firm profitability. The findings of this study contributes to the existing alliance literature in three aspects. First, this study enhances our understanding of the contingent value of marketing alliances by testing both internal and external factors that may influence the effectiveness of marketing alliances. Second, this study responds to the need for research that investigates actual performance resulting from interfirm relationships. Third, while previous studies primarily focused on a specific industry, this study extend previous findings of the boundary conditions for the benefits of marketing alliances in a broader context.

• 유통과학연구
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• 제11권12호
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• pp.63-69
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• 2013

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to "do well by doing good." This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology - First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results - The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

• 한국산학기술학회논문지
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• 제14권11호
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• pp.5522-5529
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• 2013

본 연구에서는 소셜커머스 환경에서 "환경-마케팅-성과" 간의 연계성 분석을 통해 소셜커머스 업체의 마케팅 전략의 변화를 살펴보았다. 2010년 4월부터 2013년 3월까지의 신문기사 3,783건 대상으로 내용분석을 통해 소셜커머스에서 나타나는 환경조건들과 마케팅 전략의 구성요소들을 매치하였다. 성과지표로서는 UV(Unique Visitor)와 PV(Page View)를 활용하였다. 소셜커머스마케팅의 특성상 마케팅전략자체가 언론에서 주목을 받게 되는 점을 고려하여 신문기사분석을 하였으며 인터넷비즈니스의 특성상 방문자의 수와 페이지뷰의 숫자를 성과를 나타나는 변수로 활용하였다. 연구결과 "환경-전략" 간의 관계에 있어서는 부정적 환경조건의 변화(불안 확산)에 따라 마케팅 전략이 변화되는 양상이 명확하게 나타났으며, "전략-성과"간의 관계에 있어서는 제품요소와 외재적 판매촉진 요소를 변화시키는 경우 성과에 직접적으로 효과가 나타나는 것으로 추정할 수 있었다. 아울러서 유사한 업체들이지만 업체들간에 마케팅 전략을 활용하는 방법이나 시점에 있어서도 차이가 나타났다. 쿠팡의 경우 UV와 PV와 마케팅 요소들 간에 모든 부분에서 높은 상관관계가 나타난 반면 위메프의 경우는 UV와 관계가 낮았고, 환경요소들과의 관련성에 있어서도 비교적 낮은 수치가 나타났다. 본 연구의 결과는 소셜커머스에 있어서 마케팅 전략의 선행변수로서 환경조건과 후행 변수로서의 성과를 간접적으로 실증하였다는 데에 학술적 의미가 있으며 실시간으로 반응을 해야 하는 소셜커머스에 있어서 마케팅 전략의 의미, 그리고 더 나아가서는 효과의 시차와 관련하여 실증을 하였는 바, 전략 수립에 참고가 될 수 있을 것이다.

• 유통과학연구
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• 제10권5호
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• pp.29-36
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• 2012

본 논문은 풍수마케팅 위한 체계화된 풍수지리 분석기법과 풍수지리 감결서의 작성 방법을 연구하여 주거공간에 있어 기업의 마케팅에 활용할 수 있도록 풍수마케팅 모형을 정립한다. 여기서 풍수마케팅은 제품광고뿐만 아니라 판매촉진, 홍보, 이벤트, 세일즈맨 활동 등 변화하는 시대에 부응하는 마케팅 전략으로 소비자의 구매력과 기업의 이미지 증진에 영향을 줄 수 있다. 다만, 아직까지 풍수마케팅을 할 수 있는 광고상품이 주택분양이나 점포입지 그리고 상품배치를 위한 공간배치 등 매우 제한적이다. 그래서 현재 보편적으로 이루지고 있는 일반적인 주택분양 마케팅에 덧붙여 주택분양을 한층 더 촉진할 수 있는 풍수마케팅 방식을 연구하고자 한다. 먼저 이 연구를 위해 전통풍수지리 이론을 바탕으로 양택풍수 분석방법을 논하고, 현대에 맞는 새로운 풍수지리 분석기법으로 지형공간구조와 지자기교란을 분석방법을 논한다. 이러한 체계적이고 객관적인 풍수지리 분석방법을 적용한 풍수지리 감결서의 작성방법과 표준양식을 제시하였다. 결과적으로 기존 주택산업의 풍수마케팅 모형을 정립하여 기업의 상품판매 촉진 마케팅의 한 방법을 연구하였다. 향후 이러한 연구를 토대로 주택산업에 대한 정립된 풍수감결서 방식에 따라 분석하여 평가한 풍수마케팅 적용사례의 실례를 들어 주택분양에 얼마나 효과가 있었는지, 웰빙건축에 얼마나 반영되었는지에 대한 연구가 진행되면 풍수마케팅의 실효성 유무를 검증할 수 있을 것이다. 만약 이러한 연구를 통하여 실효성이 검증되면 풍수마케팅의 저변확대로 친환경적인 웰빙 주택산업 활성화에도 도움이 될 것이다. 덧붙여 풍수마케팅에 대한 산업별 모형을 연구하여, 그것이 기업의 이미지와 이윤의 극대화 그리고 고객의 만족에 얼마나 부합되는지에 대한 구체적인 연구가 필요하다.