• International Journal of Computer Science & Network Security
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• 제22권7호
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• pp.206-212
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• 2022

Strengthening global geopolitical instability in the world leads to an aggravation of international conflicts; it destabilizes the domestic political situation in countries, violates the rights and freedoms of man and citizen, and also activates economic crime. The full-scale invasion of the Russian Federation on the territory of Ukraine and the deployment of military operations in a large territory of a sovereign country have created a number of destabilizing factors in the development of digital technologies and negatively affect the state and trends of digital marketing, which allows establishing interaction with a wide audience and facilitating the search for new customers in various places. The purpose of the research lies in substantiating the theoretical and applied principles for studying the features of digital marketing in the conditions of wartime posture in Ukraine. In the course of the research, general and special methods of economic analysis have been used and applied, namely: analysis and synthesis; analogies and comparisons; generalization and systematization; graphic and tabular methods. Regarding the results of the research of digital marketing in the conditions of wartime posture in Ukraine, it has been established that the intensification of the development of digital marketing is caused by the crisis phenomena of social-economic, social-political and military nature, as well as exacerbated by the challenges of the COVID-19 pandemic. It has been proven that highly developed countries use innovative digital technologies more effectively in the field of marketing, which indicates the importance of the Multidimensional Index of Digitization (the USA - MID: 0,92-0,92; the UK - MID: 0,80-0,97; Japan - MID: 0,80-0,88; Canada - MID: 0,78-0,81; Germany - MID: 0,78-0,88; France - MID: 0,72-0,76), however, the developing countries record much lower values (Ukraine - MID: 0,22-0,48). Accordingly, the level of cybersecurity in highly developed countries is also significantly higher than in transitive countries, in particular, in the United States (GCI: 0,919-0,999); Great Britain (GCI: 0,783-0,995); Canada (GCI: 0,818-0,978) and in Ukraine (GCI: 0,501-0,661).

• 만화애니메이션 연구
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• 통권36호
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• pp.121-145
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• 2014

조합원의 이익 극대화를 목적으로 조합원들에 의해 민주적으로 운영되는 협동조합은 다양한 사회경제적 요구에 부응할 수 있는 새로운 사업모델로 주목받고 있다. 우리나라에서도 2012년 12월 협동조합기본법이 제정됨에 따라 전 산업에 걸쳐 다양한 종류의 협동조합 설립이 가능하게 되었다. 본 연구는 해외시장 진출을 위한 노력과 성과에도 불구하고, 실질적인 해외시장 매출은 기대에 미치지 못하고 있는 한국 애니메이션의 해외배급 개선방안 모색을 위해, 애니메이션 제작사들이 조합원으로 참여하는 해외 마케팅협동조합의 도입 타당성과 기대효과를 논의하였다. 애니메이션 제작사들과의 인터뷰 결과, 한국 애니메이션 해외 배급의 문제는, 1)취약한 마케팅 조직과 전문성, 2)TV 방영권 위주의 판매로 인한 부가판권 매출 미흡, 3)지역별로 특화된 마케팅 역량의 부족으로 확인되었고, 이는 수익성과 자금력이 취약한 애니메이션 제작사들로서는 해결하기 어려운 과제이다. 해외 마케팅협동조합이 설립된다면, 애니메이션 제작사들로서는 불가능했던 심층적인 시장조사 등을 통해 해외시장 적응력이 강화되고. 조합원들이 제작한 여러 작품을 함께 판매함에 따라, 장르 물량 타겟 등과 관련한 해외 거래선의 다양한 수요에 대한 대응력 및 협상력 강화를 기대할 수 있다. 또한, 조합원들의 자본과 인력을 함께 투입함으로써, 적극적인 홍보 마케팅을 통해 작품의 브랜드 가치 제고가 가능하고, TV 방영, 캐릭터 머천다이징, 디지털 미디어 유통 등 가치사슬의 전 과정에 걸친 매출 극대화와 지역별로 특화된 마케팅 조직의 구축이 가능해진다. 무엇보다도, 협동조합을 통해서 조합원들이 모든 주요 의사결정에 평등하게 참여함으로써 각각의 작품을 위한 최적의 마케팅 활동이 수행되도록 관리 통제할 수 있고, 판매 이익은 조합원 인 제작사에게 귀속되기 때문에, 배급사 이익의 극대화를 위해 개별 작품에 최적의 서비스가 제공되지 못하는 '주인-대리인 문제(principal-agent problem)'를 최소화 시킬 수 있다는 점에서 마케팅 협동조합은 효과적인 해외배급 활성화 방안이 될 수 있다.

• 디지털정책학회지
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• 제3권2호
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• pp.1-14
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• 2024

본 연구의 목적은 헤어뷰티산업의 SNS 마케팅 특성이 헤어샵 이미지 형성과 방문의도에 미치는 영향을 분석하는 것이다. SNS 마케팅은 현대의 소셜 미디어 플랫폼을 활용하여 고객과의 상호 작용, 정보 제공, 정보 신뢰, 유쾌함을 통해 마케팅 활동을 수행하는 전략입니다. 이러한 SNS 마케팅의 특성이 헤어뷰티 업계에서 헤어샵 이미지 형성과 고객 방문의도에 어떤 영향을 미치는지 분석하고자 하였다. 연구를 위해 헤어 관련 SNS 이용 경험이 있는 총 307명의 고객을 대상으로 설문조사를 실시하였다. 설문지에는 SNS 마케팅 특성, 헤어숍 이미지, 방문의도 관련 항목이 포함되어 있으며, 수집된 자료는 SPSS 26.0을 이용하여 통계분석하였다. 연구문제의 결과는 빈도분석, 요인분석, 신뢰도 분석, 상관분석, 단순회귀분석, 다중회귀분석, 매개회귀분석 등의 분석기법을 적용하여 도출하였다. 연구 결과, SNS 마케팅의 특징인 정보제공, 정보신뢰성, 유쾌함, 상호작용이 헤어샵 이미지 형성에 긍정적인 영향을 미치는 것으로 나타났다. 또한 헤어샵 이미지가 방문의도에 긍정적인 영향을 미치는 것으로 확인되었으며, 헤어숍 이미지는 SNS 마케팅 특성과 방문의도 사이에서 매개 역할을 하는 것으로 나타났다. 이는 SNS 마케팅을 통해 헤어 뷰티 업계의 이미지 형성과 고객 방문 의도를 향상시킬 수 있는 중요한 인사이트를 제공합니다.

• International Journal of Advanced Culture Technology
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• 제8권1호
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• pp.13-18
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• 2020

Going shopping would be a very reasoned and well-planned activity, however, at the same time, it would not. People may go shopping just for fun and as their leisure. The motivations for going shopping and their experiences cannot be fully explained with the economic utility or the information-processing model. Thus, this study explored the hedonic aspect of the experiences of shopping as an alternative explanation to consumers' motivations of shopping and discussed retail advertising and marketing plans. An in-depth interview was conducted to obtain a better understanding about hedonic value, and it was found that hedonic value affects a consumer's shopping experience and that understanding consumers' motivations for shopping and establishing competitive advertising and marketing plans is important in drawing more consumers. Strategic implications for establishing further retail advertising and marketing plans obtained from the findings were also suggested.

• 한국의류학회지
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• 제27권2호
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• pp.169-176
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• 2003

This empirical research aimed to identify and compare key success factors in fashion marketing education in Korea as well as those in U.S.A. Employing a couple of statistical methods (multiple regression and factor analysis) on survey data, it was found that the decisive factors in the fashion marketing education differed between two countries. mainly attributable to the difference of goals in the education or to the job orientation of students. Surprisingly it was also found that no educational methods significantly affected the educational performance in both countries, implying that the so called constructivistic ways of leaching/learning was not so effective as expected. In order to improve educational performance in Korea, as far as fashion marketing is concerned, universities needed to increase the class-hours for the course, to provide more supportive educational environment, and to let the instructors used computer/internet facilities for more diverse purposes than now.

• 산업경영시스템학회지
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• 제32권3호
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• pp.168-177
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• 2009

The proliferation of the internet and electronic commerce has given the manufacturers the opportunity of direct marketing. This study analyzes the decision of manufacturers regarding whether to sell the products through independent sales company or to sell the products to the consumer directly. To do this, a new demand function is proposed and sub and super games are modeled and analyzed based on the demand function. By analyzing the Nash equilibria, it is shown that the manufacturers' decision of direct or indirect marketing not only depends on the competitiveness between the products but the absolute and relative marketing capabilities of the manufacturers. It is also shown that, in some cases, the manufactures have incentive to rise the competitiveness between the products to maximize the channel profit.

• 한국유기농업학회지
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• 제11권2호
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• pp.43-60
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• 2003

Recently. together with consumers' increasing concerns on food safety and environmental issues. there is increasing demand on the environmentally friendly agricultural products such as organic products. At present, Japan. as a biggest net importing country of the agricultural products. is a market of the international-scale in the organic product marketing. Also. it is expected that the possibility of market expansion in the future is very high. According to the 2000 agricultural census in Japan. the number of the environment-friendly agricultural farmers were 501.556 householders. This number is about 145 percent higher than that of the 1996 results of 204,600 householders. Organic products in Japan were mainly marketed through the producer and consumer cooperation, producers' cooperation, specialized marketing company etc. However, along with the department store, big supermarket and others' participation in the market recently, the marketing channels are diversified. As of October 1999, market sales of the organic products were estimated about 350 billion yen. It is expected that organic certification system, organic products import, resturant industry scale and others will be more influential factors on the market expansion of the organic products in the future.

• 한국건축시공학회:학술대회논문집
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• 한국건축시공학회 2014년도 추계 학술논문 발표대회
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• pp.224-225
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• 2014

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analysis the internal marking factors by using Analytic Hierarchy Process.

• 식품기술
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• 제24권3호
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• pp.353-368
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• 2011

• 패션비즈니스
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• 제5권4호
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• pp.37-55
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• 2001

This study put its major concern in consumer behavior during a purchase of fashion products through the Internet marketing channels. Therefore, it investigated the Internet shopping and tried to find the reasons why clothes shopping through the Internet marketing channels is not popular enough. Then, alternative marketing strategies would be suggested which is accessible from the relationship marketing approach. The study adopted a qualitative research method to implement those purposes. In-depth interviews were conducted with the interviewees who had an experience of buying a fashion merchandise through the Internet or who had such an intention. And the information on stages of decision-making process and actual purchase was obtained by participating in and observing the process. The results revealed stages of decision-making in purchasing a fashion product through the Internet channels, the process of relationship development, and the elements of relationship marketing which affect purchase intention. The elements of relationship marketing to promote a purchase of a clothing product via the Internet marketing channels included convenience; communication and socal experience; sensual information; risk acknowledgement and pursuit for safety; and usage of complexed marketing channels. Based on these, a few strategic points such as remote reality, database of communication basis, strengthening individualized services, and development of complex marketing channels were suggested.