• Journal of Distribution Science
• /
• v.17 no.4
• /
• pp.51-57
• /
• 2019

Purpose - This study aims to improve the distribution structure of the OLED market and develop cost-effective optimization techniques. Specifically, it is a study on the optimization of ferric chloride to improve the etch of SUS MASK for OLED. Research design, data, and methodology - Applying the optimal conditions of the experiment, the final confirmation was evaluated for improvement by the Process Capability Index (Cpk). It is possible to derive social performance such as improvement of precision of SUS MASK manufacturing, economic performance such as defect rate, reduction of waste generation and treatment cost, technological achievement such as SUS MASK production technology, improvement of profit structure of technology development and process improvement do. Results - The improvement of the Cpk before the improvement was made was confirmed to be 0.57% with a defect estimate of 25.07% with a failure estimate of 0.57% after the improvement, and 8.84% with a failure estimate of 0.57% level after the improvement. Conclusions - If the conclusions obtained from the specimen experiment are applied to the manufacturing process of SUS MASK, it will be possible to expect excellent cost-effective competitiveness due to the improvement of precision and reduction of defect rate to enhance the OLED market penetration.

• The Research Journal of the Costume Culture
• /
• v.15 no.3 s.68
• /
• pp.483-495
• /
• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• Journal of Korea Trade
• /
• v.23 no.6
• /
• pp.52-65
• /
• 2019

Purpose - This paper aims to study what is impacting the development of e-Government Procurement in China, the current strategies of developing Chinese Governmental e-Procurement, and to present some measures by which Korea's exporting industry could enter the Chinese procurement market. Design/methodology - This study is to provide a systematic literatures review on what is impacting the development of e-Government Procurement in China. Hence, based on western research, Chinese literiatures are used for this study. Findings - To penetrate the e-procurement of the Chinese government, the acquisition of government procurement certification is necessary. Secondly, the qualification of "Made in China" is one way to join the market. And finally for Korean companies to enter the procurement, it is necessary to provide products to the public institutions such as universities, hospitals and social organizations and to the state-owned enterprises. Originality/value - This paper aims to study what is impacting the development of the e-Government Procurement in China, the current strategies of developing Chinese Governmental e-Procurements, and to present some measures by which Korea's exporting industry could enter the Chinese procurement market. These originalities can be expected to give understanding of Chinese e-govenment procurement and insight for strategy for both Korean enterprise and relavant academic circles.

• Journal of Korea Trade
• /
• v.24 no.1
• /
• pp.35-58
• /
• 2020

Purpose - This study examines the determinants of foreign direct investment (FDI) location choice for Chinese firms, focusing on the agglomeration effect for firms of the same nationality. Design/methodology - The empirical data are China's inward FDI from the top 19 economies (excluding tax havens and Taiwan) in terms of FDI during 1997-2015 and China's outward FDI from the top 18 economies (excluding tax havens). This study uses a random effects generalized least squares model for panel data analysis. Findings - The results confirm that both host countries' costs and market conditions and the degree of agglomeration affect these countries' attractiveness for FDI inflows. Specifically, agglomeration has a significant effect on China's inward and outward FDI. This study confirms that the agglomeration of firms of the same nationality has predictive power for multinational enterprises' FDI location choices. The host countries' real GDP and trade openness also positively affect FDI inflows. Interestingly, however, China's production cost has a positive effect. Thus, inward FDI aimed at entering the Chinese market is increasing in recent years relative to the previous efficiency-seeking FDI. Inward FDI in China is therefore the market-entry type, whereas outward FDI by Chinese firms is the market-oriented type. Originality/value - These results suggest that the effects of the potential determinants of Chinese outward FDI are similar to those of inward FDI as China's trade liberalization progresses.

• Proceedings of the Korean Institute Of Construction Engineering and Management
• /
• 2007.11a
• /
• pp.571-575
• /
• 2007

With intensive competition due to the limited growth of the domestic construction market volume and the opening and construction boom of international construction market, construction firms register to grope strategy of enterprise dimension for improvement such as entry extension of domestic construction market order corporate strategy and international construction market. In this research, influence factors of corporate strategy are extracted and their interrelationships are presented in the domain of change of external environment with the internal and external market system, construction enterprise's internal capacity and corporate strategy, government and the internal and external market. The result of this research will be used for quantitative analysis through system dynamics simulation and basic data of model effectiveness verification through actuality domestic construction enterprise's case study, and can be used to basic data of new corporate strategy establishment because construction enterprise forecasts effect hereafter establishing corporate strategy in construction environment that change rapidly.

• Journal of the Korean Society for Computer Game
• /
• v.31 no.4
• /
• pp.145-155
• /
• 2018

This study aims to extract additional elements to the existing game value evaluation using Delphi technique to 23 game experts. As a result of reviewing the characteristics of the development model using the evaluation model of the existing game contents, it was found that the evaluation factor was selected when selecting the content. The Delphi analysis was conducted two times, the first was the expert FGI and the second was the Delphi questionnaire. More detailed elements were presented in the related items such as results, technology transfer and dissemination, and details for promoting commercialization. Through focus group interviews, we extracted additional factors and predicted market size, growth potential, regulatory and market appeal and risk through market analysis of content success in the game industry. This will allow the industry to understand market size, growth potential, regulation, market appeal and risk through a market analysis of its success targets. This study suggests that the proposed evaluation factors can be applied to the entire game and cultural contents industry and will also help to construct market factors such as market value evaluation of contents, goal and goal setting, selection of entry method, and strategic factors.

• Asia Marketing Journal
• /
• v.17 no.4
• /
• pp.63-88
• /
• 2016

K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this study aims to demonstrate that K-pop will provide its audience with a unique and engaging experience if it thinks globally and acts locally in its marketing and communication strategies. A survey of K-Pop's world fan base was carried out online with 1,074 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global and intercultural strategies to local markets with increasing brand awareness through utilizing digital marketing. For example, to increase K-Pop's popularity and market share in Brazil, it is not required to sing in Brazilian Portuguese, contrary to what might be perceived but fully singing in English would help breaking into the market dominated by domestic music as songs would have a higher probability to be included in the international soundtrack of a Brazilian telenovela and promote the K-Pop artist not only across Brazil but also give the artist exposure in all the markets the Brazilian telenovela is exported to, opening an entry door to those markets. K-Pop audience segmentation and psychographic profiling is crucial to the understanding of each market's consumer's preferences, likes, dislikes and their buying habits as it was proven through Brazil's digital media, social media, digital music market and K-Pop market analysis within the global context of the study. It should be also considered that brand extensions are not standard everywhere and that there are cultures where different product categories are not directly associated with its main corporate owner which requires extensive local market knowledge to succeed. The primary and secondary data research that we conducted for this study intended to demonstrate that K-Pop can be successful in Brazil and in Latin America and increase their local and regional market share if digital marketing and communication strategies are tailored to each individual market.

• Journal of Korea Game Society
• /
• v.11 no.5
• /
• pp.43-52
• /
• 2011

This study assumed the competitive structure based on genre classification for Korean online game market, and carried out the analysis on the degree and characteristics of the competition that appear differently in each sub market classified according to the genre. Analysis result can be summarized as follows. (1) In the view of the total play time, the proportions of the online games in each genre were appeared in the order of "RPG > FPS/RTS > Sports > Arcade/Poker > Go-stop > Board/Racing". (2) In the view of the shares in the play time, the degree of competition between games in the sub market structure of the online games according to the genre was found in the order of "RTS > Racing > FPS/Sports > Go-stop > Poker > Arcade/Board > RPG". The evaluation and interpretation of the high and low of the competition degree are as follows. As the degree of competition is higher, (RTS > Racing > ${\cdots}$) the royalty and the ratio of reusing of the users for the game is lower, and on the other hand, the tendency of replacing and using appeared higher, so the market entry barrier for a new game can be evaluated to be low. Reversely, as the degree of competition is lower, (${\cdots}$ > Arcade/Board > RPG) the royalty and the ratio of reusing of the users for the game is higher, and on the other hand, the tendency of replacing and using appeared lower, so the market entry barrier for a new game can be evaluated to be high.

• Korean Management Science Review
• /
• v.33 no.4
• /
• pp.33-49
• /
• 2016

The market of platform business is typically served by a few dominant players, presenting "winner-takes-all" phenomenon. This study aims to find service characteristics leading to the phenomenon. Six different service-characteristics were considered : Same-side network effect, cross-side network effects, entry barrier, multi-homing cost, switching cost, and heterogeneity of preference. To assess the degree of concentration of market share, HHI (Herfindahl-Hirschman Index) is calculated for top three major players. Based on the HHI value, 10 most eminent platform businesses are classified into three different segments and each segment is characterized with key factors. The results from this study provide some insight into the strategic management of platform business.

• Proceedings of the Korean Institute of Building Construction Conference
• /
• 2011.11a
• /
• pp.87-88
• /
• 2011

Construction projects that should be under the construction supervision regulation were decreased in 2008 and new supervision projects in 2010 were significantly reduced by 60% comparing to the ones as of 2009. On the contrast, the volume of world construction projects including Middle·South Asia and Africa is forecasting to be increased by 46% in 2018. However, although the needs of oversea expansion of domestic construction supervision firms are appeared more and more, their preparations to the strategically important areas in the world are insufficient. Thus, this paper aims to suggest directions of strategics and plans for domestic construction supervision industry to expand the market to the world through questionnaire surveys and expert investigation.