• Asia Marketing Journal
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• 제16권3호
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• pp.101-118
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• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• 통상정보연구
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• 제1권2호
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• pp.25-48
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• 1999

A rapid diffusion of internet provides Korean companies with both business opportunities and challenges. Internet is becoming more and more important as an environment factor to industry in general. This paper investigated the present situation of internet marketing utilization in companies. And based on the research result, this paper suggests the efficient utilization measures of internet marketing in Korean companies.

• 한국의류학회지
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• 제23권2호
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• pp.296-306
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• 1999

This study reflects the aim of analyzing the fashion design connection with ecology. Ecology has been linked to human life through its changing relations with environment. In order to recover eco-system ecology-nature oriented methodology and technology oriented approach will suffice. On the modern design field Green design Recycling and Green marketing resulted in increasing rates of environment-friendly production and an effort to deliver environment-friendly corporate image. Based on above research ecological image on fashion design during the year 1990 to 1995 represents the following conclusion. In the fashion design field natural image primitive image nature -harmonious image material-recyling image culture-recycling image are proposed. In the technology field clean image and high-tech image are proposed. In the marketing field happy image harmonious image serious image and realistic image are proposed.

• Journal of Information Technology Applications and Management
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• 제20권4호
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• pp.315-338
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• 2013

As a result of New media that affects the marketing system, it is appeared a new marketing system called Market Platform in terms of market governance of trading. Market Platform is a new marketing system for ideal market system through the community structure from a hierarchy structure. It is determined that Market Platform as the role of adjustment of each side of market, buyer and seller, developed an existing marketing system. In this study, to target the Market Platform has recently emerged as the center of the market management in the new media environment. This study investigates what characteristics and impact of infrastructure of Market Platform will affect the cognitive impact on both buyers and sellers to clarify the impact on the self efficacy of the shopping process. Through this investigation, modeling for the impact that new media environment will attract Market Platform will be developed from the investigation of attractiveness of mobile market platform environment. Changes in the technical media environment gave the characteristics of the customer in the market platform, so consumers could involve not only consumed, but also manufactured. Thus, it is possible to increase the attractiveness if market must be able to not only for the convenience of shopping, but also make people to enjoy the experience of value co-creation. In other words, the new media, as a result of affecting the marketing system, mobile market platform is organized around the market of communication base. Network centrality, visible openness, ubiquitous multiplexity, 3 properties of new media increase the market self-efficacy of their customers. Therefore, the structure of market platform that enhance self-efficacy has higher attractiveness.

• 한국도서관정보학회지
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• 제38권3호
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• pp.335-351
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• 2007

21세기 지식기반시대에서 전문도서관은 치열한 경쟁환경에 직면하고 있으며, 도서관의 존속과 발전을 위해 모기관 및 고객을 위한 '도서관마케팅'을 전개할 필요가 있다. 이 연구에서는 도서관마케팅의 개념을 정리하고 국내외 도서관마케팅 사례를 살펴보고, 한국 전문도서관을 위한 마케팅 경영전략을 구체적으로 제시하였다.

• 한국유기농업학회지
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• 제19권2호
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• pp.157-184
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• 2011

This work is based on the experience of active and successful organic marketing initiatives, and aims to provide advice for genuine and practical sustainability. To make successful marketing possible we describe, on the one hand, the main challenges of the market and policy environment for organic marketing initiatives and, on the other hand, key factors for management. Management planning is a key issue for successful marketing and is therefore the focus of special attention in this work. This paper summarises and highlights those key factors which influence the operations of an organic marketing initiative. These include the role of key individuals, the role of innovation, the importance of strategic planning and clear objectives, the role of coherence, motivation and identity, brand policy, the role of networks, the importance of market research, public funding, economies of scale, systematized cooperation, hazards and risks in general.

• 한국의류학회지
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• 제38권3호
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• pp.334-346
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• 2014

Green marketing is efforts to achieve the environmental responsibility in all marketing activities. This study investigates the contribution of SPA fashion brands' green marketing activities to consumers' green behavior and the brands' growth as well as the natural environment. Green marketing activities are classified by product relevance and consumer participation. An online survey is conducted using scenarios developed according to the two (high/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participation. The positive effects of product relevance and consumer participation on green consuming intention are found. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands.

• Asia pacific journal of information systems
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• 제17권2호
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• pp.1-28
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• 2007

The success of new product development is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, market orientation, and competitive environment as the key success factors of new product development. Recently, the role of IT infrastructure in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT infrastructure are lacking. The purpose of this study is to empirically exam the impacts of IT infrastructure on new product competitive advantage. In this study, IT infrastructure is conceptualized as the flexibility of IT infrastructure. Based on previous research, a conceptual model is established by incorporating the direct impact of IT infrastructure flexibility and its indirect impact through the key success factors on new product development. To empirically test the research model, data are surveyed from a pair of IS department and Marketing department of 92 consumer goods manufacturers. By employing PLS technique, the measurement reliability and reliability of research variables are tested and the path analysis is conducted to do the hypothesis testing. The path analysis shows that IT infrastructure flexibility has no direct effect on new product advantage, However, the indirect effect of IT infrastructure is found, which is mediated by marketing capability, manufacturing technical capability, cross-functional integration, and market orientation respectively. Hence, The flexible IT infrastructure increases cross-functional integration (H1), market orientation (H3), marketing capability (H5), and manufacturing technical capability (H6). All success factors of new product development excepts for competitive environment have a positive association with new product competitive advantages (from H10 to H14). Finally, the path from IT infrastructure flexibility to cross-functional integration, to market orientation, to market knowledge capability, and to new product advantage is found as the strongest path. These results indicate that the flexible IT infrastructure enhances information sharing with multiple departments and collaboration within a distributed innovation environment. The collaboration among departments positively affects the level of customer and competitor intelligence. The ability to obtain knowledge about customers and competitors makes firms to adapt to a changing environment quickly and to respond to customers' demands adequately. The flexible IT infrastructure also enhances the capability of organization to more rapidly respond to the changes in product design resulting in faster product development and reduced costs. In addition to, it enhances marketing capability by the two-way communications with customers and the analyses of various kinds of customer data. In brief, the finding of this study suggests that the flexible IT infrastructure allows many firms to pursue sustained new product competitive advantages. This study advances research on IT infrastructure in two important aspects. First, by Integrating marketing research and IS research, this study develops a conceptual model on the role of IT infrastructure in enhancing new product advantage. Second, it empirically finds the indirect impacts of IT infrastructure on new product advantage, which confirms the potential for the IS field to contribute to new product development research. The limitations of this study are also discussed to provide research directions for future research.

• 한국콘텐츠학회논문지
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• 제21권8호
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• pp.559-570
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• 2021

음주를 유발하는 사회환경요인 중 하나인 주류광고와 마케팅 규모는 매년 확대되고 있으며, 음주폐해 또한 그 심각성이 증가하고 있다. 본 연구는 성인 2000명을 대상으로, 주류광고, 주류 판촉마케팅 노출 경험이 음주동기, 음주수준을 매개로 음주폐해에 끼치는 영향에 대해 살펴보았다. 연구 결과 주류광고와 주류 판촉마케팅 노출 경험은 여성보다 남성이 더 높았으며, 음주동기, 음주수준, 음주폐해 또한 남성이 더 높게 나타났다. 주류광고와 주류 판촉마케팅 노출 경험은 음주폐해에 직접적으로 영향을 끼치며, 경험이 많을수록 음주폐해도 큰 것으로 나타났다. 또한 음주동기와 음주수준은 주류광고와 주류 판촉마케팅의 노출 경험이 음주폐해에 끼치는 영향을 부분적으로 매개하는 것으로 나타났다. 따라서, 음주폐해예방을 위해 음주 폐해를 발생시키는 사회 환경인 주류광고와 주류 판촉마케팅에 대한 규제를 강화하고 음주폐해예방을 위해 개인의 인식 개선 접근과 함께 환경적·제도적 차원에서의 개입이 유기적으로 이루어져야함을 제언하였다.

• 한국관광식음료학회지:관광식음료경영연구
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• 제9권
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• pp.163-185
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• 1998

It is expected that marketing environment of the hotel industry will change much this year. Hotels should make strategic marketing activities to cope with the rapid change of the environment positively. With the case study of marketing activities for American market of "L" Hotel, a deluxe hotel in Seoul, this study is to present the ways of improving marketing activities of a tourist hotel. U.S.A market has been emerging as the most important market in deluxe hotels with strong value of U.S. dollar currency. To get more Ameriean staying guests. hotels had better make effortis in American market as follow. First, hotels should select corporate market as main target market in U.S.A market. Second, hotels should make preferred corporate rate contracts with corporate travel departments of corporate accounts as their house agents Third, hotels should recognize Global Distribution System as major eservation network in U.S.A Fourth, hotels should advertise effectively in G.D.S in order that agents may reserve the hotel with its visual information. Fifth, hotels had better make the most use of three branch offices of K.N.T.O and sale offices of their affiliated reservation system to get useful information on corporates and travel agents.el agents.