• 한국산학기술학회논문지
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• 제5권2호
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• pp.108-113
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• 2004

웹 기반 시스템의 고객 만족도를 증가시키기 위한 다양한 연구가 활발히 진행되고 있다. 또한 근래에는 고객 관점에서 서비스를 지원하는 일대일 마켓팅에 대한 관심이 높아졌으며, 웹 기반 시스템에서도 일대일 마켓팅을 지원하기 위한 연구가 필요하다. 본 논문에서는 일대일 마켓팅을 지원하는 지능형 고객 특화 모듈을 설계하였다. 제안 시스템은 일대일 마켓팅을 지원하기 위해 타겟 셀링, 크로스 셀링, 업 셀링과 같은 데이터 마이닝 기법을 사용하였다. 또한 이러한 고객 특화 모듈의 마이닝 결과를 프로토타입에 직접 적용하여 제안 시스템이 실제 웹 기반 시스템에 적용가능함을 보였다.

• 지능정보연구
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• 제12권1호
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• pp.163-175
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• 2006

본 논문은 유비쿼터스 컴퓨팅 환경에서 기업의 마케팅 전략의 일환으로 RFID를 이용한 구전 마케팅과 이를 용이하게 하는 비즈니스 모델을 제안한다. 그리고 한국 eBay와의 비교실험을 통해 제안하는 비즈니스 모델의 성립가능성을 평가하였다. 소비자 관점의 구전 시나리오와 기업 관점의 구전 시나리오를 통해 기존의 구전 마케팅의 한계점을 제시하였으며, 기존의 구전 마케팅의 특징을 비교, 분석함으로써 유비쿼터스 구전 마케팅의 특징을 도출하였다. 본 논문에서 제안하는 비즈니스 모델은 RFID를 이용하여 기업과 소비자, 소비자와 소비자간의 seamless한 networking을 가능하게 하며, 각 경제 주체의 인센티브(incentive) 체계를 이용하여 기업의 구전 마케팅을 용이하게 한다.

• 한국컴퓨터정보학회논문지
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• 제21권6호
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• pp.83-88
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• 2016

In this research aimed to deduce internal marketing factors, purpose, and their practical application by analyzing preceding researches on internal marketing of Korean medical service organization and investigating the recent trend of its research. Subjects of research are ten preceding researches that have been published in KCI records for the last five years from 2011 to 2016. Summarize result of researches, first, internal factors that were most frequently used were internal communication, compensation system, and education and training, which were used by 8(.8). Second, occupations that had most interest in the internal marketing research appeared to be nursing(.9) and administration(.3). Third, the practical application of the internal marketing appeared to be job satisfaction(.8), followed by customer orientation(.6), and organizational commitment(.4). Suggestion do, necessary to develop subordinate factors regarding the realistic internal marketing, such as both-sided internal communication enhancement, education and training, compensation system differentiated by individuals and teams, fairness in performance rating, work environment improvement, delegation of authority, career development, shared organizational vision in order to maximize job satisfaction, job commitment, and organizational commitment of employees as internal customers, before establishing strategies to satisfy patients and guardians who are external customers.

• 산경연구논집
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• 제12권10호
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• pp.19-30
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• 2021

Purpose: Dairy marketing cooperatives operate in the agricultural sector of the Ethiopian economy and are supposed to increase the efficiency of the marketing system. This paper aims to study factors affecting the participation of farm households' in dairy marketing cooperatives. Research design, data, and methodology: The research has focused on one primary question. What are the possible factors that affect farm households' participation in dairy marketing cooperatives? The survey questionnaire was developed and an interview was made using enumerators. A total of 1500 sample households were selected randomly using the method of sampling with probability proportionate to size. Descriptive and inferential statistical analysis (binary logit model) was used for analysis. Results: The study result revealed that among thirteen explanatory variables hypothesized to affect dairy producer farmers' participation in dairy marketing cooperatives; eleven were found to be statistically significant. From these findings, it is observed that members of the dairy cooperatives have significant advantage over nonmembers. Conclusions: Both internal and external intervention measures are suggested. Internally, the cooperatives' board of directors should design appropriate strategies to attract nonmembers to improve future participation, and, externally, government, NGOs, and other stakeholders need to emphasize methods that increase nonmembers' participation in dairy marketing cooperatives.

• 산경연구논집
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• 제11권2호
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• pp.49-59
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• 2020

Purpose: Online and social media and mobile shopping are increasing and companies are required to provide personal information in order to supplement the non-invasive characteristics of the channels. With the increased provision of personal information, consumers' personal and social concerns about the prevention of personal information infringement are also increasing, and in response, personal or opt-in marketing has emerged to compensate for reckless information abuse. Despite the background of this emergence, the existing prior studies are limited to ignoring the negative feelings of consumers in the real world, including only the net function and positive effect of the opt-in mail. Research design, data and methodology: The research framework was intended to utilize the impact of human marketing activities on consumer attitudes combined with positive and negative factors. Factors that positively affect attitudes toward permation marketing were presented, such as informality, and perceived risks were presented as negative impact factors. Also, based on previous prior research, the prior factors of opt-in marketing were to present the effect on purchase intent through the medium of attitude toward opt-in marketing. Results: In this study, we used the framework of a two factor theory to address positive and negative factors as a leading factor in the customer attitude toward opt-in mail advertising, and as a result, functionality and personalization have a positive effect on customer attitude and perceived risk have a negative impact on customer attitude. In addition, it was confirmed that the customer attitude formed this way affects the intention to purchase again. Conclusions: This study suggests that we have demonstrated that marketing, an opt-in marketing that has been recognized as part of marketing that is deployed after obtaining customer consent, has been applied without any other marketing methodology. E-mail advertising at this point also provides practical implications that the system safeguards are in place under an opt-in protocol or system, and that even if an e-mail advertisement is carried out, customers will need to look at the level of awareness about the risks, and suggests that they need to consider the customer's journey that could lead to purchase at the content level.

• Asia Marketing Journal
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• 제7권3호
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• pp.105-119
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• 2005

삼성화재는 국내에서 처음으로 저축성 보험 및 연금보험을 제외한 가계성 손해보험 상품을 하나로 통합한 '삼성Super보험'을 출시하였다. 이 보험은 변화하는 외부환경의 위협에 능동적으로 대처하기 위해 개발되었으며 이 상품이 성공적으로 출시된 것은 손해 보험업에 적합한 컨설팅시스템(MCS System)을 도입하고, 전문판매조직인 SRC(Samsung Risk Consultant)의 도입 등 종합적 마케팅 전략의 결과이다. 본 사례에서는 삼성화재가 국내에서 처음으로 통합보험을 출시하기까지의 과정과 마케팅전략을 소개하고, 주요 성공요인이 무엇인지 알아본 후, 시사점과 함께 향후 과제를 함께 제시하였다.

• 한국도서관정보학회지
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• 제30권3호
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• pp.151-174
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• 1999

Recently, the Ministry of Education is striving to move education and school libraries toward the information age and to create an atmosphere open education. School libraries need to be furnished with lots of useful materials for the curriculum of open education. School libraries need to be furnished with lots of useful materials for the curriculum of open education. Therefore, school libraries should adopt the concepts and techniques of marketing. The results of this study can be summarized as follows. 1. Nonprofit organizations such as school libraries should adopt the concepts and techniques of marketing to solve the problems for the rational management of the system. 2. Marketing techniques can be adopted in the areas such as collection development, service fee, selection of the place of library, advertising, better library user organization etc. 3. School libraries should be total educational information centers to realize educational goal and the curricular. 4. Procedures for marketing strategies for school libraries are embodied in mission statement, environmental analysis, marketing audit, marketing mix, marketing segmentation, evaluation methods etc. 5. The 4 "Ps", product, price, place, promotion make up the marketing mix for school libraries.libraries.

• 한국의상디자인학회지
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• 제1권1호
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• pp.109-126
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• 1999

This study focused on the possibility of Saeng Whal Hanbok's(S.H. moderniged korean traditional cloths) new marketing system with the application of internet marketing. The fast growth and changes of S.H's environment wants renovation in the market. The raerness of data in the field of S.H restricted this research within the future development alternatives not the market itself. Result of the study suggests that internet marketing could applicated in S.H marketing especially to the younger generation.

• 복식문화연구
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• 제15권5호
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• pp.875-887
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• 2007

The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.

• 정보기술과데이타베이스저널
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• 제6권1호
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• pp.89-101
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• 1999

Increasing number of companies recognize that the understanding of customers and their markets is indispensable for their survival and business success. The companies are rapidly increasing the amount of investments to develop customer databases which is the basis for the database marketing activities. Database marketing is closely related to data mining. Data mining is the non-trivial extraction of implicit, previously unknown and potentially useful knowledge or patterns from large data. Data mining applied to database marketing can make a great contribution to reinforce the company's competitiveness and sustainable competitive advantages. This paper develops the classification model to select the most responsible customers from the customer databases for telemarketing system and evaluates the performance of the developed model using LIFT measure. The model employs the decision tree algorithm, i.e., CHAID which is one of the well-known data mining techniques. This paper also represents the effective database marketing strategy by applying the data mining technique to a credit card company's telemarketing system.