• Korean Institute of Interior Design Journal
• /
• v.13 no.2
• /
• pp.150-158
• /
• 2004

Customers demands seeking the variety and individualization in the rapidly changed consumption environment with these changes in the distribution market expect the environment in the shops providing the degage and abundant lives and environmental change in the environment of sale providing abundant values in the life other than simple sale of goods. More effective marketing strategies are desperately required for corresponding to these customers demands. VMD is the consolidated visual plans for the emotional communication with customers through CI which is the visual element influencing customers visual environment, SI, interior and exterior designs, presentation of goods, advertising and marketing. This is the marketing strategy providing customers with joyful shopping space and enabling customers to get the information and characteristics of goods more effectively by means of visual elements in the comfortable environment of the shop and the main factor allowing the competitiveness differentiated from the competing companies. To achieve these goals, we herewith suggest the effective VMD Strategy and alterative by applying VMD as the consolidated marketing communication to the Lady's casual shop in the Hyundai department located in Gwangju after complementing problems found In the course of studying and analyzing the VMD Cases.

• Journal of Distribution Science
• /
• v.18 no.11
• /
• pp.23-30
• /
• 2020

Purpose: Increased awareness of the environment is essential, since the general health of people and the global economy is largely dependent on the health of the environment. The purpose of this study is to increase customer awareness and also to ensure that businesses enlighten their customers on how to act in an environmentally friendly manner, which can be done, for instance, through associations. Research design, data and methodology: Scant research is available regarding what elements of marketing strategy should be applied in an environmental plan to increase customer awareness. For this reason, this study suggests a specific marketing policy that conveys several strategies for practitioners who focus on successful environmental plans for their organizations. Results: The prior literature suggests that public education, mass media, campaign publications, and electronic networking, which are becoming more common today, can be used as platforms for conveying environmental messages that will increase environmental awareness among customers. Conclusions: Organizations can use health and safety training to ensure that customers are aware of the environment. Training programs by companies that point more to the environment can make customers aware of the environment and help them adopt activities that show respect to the environment.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.5 s.153
• /
• pp.663-673
• /
• 2006

The purpose of this study is to seek for a plan of marketing strategy in the businesses of Korean clothes, by examining the causality among marketing factors, which have influenced CRM(Customer Relationship Management) performance in Korean clothes. As for the research method, a research model was designed to include routes form 4P's(products, price, promotion, place) through endogenous variables to performance variables, and a questionnaire was developed on the basis of theoretical background. The research participants were male and female adults at their age from 20 to 60. The survey was conducted in March of 2003, and 672 questionnaires were used for the final analysis. In terms of data analysis, we carried out reliability analysis, exploratory and confirmatory factor analysis, correlation analysis, and Structural Equation Modeling by using SPSSWIN 10.0 and AMOS 4.0. As a result 4P's were indicated to have influence upon confidence, satisfaction and commitment of customers. Especially, sales promotion factor was found to have the biggest impact on them. also, the quality of relationship affected CRM performance. as sales promotion factor was identified as one of the integral elements of marketing strategies, a strategy that utilizes a role of salespeople and enhances the quality of service is needed.

• Korean Institute of Interior Design Journal
• /
• v.21 no.2
• /
• pp.112-122
• /
• 2012

The purpose of this study is to provide fundamental data that can improve added value of commercial space strategically using the identification of relationship between the process of consumers' purchasing psychology (AIDMA : Attention, Interest, Desire, Memory, Action) and elements of interior design. For this purpose, case study and survey were carried out on food and beverage spaces, where they were doing business for more than two years, were selected from the ones appeared in the interior journal "A." Based on the study, basic details including a ground plan, design summary and representative image were identified through preliminary research, and a researcher visited the target spaces and carried out a research and analysis on interior design elements. Three spaces among targets of the case study were selected to identify the relation between design elements and AIDMA items which consumers feel, and the survey was conducted on the customers of the selected food and beverage spaces. Results of the case study on the 18 food and beverage spaces showed that features of the each of AIDMA items in material and color elements were most well expressed. As a result of survey conducted on visitors of each food and beverage space, features of each item were expressed in overall design elements. In particular, space elements and color elements in "Space 1," space elements and lighting elements in "Space 2" and space elements, furniture & objet elements in "Space 3" were most well expressed in each space. There were slight differences depending on individual characteristics such as design concept, location and business operation of target food and beverage spaces but attributes of AIDMA items were remarkably recognized in common in the space elements.

• Journal of the Korean Society of Costume
• /
• v.59 no.7
• /
• pp.100-113
• /
• 2009

The purpose of this study is to investigate how VMD structural elements affect fashion brand attitude and intention of store revisiting. For the research, we surveyed 200 females in their 20's and 30's, who are target consumers of SPA brands from April 10th to 15th in 2009. With SPSS 12.0 program, the data was analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The results are as follows: First, regarding to the results of factor analysis, VMD structural elements were divided into the space layout and information factor, display and aesthetic factor, and store atmosphere factor. Second, intention of store revisiting was statically affected by fashion brand attitude and VMD structural elements, especially space layout and information factor. Third, we found differences in the path effects of VMD structural elements - brand attitude - store revisiting according to the familiarity of SPA stores. The results revealed that VMD structural elements are important marketing strategic tools affecting consumer's preference and store behavior on fashion brands.

• The Research Journal of the Costume Culture
• /
• v.16 no.6
• /
• pp.1099-1110
• /
• 2008

The purpose of this research was to find out types of consumers for low price cosmetics in domestic market. And on the presumption that there would be differences on impact of brand image and brand loyalty depending on types of consumers, this study started from the possibility of establishing marketing strategy from the standpoint from such difference in types of consumers. Accordingly the classified types of consumers were presented on the basis of similar research data and data published in relevant professional literature. Analysis was undertook on kinds of impact of brand image, brand satisfaction, brand sense of identity and brand attitude which were constituent elements of brand assets on brand loyalty. Analysis showed that causative relationship between constituent elements of branch assets is different depending on types of consumers. Result of this study suggests that there is a certain need for reviewing types of consumers in order to heighten level of brand loyalty in connection with strategy for low price cosmetics brand marketing in domestic market.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.11
• /
• pp.5522-5529
• /
• 2013

The purpose of this study was to look into the marketing strategies of social commerce companies by analyzing the relationships among the environment, strategy and performance in social commerce. For that, the environment condition and components of marketing strategy were derived based on the marketing mix by analyzing the related contents published in 3,783 articles on newspapers dated from April 2010 to March 2013. UV(Unique Visitor) and PV(Page View) for each social commerce site were used as surrogates for performance. The results of study revealed the relationship of the marketing strategies to the changes in environment conditions towards negative conditions such as the spread of buyer anxiety. In the "strategy-performance" relations, the product element and external sales promotion element had high correlation with the performance. Finally, a difference was found in the marketing strategies of social commerce companies. High correlation was found in all aspects between the UV and PV marketing elements in the case of Coupang, while the correlation with the UV was low and the environment also showed relatively low correlation level in the case of WEmakePRICE. Thus, this study is considered to provide useful basis for the social commerce companies to map out and implement the marketing strategies, and is significant in that it applied the marketing mix to the special market environment such as social marketing.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.3
• /
• pp.1318-1326
• /
• 2014

The change of concept about real estate marketing and the solution about unsold houses are getting important nowadays. This paper is analyzing the solution of unsold houses as location environment, residential environment, macro environment, and marketing, and research question is which elements are important to real users. In addition, this paper is analyzing on impact relationship in terms of real users' buying intention about unsold houses and satisfaction of price of selling a house (price of selling a house, rise in housing value) by PLS structural equation. To sum up, first, macro environment, residential environment, location environment is statistically valued on the satisfaction of price of selling a house. However, marketing strategic is not impacted on the satisfaction of price of selling. Second, macro environment, marketing strategic, satisfaction of selling a house is statistically valued on buying intention.

• The Journal of the Convergence on Culture Technology
• /
• v.5 no.1
• /
• pp.243-248
• /
• 2019

As digital media technology continues to evolve, media arts are being created using new technologies. Among them, interactive media provides new experience and interest to the audience in that the audience is completed only by participating in the works. The use of these characteristics as a marketing strategy has led to an increase in sales and a positive image of the company. Through this study, we analyze the case of interactive media contents and infer the usage plan and elements. In addition, we propose a prototype of interactive media contents that can be used as a strategic marketing element by exploring ways to utilize interactive media as a marketing element of the film industry. This suggests the development direction of interactive media that provides a continuous and new sense of immersion to the audience, and suggests subsequent research on effective use of the industry as well as movie marketing.

• The Journal of the Korea Contents Association
• /
• v.21 no.1
• /
• pp.383-393
• /
• 2021

This paper analyzed the marketing success factors of the Chinese musical , which entered the world musical market for the first time in the history of Chinese musicals, and investigated the positive effects of the success of on the development of Chinese musicals. First, five important elements of musical marketing were determined as the analysis criteria and through this, we were able to derive that the marketing promotion was achieved by establishing a systematic strategy in the techniques of 'positioning', 'ticket promotion', 'PR strategy', 'producer', 'OSMU' as the success factors of the musical . The case of in Chinese musicals can be regarded as the first successful case by professional marketing. Due to the results of these achievements, the Chinese government and local musical support systems were established, and in recent years, Chinese musicals have been qualitative. It has been confirmed that Chinese musicals are growing rapidly in recent years in terms of quality and industry. It is expected that more academic studies related to Chinese musicals will be conducted through this study, and it is the purpose of this study to be used as a material that can contribute to the creation of Chinese musical with evenly high workability and productability in the future.