• 유통과학연구
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• 제13권10호
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.

• Journal of East Asia Management
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• 제4권2호
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• pp.19-38
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• 2023

With the progress of information technology and the rapid development of the gamification marketing, corporate marketing through virtual CSR co-create as customer acquisition, customer retention strategy has become the hot topic, but the reality results show that the effect of virtual CSR co-create fails to reach an enterprise's marketing purposes. Based on the success model of D&M information system, from the perspective of customer engagement, this study analyzes how enterprises achieve customer engagement and bring gameful experience to customers through gamification marketing in the context of virtual CSR co-create. The empirical results show that the quality of game information -- social interaction and sense of achievement in the context of virtual CSR co-create have a significant positive impact on consumers' gameful experience, and customer engagement plays a partial mediating role between social interaction, sense of achievement and consumers' gameful experience.

• 정보관리연구
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• 제39권2호
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• pp.235-249
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• 2008

The combination of information and technology makes dramatically increase both information quality and quantity. Almost of company utilize customer information for the purpose of increasing sales amount and profitability. The purpose of this paper is to discover customer information's utilization practices in the Korean financial industry. The case of K Bank's information analysis in the inbound and outbound marketing is provided, The customer segmentation is used for the inbound marketing by using RFM analysis. And the loan card model is used for the outbound marketing by using logit analysis.

• 복식
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• 제58권9호
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• pp.151-165
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• 2008

The purpose of this study is to establish theoretical basis for relationship marketing exercised in the esthetic industry and to empirically analyze causal relationship among factors of esthetic relationship marketing, together with quality and the performance of the relationship. With empirical research, this study finds out that such relationship marketing factor as customer orientation, employee' expertise, physical property have an impact on the relationship quality between customers and esthetic salons' service providers. Customer satisfaction and trust increase the relationship between service providers and customers, and this also increases repurchase intention of the customer towards the service providers. These are significant findings in that they illustrate the importance of employee' expertise and customer orientation, and physical property in determining satisfaction and trust. The result of this study shows that service providers can enhance customer satisfaction and trust by utilizing relationship marketing more effectively, and can preserve the current customer basis.

• The Journal of Asian Finance, Economics and Business
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• 제7권12호
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• pp.951-958
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• 2020

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald's, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald's brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald's brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald's brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald's on social media, can contribute to customer trust and that trust is formed because McDonald's always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald's brand. This means that information related to McDonald's on social media is proportional to the quality of the product offered.

• 경영과학
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• 제20권2호
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• pp.113-133
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• 2003

This study developed the ISM (Electronic Store Success Model) by basing upon the revised D&M IS Success Model and reflecting the characteristics of marketing and e business. The theoretical rationale of this model was as following : 1) Though the revised D&M IS Success Model (2002) must be more logical and complete model than the original D&M IS Success Model (1992), it did not reflect characteristics of marketing and e business. 2) In the marketing studios, Service Quality has been suggested as one of basic strategies for success. 3) In e business studies, Trust has been emerging as a potentially important antecedent of e loyalty. 4) There has been a paradigm shift from satisfaction to loyalty in marketing emphasis. 5) Nowadays, ERP (Enterprise Resource Planning) has been pervaded in many organizations and has supported PCA (Profit Center Accounting) or Channel based Accounting, so it has not been difficult to evaluate financial performance of Electronic Store. The ESM that has six dimensions (System Quality, information Quality. Service Quality, Trust, Loyalty, Financial Performance) and expresses the causal relationship among them was proposed and was compared with BSC (Balanced Scorecard), WebQual, and EWAM (Extended Web Assessment Method). The results showed that the ESM coincides with BSC and contains dimensions of WebQual, and EWAM.

• 한국컴퓨터정보학회논문지
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• 제3권2호
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• pp.201-208
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• 1998

본 연구는 우리나라의 EDI (전자자료교환) 서비스를 사용하는 기업들의 실무담당자를 대상으로 EDI 서비스의 품질 인식에 관하여 실증분석을 하였다. 특히 서비스 마케팅관점에서 바라본 EDI 서비스는 어떠한 요인으로 구성이 되어있는가를 선행연구를 통하여 확인하고 이를 바탕으로 요인분석을 실시하여 실증분석하였다. 본 연구의 결과에 의하여 우리나라의 EDI 서비스 제공자는 마케팅관점에서 영업전략을 구사할 이론적 근거를 갖게될 것이다.

• Asia Marketing Journal
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• 제20권3호
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• pp.63-81
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• 2018

This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers' judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand's future as less promising. Furthermore, we identify consumers' inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management's misjudgment about resource allocation for a brand, which unduly invests in celebrity marketing at the expense of quality improvement for the product.

• 한국비블리아학회지
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• 제32권1호
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• pp.89-113
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• 2021

본 연구는 공공도서관에서 이루어지는 내부마케팅이 공공도서관 사서의 직장생활의 질에 미치는 영향 관계를 실증적으로 규명한 것이다. 이를 위하여 서울 소재의 공공도서관에서 근무하는 현직 사서를 대상으로 2020년 7월 25일부터 59일 동안 네이버폼을 통하여 설문조사를 실시하였으며, 회수된 120부의 응답지를 통계 프로그램인 IBM SPSS 25를 활용하여 요인분석, 신뢰도 분석, 빈도분석, 상관분석, 다중회귀분석을 실시하였다. 본 연구의 결과, 공공도서관의 내부마케팅은 사서의 직장생활의 질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 내부마케팅의 개선방안으로는 체계적이고 지속 가능한 내부마케팅 제도의 운영, 고학력 사서에 대한 경력 인정과 적절한 보상, 사서의 임금체계에 대한 개선, 경영층 지원과 권한위임을 중심으로 한 내부마케팅 제도의 활성화를 제언하였다.

• 경영과학
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• 제28권2호
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• pp.93-103
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• 2011

This paper has aimed to identify marketing variables which affect physicians' prescription of drug. Based on a literature review this paper derives the three factors (indirect commercial source, direct commercial source, academic information source) of information sources that physicians rely on for medicines, the three factors (research supporting activity, marketing supporting activity, medicine information supporting activity) of promotion activities physicians prefer, and the four factors (indirect quality of medicine, direct quality of medicine, experience of using medicine, price and design of medicine) of prescription criteria physicians use. Then it investigates using canonical correlation analysis whether or not physicians' prescriptions are affected by the information sources, the promotion activities, and the type of physicians. From the canonical correlation analysis this paper derives the meaningful three canonical functions of prescription for drugs. The first function explains the prescription which is insensitive to marketing activities, the second function does the prescription which is sensitive to them, and the final function does the prescription which is not affected by them.