• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.491-499
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• 2021

The purpose of this study was to examine the moderating effect of attitude toward green brand on green brand positioning and repurchase intention of environmentally friendly products, product knowledge on attitude toward green brand and the effect of green product knowledge on green repurchase intention. This study uses a structural equation approach with a sample size of 175 and uses an eight-point Likert scale. The data collection technique used purposive sampling. The criteria for respondents are to use environmentally friendly cosmetic products and the respondents live in Central Java and have consumed more than two times. Online sampling using google form. Data were analyzed using statistical software AMOS 22. The results showed that green brand positioning has a significant effect on repurchase intention. Attitude toward green brand has a positive effect in mediating the relationship between green brand positioning and repurchase intention. Similarly, green brand knowledge has a positive effect on attitudes, although green knowledge has no positive effect on repurchase intention. Product positioning in the minds of consumers is important in shaping attitudes. It is important for companies to continue to develop environmentally friendly products so that product positioning can be distinguished from competitors' products.

• 한국경영과학회지
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• 제31권3호
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• pp.107-125
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• 2006

We introduce a two-stage game theoretic model to support decision making processes for product Positioning and pricing in competitive environment. In the first stage, firms decide on entry and product position, in the second stage, firms compete with price. 'Alpha rule' is used as a choice model. Demand parameters of the choice model are estimated by conjoint analysis. We investigate conditions for the existence of Nash price equilibria in the pricing game. Nash equilibria in the entry and positioning game are produced using a concept of stable sets. An example of the online game industry in Korea is examined.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2005년도 추계 학술발표대회 논문집
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• pp.172-173
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• 2005

• 한국지능시스템학회논문지
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• 제22권3호
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• pp.367-372
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• 2012

본 논문은 아날로그형 자기위치 장치(magnetic positioning system)의 개발과 퍼지 추론 시스템(FIS: fuzzy inference system)을 통한 정밀도 향상에 관한 것이다. 자기위치 장치는 무인운반차(AGV: automatic guided vehicle)의 자기-자이로 유도장치(magnet-gyro guidance system)에 사용되는 장치로, 바닥에 매설된 자석의 위치를 계측하는 장치이다. 기존의 판매되고 있는 자기-자이로 유도 장치는 외국에서 독점 판매되고 있어, 국내에서는 가격이 매우 비싸다. 또한, 자기위치 장치에 디지털 타입의 단극성 홀센서를 이용하기 때문에 위치측정 정밀도가 낮다. 이에, 본 논문에서는 자기위치 장치를 직접 개발하였고 퍼지 추론 시스템을 통해 자기위치 장치의 정밀도 향상시켰다. 실험은 직접 개발한 아날로그형 자기위치 장치를 이용하였으며, 기존의 위치측정 방법과 제안된 방법의 성능을 비교하였다. 실험 결과, 제안된 방법이 자기위치 장치의 정밀도를 향상시킴을 확인하였다.

• Journal of Korea Trade
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• 제23권8호
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• pp.89-109
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• 2019

Purpose - We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology - This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings - We find that GCCP has more positive effects on consumers' brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer's evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value - The study contributes to identify how and for what consumer groups' global brand positioning strategies in TV advertisements affect consumers' brand evaluations and their attitudes toward brands.

• 대한안전경영과학회지
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• 제10권2호
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• pp.211-216
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• 2008

Using this model, SN ratio of taguchi method for each of subjective factors as well as values of weights are used in this comprehensive positioning method for product. A example is presented to illustrate the model and to show a rank reversal when compared to a model that eliminates the highest and lowest customers' values allocating the weights and the subjective factors.

• 한국해양공학회:학술대회논문집
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• 한국해양공학회 2003년도 추계학술대회 논문집
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• pp.260-265
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• 2003

Recently there are operating the Floating Vessel with the positioning control unit in ocean. This technology is not open to industrial society as exclusive one. In order to improve technical competition for its domestic product. It is required to develope the relevant product like above subject. This system consist of DGPS System, Unique Analysis, System Network, and Mooring System and so on. Accordingly Model/Field test were carried out to verify its Function / Performance for application of practical product. In this development, we have prepared the successful result to operate the speedy / accurate / stable unit as shown on this subject 'Development of Positioning Control System for Ship and Offshore using the DGPS'. And also it is expected to install this product for ship and offshore unit.

• 대한디지털의료영상학회논문지
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• 제10권1호
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• pp.13-19
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• 2008

Purpose : In sponge quality of the material in digital radiography environment coating because do position blocks two that do not become coating done positioning blocks two that do not become coating done positioning block and sponge quality of the material to testing bench image artifact's difference compare. Method of study : In digital radiography environment positioning block of different two products same sunshine or effect that image and positioning block artifact gents in image analyze. the target used positioning block 2 when examine hand, rib and examination condition did each differently according to used positioning block. reflex compared picture that do image and verify that examine first time. Result : 1. In sponge quality of the material coating in done product artifact appear. Did not appear in product that do not become coating. 2. Can know coating's existence, that artifact according to radish happens. 3. Quality of the material coating's existence, there was difference of slippage according to radish Conclusion : Quality of the material coating phenomenon that done positioning block thus, it may have to be considered that use after estimate degree that get in image.

• 디자인학연구
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• 제14권4호
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• pp.77-85
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• 2001

본 연구는 개방된 시장환경에서 이제 국내기업의 당면과제가 된 제품의 전략적 차별화를 위한 방법으로, 제품생산형 기업에서 기업 이미지 확립의 중요한 요인인 제품의 시각적 특성을 중심으로 제품 이미지의 포지셔닝과 이에 정합적인 제품이미지를 개발 및 관리하는 전략적 디자인 환경 구축을 목표로 한다. 먼저 선도기업의 기업문화와 디자인 전략의 일관성을 통한 제품 이미지 경영의 사례를 확인하고, 이와 같은 정합적 제품이미지 구축의 방법으로 제품 이미지 포지셔닝, 제품 이미지의 정합적 개발 및 관리의 프로세스와 각 과정의 조건을 제안하였으며 그 내용은 다음과 같다. 첫째, 제품 이미지 포지셔닝 단계에서는 시장의 트랜드에 대한 분석과 예측을 통하여 소비자의 요구를 파악하고, 자사 이미지의 조사 분석에 의한 경쟁사와의 비교 포지셔닝을 통하여 기업 이미지와 디자인 전략의 방향을 설정하는 것이 중요하다. 둘째, 정합적 제품 이미지 개발을 위해서는 차별화 된 기업이미지와 제품 이미지를 위한 전사적 의식 공유, 제품 이미지의 통합조정자로서 의 디자이너 역할 부여, 조형언어의 공유, 형태 정보의 가시화 프로세스를 위한 제도적 환경 구축 등의 조건이 선행되어야 한다. 셋째, 정합적 제품 이미지 관리를 위해서는 이미지 정보 관리와 운영 지침 수립, 제품 형태의 합리적 결정을 위한 의사결정 시스템과 회의체 운영, 효율성 제고를 위한 가이드라인 작성과 평가 시스팀의 구축, 관련 디자인의 동시적 접근이라는 환경이 조성되어야 한다. 이와 함께 이미지와 형태에 대한 다양한 실험, 조형언어와 관련된 정보체계의 구축, :1리고 적용된 결과에 대한 지속적인 점검과 관리 등 각 기업의 정체성에 맞는 제품 이미지 경영을 위한 세부적 지침에 대한 연구가 지속되어야 할 것이다.

• 기술혁신연구
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• 제12권1호
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• pp.67-114
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• 2004

This study attempts to integrate causal model with competitiveness evaluation model, both of which have developed independently of each other, in connection with many studies on PMES (performance measurement and evaluation system) including the BSC (balanced scorecard) of Kaplan and Norton (1992, 1996). For this attempt, this study is composed of four analyses : First, this study develops a structural model for evaluating and diagnosing corporate ‘comprehensive’ competitiveness including quality competitiveness, derive CCI (comprehensive competitiveness index) and QCI (quality competitiveness index) ; Second, this study analyzes the determinants of quality competitiveness, the impacts of quality competitiveness, on product design and product reliability, and the impacts of product design and product reliability on quality competitiveness in the comprehensive competitiveness evaluation model of this study. Third, this study empirically identifies the positioning of product design in the quality competitiveness evaluation model of this study and the functional relationship between product design and other functions : product development, manufacturing, marketing, and marketing, and sales in the same comprehensive competitiveness evaluation model, estimate the determinants of product design and its impacts, thereby providing some empirical findings for the foundation of design management theory, and Fourth, this study identifies the positioning of product reliability in the same quality competitiveness evaluation model, estimate the reliability function and the functional relationship between product reliability and other dimensions of product quality, and tests the hypotheses on the causality of product reliability.