• Journal of Digital Convergence
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• v.11 no.2
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• pp.79-89
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• 2013

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

• Journal of Digital Convergence
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• v.10 no.5
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• pp.339-349
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• 2012

Smartphones which represent to the Mobile convergence, is the rapid spread, more than half of Korean are using. Accordingly, mobile apps that run on smartphone market is growing at a rapid pace. However, most studies on smartphone and mobile apps are focusing on the technology acceptance and improvement of function. So, this study is to suggest promotion strategy to each mobile apps, analyzed through three phases. First phase is the frequency analysis that deduct most frequently used mobile apps. Second phase is association rules that found to associate between mobile apps. Finally, to analyze deduction techniques for acquired 5 mobile apps to target variable in pre-2 phase use total 35 variables of 20 mobile apps categories, demographic variables, amount of PC, movie, music, book, game usage and fees per month.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.5 s.153
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• pp.788-799
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• 2006

The purpose of this study was to analyze fashion merchandising process, to apply customer information in merchandising process and to examine customer management strategies of fashion industry in on-line and off-line channel. In depth, face to face interviews with structured questionnaires were conducted with MD and customer managers from selected 4 brands, one from each categories of men's, women's, casual and sports wear. Key findings of the study were as follows: First, they followed fashion merchandising process of 18 steps and collected trend information and sales data were applied to planning, selling/promoting process to plan season concept, design, and promotion activity. Second, commonly applied customer information types in fashion merchandising process were all from indirect information collected from sales data and forecasting companies. However, casual and sports wear conducted consumer monitoring activity f3r collecting customer data directly from customer participation. Third, in off-line channel, customers are segmented by amount of purchase they make in a specific time period and all the categories show high interest in valuable customers. However, only men's and woman's wear conducted promotion activities for valuable customers as a differentiated marketing strategy. In on-line channel, companies were interacting with the customers through internet web site to determine their demands. In conclusion, this study has significance in that it propose the necessity and strategy of differentiated customer management approaching by analyzing and comparing fashion merchandising activity process cases.

• Journal of Digital Convergence
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• v.9 no.6
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• pp.71-80
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• 2011

Gyeongnam province is well known for its high concentration on machinery manufacturing industry. However, this province is losing competitive advantage due to the lack of IT S/W industry. In this paper, we propose a way for adoption of u-Manufacturing technology to promote IT S/W industry in Gyeongnam. At first, we identified the needs of manufacturing companies and the capabilities of the IT S/W companies with survey. Based on the survey analysis, then we set up the u-Manufacturing concept and proposed Manufacturing IT middleware to support it. Finally, we proposed a strategy to promote smoothly the adoption of u-Manufacturing technology in this area.

• The Journal of the Korea Contents Association
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• v.5 no.6
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• pp.209-222
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• 2005

This study is intended to arrange the situation of Chuncheon Animation Industry which is applied as a keyword for Regional balanced development system and Regional specialized Industry promotion policy and estimate the appropriateness as Regional specialized industry and possibility of comparative superiority over other regions. This study is intended to look the trial and error of Chuncheon Animation Industry which has been promoted for 10 years and suggest the method to establish new regional industry promotion strategy based on 'innovation' and apply it effectively. Therefore, I intend that in order to establish a new paradigm of animation industry, the industrial appropriateness of animation in changed New Knowledge Based Society is inspected and then the strategy is made. Moreover, in the point of leading position of regional animation, the basis and function of New Knowledge Based Society of Gangwon-province and Chuncheon are thought. In conclusion, the problems and solution of Chuncheon Animation Industry are explored.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.10a
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• pp.817-820
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• 2013

With the advent of smart age, the concern on smart work has gradually increased in solving our social problems including low birth, aging, low productivity and green growth with low carbon as well as encouraging the balance between work and life. Especially, the competitiveness among companies and countries to preoccupy the advanced telepresence technologies and lead the international standardization based on them have increased more than ever before. But, in our country due to the lack of core technology infrastructure and barrier to current organizational culture, R&D achievement and promotion of deployment on telepresence have not been sufficient. Therefore, It is essential to make standardization strategy and do systematic implementation for core technology which leads the telepresence market in order to fit such an environment and introduce smart work as soon as possible. Accordingly, this paper suggests the direction of standardization and implementation on telepresence for our country to lead telepresence technology and standardization through analysing the current introducing situation and technology/standardization trend.

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

• Industry Promotion Research
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• v.7 no.1
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• pp.9-15
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• 2022

This study tried to analyze the growth background of Starbucks, a competitive company in the Korean coffee industry. Therefore, by using the STEEP analysis technique, each company's competitiveness was analyzed and the results were used to derive competitive factors. And the research results are as follows. Looking at the social aspect, economic activity has been a catalyst for women as the standard of living has increased due to economic growth. In addition, in the case of coffee culture in the past, Starbucks' response strategy, which has seen the transformation from vending machine mixed coffee culture to a consumer market that emphasizes cultural and spatial aspects, was effective. Looking at the technical aspect, the deviation has been reduced by securing uniform standardization of the taste of coffee beans at franchise stores, and the operation of a standardized operating system was possible by operating the store directly. And looking at the economic aspect, as the coffee consumption market continues to expand, the overall size of the market has also grown proportionally, creating a stable growth environment. Lastly, looking at the environmental and policy aspects, it is that the marketing strategy direction based on the policy activities as an eco-friendly company as a market leader has been the main focus of the recent policy direction emphasizing eco-friendliness.

• Atmosphere
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• v.33 no.5
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• pp.561-570
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• 2023

In order to improve the predictability of marine high-impacts weather such as typhoon and high waves, the marine observation network is an essential because it could be rapidly changed by strong air-sea interaction. In this regard, the National Institute of Meteorological Sciences, Korea Meteorological Administration (NIMS/KMA) has promoted the Argo float observation program since 2001 to participate in the International Argo program. In this study, current status and future direction of the NIMS/KMA Argo program are presented through the internal meeting and external expert forum. To date, a total of 264 Argo floats have been deployed into the offshore around the Korean Peninsula and the Northwestern Pacific Ocean. The real-time and delayed modes quality control (QC) system of Argo data was developed, and an official regional data assembling center (call-sign 'KM') was run. In 2002, the Argo homepage was established for the systematic management and dissemination of Argo data for domestic and international users. The future goal of the NIMS/KMA Argo program is to improve response to the marine high-impacts weather through a marine environment monitoring and observing system. The promotion strategy for this is divided into four areas: strengthening policy communication, developing observation strategies, promoting utilization research, and activating international cooperation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.121-130
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• 2016

Amidst a competitive environment, success and innovation of a company hinge on establishment of competitive strategies through CEO's capabilities for discovering new businesses. In other words, several alternatives that are being considered as new businesses and the ensuing selection that a top management makes lead to a company's success and innovation. Examples of this are numerous among global corporations as well as Korean small and medium-sized enterprises (SMEs). This research has analyzed the role of a CEO to be a condition for success in the growth and innovation of a company. Starting from the topic of entrepreneurship, the research on the role of a CEO has been actively conducted in context with the latest innovations. A prime example involves research related to the innovativeness of a CEO. In this regard, this research was an empirical analysis on the impact that a CEO's ability to discover new business opportunities and competitive strategies has on the performance of a firm. This analysis was conducted based on nationwide data of 286 large conglomerates and smaller-sized companies alike. Based on the analysis, "experimenting" and "association", among abilities of discovery, have been found to strengthen competitive strategies. Also in the context of abilities needed for discovery, differentiation strategy has a greater effect on a firm's performance than the cost leadership strategy. Furthermore, the mediating effect of competitive strategies was prominently displayed in experimenting and corporate performance.