• Journal of Practical Engineering Education
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• v.16 no.1_spc
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• pp.95-103
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• 2024

With the rapid decline of the school-age population, the competition for admissions has increased and marketing through digital channels has become more important, so universities are investing more resources in online promotion and communication to recruit new students. This study uses Google Analytics, a web log analysis tool, to track the visitor behavior of a university admissions website and establish a digital marketing strategy based on it. The analysis period was set from July 1, 2023, when Google Analytics 4(GA4) was integrated, to January 10, 2024, when the college admissions process was completed. The analysis revealed interesting patterns such as geographical information based on visitors' access location, devices(operating systems) and browsers used by visitors, acquisition channels through visitors traffic, conversions on pages and screens that visitors engaged with and visitor flow. Based on this study, we expect universities to find ways to strengthen their admission promotion through digital marketing and effectively communicate with applicants to gain a competitive edge.

• Industry Promotion Research
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• v.9 no.3
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• pp.155-161
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• 2024

This study investigates user experiences of reward-based mini-games, gamified elements within the domestic mobile commerce sector. Recently, gamification marketing strategies have been actively employed in mobile commerce services to attract customers, increase dwell time, and enhance revisit rates. Conducting research on user experiences of gamified elements, we quantified evaluations of how users perceive these elements within mobile commerce. Using enjoyment, immersion, rewards, value, and utility as criteria, we designed a questionnaire and conducted surveys, followed by 1:1 in-depth interviews with users aged 20 to 40. The experimental results highlight the need for strategies to increase user satisfaction in terms of enjoyment and immersion, as well as the necessity to enhance user experiences related to predictable reward systems and product exploration to facilitate product purchases. It is hoped that this study will provide insights for companies seeking to incorporate gamified elements into their marketing strategies and improve user experiences.

• Journal of Distribution Research
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• v.17 no.4
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• pp.29-53
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• 2012

As so many marketers get to use diverse sales promotion methods, manufacturer and retailer in a channel often use them too. In this context, diverse issues on sales promotion management arise. One of them is the issue of unplanned buying. Consumers' unplanned buying is clearly better off for the retailer but not for manufacturer. This asymmetric influence of unplanned buying should be dealt with prudently because of its possibility of provocation of channel conflict. However, there have been scarce studies on the sales promotion management strategy considering the unplanned buying and its asymmetric effect on retailer and manufacturer. In this paper, we try to find a better way for a manufacturer in a channel to promote performance through the retailer's sales promotion efforts when there is potential of unplanned buying effect. We investigate via game-theoretic modeling what is the optimal cost sharing level between the manufacturer and retailer when there is unplanned buying effect. We investigated following issues about the topic as follows: (1) What structure of cost sharing mechanism should the manufacturer and retailer in a channel choose when unplanned buying effect is strong (or weak)? (2) How much payoff could the manufacturer and retailer in a channel get when unplanned buying effect is strong (or weak)? We focus on the impact of unplanned buying effect on the optimal cost sharing mechanism for sales promotions between a manufacturer and a retailer in a same channel. So we consider two players in the game, a manufacturer and a retailer who are interacting in a same distribution channel. The model is of complete information game type. In the model, the manufacturer is the Stackelberg leader and the retailer is the follower. Variables in the model are as following table. Manufacturer's objective function in the basic game is as follows: ${\Pi}={\Pi}_1+{\Pi}_2$, where, ${\Pi}_1=w_1(1+L-p_1)-{\psi}^2$, ${\Pi}_2=w_2(1-{\epsilon}L-p_2)$. And retailer's is as follows: ${\pi}={\pi}_1+{\pi}_2$, where, ${\pi}_1=(p_1-w_1)(1+L-p_1)-L(L-{\psi})+p_u(b+L-p_u)$, ${\pi}_2=(p_2-w_2)(1-{\epsilon}L-p_2)$. The model is of four stages in two periods. Stages of the game are as follows. (Stage 1) Manufacturer sets wholesale price of the first period($w_1$) and cost sharing level of channel sales promotion(${\Psi}$). (Stage 2) Retailer sets retail price of the focal brand($p_1$), the unplanned buying item($p_u$), and sales promotion level(L). (Stage 3) Manufacturer sets wholesale price of the second period($w_2$). (Stage 4) Retailer sets retail price of the second period($p_2$). Since the model is a kind of dynamic games, we try to find a subgame perfect equilibrium to derive some theoretical and managerial implications. In order to obtain the subgame perfect equilibrium, we use the backward induction method. In using backward induction approach, we solve the problems backward from stage 4 to stage 1. By completely knowing follower's optimal reaction to the leader's potential actions, we can fold the game tree backward. Equilibrium of each variable in the basic game is as following table. We conducted more analysis of additional game about diverse cost level of manufacturer. Manufacturer's objective function in the additional game is same with that of the basic game as follows: ${\Pi}={\Pi}_1+{\Pi}_2$, where, ${\Pi}_1=w_1(1+L-p_1)-{\psi}^2$, ${\Pi}_2=w_2(1-{\epsilon}L-p_2)$. But retailer's objective function is different from that of the basic game as follows: ${\pi}={\pi}_1+{\pi}_2$, where, ${\pi}_1=(p_1-w_1)(1+L-p_1)-L(L-{\psi})+(p_u-c)(b+L-p_u)$, ${\pi}_2=(p_2-w_2)(1-{\epsilon}L-p_2)$. Equilibrium of each variable in this additional game is as following table. Major findings of the current study are as follows: (1) As the unplanned buying effect gets stronger, manufacturer and retailer had better increase the cost for sales promotion. (2) As the unplanned buying effect gets stronger, manufacturer had better decrease the cost sharing portion of total cost for sales promotion. (3) Manufacturer's profit is increasing function of the unplanned buying effect. (4) All results of (1),(2),(3) are alleviated by the increase of retailer's procurement cost to acquire unplanned buying items. The authors discuss the implications of those results for the marketers in manufacturers or retailers. The current study firstly suggests some managerial implications for the manufacturer how to share the sales promotion cost with the retailer in a channel to the high or low level of the consumers' unplanned buying potential.

• Survey Research
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• v.8 no.1
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• pp.1-30
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• 2007

Several corporations are adopting the 6 Sigma program. Not all corporations are yielding intended results. The inconsistent results may due to the absence of an adequate strategy formulation of 6 Sigma implementation. The 6 Sigma is a qualify control program but its implications are not confined only to qualify improvement. The 6 Sigma program is a change program to bring about changes in organizations. The thesis focuses on developing an installation strategy or model of 6 Sigma program. The utility of the model developed in this research is supported by the empirical evidence. The validity of the model is tested and verified based on the questionnaire survey conducted at 281 business firms. Few research has adopted the empirical survey. The previous researches are mostly centered around identifying success factors. Unlike the present methodology adopted in this research, the past research methodologies are mainly case studies. The distinctive feature of this research does not confine only to the methodology. This research attempted to identify an installation model that would help enterprises get maximum output from the 6 Sigma program. The suggested model is named as Sequential Model(SM). The SM consists of three stages: the preparation stage, the acceptance stage, and the maturity stage. The model is based on the assumption that organizations should follow three stages sequentially to yield the desired output effectively, The preparation stage is further defined including the organizational change factor, the driving system factor, and the promotion factor. The result variable, the organizational performance, is also further defined including the market competitiveness, the employees competitiveness, and the financial performance. The Structural Equation Model was used to test the validity of the Sequential Model(SM). Several alternatives models were developed and compared. The test results consistently show that the suggested model is a valid one and proves its superiority over alternative models. Through this empirical research, we have shown that the strategies of enterprises in line with the proposed model gained better results over others. The research results would be useful information for enterprises that consider formulation of installation strategy of 6 Sigma program.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.9
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• pp.3296-3303
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• 2010

This study attempted to identify the strategic factors of conflict management in making decisions of family travel by age focusing on the different conflicts occurred in the family travel currently in Korea. by doing this, it tried to provide the basic data that can draw out constant participation, higher involvement and commitment by identifying the strategies for conflict management centering around not only tourism studies of tourist psychology and behavior but also the strategic variables of conflict management in terms of the promotion of tourism industry. To examine the result of this study, first, it was found that in all age groups, strategies of compromise and moderation strategy to meet the needs of surrounding people and the person him/herself were used as a strategic plan for conflict management between decision-makers and conflicting groups. Second, it was analyzed that when a conflict is caused, from order to negotiation strategies; from authority to democratic strategy, they turned out to make efforts to solve the conflicts occurred during family travel by collecting the opinions of the surrounding people; tune the opinions; and make decisions by majority. Lastly, it was found that they turned out to make efforts to ease the conflicts caused during family travel through active problem-solving regarding internal/interpersonal/structural restriction factors.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.23-34
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• 2014

The objective for this research is to analyze the origin of the outbreak of a policy dilemma in the government's pursuance of policy aimed at tackling internet addiction among teenagers, as well as analyzing responsive strategy. Therefore, within this research and as the model of the dilemma being the analytical frame, the aspect of the dilemma has been analyzed through the transformation of contexts, conditions, policy values, alternatives, policy actors and policy decision makers. The major research results are as follows. First, each and every dilemma of 'transformation of context and condition', 'policy value and alternatives', 'policy actors' and 'policy decision makers' in processes of policy in preventing and resolving adolescent internet addiction, it acted as a decisive cause in forming the general dilemma of the policy. Second, the government's strategy in policy response within the policy dilemma conditions turned out to be a duplication of policy, occurrence of contradictions, typical response strategy and cyclical choices. Given these factors, the following characteristics have shown up as a result. First, as the problems in duplication of policy and contradictions occurred within a single policy, the government responded to this dilemma in a typical way, which brought about an even more serious dilemma. Second, the government put in effort to re-regulate two values (protection of adolescents and promotion of the video game industry), which are included in the response policy of adolescent Internet addiction. As a result, the policy dilemma has weakened with respect to the past. However, it has not solved the fundamental problems. This research, taking the results as a background, strives to provide implications for establishing a self-consistent groundwork, which combines policy values and vision for the government to pursue effective responsive policy on adolescent internet addiction, which is becoming more and more severe in the information society in which we live.

• Journal of Distribution Science
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• v.15 no.11
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• pp.83-93
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• 2017

Purpose - The study aims to analyze the VMD(Visual Merchandising) perception factors in recent sporting goods store and clarify the effect of each VMD perception factors on brand image, satisfaction, and customer revisit intention. The VMD perception factors play an important role in attracting and actually inducing sales to the visiting customers. It has investigated the effect of VMD perception on customer satisfaction and revisit intention. It is expected that the company's marketing strategy with VMD will be differentiated and competitive in sports item stores, brand image enhancement, customer retention, and acquisition. Research design, data, and methodology - In order to verify the hypotheses of this study, a total of 380 questionnaires had been distributed. 360 respondents were used in the final analysis excluding 20 respondents' incomplete answers. The SPSS 18.0 program was used and the data analysis was conducted for the demographic characteristics and distribution behavior. Principal Components Analysis was used for the common factor extraction for validity analysis, and factor analysis was conducted to verify such as validity in brand image or brand attitude. As for Multiple regression analysis, was performed to verify and in the research model, and in and , the mediation was defined through the Sobel Test in order to verify the brand image mediating effects on VMD, store satisfaction, and revisit inquiry of sports store. Results - Qualitative research shows that VMD sub-variables such as aesthetic, fitness, and functional convenience influence store satisfaction and revisit intention. As a result of analyzing the mediating effect of the brand image, the more VMD is strengthened, the more brand image is improved and store satisfaction is also increased. Conclusions - VMD enhancement requires a VMD strategy aligned with the company's management policies and objectives, a visual directing and consistent concept that delivers a strong message to customers. The customer actual purchasing behavior is a combination of various factors such as sports item stores' interior design, display, advertisement promotion like POP(Point of Purchase), salespersons and their service quality, so that the VMD image and the brand image must be consistent and a unique strategic plan is required.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.2
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• pp.95-108
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• 2021

Technology innovation activities are very important for companies to secure technological competitiveness and continue to grow. Korea operates a certification system at the national level to promote corporate innovation activities, and strives to enhance SMEs' global technological competitiveness. Among these, the representative system related to technological innovation is the New Excellent Technology (NET) certification. NET is certified through a strict three-stage screening process, and is operated for the purpose of commercialization of new technology, technology trading, and promotion of early market entry by companies. Acquiring NET certification means that the company has a certain level of technological competitiveness. Therefore, this study attempted to conduct an empirical analysis on which technology innovation activities of companies affect the success of R&D projects and improvement of management performance, centering on NET certification system. To verify this, technology strategy, technology planning, systematic R&D process, internal cooperation, and external cooperation activities were set as major variables. As a result of the empirical analysis, it was confirmed that all variables set in this study individually contributed to the success of the R&D project and improvement of management performance. However, when looking at a comprehensive level that considers all variables, it was analyzed that systematic R&D process management and cooperation activities with external organizations have a statistically significant effect on R&D project success, and technology strategy establishment and technology planning activities, which are the initial stages of R&D, have a statistically significant effect on management performance. This study was conducted on innovation-oriented SMEs that have established and operated corporate R&D centers and are actively conducting R&D activities, and multiple regression analysis was used as an analysis method.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.377-382
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• 2021

《Mu Yang Ai Hua, 牧羊哀話》 is known as the first Korean-sanctioned novel in the history of modern Chinese literature, and is famous for a novel created by the author himself visiting Korea and being inspired. The translation of 《牧羊哀話》 is constantly being re-translated (4 types). These translations also reflect the characteristics of each period, and the translation strategies used have their own characteristics. The results of the comparative analysis of the four types of translations in this study are as follows. The role A was published during the Japanese colonial period, and some parts were reduced and omitted according to the intent of the translator, and a foreignization translation strategy was used. B, C, and D have implemented content equivalence by utilizing many of the localization translation strategies, and added supplementary explanations in part to help readers understand. Since translation is a process of communication, it should not just convert the source text to the target text, but the target reader's response to the work should be the same as that of the reader. Therefore, translation must be able to understand the environment of the times and the readership, and it must use all possible methods to elicit the same emotion and empathy as the reader has read the original text. Therefore, translators need to use their nationalization and foreignization strategies at the same time based on their understanding of the target language and the politics, economy, history, culture, etc. of the destination country.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.165-184
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• 2023

Since municipal welfare institutions operate for different purposes from general companies or public enterprises, ESG practice items and model construction should be conducted through various and comprehensive social welfare studies. Since there are not many studies available in domestic welfare institutions yet and there are no suitable ESG management utilization indicators, the Cheonan Welfare Foundation's strategy and management strategy system were established to spread the model to other welfare institutions and become a leading foundation through education and training. The foundation and front-line welfare institutions selected issues identification and key issues through the foundation's empirical analysis and criticality analysis, focusing on understanding ESG management and ways to establish a practice model that positively affects institutional image and business performance. Based on this, the promotion system was examined by establishing a performance management plan after deriving appropriate strategies and establishing a strategic system for social welfare institutions. Environmental and social responsibility, transparent management, safety management system establishment, emergency and prevention, user (customer) satisfaction system establishment, anti-corruption prevention and integrity ethics monitoring and evaluation, responsible supply chains, and community contribution programs. This study attempted to specifically present efforts to settle ESG management through the consideration of the Cheonan Welfare Foundation. Therefore, it is considered to be useful data for developing ESG management by referring to the systematic development process of the Cheonan City Restoration Foundation to develop ESG measurement indicators.