• Archives of design research
• /
• v.21
• /
• pp.67-74
• /
• 1997

Marketing communication is becoming a critical element in today's competive retail environment. Consumers are better educated and discriminating in their choices. Especially, now in the totally opened Korean market situation, establishing proper retail marketing strategy faces many challenge and require special attention. In this study, various promotion media application strategies are mentioned in order to help retailers who need to develop their own promotion plan. Among the media mix, xisual merchandising is becoming effective communication system for retail promotion. Because of its complex development process, retailers and professionals both need to understand the theoretical background of VMD and application method. As a guide in developing systems for each use, it might have some limitations due to the method of research and data related to researcher's choice. In spite of above mentioned limitations, this study will serve as a practical guide for the retailers who wishes to achieve marketing goals in order to survive in this competitive retail situation.

• Journal of Korean society of Dental Hygiene
• /
• v.10 no.5
• /
• pp.897-904
• /
• 2010

Objectives : The aim is to examine what a selective factor of dental institution in the elderly is, which can be used as a strategy for vitalizing hospital management, and which difference there is in selection of dental institution according to health-promotion lifestyle. Methods : Questionnaire survey of individual interview was carried out targeting 177 old people in over 65 years old of Jeonju, Iksan, and Gunsan in Jeollabuk-do Province by convenience sampling from August 16, 2010 to August 27. The analysis was performed by using SPSS WIN 12.0 program. Results : 1. The average mark of health-promotion lifestyle in the elderly was 2.69 points. The health responsibility was the highest with 2.91 points. 2. The mark of health-promotion lifestyle was higher in the higher educational level of the elderly(p<0.01), when monthly income is more than 2 million won(p<0.01), and in the better subjective awareness of oral condition(p<0.01). 3. The group with high mark of health-promotion lifestyle regarded reliability(p<0.001), economic efficiency(p<0.01), and facilities & cleanliness(p<0.01) as important factors when selecting dental institution. Conclusions : The development and expansion in health-promotion program targeting the elderly are seen to be necessary that reflect difference by sphere in health-promotion lifestyle. There will be necessity for pursuing even a strategy for the elderly in the group who have relatively low characteristic in the practice level of health-promotion lifestyle. Also, given understanding characteristics on the elderly and focusing on management proper for the needs of medical consumers, the successful medical management is thought to be likely possible.

• Asia Marketing Journal
• /
• v.13 no.1
• /
• pp.27-50
• /
• 2011

In today's market scenario, consumers are bombarded with similar promotional messages. It means that managers have to pay attention to promotion strategy to create strong effect as well as to break through the monotony. In this context, although there are strong needs concerning tie-in promotion, research investigating tie-in promotion is limited. Therefore, we extracted tie-in promotion tools and defined the concept of each tie-in promotion tool by analyzing various tie-in promotion cases which are executed in current market. In addition, consumer's recognition of tie-in promotion was investigated through the in-depth interview. The results of case analysis of tie-in promotion and in-depth interview are summarized as follows. First, 9 tie-in promotion tools were extracted: tie-in price reductions, tie-in coupons, tie-in membership, tie-in contests, tie-in premiums (tangibility, intangibility), tie-in payment terms, tie-in sample, tie-in event(culture event, charity event, experience event) and tie-in fund·rebate. Second, 3 categories of the recognition of the consumer for tie-in promotion were extracted: features of preferred tie-in promotion, expectation benefit of tie-in promotion, and risk factors of tie-in promotion. Especially, at the aspect of features of preferred tie-in promotion, fit between consumer pursuit benefit and tie-in promotion was found to be interesting. Moreover, the recognition of the consumer for tie-in promotion were divided with positive(preferred tie-in promotion features, expectation benefit of tie-in promotion) and negative(risk factors of tie-in promotion) factors. In conclusion, the company's effort will be necessary to lower the perceived risk level occurring from the process of accomplishing the tie-in promotion strategy since consumers recognize both positive and negative effects of tie-in promotion.

• Journal of Korean Port Research
• /
• v.14 no.1
• /
• pp.1-11
• /
• 2000

Recently, the role of container ports is radically changing, These changes are largely driven by the innovation process of Logistics such as Supply Chain Logistics and Global Logistics due to the international expansional of industry. Under this environment, It is required that the container port should act as a integral part of a Supply Logistics Chain especially to provide the customer-oriented logistics service. This paper deals with the development strategy of container ports coping with these changes in the view point of container ports as a Logistics infrastructure to provide customer-response services and necessary to the economic promotion of hinterlands. Strategy is suggested in the phases of the customers desire, the pattern of container cargo, the economic promotion of hinterlands, and interrelation of container ports in north-east Asia and also domestics through the analysis of competiveness of container ports.

• The Korean Journal of Franchise Management
• /
• v.15 no.1
• /
• pp.1-10
• /
• 2024

Purpose: Despite the popularity of sales promotion as one of the key marketing tactics employed by many companies today, relatively little effort has been devoted to examining an interaction effect between promotion cues and promotion duration. Therefore, this study aims to examine how promotion cues and promotion duration will jointly affect consumers' attitudes toward promotions and purchase intentions. Research design, data, and methodology: The present study conducted an online experiment through the Qualtrics program in which a total of 141 participants were recruited from the Cloud panel members in the U.S. The experiment employed a 2(promotion cue: best-seller vs. limited edition) × 2(promotion duration: long vs. short) full factorial between-subjects design. Result: In the condition of best-selling sales promotion cue, a long promotion duration induced more positive promotion attitude and higher purchase intention, while in the condition of limited-edition sales promotion cue, the use of a short promotion duration contributed more positive promotion attitude and greater purchase intention. Conclusions: Marketers need to take the congruence between promotion cues and promotion duration into full consideration when designing effective sales promotion strategy.

• International Journal of Computer Science & Network Security
• /
• v.21 no.4
• /
• pp.178-185
• /
• 2021

The emergence of social networks has led to the flourishing of a new golden era of branding, which is a challenge for companies due to the need for creative positioning of companies with an emphasis on building trust and loyalty to the brand. Consumers are becoming more demanding and due to a wide range of products in different markets, make demands that are more stringent on companies. The goal of this article was to study the main trends of branding and advertising on social networks to develop a new approach to brand promotion. Methodology. The quantitative and qualitative research design was used to determine the main trends in branding and advertising on social networks. The methodology included the following methods: 1) analysis of the relationship between brand value and brand content strategy, 2) content analysis of the content of companies in social networks on the example of 10 world-famous brands with the highest value. The results allowed forming the criteria of effective content and communication: simplicity of content and simplicity of communication, lack of direct advertising of products, emphasis on global socio-economic problems and social orientation, unobtrusive communication, content creativity, indirect information about the product or work, the history of the company's development through various tools. The main content strategies of brands are defined: storytelling strategy; strategy of informing about the history of the company's development; entertainment and information strategy; strategy of joint interaction with the audience through the involvement of wellknown influencers or users of products. The theoretical and practical value of the results is confirmed by the conceptualization of the main content strategies of world-famous brands, which are pioneers in new ways to build relationships with users through social networks. The research proposes to use a customer-oriented approach to brand promotion. This means studying consumer behavior and predicting possible changes in behavior, which determines the level of interaction with the brand, the content strategy of the brand, and its effectiveness.

• Proceedings of the Korea Contents Association Conference
• /
• 2011.05a
• /
• pp.443-444
• /
• 2011

본 연구는 최근 스마트 기기의 등장과 급속한 확산과 함께 그 중요성이 더욱 부각되고 있는 콘텐츠산업의 트렌드를 분야별로 분석해보고, 스마트시대의 유망콘텐츠 사례를 조사하였다. 그리고 스마트 시대의 콘텐츠산업의 주요이슈를 분석하고 콘텐츠산업을 촉진하고 활성화할 수 있는 전략들을 제시하였다.

• 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.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
• /
• v.47
• /
• pp.357-377
• /
• 2010

The Ministry of Agriculture, Forestry and Fisheries(MAFF) of Japan established the aim which exports the agriculture, forestry and Fisheries products amounting to a trillion Yen until 2013 in 2004, endeavoring to realize the aim in strengthening both overseas publicity activities and domestic product system. Such changes means that the Japanese agriculture is exchanging defence into attack and gives a important meaning to our agricultures which have a similar agriculture base as Japan. The countermeasures for agricultural products export promotion by MAFF is greeting a 5th year now and obtains a considerable result in agricultural products exports and the export item. Meantime, There are also opinions that the Japanese agriculture has to make efforts to cut the product cost by a large margin in order to prepares a competitive power. we have to consider the counter-measure which will be able to accommodate harmoniously both of two facts that first, Japanese Export Promotion Strategy for agricultural products is giving a hope in the Japanese rural society which have been considered that remaking will be impossible until now, and secondly, the agricultural reform which the cutting of cost and price of agricultural products will be possible in has to be promoted.

• The Journal of Economics, Marketing and Management
• /
• v.6 no.1
• /
• pp.1-8
• /
• 2018

Purpose - Local social commerce market has grown up remarkably. And, Coupang has shown new delivery strategy of rocket delivery. Making new paradigm at local market, Coupang has expanded market scale. This study investigated state of local social commerce market, weight and promotion strategy of Coupang market to find out competitiveness edge of Coupang. Research design, data, and methodology - The study investigated state and concept of social commerce to find out state, problems and competitiveness of social commerce. New distribution service was short of precedent studies. Statistical analysis and experimental analysis were not used, and interview was done to investigate three of social commerce businesses. Results - CRM construction is insufficient to have poor system, Local delivery system could not be made enough at overnight delivery and customers were dissatisfied with ties with another company. Promotion shall be done by delivery system for increase of profitability, funding for more investment, chatbot to build new customer control system, and new delivery system to produce profit. Conclusions - Coupang and others have grown up rapidly to worsen profit and to jeopardize survival. Excessive initial investment has threatened the businesses, for instance, low sales of Amazon, excessive expenses, bench marking of logistics system, and others.