• 산업융합연구
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• 제16권2호
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• pp.41-48
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• 2018

본 연구는 책 내용, 유명인의 인지도, 유명인의 전문지식이 책 구매에 미치는 영향관계를 파악하고, 이를 통해 유명인들이 책을 발간할 때 고려해야 할 요소 및 판매를 위한 마케팅 방안에 대한 시사점을 제시하고자 하였다. 따라서 본 연구의 시사점은 다음과 같다. 첫째, 유명인들이 책을 발간 할 때는 독자들에게 충분히 공감할 수 있는 소재와 평소 자신이 편찬하려는 책 분야에 대한 정보의 신뢰성을 심어줄 수 있는 마케팅 활동을 활발하게 해야 할 것이다. 둘째, 유명인들은 책의 편찬할 때는 자신의 이미지와 맞는 형태의 책 디자인이나 그림 선정 등에 신경을 써야 할 것으로 판단되고, 나아가 이런 이미지가 독자들에게 심어질 수 있게 새로운 형태의 광고 전략을 구축해야 할 것이다. 마지막으로 유명인들은 책의 편찬하기 전 평소 자신이 가지고 있는 정보나 경험, 학습된 지식 등을 여러 광고 환경에서 시청자 및 펜에게 알릴 수 있는 다양한 수단들을 간구해야 할 것이다. 이를 지속적으로 인지시킨다면 향후 자신이 편찬할 책의 구매도는 높아질 것이다.

• 한국융합학회논문지
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• 제10권5호
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• pp.157-163
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• 2019

본 연구는 한국과 뉴질랜드환경에서 시장점유율에 따른 브랜드들의 이중위험에 대한 주제로 작은 시장점유율을 가진 브랜드인 경우에는 그렇지 않은 경우보다 단위당 낮은 판매가격을 유지하게 됨으로 판매량이 감소되고 수익이 줄어드는 현상을 뉴질랜드와 비교 연구하였다. 14개의 FMCG 제품군을 중심으로 진행된 연구결과 고 시장점유율을 통한 높은 이익 전략은 서구권의 국가인 뉴질랜드보다 아시아권 국가인 한국에서 여전히 유효한 것으로 나타나며, 특히 점유율이 높은 시장에서 1위 브랜드인 경우에는 약 15%의 가격우위를 점하는 것으로 나타난다. 하지만 이에 반해 뉴질랜드의 경우에는 그렇지 않은 것으로 나타난다.

• 패션비즈니스
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• 제25권1호
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• pp.165-178
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• 2021

With rise in economic activity of fandoms, fashion brands often collaborate with K-pop stars such as BTS to enhance brand preference and sales. This study analyzes why people engage in fandom activity and its effects on collaboration fashion brand preference by focusing on 'BTS' and fandom 'Army'. This study aims to provide information to establish marketing strategies by identifying the influence of fandom culture related to the Korean Wave and the fashion industry, and empirically analyzing factors affecting active customer formation for long-term growth. The data were collected from BTS fan club 'Army' and a total data sets were analyzed using SPSS25.0 statistics program. The findings of this research were as following. Frist, BTS fandom motivation were identified as Need for Approval, Communication Need, Professionalism Need, Need to Belong, Consumption Need and the BTS fan groups were categorized into 3 groups. Third, comparing BTS goods values and collaboration brand preference an excess in each group was revealed. This study is significant because it provides essential data for the marketing strategy of fandom market by comparing marketing effects of BTS with the characteristics of fandom consumers and identifying the different desires of each group. As a result of this research, it can be seen that BTS an influential leading brand, has been adopted, and the research direction of empirical analysis has been presented. In practice companies can select specific fandom targets by using the sub-levels of fandom types that have become clear and implement marketing strategies of the fandom market.

• Journal of Information Technology Applications and Management
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• 제27권6호
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• pp.53-73
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• 2020

Many prior studies have been conducted that positive reviews increase the intention to purchase. However, there are very few papers that have studied the impact of review search on purchase satisfaction. It is meaningful to study the impact of review search on purchase satisfaction as it can lead the business successfully by inducing repurchase. There is also no study of how review search have different effects on purchase satisfaction among countries. Given the growing number of cross-border e-commerce, we believe that the need for research is high because identifying these differences between countries can have a very important impact on a company's successful overseas expansion. Therefore, in this study, the impact of positive and negative review search on purchase satisfaction and the national impact were set up as a research model. In order to verify this research model, the survey was distributed to those who experienced online purchase in Korea and China, and a total of 234 copies were collected, including 125 copies in Korea, 109 copies in China, and the research model was verified using Smart-PLS structural equation analysis tools. First, positive review search has been shown to positively affect purchase satisfaction. Second, it has been shown that negative review search also has a positive effect on purchase satisfaction. Third, the impact of positive and negative review search on purchase satisfaction was different between Korea and China. While Korea is more aggressive in review search than China due to its high tendency to avoid uncertainty, China is less likely to avoid uncertainty than Korea and is more likely to rely on brand familiarity. Therefore, according to the uncertainty avoidance moderation effect the impact of positive and negative review search on purchase satisfaction was higher in Korea than in China. In this study, Shopping mall managers need to take strategic measures to maximize shopping mall performance by recognizing positive aspects of negative review search on purchase satisfaction. Companies and managers in Korea and China can establish strategies to promote product sales when companies enter the global market.

• 한국프랜차이즈경영연구
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• 제11권2호
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• pp.17-22
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• 2020

Purpose: As consumers have difficulty in brand choice due to excessive information, using brand popularity as an advertising cue (e.g., Sales No. 1, Hit Product) has been getting more attention as an effective curation strategy for decreasing consumers' cognitive efforts. Accordingly, recent studies empirically demonstrate that consumers tend to prefer and choose a brand with a popularity cue and offer a useful information regarding how to use a popularity cue in marketing communication. However, extant research has mainly focused on investigating the impact of "brand popularity in a domestic market" on consumer behaviors. Thus, little is known about the effect of "brand popularity in a foreign market" on local consumers' decision-making process. Given that domestic consumers tend to purchase imported products from overseas countries, it can be meaningful information for global companies. Therefore, this research derives and tests the five hypotheses to examine how local consumers respond to brand popularity in a foreign market as an advertising cue. Specifically, it tests the three hypotheses regarding the direct and indirect effects of brand popularity in a foreign market on risk perception and purchase intention. Then, it tests two additional hypotheses about moderating effects of psychic distance on the relationship between brand popularity and risk perception as well as on the relationship between brand popularity and purchase intention. Seventy participants are exposed to an advertisement for an Indian cosmetic brand using a popularity cue in Indian market and answer the questions about brand evaluation. For data analysis, regression analysis is employed. The findings of this research show that perceived brand popularity lowers local consumers' perceived risk with a foreign brand. However, perceived brand popularity does not have a direct impact on purchase intention while it has an indirect effect through perceived risk. Meanwhile, psychic distance moderates the effect of perceived brand popularity on perceived risk level, but it has no impact on the relationship between brand popularity and purchase intention. This research is one of the first studies that demonstrate the positive impact of brand popularity in a foreign market on a local consumer's purchase decision, and it shows the effect can be moderated by psychic distance.

• 디지털융복합연구
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• 제19권2호
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• pp.161-168
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• 2021

지식기반경제로의 이행이 가속화되기 시작하면서 기업 환경에 많은 변화가 일어나고 있다. 중국제조 2025 전략을 시작으로 중국 산업에도 변화가 일어나기 시작하였다. 제조공장으로서의 역할이 아닌, 첨단기술 기반의 산업을 선도하기 위한 노력을 경주하고 있다. 본 연구의 목적은 중국 기업의 혁신에 대한 결과물인 전유 메커니즘을 파악하는데 있다. 이를 위해 본 연구에서는 선행연구를 기반으로 델파이 조사를 통해 8개 요인을 최종적으로 도출하고, 8개 요인을 중국 기업의 실무자들을 대상으로 전유 메커니즘에 대해 설문조사를 하였다. 분석결과, 전체산업을 기준으로 전유 메커니즘의 중요성은 특허, 의장등록, 리드타임, 비밀유지, 보완적 제조, 보완적 판매 및 서비스, 디자인의 복잡성, 학습곡선 효과/규모의 경제 순으로 그 중요도가 나타났다. 본 연구의 결과는 기업의 실무자들이 자사에게 맞는 전유 메커니즘을 통해 기업의 지식재산 전략의 계획을 수립하는데 도움을 줄 수 있을 것으로 보인다.

• Journal of Korea Trade
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• 제25권3호
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• pp.153-168
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• 2021

Purpose - In this study, we aim to explore new distribution strategies for sustainable growth in the era of the 4th industrial revolution, focusing on SMEs (small and medium-sized enterprises) in Korea, and suggest ways to upgrade the government's official distribution channel to the next level. Design/methodology - First of all, this paper explored the prior research, the current status of sales support for SMEs, and the changes in the distribution industry due to COVID-19 pandemic. Based on Moon (2016)'s ABCD strategic model - Agility, Benchmarking, Convergence, and Dedication, the study then derived directions in which official distribution channels should move and the new distribution strategy for Korean SMEs to secure competitive advantage. Findings - First, in terms of 'Agility', in order to upgrade official distribution channels, which are currently at some competitive disadvantages compared to private distribution companies, we must quickly introduce technologies for the 4th industrial revolution, such as AI, Big Data, etc., and establish precise strategies to strengthen the capabilities of SMEs. Second, in terms of 'Benchmarking', the use of "Chamelezones" has been increasing to enhance the competitiveness of offline stores in line with recent ontact trends. Therefore, official distribution channels should also benchmark such cases, strengthening their competitiveness by utilizing offline spaces more efficiently and effectively. Third, in terms of 'Convergence', in line with the rapidly changing trend of the times, official distribution channels should also promote active partnerships with media commerce, e-commerce and ICT platforms, as well as cooperation with private retailers, and focus on creating synergy effects through them. Finally, from the perspective of 'Dedication', digitalization should be promoted step by step, finding the sector that can accelerate digital among the value chains of official distribution channels, and continuing to discuss how to digitize it realistically. Originality/value - Based on this analysis, we have presented strategies and implications for innovating official distribution channels for SMEs, which will contribute to enhancing the competitive advantage of official distribution channels in the post COVID-19 pandemic era.

• 한국인터넷방송통신학회논문지
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• 제22권1호
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• pp.181-186
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• 2022

세계 전기자동차 분야는 기술적 환경변화를 넘어서 시장 환경에까지 영향을 미치는 단계로 전환하여 완성차업체들은 "기술 우위 → 브랜드 제고 → 기존 내연기관 차량의 판매 확대"라는 기존 전략에서 시장경쟁력 제고라는 전기자동차 시장 자체의 확대로 전환되고 있다. 또한 전기자동차 부품시장은 기존 부품업체들의 사업영역 확대와 신규업체들의 진입으로 경쟁이 심화될 전망이며, 전기자동차 주요 부품의 효율성 향상을 위해 개발 협력도 활발히 진행될 전망이다. 이러한 전망과 함께 전기자동차가 성장할수록 자동차 산업의 전반적인 구조적 변화가 예상됨에 따라 배터리, 파워트레인(모터, 전력관리 제어시스템), 전기차 생산, 충전 인프라 등 전기자동차 Value Chain 전반의 성장이 예상된다. 따라서 본 논문에서는 변화되고 있는 전기자동차 산업의 발맞춰 기업이 원하는 다양한 고급인력을 양성하기 위해 전기자동차의 에너지 및 전기 요소기술을 선도하는 인력양성 알고리즘을 연구한다.

• The Journal of Asian Finance, Economics and Business
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• 제9권3호
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• pp.265-274
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• 2022

MSMEs in the food and beverage industry play a critical role in the Indonesian economy since they account for the majority of the manufacturing sector's GDP. Despite its importance, it is unable to compete on a worldwide scale due to a lack of technological adoption. As a result, the purpose of this study is to look into the concerns and challenges that F&B MSMEs have when it comes to technology adoption. An online survey of 626 MSMEs and in-depth interviews as well as focus groups with diverse stakeholders from four provinces, namely West Java, East Java, South Sulawesi, and North Sumatera, provided the data for this study. To be thorough, the approach used in the study is based on the Technology, Organization, and Environment (TOE) framework. According to the findings, the majority of MSMEs use technology for marketing and sales, mainly through e-commerce. Meanwhile, for a variety of reasons, most of them continue to rely on traditional and semi-automatic technologies for production. According to the TOE framework, MSMEs lack those three parts of the technology adoption framework, particularly the environmental aspect, which is mostly due to a lack of cooperation among stakeholders. Finally, as a policy proposal, we offer a comprehensive technology adoption strategy based on the findings through an integrated MSMEs development information system including many important stakeholders.

• 한국과학예술포럼
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• 제20권
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• pp.159-171
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• 2015

Service elements are added to the product to improve the company it its sales and innovation. The servitization process could take many different routes reflecting various properties of the manufacturing firm and its business contexts. Product-service systems (PSS) design method developed at Sungkyunkwan Universty, Service Design Institute, has been applied to a small furniture manufacturing company to demonstrate the utility of the method and to devise improvements. First, the business context of the company has been analyzed and key values have been identified. A co-creative session has been conducted to develop initial service concepts to drive those key values. The diverse positioning of those service concepts on the scale of service supporting product and service support customer is then developed to plan servitization phases. The specific service concepts are about company-customer relationship building as well as customization and personalization in this case. Initial service concepts are detailed with service blueprint so that prototyping and customer experience evaluation can be done. Business models in different servitization phases are designed. Further prototyping and customer experience evaluation has been done with business strategy improvements. In this paper, the proudct-service systems design method has been reviewed and the specific and real processes of the servitization using design will be described with discussion on the improvement of the method and the enhancement of the business.