• Asia Marketing Journal
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• 제24권4호
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• pp.141-142
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• 2023

• Asian Journal of Innovation and Policy
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• 제7권2호
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• pp.338-363
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• 2018

Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.

• 디지털융복합연구
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• 제11권12호
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• pp.213-227
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• 2013

본 연구는 중소기업의 기술경쟁력과 기술마케팅이 중소기업의 사업화성과에 미치는 영향을 실증조사 하는데 목적이 있다. 정부의 인정을 받은 기업부설연구소 및 연구개발전담부서를 보유한 중소기업의 신제품 및 신기술 담당자 204명을 대상으로 기술경쟁력과 기술마케팅, 사업화성과에 대하여 설문조사를 실시하였다. 본 연구는 중소기업의 기술경쟁력이 기술마케팅과 사업화성과에 미치는 영향을 조사하였고 기술마케팅이 사업화성과에 미치는 영향을 조사하였다. 실증분석 결과, 첫째, 기술경쟁력의 기술혁신능력과 기술사업화능력, R&D집중도(인적투자) 변수는 기술마케팅에 유의한 정(+)의 영향을 나타냈다. 둘째, 사업화능력은 사업화 판매와 비판매성과에 R&D집중도(물적투자)는 사업화비판매성과에 유의한 정(+)의 영향을 나타냈다. 셋째, 기술마케팅의 핵심기술 및 보완기술 요인이 높을수록 사업화성과가 높아지는 것으로 나타났다. 따라서 기술중심의 중소기업은 기술경쟁요인인 기술혁신능력과 기술사업화능력, R&D집중도를 높이기 위하여 지속적인 노력을 수행하여야 한다.

• 한국정보통신설비학회:학술대회논문집
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• 한국정보통신설비학회 2005년도 하계학술대회
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• pp.104-108
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• 2005

Due to the rapid spread of high speed Internet access and the contents digitization, the demand for the copyright protection of digital contents has increased continuously so that the digital rights protection technology becomes one of the inevitable components in the digital content providing services. This paper describes the current trend of DRM(Digital Rights Management) technology and how to implement the system for the protection of digital assets in the digital home networking environment.

• 정보학연구
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• 제5권3호
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• pp.169-179
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• 2002

국내시장과는 환경과 여건이 판이한 해외시장을 표적시장(target market)으로 하는 국제마케팅은 시장자체의 형태가 천차만별일 뿐만 아니라 그 시장을 형성하는 상황, 시장구조 등이 전혀 다르며 다이나믹하게 급변하고 있다. 이러한 시장을 유지, 확대, 개척한다는 것은 효율적인 교역촉진의 수행 없이는 매우 어렵다. 보다 진보적이고 마케팅 정보를 토대로 하여 보다 세분화되고 구체화된 마케팅믹스 전략을 수행하는 것이 궁극적 목표이다.

• 산경연구논집
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• 제5권4호
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• pp.23-29
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• 2014

Purpose - This thesis aims to propose a method to help financial institutions improve their customers' convenience online and offline through a Bluetooth based App using the tool of a beacon. The emergence of smartphones in the 21st century and their increasing use makes it possible to search for information easily. Research design, data, and methodology - With the short-distance Bluetooth technology for smartphones, which finds users within a radius of 50m to provide the functions of message transmission and mobile payment, users can access information services and use mobile coupons in certain premises. Thus, beacon-based O2O technology has been developed. Results - This study offers a method of attracting customers through an O2O marketing strategy that overcomes the existing limitations of Web and Offline media. Conclusions -Since beacon technology has the advantage of more accurate positioning than GPS, financial institutions provide their product information for users through the basic function of a beacon, using an O2O (Online to Offline) marketing solution and, therefore, effectively enable customers to make relevant payments online and conduct their financial actions offline.

• 정보학연구
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• 제3권4호
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• pp.89-105
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• 2000

오늘날 e비즈니스에 관련된 여러 가지 새로운 개념과 툴이 등장했지만, e비즈니스를 전략적으로 수행하게 도와줄 수 있는 체계를 주지는 못하고 있다 f비즈니스를 위한 초기의 시스템 구축이 어느 정도 궤도에 오르자, 이미 구축된 e비즈니스 시스템을 어떻게 전략적으로 고객의 가치창출을 위해서 활용할 것인가에 대한 마케팅 이슈들이 점차 중요시되고 있다. 또한 O마케팅 또는 고객중심이 아니라 기술 또는 시스템 중심으로 치우쳐 e비즈니스 본연의 취지에서 벗어나므로 고객중심의 e비지니스 마케팅 추진 전략을 연구하고, 효율적인 전개방안을 제시하고자 한다.

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 2008년도 연합학회학술대회
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• pp.253-261
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• 2008

상당수의 중소기업은 자체 마케팅 역량이 부족하여 제품 및 기술 개발에 있어서 초기부터 마케팅 활동을 충분히 수행하고 있지 못한 경우가 많다. 본 논문은 이러한 문제를 해결하기 위해 원료 공급에서부터 가공, 아웃소싱, 판매, 협업에 이르는 제품 생산 활동의 각 단계마다 적절한 마케팅 지향 정보가 제공되도록 공공 서비스 제공 전략을 제시한다. 또한 제품정보, 시장 정보, 기술 정보로 구성된 마케팅 지향형 정보 제공 시스템의 프로토타입을 제시한다.

• 유통과학연구
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• 제13권5호
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• pp.91-102
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• 2015

Purpose - This study aims to build a systematic frame for effective marketing performances by prioritizing product type and pertinent channel that are appropriate for digital channel characteristics. FCB grid model was used to define a product type, and Internet communication satisfaction index was considered as a marketing performance measuring tool for digital channel. Research design, data, and methodology - As systematic understanding for Digital marketing is still unfamiliar to even professional marketer, the hypothesis was established based on preliminary research by conducting a qualitative survey of marketing experts who already experienced digital marketing in the fields as well as existing related study literature. Through a preliminary research, the degree for understanding for digital marketing, current digital marketing (including product/channel mix) execution status, and difficulties for marketers who had experienced digital marketing were figured out. Based on preliminary research, the main part of survey was designed to examine which type of product would be effective for digital marketing and which digital channel would be effective to achieve marketing performance in line with marketing objectives. To collect data, the questionnaire survey was conducted for professional marketers who had experienced digital marketing in 10 different fields including FMCG, cosmetics, distribution industry for one month (July, 10, 2014~Aug, 10, 2014). A total of 90 questionnaire were distributed and 66 questionnaires were used for the analysis, excluding the unanswered and insincere questionnaires. The data were analysed using SPSS ver.18.0. Results - The analysis for product type which is pertinent to digital marketing and prioritization for digital channel per digital marketing performance type could be summarized as followings. First, high involvement buying decision type of product and rational purchasing decision type of product in FCB grid are more effective for digital marketing in terms of marketing performance. Therefore, marketers in field would prioritize considering product type before executing digital marketing. Second, factor for sales increase, potential consumer creation and brand awareness was represented respectively 31.25%, 21.9%, and 20.8% as a result of factor analysis in terms of digital marketing channel performance. Third, effective major digital channel per digital marketing performance factor was differently identified as each digital channel has its own peculiarity. For instance, search engine is more effective for increasing sales while social media such as facebook and Kakaotalk is more effective for encouraging consumer participation. Conclusions - As a result of this study, product type and peculiarity which were pertinently fit to digital marketing were identified by using FCB grid model, and also suggested framework for decision making of digital channel selection in line with marketing objectives for effective marketing performance. It also provided insight to professional marketer which type of product could be effective for digital marketing execution as well as which factors should be measured for digital marketing performance.

• Journal of information and communication convergence engineering
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• 제9권2호
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• pp.135-140
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• 2011

The purpose of this study is to examine the factors influencing performance of software companies. This model tests various theoretical research hypotheses related to innovation, standardization and technology marketing strategy and software type. Smart PLS (Partial Least Square) 2.0 and SPSS 15.0 have been utilized for deriving the study results. The result of hypothesis testing is as follows. First, standardization and technology marketing strategy positively influence financial performance. Second, innovation, standardization and technology marketing strategy positively influence technical performance. Finally, mobile and non-mobile software companies was shown that innovation, standardization, and technology marketing strategy has different effects to financial and technical performance.