• Design Convergence Study
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• v.14 no.4
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• pp.209-221
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• 2015

This study investigates in depth of the new marketing trend, in which social media, an effective marketing tool for promoting a new product, and gamification technic of engaging consumers in communication, are combined. Although gamification has been applied to various fields for a long time, conventional way of applying gamification is different from when it is combined with socialmedia. Therefore, this study examines the background and characteristics of the convergence phenomena between the social media and gamification based on the theoretical consideration of the social media and gamification. Then, the cases of social media marketing utilizing gamification are analyzed and classified into general participation, active participation, creative behavior, networking, and experiential type according to the user's different levels and ways of participation. As a result, when the social media and gamification are combined, the change of an aspect is found to be more meaningfully influential to today's consumers as in competition - achievement - relationship, compared to the conventional way of game mechanics. This study has significance in the way that it established a useful basis for the marketing strategy through the study of the new game mechanics that has been applied to social media marketing utilizing gamification.

• Maritime Security
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• v.6 no.1
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• pp.1-35
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• 2023

The purpose of this study is to present the direction of development of our navy's response strategy through analysis at the ends, ways, and means level of the Chinese navy's offensive strategy for the West Sea. As a result of the analysis, at the ends level, the Chinese Navy's offensive strategy for the West Sea strategy is being linked to a grand strategy to protect maritime rights and achieve maritime power between the U.S. and China competition, at the ways level, the Chinese Navy is expected to create a foundation for the international community to recognize the West Sea as China's inland sea through "routine entry" and "exercise authority", and in case of emergency, it will try to secure sea control in the West Sea in a short period of time by blocking Korea's maritime transportation route based on the overwhelming preemptive attack capability of aircraft carriers. At the means level, it is accelerating the construction of aircraft carrier warfare units and improving its ability to engage long-range missiles. As a direction of development of the Korean Navy's response strategy in response to this, first, Establishment and Development of National Maritime Security Strategy in conjunction with the Korean Indo-Pacific Strategy. Second, it proposes the development of the concept of effective security operations for the east sea area of the West Sea intermediate line, and third, the development of the concept of combat performance and capacity building to strengthen survival and lethality.

• Design Convergence Study
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• v.13 no.6
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• pp.137-152
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• 2014

In considering the overheated competition amongst social commerce, it is imperative to determine which parts of the social commerce service are considered important by consumers, and which parts need improvements to sustain relationship between consumers and the corporation. Therefore, this research has identified the motives for usages of consumers as affordability, convenience, information acquisition, pleasure, and sociability, and set satisfaction as a factor that works as a medium between previously mentioned motives and willingness to repurchase to identify factors that affect willingness to repurchase and factors that affect positively. Additionally, to identify significant results that have not been identified in statistical analysis. The experiment was conducted on those who have experienced purchase on social commerce or are currently using social commerce. The survey was created based on prior research, and has representativeness as a sample were conducted empirical analysis and visualization analysis. As the research result, the result that satisfaction causes are in close relationship with causes for repurchase, and affordability has the most positive effect among the five motives for usage were deducted, and the conclusion that the relationship among data are easily deducted when statistic analysis and visual analysis are carried out at the same time was postulated.

• Analyses & Alternatives
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• v.7 no.3
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• pp.85-114
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• 2023

The purpose of this study is to analyze Russia-Central Asia relations since the launch of the EAEU in 2015 and forecast the future from a structural realism perspective. Bilateral relations have both elements of close cooperation and elements of conflict. Russia and Central Asia, which have the characteristics of an authoritarian alliance, also have a symbiotic relationship in which they have no choice but to cooperate with each other to maintain the regime. Based on this, Russia has made various efforts to reunify Central Asia. Central Asia also has no choice but to cooperate with Russia for its survival, but at the same time, it has expanded its scope of cooperation in the international community to avoid being subjugated to Russia again. However, as China's power expands, Russia's relative weakness, and wariness toward Russia increases after the Ukraine War, the gap in bilateral relations is widening. In particular, as China's influence grows, Russia's nervousness also increases. This is why Putin visits Central Asia and holds active summit talks even during the war in Ukraine. If competition between Russia and China surfaces, there is a high possibility that the international order in Central Asia will become unstable. However, it is still unlikely that the power of Russia and China will reverse in Central Asia. Above all, the security, historical, and cultural connections between Russia and Central Asia are areas that are difficult for China to catch up with. Therefore, a weakening of Russia's influence compared to the past is inevitable, but its superiority is expected to continue. If Russia breaks away from belligerence and transforms into an attractive cooperative partner, there is a possibility that bilateral relations will take an upward turn again. However, it seems unlikely that such changes and innovations will occur under the Putin regime. Therefore, the biggest obstacle to realizing Putin's goal of reunifying Central Asia is Putin himself.

• Korea Trade Review
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• v.48 no.1
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• pp.215-241
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• 2023

As competition between ports intensifies, port efficiency has always been a hot topic in the port and shipping economy. Boosting regional and national economies by improving port efficiency and promoting sustainable development of ports is also a concern for port operators and local and national governments. In this situation, this study has the following objectives. First, using panel data from 2010 to 2017, the efficiency of 14 major inland ports along the Yangtze River was analyzed, and changes in port efficiency over time were examined. Second, 14 inland ports are divided into the middle, upper, and lower Yangtze River port groups to compare and review differences in efficiency levels of ports by basin. For the study, we applied a three-step DEA analysis method, which evaluated the pure relative efficiency of the port itself by removing the effects of environmental factors and statistical noise that could affect the efficiency evaluation and presented the results. As a result, it was confirmed that there was a clear difference in the efficiency value of the port between the first-stage and the third-stage efficiency evaluation result. In addition, the downstream ports showed relatively high efficiency compared to the middle and upstream ports.

• Journal of Korea Port Economic Association
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• v.34 no.1
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• pp.111-132
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• 2018

As China continues to evolve as a major economic power and the Free Trade Agreement (FTA) between the Republic of Korea and China was ratified on June 1, 2015, market volume between the two countries is expected to grow more rapidly. This study aims on improving the efficiency of car-ferry lines. We conducted two surveys- for shippers and forwarders of car-ferry companies, and container liners. The study analyzes the decision factors for delivery companies and their importance for shippers and forwarders of car-ferry companies and container liners. Based on analysis of prior studies on the competition for car-ferry companies and liners, three primary variables are selected-promptness, economics, and safety. The promptness variable consists of shipping time, loading/unloading time, and customs clearing time. The economic variable consists of marine transportation cost from a domestic harbor to China, loading/unloading cost in the harbor, and overland transport cost from the harbor to shippers inland. Finally, the safety variable consists of cargo damage rates, safety facilities, such as lashing and shoring, and punctuality of transportation time. The survey and AHP results show that the promptness, safety, and economics factors are 0.549, 0.309, and 0.142 in the shipper groups of car-ferry companies' category, respectively. It indicates that there is considerable difference in the importance of each factor. In contrast, the factors are 0.350, 0.348, and 0.302 in the forwarders category, which suggests that there is little difference in each factor's importance. As for shippers and forwarders of liners, the importance of each factor is found to be in the following order: economics, safety, and promptness.

• Journal of Distribution Research
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• v.15 no.2
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• pp.71-99
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• 2010

Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study suggest that the patriotism level may influence consumers' choice behavior toward retailers strongly connected to a specific country or region. That is, consumers with high level patriotism may hesitate or avoid using a retailer associated with some foreign country. Fifth, according to the results of this study, when people's patriotism is stimulated by a specific social situation or event, it can be an opportunity for domestic franchise brands to increase their market performance such as sales and market share and, at the same time, for foreign franchise brands to experience adversities. Therefore, during a period like the Olympic Games or the World Cup when people's sense of belonging or attachment to their country is heightened, domestic franchise brands need to make marketing activities that may lead market opportunities to substantial results and foreign franchise brands to cope with such adversities. Sixth, consumers' brand choice is often made in retail stores. It has been demonstrated by numerous studies that in store stimuli such as point of purchase display can affect consumers' behavior. Considering this, domestic brands facing competition with foreign brands should make continuous efforts to enhance the market performance of their products through developing in store stimuli that can stimulate consumers' patriotism. Finally, based on the major findings of this study, both academic and practical issues were discussed. Suggestions for future studies were provided.

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.5
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• pp.119-134
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• 2018

Today, many firms face the environment of high uncertainty and severe competition due to the rapid technology development and the diverse needs of customers. In the business environment, one of the most important ways to gain sustainable competitive advantage and future growth engine is related to NPD (New Product Development), which is a very important issue for practice and academia. Thus, this study intends to provide new values to practitioners and researchers related to NPD by analyzing current research trends and future trends in NPD field. For this, we bibliometrically analyzed keyword networks which consist of keywords that were already published in the eminent journals from Scopus database to generate insights that have not been captured in the previous reviews on the topic. As a result, we could understand the extant research streams in NPD field, and suggest the changes of specific research topics based on the connected relationships among keywords over the time. In addition, we also foresaw the general future research trends in NPD field based on the keywords according to preferential attachment processes. Through this study, it was confirmed that NPD keyword network is a small world network that follows the distribution of power law and the growth of network is formed by link formation by keyword preferential attachment. In addition, through component analysis and centrality analysis, keywords such as Innovation, New product innovation, Risk management, Concurrent engineering, Research and development, and Product life cycle management are highly centralized in NPD keyword network. On the other hand, as a result of examining the change of preferential attachment of keywords over the time, we suggested the required new research direction including i) NPD collaboration with suppliers, ii) NPD considering market uncertainty, iii) NPD considering convergence with the other academic areas like technology management and knowledge management, iv) NPD from SME(Small and medium enterprises) perspective. The results of this study can be used to determine the research trends of NPD and the new research themes for interdisciplinary studies with other disciplines.

• Journal of Intelligence and Information Systems
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• v.17 no.2
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• pp.61-75
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• 2011

A Geographic Information System(GIS) is a system that captures, stores, analyzes, manages and presents data with reference to geographic location data. In the later 1990s and earlier 2000s it was limitedly used in government sectors such as public utility management, urban planning, landscape architecture, and environmental contamination control. However, a growing number of open-source packages running on a range of operating systems enabled many private enterprises to explore the concept of viewing GIS-based sales and customer data over their own computer monitors. K telecommunication company has dominated the Korean telecommunication market by providing diverse services, such as high-speed internet, PSTN(Public Switched Telephone Network), VOLP (Voice Over Internet Protocol), and IPTV(Internet Protocol Television). Even though the telecommunication market in Korea is huge, the competition between major services providers is growing more fierce than ever before. Service providers struggled to acquire as many new customers as possible, attempted to cross sell more products to their regular customers, and made more efforts on retaining the best customers by offering unprecedented benefits. Most service providers including K telecommunication company tried to adopt the concept of customer relationship management(CRM), and analyze customer's demographic and transactional data statistically in order to understand their customer's behavior. However, managing customer information has still remained at the basic level, and the quality and the quantity of customer data were not enough not only to understand the customers but also to design a strategy for marketing and sales. For example, the currently used 3,074 legal regional divisions, which are originally defined by the government, were too broad to calculate sub-regional customer's service subscription and cancellation ratio. Additional external data such as house size, house price, and household demographics are also needed to measure sales potential. Furthermore, making tables and reports were time consuming and they were insufficient to make a clear judgment about the market situation. In 2009, this company needed a dramatic shift in the way marketing and sales activities, and finally developed a dedicated GIS_based market analysis and sales management system. This system made huge improvement in the efficiency with which the company was able to manage and organize all customer and sales related information, and access to those information easily and visually. After the GIS information system was developed, and applied to marketing and sales activities at the corporate level, the company was reported to increase sales and market share substantially. This was due to the fact that by analyzing past market and sales initiatives, creating sales potential, and targeting key markets, the system could make suggestions and enable the company to focus its resources on the demographics most likely to respond to the promotion. This paper reviews subjective and unclear marketing and sales activities that K telecommunication company operated, and introduces the whole process of developing the GIS information system. The process consists of the following 5 modules : (1) Customer profile cleansing and standardization, (2) Internal/External DB enrichment, (3) Segmentation of 3,074 legal regions into 46,590 sub_regions called blocks, (4) GIS data mart design, and (5) GIS system construction. The objective of this case study is to emphasize the need of GIS system and how it works in the private enterprises by reviewing the development process of the K company's market analysis and sales management system. We hope that this paper suggest valuable guideline to companies that consider introducing or constructing a GIS information system.

• Asia Marketing Journal
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• v.14 no.2
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• pp.157-176
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• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.