• 한국게임학회 논문지
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• 제14권2호
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• pp.19-28
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• 2014

본 논문에서는 현 스마트 폰 게임시장에서 개발사의 수익 창출 한계를 진단하고 이를 극복하기 위한 수익 창출 모델을 제안한다. 논문에서 제안하는 수익 창출 방식은 게임을 단순히 유저의 재미추구와 시간 소모가 아닌 이윤 추구 활동으로 바꾸는 것이다. 수익 창출 방식은 양방향으로 이루어진다. 첫 번째로 오프라인 기업체는 게임 제작사와 제휴를 통해 게임 내 활용이 가능한 쿠폰을 발행함으로서 오프라인 상품의 홍보 효과를 누리게 된다. 두 번째로 게임 제작사는 게임 플레이 완료시 오프라인에서 활용할 수 있는 쿠폰을 플레이어에게 제공한다. 이를 통해 게임 플레이 결과가 오프라인에서 실제 구매로 이어질 수 있도록 한다. 본 논문에서는 이러한 수익 모델을 실제 플랫폼으로 구현하였고 관련 프로세스 및 방식을 소개한다.

• 한국정보통신학회논문지
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• 제26권1호
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• pp.153-161
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• 2022

본 연구는 콘텐츠 제공자를 포함한 플랫폼 사업자가 광대역 인터넷 접속을 통해 고품질의 콘텐츠를 제공하는 경우 보편적 서비스 기여금을 분담할 때 이것의 경제적 효과를 분석한다. 주요 결과는 다음과 같다. 첫째, 플랫폼 사업자가 독점적 위치에 있다면 트래픽 이용량은 사회적 최적 수준보다 적으며, ISP가 결정하는 가격들은 콘텐츠 수요의 가격민감도에 영향을 받는다. 둘째, 플랫폼 사업자가 경쟁적인 경우 ISP가 책정하는 요금은 사회적 최적 수준과 동일하다. 셋째, 플랫폼 사업자가 콘텐츠 요금을 부과하지 않는 경우는 ISP는 요금을 사회적 최적 수준으로 결정하고 광고 수입이 많을수록 소비자에게 부과하는 망 이용대가는 줄어든다. 이는 플랫폼 사업자에게 고품질 콘텐츠 서비스를 제공할 수 있는 네트워크 서비스를 이용하는 대신, 보편적 서비스 기여분 분담을 의무화한다면 사회후생은 증가될 수 있기 때문에 플랫폼 사업자에게 보편적 서비스 기여분을 분담하는 것이 사회적으로 바람직하다는 것을 시사해 준다.

• 디지털융복합연구
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• 제20권4호
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• pp.791-797
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• 2022

최근 이슈가 되고 있는 메타버스를 활용한 마케팅 사례연구를 통해, 각 산업에 있어 메타버스 생태계의 콘텐츠(content), 플랫폼(platform), 네트워크(network), 디바이스(device)관점에서 성공 요인 분석 및 활성화 방안에 대해 고찰하였다. 엔터테인먼트, 패션, 사무공간 및 부동산, 교육, 광고 및 상거래산업에서 콘텐츠와 플랫폼의 중요성을 확인할 수 있었다. 메타버스의 활성화를 위해서는 첫째, 시장참여자에게 안정적인 수익창출 모델을 마련해 줌으로써, 능동적인 참여와 리텐션 강화가 필요하다. 둘째, 가입자를 확대를 위한 매력적인 콘텐츠의 중요성은 메타버스 활성화의 주요한 키 트리거이다. 셋째, 사용자에게 라이트하고 심플한 디바이스를 활용하여 메타버스 서비스의 사용 편리성 향상이 필요하다. 넷째, 생태계 확장성을 통한 산업의 밸류체인에 있어 유기적인 상생협력전략이 뒷받침 되어야 한다. 아울러, 시장 참여자에게 비즈니스기회 및 추가적인 수익 창출 모델이 지속적으로 제공되어야 한다.

• 한국IT서비스학회지
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• 제21권2호
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• pp.27-41
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• 2022

In a fiercely competitive environment, quality is a key factor that enables dashboard camera makers to maintain their competitive advantage. Quality affects consumer satisfaction, brand loyalty, and firm performance. Therefore, to remain competitive, it is important that manufacturers maintain product quality that meets consumer expectations. To this end, it is necessary to investigate customer preferences and product performance in terms of product quality and to properly allocate resources to improve the quality level such that the firm can maintain a competitive advantage. In this paper, we proposed the various ways in which manufacturing firms can determine which quality dimensions need improvement in order to secure competitiveness. To this end, we analyzed a case study of Urive to develop a quality improvement strategy through importance performance competitor analysis (IPCA). Urive's IPCA results showed that 14 quality dimensions, namely performance, size, price, ease of use, country of origin, manufacturer, brand, product certificate, warranty, distribution channel, market share, reliability, durability, and conformance, were not absolutely competitive compared with those of Mando, Inavi, and Finevu. In terms of color, Urive had an absolute competitive advantage over Mando, but not Inavi and Finevu. Urive's appearance was more competitive than Mando's, but not Inavi's and Finevu's. In terms of advertisement and serviceability, Urive was absolutely less competitive than Mando and Inavi, but had a competitive advantage over Finevu. Therefore, it is necessary to put resources and time as the first priority for performance, reliability, and durability, which have a large performance difference in common among the three brands. The quality dimensions in which resources and time need to be put in second place are price and ease of use, which have a large performance difference in common among the two brands.

• 한국인쇄학회지
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• 제30권3호
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• pp.65-75
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• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• 한국의상디자인학회지
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• 제14권1호
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• pp.131-150
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• 2012

The purpose of this study is to provide the characteristics of marketing strategy on the SPA(Specialty store retailor of Private label Apparel) brand. This research can be used as information for the domestic SPA brand to enhance its international competitiveness. The characteristics of marketing strategy on the SPA brand are as follows. 1. One company integrate vertically the process of planning, production, promotion and distribution. 2. As using the advanced information, productions, and logistics systems, they are carried out speedy management. 3. The production strategies are focused on providing new goods of fast cycle and very diverse styles in a season, developing products that accurately reflect the general market trend and consumer demands, extending the line of goods, outsourcing of the place to reduce production costs. For high-quality goods, they are collaborating with the famous designers and developing of new and green environment materials. 4. Generally, the SPA brand emphasizes the low price strategy against the quality. 5. The promotion strategies are focused on conducting various unique and high sensible VMDs, fashion shows, star marketing, campaigns, aggressive publicity, magazine & outdoor advertisement and various events through the internet website, etc. 6. The place (distribution) strategies of SPA brand are focused on launching into global, expanding number of stores, increasing large-sized stores and diversifying the forms of store and selling.

• 한국식품조리과학회지
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• 제32권5호
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• pp.637-647
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• 2016

Purpose: This research was to understand the consumer awareness and consumption of natural carbonated drinks in Korea. Methods: A survey was conducted enrolling adults over the age of 20, residing in Seoul and its metropolitan area, and who consumed natural carbonated drinks. Data analysis of 544 valid samples was performed using SPSS 17.0. Results: The study showed that consumers mostly purchased natural carbonated water the most, primarily as a water substitute. However, many other usages that the consumer selected showed a possibility for a more versatile usages of natural carbonated drinks. As for the reason of purchase, 'interest in a new product' showed the highest mean value. The factor 'interest in a new product', 'interest in its effectiveness on skin care and diet', 'lower-calorie products', 'health benefits from the usage of natural flavoring and coloring' and 'recommendation from acquaintances' showed statistically significant higher values for women than men. The most frequent and preferred location for purchase were large discount stores, and the most preferred, major informants were in the order 'tasting events at marts and department stores', 'TV/radio advertisement' and 'recommendations from family/friends'. Analysis of the purchase intent showed high interest for non-alcoholic natural carbonated drinks. Conclusion: The study results can be used as baseline data to establish marketing strategies in the emerging natural carbonated beverage market.

• 농업과학연구
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• 제33권1호
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• pp.43-56
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• 2006

In this thesis we aim at analyzing international competitive power of Chinese ginseng in comparison with Korean ginseng and searching policy direction for Korea to compete Chinese ginseng industry. We summarized the research results as follows; First, we examine the structural change of ginseng industry of China. Second, we review the theories for international competitiveness and apply the method of analyzing competitiveness to ginseng industry. Third, we compared the international competitive power of the ginseng industry between China and Korea and found that Chinese ginseng, estimated by Revealed Comparative Advantage(RCA) at about 15, still remains high competitiveness in terms of cost and price but lowering price competitiveness recently. Based on the research results, we suggest export promotion strategies of the Korean ginseng as follows; 1) Korean government should enforce trade cooperation with China so as to register Korean root ginseng an importable medicine. 2) Korean ginseng producer should develop various products such as capsules, powders and etc. according to China's consumer purchasing power and taste. 3) Korean ginseng should be sold as an differentiated commodity so that it will contribute to building consumer loyalty to Korean ginseng, makes market share superior to other cheaper ginseng products in China. 4) In order to be effective brand marketing and product advertisement, there should be established reliable networks to process and distribute Korean ginseng products exclusively.

• 한국조리학회지
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• 제13권1호
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• pp.24-40
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• 2007

This study investigated an effective countermeasure of each restaurant under the present market conditions by grasping consumers‘ brand recognition and preferences over six restaurants in the metropolitan area centering around Seoul and comparing and analyzing selection properties that satisfy customers. The survey used a self-recording method that respondents write in the answers in person, and its subjects were the customers of restaurants in the metropolitan area from July to August, 2006. We made the MDS(multidimensional scaling) analysis of the available data from 408 respondents, using the SPSS statistical analysis program. The result was as follows. First, there were intensely competitive relationships between Nolboo Bossam and Wonhalmeoni Bossam, and between Outback Steakhouse and TGIF. Marche and Bennigan’s, however, didn‘t have a competitive relationship but kept a complementary one. Second, Wonhalmeoni Bossam was most favorably commented upon in its facilities, atmosphere, location, services, convenience(business hours, parking, transportation), recognition(popularity, fame, advertisement), sanitation and cleanliness, reasonable prices (food and drinks), etc., and then came Nolboo Bossam, TGIF, Outback Steakhouse, Bennigan’s, and Marche in that order. Third, in case of selection properties on taste of food, TGIF was estimated as the best, and then came Outback Steakhouse, Bennigan's, Marche, Wonhalmeoni Bossam, and Nolboo Bossam.

• Preventive Nutrition and Food Science
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• 제17권1호
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• pp.71-77
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• 2012

Hangwa is a traditional food, corresponding to the current consumption trend, in need of marketing strategies to extend its consumption. Therefore, the purpose of this study was to analyze consumers’ consumption patterns and perception of Hangwa to increase consumption in the market. A questionnaire was sent to 250 consumers by e-mail from Oct 8~23, 2009 and the data from 231 persons were analyzed in this study. Statistical, descriptive, paired samples t-test, and importance-performance analyses were conducted using SPSS WIN 17.0. According to the results, Hangwa was purchased mainly 'for present' (39.8%) and the main reasons for buying it were 'traditional image' (33.3%) and 'taste' (22.5%). When importance and performance of attributes considered in purchasing Hangwa were evaluated, performance was assessed to be lower than importance for all attributes. The attributes in the first quadrant with a high importance and a high performance were ‘a sanitary process’, ‘a rigorous quality mark’ and ‘taste’, which were related with quality of the products. In addition, those with a high importance but a low performance were ‘popularization through advertisement’, ‘promotion through mass media’, ‘conversion of thought on traditional foods’, ‘a reasonable price’ and ‘a wide range of price’. In conclusion, Hangwa manufacturers need to diversify products and extend the expiration date based on technologies to promote its consumption. In terms of price, Hangwa should become more available by lowering the price barrier for consumers who are sensitive to price.