• International Journal of Advanced Culture Technology
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• v.11 no.1
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• pp.45-54
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• 2023

The digital age start in earnest with the widespread use of the Internet. As a digital product, virtual idols bring new value to the design and dissemination of commercial brand images. "Luo Tianyi" is the world's first avatar and VOCALOID voice bank of Chinese. It has a large number of fans in China and is widely used in brand promotion. Therefore, "Luo Tianyi" is taken as the research object. Initially, we investigated the virtual idols through books, literature on the internet and other materials. Then we discussed semiotics and theories related to culture code brand design methodology (CCBD). After that, putting the above theories into practice, combined with brand design cases, we analyzed the strategy of virtual idols in brand promotion and dissemination, at last, we have the conclusion as followed. The results show that the virtual idols, visual symbol of "Luo Tianyi" can express the Index and Symbol corresponding to the brand information according to the characteristics of the brand. As an image of cultural code, "Luo Tianyi" can present three visual images at the same time, which are contemporary, traditional and future. In addition, these three visual images are presented in a strong and weak combination, which has a positive impact on the visual communication of the brand.

• Strategy21
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• s.36
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• pp.121-149
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• 2015

This paper will examine some past and current issues concerning the Republic of Korea's national strategy, focusing predominantly upon how the ROK should respond to the urgent maritime-oriented strategy highlighted by the recent developments and achievements of national prosperity achieved during last three decades and identify some of successful cases in East Asia. Some consideration will also be given to more general emergent issues of trends and developments of East Asian countries which might affect to define the ROK's future national strategy in the context of its national grand strategy to enhance national interests and prosperity. ROK is especially dependent upon open Sea Lanes of Communication (SLOC) and its national security emphasizes the sea as the medium of geopolitical and geo-economic development, given the sea known as core geographic option remains that ROK is an important maritime power, ranking the world-level nation in term of GDP, sea-borne trade, container processing capability, shipbuilding capacity and so on. It should be apparent, therefore, that ROK's national strategic development depends upon the relationship between its peninsula geography and its national development based on sea-borne economic growth and its maritime-oriented future national strategy will be the best option to maintain its national development and economic prosperity.

• Management & Information Systems Review
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• v.23
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• pp.25-40
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• 2007

In the highly competitive and divers world of financial market, customer is the single most important factor to company's survival. Especially, creating a relationship with valued customers is a key to success. CRM provides the mean to retain high value customers. It takes a prospect of what customers expect. Utilizing those knowledge can help the products and service meet the customers' needs, thereby maximizing customer satisfaction and company's profit. In this report, I am going to suggest a few ways to develop successful CRM in the life insurance industry. First, CRM should innovate the way of communication to keep pace with Web 2.0 era. In other words, the customer's needs should be caught by real-time communication than traditional off-line market research. Thus, the functionality and specification of products can be decided by customer's direct choice so that the customers are able to purchase the understanding and experience of the products. Second, CRM project should consider whether the initial strategy plan can promise the stable growth of customer at the first step. When planning strategy, the project needs to identify what customer wants and how to fulfill the needs with stable growth of the customer. In addition, the CRM should be developed by realizing that customer centric benefits ultimately guarantee the growth of the organization. Third, CRM systems should enhance the organization's ability to take the customer's insight in a 360 degree view and to capture the voice of the customer directly. In order to develop the best matched product package, more precise customer segmentation should be ahead of market segmentation strategy. Forth, the biggest reward from CRM will be a customer royalty program. Many successful banks are already planning and practicing customer royalty strategy. A comprehensive analysis of customers and their behavior allow organization to identify high value potential customers' needs and determine a strategy required to meet those needs. Even life insurance companies such as Prudential Korea are developing products designed for royal customers. Fifth, understanding and managing the experience of customer called Customer Experience Management also can increase customer satisfaction. Measuring only customers' experience and adapting it to marketing strategy make products position in the gap between the customers' expectation and experience not required by market. A key component of CEM is its application across all organizational functions. At last, the direction of change and development of CRM can be defined from the conceptualization of information technology represented by Ubiquitous and Web 2.0. Instead of just managing customer information, companies should take the initiative in personalized system with customer oriented strategy. Furthermore, with the regular communication between CRM stakeholders (Sales-Marketing-IT), customer's demand should be directly reflected to enterprise strategy in real time.

• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• Korean journal of communication and information
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• v.59
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• pp.180-210
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• 2012

The purpose of the study was to analyze the apologies made in Korea for the past 10 years, and to diagnose how Koreans used crisis communication strategies. For the analysis, typology of crisis communication strategy was adopted from previous study as well as the new typology distinctively found in Korea. Also preferred crisis communication strategies were analyzed by crisis subject, by crisis type and by stage of crisis. Results showed that among the crisis communication strategies, apology and corrective action were the most used strategies, followed by bolstering and appealing to sympathy. Preferred crisis communication also differed by crisis subject, by crisis type and by stage of crisis. When the crisis subject were government or public institutions, when the locus of crisis responsibility was internal, and when the crisis was a controllable human/social crisis, the justification strategy was preferred. The results seemed to be related to the unique cultural characteristics of Koreans, especially to sense of Cheong and Chemyon. Indirect corrective action and transcendence were Chemyon-saving strategies while bolstering and appealing to sympathy were strategies appealing to Cheong. Future study should address the new typology of crisis communication strategy reflecting the cultural characteristic.

• Korean Journal of Child Studies
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• v.16 no.1
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• pp.65-78
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• 1995

The purpose of this study was to investigate maternal beliefs concerning communication strategies toward children in a variety of situations and to examine related factors. The subjects were 145 mothers of 4-5 year old children. A Communication Strategy Questionnaire composed of 12 vignettes was designed to assess parental beliefs about parent-child interactions. The data were analyzed by F-test and t-test. Findings indicated that mothers preferred rational authoritative communication strategies in conflict situations. Also, mothers communication indicated level of child-centered orientation and goals for child's cognitive development.

• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1180-1189
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• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.25 no.8A
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• pp.1096-1103
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• 2000

The default server strategy is commonly used for location and state managements of mobile host in mobile computing. With this strategy, we can find the cell of destination mobile host to send data by querying the default server. In SDN(single Default Notification) strategy which is a kind of default server strategy, the call is established after the location and state of the callee is acquired to the query server by querying the default server. But the communication cost overhead from the default server is increased if there are large number of cells and query requests, and if it is too far from the default server to a base station. Still more it will be unable to establish any calls to a mobile host when there is a fault in the default server of this host. In this paper, we suggest add evaluate a default server replication strategy to reduce the communication cost overhead and to make the service available.

• The Journal of the Korea institute of electronic communication sciences
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• v.19 no.4
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• pp.661-668
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• 2024

Based on the topology of the direct-drive permanent magnet synchronous wind power grid-connected system based on the power electronics full-power converter, the wind turbine model and the grid-side inverter model were studied, and the machine-side rectifier control based on current and speed double closed loops was designed. strategy, as well as a grid-side inverter control strategy based on current and voltage double closed loops, implementing a two-level back-to-back double closed-loop full control strategy. A system simulation model was built using Matlab/Simulink, and the operation of the unit was simulated when the wind speed changed step by step. The grid-connected current with the same phase and good sinusoidal nature of the grid voltage was output. The grid-connected system ran stably and efficiently. The simulation results The validity and rationality of the model, as well as the correctness and feasibility of the control strategy were verified.