• 제목/요약/키워드: impact category

검색결과 302건 처리시간 0.03초

생활방식품패확장적품패자산건모(生活方式品牌扩张的品牌资产建模): 침대Y세대화영인조소비자적전략로경(针对Y世代和婴儿潮消费者的战略路径) (Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer)

  • Kim, Eun-Young;Brandon, Lynn
    • 마케팅과학연구
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    • 제20권1호
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    • pp.35-48
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    • 2010
  • 今天, 受到成熟零售市场挑战的时装市场需要新的 "品牌发展" 典范来提高他们的竞争优势. 时装市场的一个重要议题是为满足消费者由于生活方式的变化而产生的特别需求所进行的生活方式品牌扩张. 时装品牌扩张到生活方式产品类别, Y世代和婴儿潮可以说是新兴的 "前景"(婴儿潮的消费者正在改变他们的生活方式. Y世代正经历着他们生命阶段的变化). 他们有购买新产品的需求. 因此, 服装公司为品牌扩张注重消费群从而在新的产品类别中建立和管理他们的品牌资产是乐观的. 本文的研究目的是(a)评估母品牌和子品牌的品牌资产. (b)鉴定消费者对品牌扩张的感知营销因素. (c)评估两个选择的群体(Y世代和婴儿潮)的营销因素和扩张到生活方式的产品类别(包括家居时尚产品)品牌的品牌资产之间因果关系的结构方程模型. 关于理论框架, 本文关注传统的营销4P组合来鉴定哪个营销因素在品牌扩张资产方面更重要. 比较营销可以建立 "品牌扩张资产", 从而成功的进入新类别. 借鉴相关的文献, 通过关注选择的消费者(Y世代, 婴儿潮), 本研究发展的研究假设结合了品牌资产因子和营销因素. 在品牌扩张至生活方式产品的背景下, 品牌资产的构念包括品牌认知/联合, 品牌感知(例如感知质量, 情感价值)和从CBBE因子(Keller, 2001)中而来的品牌共鸣. 据推测, 通过品牌扩张至生活方式产品, 市场营销要素在品牌认知/联合, 品牌感知方面创建品牌扩张资产, 进而影响品牌的共鸣. 为了收集数据, 样本由韩国Y世代的女性消费者和在婴儿潮中出生的消费者. 这些在婴儿潮中出生的消费者由于生活周期的改变而对生活方式产品有较高的需求. 在韩国Y世代(n=326)和婴儿潮(n=325)的女性消费者中共有651份有用的问卷被使用. 我们用LISREL8.8测试了使用相关矩阵的结构和测量模型. 结果显示品牌扩张的感知营销因素包括三个因子: 价格/店铺形象, 产品和广告. 在Y世代的模型中, 价格/店铺形象对品牌资产因素有积极的影响(例如品牌认知/联合, 感知质量). 同时, 在品牌扩张中产品对情感价值有积极的影响. 品牌认知/联合有可能提高感知质量和情感价值, 从而对扩张至生活方式产积极的品牌产生品牌共鸣. 在婴儿潮消费者模型中, 价格/店铺形象对感知质量有积极的影响, 感知质量可以创造品牌扩张的品牌共鸣. 产品对质量感知和情感价值有正的影响, 这些都会消费者产生对扩张至生活方式产品的品牌的品牌共鸣. 但是, 在这两个群体中广告和品牌资产都是负相关. 本研究为时装营销者提供了发展成功的品牌扩张战略以及可持续的竞争优势的见解. 本研究补充和扩展了先前的有关通过营销努力的因素促使品牌扩张成功的研究. 研究结果支持为进入新的产品类别, 时装品牌扩张(Aaker and Keller, 1990; Tauber, 1998; Shine et al., 2007; Pitta and Katsanis, 1995)和营销行动的增效作用. 因此, 我们推荐营销者同时针对Y世代和婴儿潮一代通过标准化的营销推广进入新产品类别(例如家具)可以降低营销成本. 时装营销者可以(a)提供高价的产品线. (b)在韩国通过零售渠道(例如专门百货商店)强调高档特征的商店形象定位. (c)结合服装与生活方式产品包括新颖的款式和设计师的限量版. 对品牌资产,成功品牌延伸的关键是消费者的品牌认知度和品牌联合,确保新产品类别的品牌特征. 对于营销者来说, 在进入新产品类别的时候知道什么有助于更具体的联合是必要的. 对时装品牌而言, 品牌扩张的第二个关键是进入 "奢侈" 生活方式新产品类别的途径. 更高的价格或店铺形象都对质量感知有影响. 而质量感知可以引起品牌共鸣. 更重要的是, 本研究提高了对品牌扩张的理论理解并对营销者提出了在制定针对Y世代和婴儿潮一代消费者的行销项目时的方向.

SCM 성과 결정요인에 관한 통합적 연구: 공급업체 관점으로 (Studies on Determinant Factors of SCM Performance: From the Supplier Perspective)

  • 박광오;장활식
    • Asia pacific journal of information systems
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    • 제21권1호
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    • pp.1-27
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    • 2011
  • In an attempt to cope with widespread, dynamic, and accelerating changes in both internal and external business environments, companies often utilize information technologies such as SCM(Supply Chain Management). To date, SCM research has mainly focused on the effects of dynamic factors on SCM success and emphasized adoption strategies and critical success factors. Consequently, the effects of more static factors such as interdependency between SCM partners have been largely ignored. The purpose of this study, therefore, is to examine the effects of both dynamic and static factors on SCM performance by controlling for information quality and partnership quality. The five factors examined in this study include innovative ness, mutual dependency, quality of information, partnership quality, and SCM performance. All factors were examined from the perspective of part suppliers, except the mutual dependency which was examined from two aspects: supplier's dependency on customer and customer's dependency on supplier. Data was collected through five hundred survey questionnaires distributed to the part supplier companies that have implemented SCM systems for at least one year. As a result, a total of 170 valid responses were obtained. A structural equation research model was fitted using SAS 9.1.3 and SMART-PLS 2.0. The results of this study can be summarized as follows. First, innovativeness positively affected SCM information quality. SCM partnership quality, and ultimately SCM performance. The path coefficient between innovativeness and information quality was 0.387, with a t-value of 3.528. Innovativeness also had a positively direct effect on partnership quality. The path coefficient was 0.351 with a t-value of 3.366. The total effect of innovativeness on partnership quality was significant, although its indirect effect on partnership quality by altering information quality was negligible. The total indirect effect of innovativeness on SCM performance by affecting information quality and partnership quality was significant with a p-value of 0.014. Innovativeness played an important role in determining SCM performance. Second, mutual dependency showed no significant effect on SCM information quality. This result contradicts the earlier assertion that the more dependent two companies are, the more accurate and timely the information they exchange ought to be. This study showed that this may not be the case; a partner may provide information of poor quality even when it is strongly dependent on the other. Mutual dependency showed significant effect on partnership quality. However, when the mutual dependency perceived by suppliers was divided into two parts, one being a supplier's dependency on its customer company and the other being a customer's dependency on the supplier, the latter showed a significant impact on the perceived SCM partnership quality. This result indicates that a customer company can hardly improve the partnership quality perceived by suppliers by making them more dependent. It improves only when the suppliers perceive that their partners, typically having more bargaining power, are more dependent on them. The overall effect of mutual dependency of any kind on SCM performance, however, was not significant. Although mutual dependency has been mentioned as an important static factor influencing almost every aspect of cooperation on a supply chain, its influences may not be as significant as it was initially perceived to be. Third, the correlation between information quality and partnership quality was 0.448 with a p-value of less than 0.001. Information quality had a path coefficient of 0.256 to partnership quality with a t-value of 2.940. The quality of information exchanged between partners may have an impact on their partnership quality. Fourth, information quality also had a significant impact on SCM performance with a path coefficient of 0.325 with a t-value of 3.611. In this study, SCM performance was divided into four categories: product quality, cost saving, service quality, and order fulfillment. Information quality has Significant impacts on product quality, cost saving and service quality, but not on order fulfillment. Fifth, partnership quality, as expected, had a significant impact on SCM performance. The path coefficient was 0.403 with a t-value of 3.539. Partnership quality, like information quality, had positive impacts on product quality, cost saving and service quality, but showed no impact on order fulfillment. It seemed that order fulfillment is the hardest category of performance that SCM can satisfy. One major limitation of this study is that it surveyed only the suppliers. To better understand the dual aspects of SCM, it is important to survey both suppliers and the assemblers, especially in pairs. This research, to our best knowledge, was the first attempt to study the level of dependency between the two groups by measuring the dual aspects of SCM and studying mutual dependency from the categories of suppliers and assemblers each.. In the future, a more comprehensive and precise measurement of SCM characteristics needs to be achieved by examining from both the supplier's and assembler's perspectives.

비평의 전문성과 사전 기대가 관람 의도에 미치는 영향: 예술영화와 상업영화 비교를 중심으로 (The Impact of Reviewer Professionalism and Expectation on the Intention to Watch: A Comparison between Commercial and Art Films)

  • 황산영;신형덕
    • 한국산학기술학회논문지
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    • 제13권11호
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    • pp.4975-4983
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    • 2012
  • 예술영화와 상업영화는 영화라는 공통의 대중문화양식에 속하면서도 상이한 특성을 나타낸다. 본 연구는 영화를 예술영화와 상업영화로 구별하여 비평의 전문성과 사전 기대가 관람 의도의 미치는 영향에 대해 알아보았다. 이를 위해 20-30대의 일반인을 대상으로 설문조사를 진행하였다. 그 결과, 예술영화와 상업영화라는 영화 유형별로 비평의 전문성과 사전 기대가 관람 의도에 미치는 영향에 차이가 있음이 확인하였다. 예술영화의 경우 비평의 전문성이 높았을 때 관람 의도가 높아졌으며 이는 비평의 전문성에 의해 형성된 실용적 기대감이 비평의 전문성과 관람 의도와의 관계에 매개효과를 가졌기 때문임을 검증하였다. 반면 상업영화의 경우 비평의 전문성이 낮았을 때 관람 의도가 높아졌는데, 이는 비전문가인 일반 네티즌의 비평에 의해 형성된 정서적 기대감이 둘 사이의 관계에 매개효과를 가졌기 때문임을 검증하였다. 결론적으로 본 연구는 비평가의 전문성이 영화의 유형에 따라 일반대중의 관람 의도에 상이한 영향을 미친다는 것을 밝힘으로써 영화 산업의 연구에 공헌하고자 한다.

영덕오십천 환경개선용수 공급의 경제적 편익측정: CVM 적용에 있어 저항응답의 처리와 거리소멸함수 (Measuring Benefits of Providing Water for Environmental Improvement in Yeongdok Ohsip River: Considering Protest Bids and Distance-Decay Function in the Application of CVM)

  • 엄영숙
    • 자원ㆍ환경경제연구
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    • 제24권2호
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    • pp.435-461
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    • 2015
  • 본 연구는 최근 신규용수항목으로 인정된 환경개선용수 공급에 따른 편익을 경북 영덕군 영덕오십천을 사례로 조건부가치측정법(CVM)을 적용하여 측정하였다. 기존 CVM 방법론에 여행비용접근의 주요변수인 거리변수를 포함하여 시장영역을 설정하는데 활용하였으며, CV문항에 대한 저항응답들을 지불의사(WTP) 응답과 결합추정하여 잠재적 편의를 줄이고자 하였다. 실증분석결과 대상하천으로부터 먼 거리에 거주할수록 응답자들의 WTP도 적어지는 거리-소멸관계가 나타내었으며, 거리변수의 형태에 따라 WTP변화율도 달랐다. 나아가서 최장거리 거주자 범위 밖에서도 정의 WTP가 측정되어, 전국가구가 수혜자일 수 있음을 확인하였다. 다른 한편으로 전체표본, 저항응답 삭제 그리고 표본선택모형 추정 등 저항응답의 처리에 따라 제시금액 변수의 계수추정치가 상당히 차이가 났고, 결과적으로 표본 WTP도 저항응답 제외 표본은 2,000원 정도로 표본선택모형은 6,000원 정도로 측정되어 3배 정도의 차이가 나타났다.

Crushable Foam을 이용한 소형항공기 조류충돌 안전성 향상에 관한 해석적 연구 (Analytical Study for the Safety Enhancement of the Bird Strike to Small Aircraft using a Crushable Foam)

  • 박일경;최익현;안석민;이상종;염찬홍
    • 항공우주기술
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    • 제7권2호
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    • pp.1-10
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    • 2008
  • 일반적으로 조류충돌 안전성 입증에 대한 규정은 고정익 항공기 중 FAR Part 23급 커뮤터 및 FAR Part 25급 민간항공기 부류의 항공기에 국한되어 적용되고 있다. 이는 상대적으로 낮은 비행속력과 주로 개인용 항공기로의 활용 등의 이유로 조류 충돌에 대한 위험성이 낮게 평가되었기 때문이다. 하지만 최근의 지점 간 운송을 목적으로 하는 Air-Taxi 등의 수요 증가로 인한 소형항공기 운항시간 증가 예측과 급격한 수요의 VLJ(Very Light Jet)등은 FAR Part 23급 Normal, Utility급 항공기의 조류 충돌 안전성에 대한 규정 적용 및 안전성 향상에 대한 필요성을 증가시키고 있다. 본 연구에서는 외연적 유한요소 해석을 이용한 소형항공기 주익에 대한 조류 충돌 안전성 평가와 Crushable Foam을 적용한 안전성 향상방안을 제시하고 있다.

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연료전지 기반 에너지저장 시스템의 환경 전과정평가 및 에너지 효율성 분석 (Life Cycle Assessment (LCA) and Energy Efficiency Analysis of Fuel Cell Based Energy Storage System (ESS))

  • 김형석;홍석진;허탁
    • 한국수소및신에너지학회논문집
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    • 제28권2호
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    • pp.156-165
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    • 2017
  • This study quantitatively assessed the environmental impacts of fuel cell (FC) systems by performing life cycle assessment (LCA) and analyzed their energy efficiencies based on energy return on investment (EROI) and electrical energy stored on investment (ESOI). Molten carbonate fuel cell (MCFC) system and polymer electrolyte membrane fuel cell (PEMFC) system were selected as the fuel cell systems. Five different paths to produce hydrogen ($H_2$) as fuel such as natural gas steam reforming (NGSR), centralized naptha SR (NSR(C)), NSR station (NSR(S)), liquified petroleum gas SR (LPGSR), water electrolysis (WE) were each applied to the FCs. The environmental impacts and the energy efficiencies of the FCs were compared with rechargeable batteries such as $LiFePO_4$ (LFP) and Nickel-metal hydride (Ni-MH). The LCA results show that MCFC_NSR(C) and PEMFC_NSR(C) have the lowest global warming potential (GWP) with 6.23E-02 kg $CO_2$ eq./MJ electricity and 6.84E-02 kg $CO_2$ eq./MJ electricity, respectively. For the impact category of abiotic resource depletion potential (ADP), MCFC_NGSR(S) and PEMFC_NGSR(S) show the lowest impacts of 7.42E-01 g Sb eq./MJ electricity and 7.19E-01 g Sb eq./MJ electricity, respectively. And, the energy efficiencies of the FCs are higher than those of the rechargeable batteries except for the case of hydrogen produced by WE.

옥외간판의 시각적 요소가 소비자 가치판단에 미치는 영향 -부산 4개 지역의 유흥업소 간판을 중심으로 - (The Impact of Visual Factors of Outdoor Signboards on Value Judgement - Focused Around the Signboards of Merrymaking Salons in 4 Areas of Busan -)

  • 심미영;안병진;이진호
    • 디자인학연구
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    • 제17권2호
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    • pp.171-180
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    • 2004
  • 본 연구는 옥외간판의 시각적 요소가 소비자의 가치판단에 미치는 요인과 영향에 대한 문제를 고찰하였다. 연구방법은 1차 실증 조사에서 부산 4개 지역 유흥업소의 간판을 촬영, 조사, 분석하였다. 2차 설문조사에서는 분석한 자료를 근거로 지역별ㆍ업소별ㆍ상중하별로 분류 빈도 측정치에 근거 가치판단에 사용할 간판 15개를 선정하였다. 3차 가치항목(A-G)에 대한 설문을 조사하여 소비자 가치를 분석하였다. 4차 소비자 가치와 실제 업소의 가치를 비교 분석하여 결론을 알아보는 방법으로 진행하였다. 연구결과, 간판의 시각요소들이 소비자에게 파급되는 효과는 단순한 정보 제공이 아닌 업소부가가치의 중요한 요소의 근거가 됨을 알 수 있었다.

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Effect of Repeated Public Releases on Cesarean Section Rates

  • Jang, Won-Mo;Eun, Sang-Jun;Lee, Chae-Eun;Kim, Yoon
    • Journal of Preventive Medicine and Public Health
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    • 제44권1호
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    • pp.2-8
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    • 2011
  • Objectives: Public release of and feedback (here after public release) on institutional (clinics and hospitals) cesarean section rates has had the effect of reducing cesarean section rates. However, compared to the isolated intervention, there was scant evidence of the effect of repeated public releases (RPR) on cesarean section rates. The objectives of this study were to evaluate the effect of RPR for reducing cesarean section rates. Methods: From January 2003 to July 2007, the nationwide monthly institutional cesarean section rates data (1 951 303 deliveries at 1194 institutions) were analyzed. We used autoregressive integrated moving average (ARIMA) time-series intervention models to assess the effect of the RPR on cesarean section rates and ordinal logistic regression model to determine the characteristics of the change in cesarean section rates. Results: Among four RPR, we found that only the first one (August 29, 2005) decreased the cesarean section rate (by 0.81 percent) and continued to have an impact period through the last observation in May 2007. Baseline cesarean section rates (OR, 4.7; 95% CI, 3.1 to 7.1) and annual number of deliveries (OR, 2.8; 95% CI, 1.6 to 4.7) of institutions in the upper third of each category at before first intervention had a significant contribution to the decrease of cesarean section rates. Conclusions: We could not found the evidence that RPR has had the significant effect of reducing cesarean section rates. Institutions with upper baseline cesarean section rates and annual number of deliveries were more responsive to RPR.

국내외 해양관련 연구기관 및 대학의 SCI 학술연구능력 분석 연구 (An Scholastic Analysis on the SCI Publication Results and Research Capability of Major Academic and Research Institute in Oceanography)

  • 한종엽
    • 한국도서관정보학회지
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    • 제36권4호
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    • pp.309-328
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    • 2005
  • 본 연구는 해양과학기술분야 전문연구기관의 학술연구능력을 평가하기 위하여 국내외 해양관련 연구기관 및 대학의 SCI 연구실적을 조사하고 분석하였다. 조사연구기관은 국내의 한국해양연구원과 서울대, 인하대, 부경대, 충남대, 부산대의 해양관련학과, 그리고 해외의 WHOI, SIO, IFREMER, SOC, JAMSTEC을 대상으로 하였다. 조사대상기간은 2002년부터 2004년까지의 3개년으로 하였으며, 해당기간 동안의 SCI 연구실적과 피인용빈도, 상위 저자그룹, 상위 학술지그룹. 상위 투고분야 등으로 조사분석이 이루어졌다. 이로부터 국내 해양전문연구기관의 선진 해외연구기관 벤치마킹을 통한 향후 목표설정의 기준으로 삼고자 한다. 또한 해양전문 정보센터의 핵심 학술지 입수 관리 및 정보서비스의 우선순위를 선정하는 데에도 기여할 것이다.

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Comparison of Motor Function and Skill between Stroke Patients with Cerebellar and Non-cerebellar Lesion in Sub-acute Stage

  • Kwon, Yong Hyun;Kim, Chung Sun
    • The Journal of Korean Physical Therapy
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    • 제24권6호
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    • pp.423-427
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    • 2012
  • Purpose: The cerebellum is a region of brain structure that plays an important role in calibrating two different information of neural signal from descending motor commands and from ascending sensory inputs. Damage of the cerebellum shows a variety of classic motor symptoms such as postural and locomotor dysfunctions. Therefore, we tried to investigate motor function and skill in stroke patients with cerebellar lesions in sub-acute stage, and compare with these functions of patients with non-cerebellar lesions. Methods: Total twelve stroke patients with cerebellar lesion and 130 stroke patients with non-cerebellar lesions were retrospectively recruited in this study. For evaluation of motor strength, Motricity index (MI) for upper and lower limbs was tested. For measurement of motor skill function, the modified Brunnstrom classification (MBC), Manual function test (MFT), functional ambulatory category (FAC), and Barthel index were adopted. Results: In comparison of motor strength and motor skill function between two groups, statistical differences between the two groups were significantly observed only in upper MI and FAC. Although no significant differences were found in other variables, stroke patients with cerebellar lesion had higher scores in lower and total MI, MBC, and MFT, whereas they had lower scores in FAC and Barthel index. Conclusion: Our results showed that stroke patients with cerebellar lesion had greater impact on movement functions related to hand motor and walking ability in activities of daily life, compared with patients with non-cerebellar lesion, in spite of similar degree of motor function and skill between the two different lesioned-groups.