• 한국콘텐츠학회논문지
• /
• 제5권3호
• /
• pp.19-28
• /
• 2005

인터넷 상에서 소비자는 최소한의 노력으로 정보를 탐색할 수 있으며, 좀 더 나은 구매의사결정이 가능하게 되었다. 특히 온라인에서 구전마케팅은 소비자의 정보탐색행동과 구매의사결정에 중요한 정보원천으로서 폭넓게 활용되고 있다. 하지만 그 중요성에도 불구하고 온라인에서 구전마케팅에 관한 연구는 매우 부족한 실정이다. 따라서 본 연구는 온라인 쇼핑몰의 콘텐츠 중 게시판을 활용한 구전마케팅의 지각된 유용성에 미치는 영향요인을 규명하고, 지각된 유용성과 정보의 질적 평가와의 관계를 규명하는 것이다. 분석결과 선택 불확실성, 지각된 희생, 사회적 압력 둥의 요인이 커뮤니케이션을 통한 정보의 유용성에 유의미한 영향을 미쳤으나 지식불확실성은 영향을 주지 않았다. 또한 구전마케팅을 통해 교환되는 정보의 유용성을 높게 지각할수록 질적으로도 높은 평가를 하는 것으로 조사되었다. 따라서 온라인에서 사업을 영위하는 기업은 고객이 구전정보를 적극적으로 활용할 수 있도록 웹사이트를 관리하여야 할 것이다.

• Journal of Korean Society for Atmospheric Environment
• /
• 제17권E4호
• /
• pp.163-168
• /
• 2001

Estimating the emission rate of VOCs from a gasoline industry at national level can be a challenging take even though the estimation is mean-based. However, using the procedures in the US EPA AP-42 guidelines, it is possible to approximate the mean industry emission rate once enough data are available. However, this estimate can be misled in the sense that there exist many stochastic factors in the EPA\\`s estimation procedures and also throughout the marketing channels of gasoline industry. Addressing the stochasticity problem in EPA\\`s procedure is hard to tackle because the detailed data needed to execute the estimation are not usually available even from refiners. Instead, this research tries to stay focused on the second type of stochasticity issue, raised from the mean0based metrological and marketing practice data collected from the 4 major refiners. To do so emission raters from each marketing channels (8 marketing points by 3 transportation types and by storage facilities of 4 refiners) are estimated monthly, following AP-42 procedures and using Tank 4.0. Once these estimates are acquired, the distribution of VOC emission rate for each marketing channel of all 4 refiners is estimated through simulation method using @Risk. The mean-based emission rates are weighted by company quantities to estimate the emission rate from the whole gasoline industry. Simple economic implication is provided, based on the result. This study found that, on the mean-bases, about 0.66% of gasoline marketed are evaporated into air. Considering the stochasticity in the estimation, about 90% of simulation results fell into the range of 0.65 to 0.68%. For 90% chance, the estimated economic loss is $54.65 million to $57.17 million, not counting the cost caused by air quality degradation and associated health impact.

• 한국의류학회지
• /
• 제27권9_10호
• /
• pp.1081-1092
• /
• 2003

The purpose of this study was to identify the current situation of textiles and apparel firms in the overseas markets and to examine the relationship between firms' characteristic(i.e., sales volume) and international marketing strategies. A random sample of 311 textiles and apparel firms were selected. The survey design method was used to test conceptual framework. Adjusted response rate was 33.4%(n=115). Descriptive analysis (i.e., frequency, percent) and $\chi$$^2$-test were used for data analysis. About the current situation of textiles and apparel firms in the overseas markets, the motivation for international market entry was highly found to expand their operation from domestic to international market, and most firms were found to be involved with OEMs(Original Equipment Manufacturers) as an entry mode for international market. China and US market were the most popular market among Korean textiles and apparel firms. Product differentiation strategy, pricing strategy based on manufacturing cost and buyer's offering price, place strategy using foreign buyers and participating a few international exhibition were frequently used among Korean textiles and apparel firms for international marketing. Among textile firms, sales volume was related to product strategies(product development), price strategy(buyer's offer) and place strategy(channel). Among apparel firms, product strategy(product labeling), price strategy(price satisfaction). The findings of this can be used when Korean textiles and apparel firms do strategic planning and evaluate the international marketing strategies. Also information and results of this study may assist policy makers to develop better ideas and strategies for textiles and apparel industry.

• 정보과학회 컴퓨팅의 실제 논문지
• /
• 제22권5호
• /
• pp.246-251
• /
• 2016

최근에 SNS와 온라인 매체의 영향력이 커지면서 이를 이용한 마케팅에 대한 관심이 증가하고 있다. 블로그 마케팅은 대형 포털 사이트의 키워드 검색 결과에 따라 상위 노출을 함으로서 비교적 저렴한 비용으로 마케팅의 파급효과와 정보 전달력을 높일 수 있다. 그러나 일부 특정 키워드의 검색 결과의 경우 상위에 노출되려는 경쟁이 과열될 수 있기 때문에, 블로그를 상위에 노출하기 위해서는 장기적이고 적극적인 노력이 필요하다. 따라서 본 연구에서는 블로그의 상위 노출 가능성이 높은 연관 키워드 그룹을 추천하는 새로운 방법을 제안한다. 제안된 방법은 먼저 타겟 키워드의 검색 결과에 포함된 블로그 문서들을 수집하여 단어의 빈번도와 위치정보를 고려하여 연관성이 높은 키워드를 추출하고 필터링한다. 다음에 각 연관 키워드를 타겟 키워드와 비교하여 그들의 연관성, 월간 연관 키워드 검색 량, 검색에 포함된 블로그의 개수, 블로그의 평균 작성 일을 고려하여 상위 노출의 가능성이 높은 연관 키워드 그룹을 추천한다. 본 연구에서 실험을 통하여 제안된 방법이 연관성이 높은 키워드 그룹을 추천함을 보인다.

• 보건의료산업학회지
• /
• 제5권2호
• /
• pp.209-226
• /
• 2011

The purpose of this study is to analyze and find out key success factors and marketing strategies of Bumrungrad Hospital in Bangkok, Thailand. The major success factors of Bumrungrad Hospital are as follows; First, Bumrungrad Hospital had professional medical team and board of directors who had the international career. Second, Bumrungrad was supported by Thai government and they were in a cooperative relationship with each other for the development of the medical industry. Third, Bumrungrad appropriately handled the internal and external changes including Asia Financial Crises in 1997 and others. Fourth, Bumrungrad diversified and broaden its business field such as global medical investing and management, medical technology, anti-age medicine and wellness. Marketing strategies of Bumrungrad analyzed are the following four factors. First, Bumrungrad focused on the quality of services by employing professional medical staffs, who have the international certification, and by constructing IT system for hospital management. Second, Bumrungrad has maintained an equalized price policy to attract the customers bothin the domestic and foreign markets. The cost for care has appealed the foreign customers for its comparatively low price, but it focused mainly on the upper middle class in Thailand. Third, it established, managed, and consulted hospitals in the foreign countries including the Philippines and the Arab Emirates. Fourth, it adopted differentiated promotion strategies suitable for the special needs of domestic and foreign customers, and put emphasis on the buzz marketing.

• 융합경영연구
• /
• 제3권3호
• /
• pp.7-23
• /
• 2015

Women are more disadvantaged than men in many fronts and this confines them to informal sector livelihood activities. Any attempt to improve women's economic status will require information on the organization, cost and returns to investment in the livelihood activities in which they predominate. This is the issue for this study which compared yield performance in artisanal fishing and fresh fish marketing. Primary data collected through multi-stage sampling method were analyzed using inferential statistics, budgeting and regression models. Empirical findings revealed that about 75.0% of fisher folks either had no formal education or acquired only primary school education while 50.0% of marketers had secondary school education. The budgeting model revealed fisher-folks' and marketers' annual net profit to be N2,882,626.00 and N640,227.00, respectively. Profit from fishing was significantly higher than that of fish marketing. At 53.2% for fishing and 40.3% for marketing, returns to investment was better in fishing. Regression model results showed the significant factors influencing returns to each livelihood strategy to include fishing ground, distance covered and years of experience. The major constraint faced by operators of both livelihoods groups was insufficient credit. Despite this, the livelihood strategies were shown to be profitable ventures which contributed to households' consumption expenditure. Organizing women informal sector operators into groups to enhance access to government support and formal credit are recommended for improving livelihood strategy performance.

• Asia Marketing Journal
• /
• 제11권3호
• /
• pp.167-184
• /
• 2009

세계 항공시장의 경쟁이 점점 치열해지는 가운데 대한항공은 비용절감을 통해 운영의 효율화를 이루는 한편, 서비스 차별화를 통해 고객 충성도를 강화하고자 노력해 왔다. 최근 고객 충성도를 보다 강화하기 위해 대한항공은 적극적인 문화마케팅 활동을 통해 프리미엄 기업이미지를 제고하고 있다. 대한항공은 세계 3대 박물관과 장기간의 제휴를 맺고, 프랑스 루브르 박물관을 필두로 하여 박물관의 새로운 작품안내 서비스를 후원하고 있다. 뿐만 아니라 이들 박물관에 한국어 안내 서비스가 도입될 수 있도록 후원하여 국가적 위상과 국민의 자긍심을 제고시켰다. 본 사례에서는 단순히 물자와 사람을 수송하는 항공사를 넘어 세계의 도시와 문화·예술을 연결하는 Global Leading Carrier로서 그 역할을 확대해 가고 있는 대한항공의 문화마케팅 도입배경과 구체적인 활동 및 전략을 소개하고, 그 성과 및 특징을 논의하고자 한다.

• 대한산업공학회지
• /
• 제31권4호
• /
• pp.277-288
• /
• 2005

The proliferation of the internet technologies and applications has intensified business activities on the Internet. This study considered the price competition between two shopping channels, one on-line seller and the other traditional off-line retailer. Based on the Hotelling's linear market model, we derive the Nash and Stackelberg equilibria as a function of the cost parameters which represent the characteristics of the online and off-line channels. By analyzing the equilibrium solutions, the following significant findings were obtained. First, pricing by Stackelberg equilibrium always outperformed that of Nash equilibrium. However the value of the cost parameters played a crucial role in determining both channels' preferred position (price leader or follower). Second, the online seller could benefit more in terms of profit by lowering its efficiency when its efficiency belongs to a certain interval. Third, when the online seller's efficiency is low, lowering its delivery cost has no contribution to its profit. To benefit more from lowering its delivery cost, increasing its channel efficiency to a certain level should be preceded.

• 보건의료산업학회지
• /
• 제6권2호
• /
• pp.101-109
• /
• 2012

This study purposed to analyze the differences of cost, length of stay, and number of visits between patients who referred from clinics to a general hospital and patients who directly visit a general hospital. Study sample included 402 patients (177 patients who were not referred from clinics, 225 patients who referred from clinics) who visited the Dept. of Gastroenterology in a university hospital in Daejeon from January to June in 2007. Cost and patients' information were collected from Hospital Information System and medical record. SPSS v.12.0 was used for the statistical analysis. Multiple regression analysis found that for inpatients, location variables and malignant tumors of digestive organs had a significant influence on cost variable. For outpatients, a referring hospital type and visiting month had significant influences on total cost, and sex and visiting month (February) had significant relationship with number of visit. The study results help to understand the differences of patient care depending on whether they were referred from clinics or not. Hospital managements could use the results for marketing purposes, and it could provide valuable information for increasing the competitiveness of hospital in a given market.

• 한국의류학회지
• /
• 제31권7호
• /
• pp.1107-1118
• /
• 2007

Relationship marketing research has traditionally focused on the relationship among customer satisfaction, trust, and customer commitment, while assuming that the causal relationship of customer $satisfaction{\rightarrow}trust{\rightarrow}commitment$ is well understand. However, recently many scholars argue that customer satisfaction, trust, commitment can not explain long-term orientation fully, and suggest the need for more extensive researches investigating the determinants of long-term relational retention. The purpose of this study was to explained the relationship development process through the mediation effect of contact intensity and relationship termination cost between customer satisfaction and trust, and between trust and commitment, and an analysis the causal relationship among these variables. The results were as follows. First, the customer satisfaction had both direct and indirect effects on trust mediated by contact intensity. Second, the trust had both direct and indirect effects on commitment mediated by relationship termination cost. Third, the commitment influenced long-term orientation. Finally, the empirical results confirmed that the model add to the concept of mediation with contact intensity and relationship termination cost plays a strong, central role in explaining relationship development process between customer and fashion retail stores.