• 유통과학연구
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• 제14권11호
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• 패션비즈니스
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• 제9권5호
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• 디자인학연구
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• 제15권2호
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• pp.101-114
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• 2002

On the threshold of year 2000, the elderly account for more than 7% of the whole population in Korea, which means that the nation is greeting welcoming an aging society. Accordingly, it is expected that silver businesses and services targeted at the silver generation will prosper with "silver advertising design" becoming active. Under such circumstances, this study was aimed at reviewing the recent silver marketing advertisements in terms of their cultural and moral implications, and thereby, redefining and reestablishing the status of silver consumers to help them find their identity, aware of marketing activities and therewith, establish their "consumer sovereignty". This study consists in large of 5 chapters. The introduction parr describes background, purpose, method and scope of the study. The first chapter reviews the silver marketing theories. The second chapter classifies the silver marketing advertisement positioning of four style - upper classes style, effloresce progress style, self- sufficiency style, dependent style - and reviews the expression strategy of each positioning. The third chapter examines the domestic conditions of silver marketing advertisements for each positioning type classified. The fourth chapter designs the ′creative′of silver marketing advertisements and suggests the methods thereof. The analysis of ′creative′was tested in terms of graphic gestaltung, and how the sliver marketing advertisement positioning should be discerned depending on silver generation consumer′s characteristics was discussed. The fifth chapter puts forwards the suggestions for the ′creative′ strategies to enhance the effects of the silver marketing advertisements, based on the preceding discussions. In addition, the Perspective into the keyword of 21 st century or "silver design" is discussed, together with the limitations of this study. It is hoped that this stuffy will be conducive to our efforts to face the upcoming′age\ulcorner society′more effectively. To this end, this study discusses the "silver advertising design" in light of ′societal concepts′and ′customer-oriented value′, and thus, explores some creative presentation strategies whereby individual companies interests and social or public interests can be compromised through ′creative activities′ and ′equal-value consumerism′ for an ultimately effective management strategies for silver businesses and services.

• Asia Marketing Journal
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• 제16권3호
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• pp.101-118
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• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• 산업융합연구
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• 제16권2호
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• pp.15-23
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• 2018

마크스앤스펜서가 중국 시장을 잃은 것은 우연이 아니다. 이 논문은 Marks & Spencer가 시장 환경, 전략, 시장 포지셔닝, 마케팅 전략 및 사이트 선택의 다섯 가지 측면에서 중국 시장을 확장하지 못한 이유를 분석하고자 한다. 이를 통해 문화, 전략, 포지셔닝, 마케팅 측면에서 이러한 전략이 기업에게 가져다주는 시사점에 대해 논의하고자 한다. 분석결과, 문화, 전략, 포지셔닝, 마케팅 차원에서의 전략이 기업의 경영전략 및 경쟁우위를 창출하는데 중요한 역할을 한다는 사실을 발견하였다. 본 연구결과는 실무적인 차원에서 매우 유요한 가이드라인으로 활용 가능할 것으로 보인다.

• Asia Marketing Journal
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• 제17권3호
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• pp.33-51
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• 2015

This study investigates which variables most effectively influence the positioning strategy of a brand. In addition, we test the connection between the positioning strategy of the brand and loyalty. Finally, we explore how brand experience effects the relationship between brand position and brand loyalty. To this end, this study employs the street-intercept method to collect data on consumers' perception of home appliances in Japan and conducts structural equation modeling analysis to test our hypotheses. Specifically, we find that assessments of product, service, and image have a significant impact on a brand's position which, in turn, drives brand loyalty. In addition, brand experience seems to moderate the relationship between service and brand positioning effectiveness. We also find that price promotions negatively affect brand loyalty. The research provides a consumer-centered, experiential view of how firms can develop strategies to more effectively position brands and increase loyalty among their customers. These results help both academics and practitioners to better understand how consumers assess a brand's position in the marketplace.

• Asia Marketing Journal
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• 제7권3호
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• pp.29-51
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• 2005

본 논문에서는 상표에 대한 문화적 측면의 포지셔닝전략을 세계문화적 포지셔닝전략, 특정 외국문화적 포지셔닝전략, 현지문화적 포지셔닝전략으로 구분한 Alden 등 (1999)의 연구에 바탕을 두고, 한국 상표에 대한 중국 광고를 대상으로 삼아 연구를 수행했다. 본 연구에서는 세계문화적 포지셔닝전략과 중국 현지문화적 포지셔닝 전략 간 광고에서 연상되는 상표개성의 차이를 알아보았으며, 세계문화적 포지셔닝전략, 중국 현지문화적 포지셔닝 전략, 그리고 한국 문화적 포지셔닝 전략이 상표태도 형성에 미치는 효과를 비교해보았다. 첫째, 중국 잡지에 실린 우리나라 상표의 광고를 대상으로 내용분석을 실시한 결과, 문화적 포지셔닝전략별로 상표개성은 크게 다르지 않은 것으로 나타났다. 둘째, 문화적 상표포지셔닝전략별 광고효과를 알아보기 위해 중국 소비자를 대상으로 실험을 수행한 결과, 세계문화적 포지셔닝전략은 중국 현지문화적 포지셔닝전략보다 소비자의 긍정적 상표태도 형성에 더 효과적인 것으로 나타났다. 한편, 한국문화적 포지셔닝전략은 상대적으로 연령이 낮은 소비자에게서 중국 현지문화적 포지셔닝전략보다 더 긍정적 상표태도를 형성할 수 있는 것으로 나타났다.

• 농촌계획
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• 제19권2호
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• pp.11-20
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• 2013

Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.

• Journal of the Korean Data and Information Science Society
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• 제17권3호
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• pp.677-685
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• 2006

During the previous few years, local universities have experienced a rapid decrease in registration of new student for admission because of the problem of excessive concentration to Seoul metropolitan area and decrease in the number of population under school ages. Even though they are tring to survive from the difficulties by developing new strategies to increase the number of new students, it has no meaning if there is no standpoint of marketing. So, this study suggests that introduction of demander focused marketing concept actively is needed breaking the general and conservative method when the university devise entrance examination strategy. Also, using of positioning map is suggested and the examples are showed as finding differentiation factors with competitive university.

• 경영과정보연구
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• 제18권
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• pp.115-132
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• 2006

The main findings of this study are summarized as follows; 1) For medium-small size Family Restaurant(FR) in the FR market, nowadays, survival is the key issue. If the medium-small size FR is to survive and continue to grow under this competitive environment, it must pursued the efficiency of management with niche marketing strategy. 2) This study is to describe the niche marketing strategy for medium-small size FR. Strategic niche marketing must be based on the target market, market positioning and strategic marketing mix. 3) Medium-small size FR needs to develop the marketing mix factors for the niche marketing strategy. It needs to make customers understand what the FR differs from current and potential competitors. Essentially the medium-small size FR must take a competitive advantage. Hence it will appeal to a substantial number of the segments customers. 4) In using niche marketing strategy, a medium-small size FR must establish the objectives, select the tools, develop the decisions on product differentiation, market segmentation and positioning under various strategic niche marketing factors 5) By carrying out the niche marketing strategy on the target market, customer's desire can be further fulfilled. When management efficiency is improved, we can better cope with changing environment.