• 한국컴퓨터정보학회논문지
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• 제28권11호
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• pp.209-226
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• 2023

국경 간 전자상거래는 중국의 대외무역을 안정시키고, 중국 대외무역의 전환과 업그레이드를 추동하며, 글로벌 경제 발전과 안정에 기여하는 결정적인 힘으로 부상했다. 이에 따라 국경 간 전자상거래의 고품질 발전을 추동하는 것은 중국 업계 내에서 공동의 난제로 되었습니다. 그러나 국경 간 전자상거래가 빠르게 성장하면서 품질 혼재, 치열한 경쟁, 가격 경쟁 등 새로운 현상과 도전에 직면해 있다. 브랜드는 주체를 식별하는 구별표지 역할을 하며 브랜드 구축은 국경 간 전자상거래에서 고품질 발전을 이룩하는 신중한 선택이다. 이 글은 정성적 접근법과 정량적 접근법이 결합된 브랜드 이론을 활용하며, 국경 간 전자상거래 기업 운영 내의 주요 요소에 구체적으로 초점을 맞춘다. 중국 국경 간 전자상거래 기업의 내부 운영 내에서 브랜드의 형성과 발전에 영향을 미치는 핵심 요소들에 대한 분석을 통해 그들의 내부 형성 메커니즘을 조사하고 브랜드 형성에 영향을 미치는 이들 중요요소들의 중요성을 평가한다. 연구과정은 해외 소비자의 데이터를 바탕으로 실증분석을 실시하여 궁극적으로 국경 간 전자상거래 기업의 브랜드 개발을 위한 일정한 지침을 제공하고 있다.

• 유통과학연구
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• 제15권8호
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• pp.55-64
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• 2017

Purpose - PB products at convenience stores take up about 20% of all products, and strategies for differentiation from other companies and brand image building are very important. This study would investigate the strategy for differentiating PB products and successful brand building strategy, focusing on BGF Retail that is operating 'CU', the leader in the convenience store industry in Korea. Research design, data, and methodology - This study would attempt to make an exploratory approach to PB products limited to those in convenience stores. As a research subject, this study chose BGF Retail, the operator of CU, which is the leader in the convenience store industry in Korea and chose the case study method in order to examine the strategy for differentiating PB products in convenience stores more in depth. For this purpose, this study collected materials such as papers, newspaper articles and various reports on convenience store-related PB products and conducted an in-depth study including more practical contents through an interview with CU workers. Results - CU pursued the diversity of PB products and has had the diversity of products, more than 120 kinds. It founded a product research institute and has been in charge of the differentiation strategy from planning products to launching them. Changing the target layer of consumers to those in middle age of the 40s-50s, it succeeded in the strategy expanding the consumer class. In the long run, despite it changed the name of the company, it has built a successful image, and both revenue and operating profit have continuously grown up. Conclusions - In results, CU has reset the changing main target population, and the product research institute succeeded in the innovation of products, reflecting new trends the customers want. Through this study, the practical implications could be provided for competitors.

• 디자인학연구
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• 제20권
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• pp.1-10
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• 1997

90년대 들어서 국내 패션시장은 소비자들의 생활수준향상, 라이프 스타일의 변화와 함께 해외 라이센스 브랜드 도입의 증가와 대기업은 물론 중소기업들의 신규참여 또한 증가하는 추세에 있다. 이러한 급변하는 시장환경 속에서 오랜 전통과 기술력을 가지고 있는 선발 패션업체로서 주식회사 세정의 인디안 브랜드는 90년대 현 상황에서 타 브랜드들과의 경쟁에서 상대적 우위를 선점 하고 미래의 소비자들을 충족시킬 수 있는 새로운 이미지 정립이 절실히 필요한 상황이다. 이러한 시점에서 (주)세정의 인디안 브랜드 이미지 제고를 위하여 경영환경의 입체적 마아케팅 조사를 실시, B.I. 컨셉을 설정한 후 시각적 이미지 표현작업에 착수하였다. 그 후 설문조사를 통해 Logo mark를 결정한 후 인디안 B.I의 주요 디자인 항목인 기본 요소와 응용요소를 전개, 전체 디자인 시스템을 완성하였다. 그리고 브랜드 이미지 통일의 효과를 극대화하기 위해 보완되어져야 할 요소로는 디자인 조형상의 원칙준수와 철저한 관리, 브랜드 관련 전체 구성원들의 사고와 행동의 일치, B.I의식 실천을 위한 지속적인 교육프로그램의 실시 등이 요구된다.

• 한국의상디자인학회지
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• 제5권2호
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• pp.93-102
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• 2003

With respect to this research, the College of Arts and Design, Kon Kuk University founded Design Venture of KKU(Kon Kuk University) in July 2001 as an approach to tackle the issue on how to accept and respond to the waves of changes in paradigms of the 21st century represented by information revolution. Such move is to cope more effectively with the changes in the current educational environment with an aim to secure the competitive edges compatible with the conditions of each college under the uniform and standardized educational systems. Even the professionals in the design fields of this country try to find the significance in bringing out in the open the latent creative talents of the students by improving the quality of our daily necessities and putting the students through more practical training, and in creating international competitiveness of our design field by encouraging the students to gain more diverse experiences. Therefore, the purpose of this research is to present the approaches to revitalize Design Venture of Kon Kuk University which has been managed as part of the efforts to establish the new identity for the design of this country in the 21st century, and to present the new model for an enterprise which, rooted in the College, can grow into a high value-added business. The methodology for this research is based on the case study of Design Venture of Kon Kuk University and investigation into the literature. The contents of this research include the following three steps. Firstly, initial research is made into the background for founding the College of Arts and Design which had been promoted as a differentiated strategy for the long-term and short-term development plan of the College of Arts and Design, in Chungju Campus of Kon Kuk University. Secondly, the basic strategy for Vonchi, brand of Design Venture of KKU and the brand launching process are examined. Thirdly, Various approaches to revitalize the Vonchi brand recognition are collected and analyzed to present the conclusion and the alternative. Such research findings as given above on Design Venture of KKU may satisfy diverse consumer-oriented requirements on the strength of the characterization and differentiation of the college and may enhance the competitive edge of the college.

• 디자인학연구
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• 제19권6호
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• pp.15-20
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• 2006

SKM 면세점은 서울 강남구 삼성동에 위치하여 훌륭한 지리적 조건과 유리한 주변환경, 넓은 매장 등 여러가지 장점을 지녔음에도 불구하고 [그림 2]의 'SKM Dutyfree' 구 심볼은 낮은 브랜드 인지도와 위치정보의 비효율적 전달이 가장 큰 문제로 드러났다. 이에 첫째, 면세점브랜드 'SKM Dutyfree'를 상대적으로 브랜드 인지도가 높은 'COEX'의 사용허가를 취득하여 'COEX Dutyfree'로 브랜드 네임을 변경하였으며 둘째, 도시적 이미지와 위치정보의 효율적 전달을 위한 시각적 이미지를 개발하였다. 따라서 비주얼 아이덴티티 디자인의 컨셉은 첫째, 기존 COEX의 이미지와 도시 구조물 이미지 전달. 둘째, 코엑스몰 호텔 백화점 전시장 공항터미널 등을 아우르는 국제적이고 도시적인 이미지와 위치정보의 조합. 셋째, 타 면세점 보다 젊고 다이나믹한 이미지 전달을 목표로 하여 [그림 1]의 새로운 아이덴티티디자인으로 개발되었다.

• 복식문화연구
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• 제13권1호
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• pp.34-46
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• 2005

The purpose of this study was to research buying behavior and home fashion preferences based on housing size. The target consumers were Korean women, aged 20~40s who reside in the Seoul & Kyunggido areas. We distributed questionnaires to 650 women. However, only 600 questionnaires were used for the statistical analysis. Data analyses were conducted with SPSS program on the frequency, Chi-square test, cluster analysis, t-test and ANOVA. The results of this study are as follows: 1. The considering factors for purchasing such as brand, trends coordinating existing furnishings with new products and functionality were significantly associated with housing size. The buyers who reside in bigger size homes. over 40 pyung place higher value on brand name, trends. or coordinating existing furnishing with new products than residents in smaller units. However, women who live in smaller units place higher value on functionality when purchasing home fashion products. Considering factors such as brand, trend, and materials were also significantly associated with segmented age group; 40~49 age group considered brand, trend, and materials more than 20~29 age group. The group who are highly interested in home fashion considered design/color, rand, coordination, and functionality than the group who are low interested in home fashion. 2. Residents in over 40 pyung homes buy home fashion products at department stores, while residents in less than 39 pyung homes buy them at discounted store. 3. Respondents preferred solid colors more than patterns. However, they favored character pattern for textile bedding products for their children. 4. there is also a statistical difference in preferences for types of window treatments between large ad small housing sizes. Residents living in over 40 pyung preferred tie-back/cottage curtain, while residents living in less than 29 pyung preferred Roman shade style.

• 한국산학기술학회논문지
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• 제15권3호
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• pp.1390-1395
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• 2014

본 연구는 대학에서 새로이 개발한 멀티크림의 속성별 가치를 추정하여 신제품의 가격을 책정하고 제품 개발 방향을 설정하는 등 마케팅 전략 수립을 위한 기초자료를 제공하는데 그 목적이 있다. 분석 방법으로는 선택형 실험을 이용하였으며, 조건부 로짓 모형을 추정하여 브랜드, 용기 형태, 기능성, 가격 등 각 속성별 한계지불의사금액을 도출하였다. 연구 결과 소비자의 한계지불의사금액은 브랜드에 있어서는 대기업이 개당 21,754원, 중소기업이 11,033원, 대학은 16,178원으로 나타났으며, 기능성에 있어서 보습효과 강화는 7,476원, 주름개선효과 강화는 12,107원으로 추정되었다. 대학 브랜드가 중소기업 브랜드보다 선호도가 더 높은 것으로 나타났으므로, 대학과 중소기업이 협력하여 공동으로 사업을 추진할 경우 저가 브랜드 시장에서 경쟁력을 높일 수 있을 것이다. 또한 보습효과나 주름개선효과 등 기능성을 강화한 제품을 개발할 필요도 있다.

• 디지털산업정보학회논문지
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• 제4권4호
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• pp.127-138
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• 2008

To study about core capability which becomes the kernel of sustainable competitive advantage (SCA) in cyber university which confronts competition-deepening circumstance, the value and importance of brand and educational services of cyber universities which stand on the basis of offline university were examined. Moreover, core capability based on the importance of cyber university service was searched, and its strategic course were suggested. Within research processes, competition environment of cyber university was forecasted, and importance to build up its core capability was examined. Moreover, conjoint analysis was carried out for three offline cyber universities. As a result of survey analysis, effectiveness of cyber university brand showed greater influence than other characteristics in terms of the influence which affects consumer preference for cyber university. Therefore, to overcome weaknesses of brand asset in low brand power cyber university, establishment of strong core capability which reflects consumer preference is needed to carry out differentiation strategy or concentration strategy, and it is necessary to consider the introduction of new competitiveness structure.

• 복식
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• 제63권7호
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• pp.17-30
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• 2013

An understanding of store patronage behavior is a critical issue for retail managers, especially when it comes to a new kind of retail store, as it enables them to identify and target potential customers. Reflecting this managerial need, this study is focused on the fashion multi-brand shop, specifically investigating its store attributes, customers' shopping orientation, and store patronage. Accepting the shifting marketing paradigm from 4P's marketing mix to 7P's marketing mix, the 7P's marketing mix is employed in this study to measure the store attributes, including people(sales oriented and customer oriented), price, place, promotion, physical environment, process, and product. The store attributes significantly influencing patronization are found as customer oriented sales people, product, physical environment, and process. The shopping orientations of the customers, 222 female adults aged from 20s to 40s are found as ostentatious, pleasant, fashion pursuant, rational, and addictive. The consumers who are ostentatious, pleasant, and fashion pursuant are highly likely to be patronize to the fashion multi-brand shops.

• 한국의류산업학회지
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• 제9권2호
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• pp.211-220
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• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.