• Journal of Digital Convergence
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• v.2 no.2
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• pp.9-28
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• 2004

The purpose of this study is explore the changes of environment in terms of diffusion of EC and to present effective marketing strategies for Electronic Commerce Activation. This paper focuses on the customer management, Real-Time Responding, and market strategies in Electronic Commerce. EC(Electronic Commerce) that out of the evolution of Internet technology gets a corporation changes to survive in 21st century. So the corporation must set the strategy to fit a Internet focused society. This paper is focusing the analysing the difference between the e-marketing and traditional marketing and proposing the new strategical marketing mix. On the Electronic Commerce, the 6Cs of marketing - Contents, Community, Commerce, Connection, Communication, Customizing - are being played out quite differently than they normally are off-line. In conclusion, the change in Electronic Commerce environment results in (1) redefinition of customer group, (2) different marketing strategies to fit in Electronic Commerce environment, and (3) changes in customer management, promotion strategy, advertizing appeal.

• Journal of the Korean Dietetic Association
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• v.10 no.2
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• pp.224-234
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• 2004

232 internet sites in Yahoo and Empas were monitored to analyze what good contents of nutrition information on line have for the internet searchers. As the sites on line were disappeared frequently, all the monitored sites were selected on April 25, 2003. 3 disciplined personnels analyzed the contents of the selected sites by using self-developed monitoring format. The results are as follows. Most of sites were administered by the marketing companies and only 8% by public institutions, associations and school. Especially, most of the contents of the sites by marketing companies were advertisement about their goods instead of nutrition information. Only 42.6% of sites indicated the sources of nutrition information. Only 10.3% of site administrators responded about on-line questions quickly within 1 day. Moreover, 46% of sites were not conformed their answering periods. On the other hand, 94.8% of sites offered more than 1 feedback methods. Monitors checked purposes offering on-line informations plurally. Leading purpose was for advertising and marketing their goods(59.5%) and 47% of them were opened for offering food and nutrition information. They offered various informations at the same time. More than half of the sites had the menus for food and nutrition information and connected sites, but the other half of them only advertised their own goods. Positive sides from monitored informations were as follows : 'communicating informations easily' (8.7%) / 'definite informations for daily living' (7.2%) / 'beneficial informations for nutritional management' (4.6%) / 'new informations' (2.1%). Negative sides of offered information were ‘not enough to give scientific basis and/or to simplify special evidences too much’(60.8%) / ‘to exaggerate the contents’ (41.4%) / ‘not to indicate the notice of side effect and/or to advertise that there are not side effect from using their goods’ (34.1%).

• Journal of Global Scholars of Marketing Science
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• v.16 no.3
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• pp.87-106
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• 2006

Importance of on-line community has been increased and also on-line community has been used as an important marketing tool. Fashion companies also considered that on-line community provides opportunities to develop customer relationship and to improve customer loyalty. The purpose of this study is 1) to identify the characteristics of fashion on-line community, 2) to investigate the differences of factors affecting brand loyalty among fashion lifestyle groups. For data collection, on-line survey was conducted for fashion on-line community members in Daum portal site and total 404 subjects were used for this study. Factor analysis, cluster analysis, and regression analysis were used for data analysis. The results of this study were as follow: first, characteristics of fashion on-line community were classified as three factors: 'interactivity', 'information provision' and 'interest provision'. Second, the impact of fashion on-line community characteristics on brand loyalty were found to be significantly different among lifestyle groups. The results from this empirical study provide basic information for strategic planning about fashion on-line community by analyzing characteristics of on-line community users.

• Korea Journal of Hospital Management
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• v.15 no.3
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• pp.33-46
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• 2010

Recently, the needs for marketing activities is increasing of the hospitals, but there are no such measurement for the efficiency and the effectiveness of the marketing activities. Thus, the research aims to suggest the necessity of approach method which can combine the efficiency and the effectiveness of the marketing activities both systematically and comprehensively in line with examining the current status of marketing capability of hospitals in Korea. From the research findings, it is known that, in respect of financial performance, hospitals in Korea should establish the plan and implement accordingly in order increase both the sales revenue and profit ratio in contrast to the sales revenue through strengthening the internal marketing activities rather than the external marketing activities.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.159-181
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• 2004

The purposes of this study are following. First, we want to review the relationship between trust and precedent variables including shared value, communication and opportunistic behavior in the on-line and off-line channel. Second, building the relationship among variables from previous research, we develop the research model. Third, based on the empirical analysis, we want to build the relationship among variables. Fourth, based on results of analysis, we want to elicit implications for marketing management from the trust in on-line channel in order to enhance the relationship commitment and customer loyalty. Theoretical implications of this study are following. First, under the multiple channel retailing environment, trust in on-line channel is influenced by the trust in off-line channel that the company is operating. Previous researches couldn't found this result because these researches divided on-line and off-line channel separatedly, Second, under the multiple channel retailing environment, on-line or off-line relational attributes including shared value, opportunistic behavior and communication have a effect on trust or relationship commitment So, shared value, opportunistic behavior and communication are very important variables having a effect on trust and relationship commitment in not only off-line channel but also on-line channel. Third, trust and relationship commitment were important mediate variables in multiple channel environment. This result goes with previous researches in single channel.

• Journal of Digital Convergence
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• v.11 no.10
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• pp.341-350
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• 2013

Recently, in order to promote their marketing promotion, the entrepeneurs attach importance to many SNS(Social Network Service)and execute it. The representative elements of the SNS service are interactivity, information offering. This study analyzes empirical effects on the SNS Marketing Features in Domesic Enterprise The conclusion of this study shows that the Interactivity has a higher positive effects on Affective Commitment than those on information offering and Information offering has stronger positive effects on calculative commitment than interactivity. Also, these effects enlarge the high use frequency more than the low use frequency. This study also shows that the information offering affect the On-line Word-of-Mouth more positively than the Interactivity. And this study shows that SNS affects the positive effects on the relationship commitment rather than the On-line Word-of-Mouth. Based on the results, the practical implications are offered.

• Journal of Families and Better Life
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• v.27 no.1
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• pp.31-44
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• 2009

The purpose of this study was to understand how consumers perceive the costs of using certain types of sales-promotions and to suggest ways in which sales-promotions should be developed to contribute to the consumers' welfare and the development of Marketing Strategy. The sufficiency of the consumers' desire was essential to new and creative sales-promotion strategy. This study investigated the perceived costs of using timely opportunity costs, extra expenses, substitution costs, uncomfortable feeling, regrets and economical and psychological satisfactions on certain types of sales-promotions such as off line, coupon, packed items, collection and on line, and event. In the study results on the perceived costs of using certain types of sales-promotions, off line sales-promotions were perceived more than substitution costs, extra expenses, regrets and on line sales-promotions were perceived more than timely opportunity costs. These results were caused by immediately using off line sales-promotions and becoming a member of on line sales-promotions. In the research result on the perceived costs of using certain types of sales-promotions and economical satisfactions, off line sales-promotions exhibited positive relations with substitution costs of coupon and extra expenses, regrets of packed items and collection about economical satisfactions. On line sales-promotions exhibited positive relations with extra expenses and regrets about economical satisfactions. The research results on the perceived costs of using certain types of sales-promotions and psychological satisfactions, off line sales-promotions exhibited positive relations with timely opportunity costs of coupon and collection about psychological satisfactions. On line sales-promotions exhibited positive relations with substitution costs about psychological satisfactions. These results were caused by the feeling of leisure time as the consumer played games or hobbies. This study proposes an approach in the context of sales-promotion with some suggestions and thoughts.

• Journal of Digital Convergence
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• v.11 no.11
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• pp.209-217
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• 2013

This study focuses on the analysis of purchased items' relationship occurred by consumers' purchasing behavior observed in on-line shopping mall based on social network analysis. In order to find relational characteristics of each item for establishing marketing strategy, we apply three definitions of centrality in network, which are degree centrality, betweenness centrality, and closeness centrality in the purchased items' network. Thus, the research results provide the criteria for selection of market segmentation variables. Furthermore, the details of case has been introduced to validate the analyzed results in terms of marketing strategy, and supporting evidences are provided accordingly.

• The Journal of Information Technology
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• v.6 no.3
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• pp.151-168
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• 2003

The present paper attempts to describe on and off line integrated marketing and develop an empirical model for distribution industry. The focus is given on the small and medium size retail and service area. With both empirical case studies and literature review, we aim to develop empirical cases and propose a desirable marketing strategy for specific firms : BAROKOSA is pursues cooperation in wholesale business on the internet. For the purpose of the cooperative and integrated marketing of on and off line business, first of all, the firms should establish a clear target and share vision and mission for their directions. We suggest the following guidelines: (i) customer-based decision making, (ii) thoroughly cooperative competition, (iii) confidence in their work and business, (iv) courage to live up to action and (v) innovation to lead change.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.5
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• pp.727-736
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• 2002

This research aims to compare fashion marketing education in Korea and in U.S.A.. Based upon on-line and off-line survey to university professors in both countries, this study analyzes their responses including subjective opinions concerning educational conditions, methods and performance. The responses are analyzed by ANOVA and Chi-Square Test in a statistical software package, SPSS. As a result, it shows that the education in Korea is substantially different from that in U.S.A.. In educational condition, in particular, more significant difference between two countries exists in terms of professors than in terms of educational environment. Also educational performance differs between them more in enhancing practical ability of students than in promoting motivation of students.