• 한국인공지능학회지
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• 제12권1호
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• pp.7-16
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• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.

• Asia Marketing Journal
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• 제15권1호
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• 한국도서관정보학회지
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• 제42권1호
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• pp.417-440
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• 2011

21 세기 지식기반사회에서 공공도서관은 다양한 변화와 도전에 직면하고 있다. 이에 따라 공공도서관 경영에서 마케팅 개념을 도입할 필요성은 점차 커지고 있다. 이 연구는 미국 공공도서관이 지역사회에 제공하는 어린이서비스 중 '가족장소도서관' 프로그램에 초점을 맞추었다. '가족장소도서관'은 영 유아와 그 가족을 위한 프로그램으로 2011년 2월 현재 미국 공공도서관 중 300여개 관이 참여하고 있다. 이 연구는 미국 뉴욕주를 중심으로 이러한 프로그램을 시행하는 주요 사례 도서관을 대상으로 참여관찰 및 인터뷰 조사를 수행하여 이 프로그램의 내용을 분석하고 미국 여러 주의 도서관 내외 전문가들과의 심층인터뷰를 진행하였다. 이러한 조사결과를 바탕으로 공공도서관 경영을 위한 마케팅 전략을 제시하였다.

• International Journal of Internet, Broadcasting and Communication
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• 제14권1호
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• pp.219-223
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• 2022

The Internet can deliver various information and services at the lowest cost without time and space constraints while targeting the world among all existing means of communication. Unlike traditional media such as TV, newspapers, and radio in the past, promotions through mobile environments allow target customers to use two-way low-cost, high-efficiency promotional strategies regardless of time and place. With the development of the Internet, social media has developed into a place to acquire information about favorite companies and their products. Social media greatly contributes to the production of text, photos, videos, and various networks, and has expanded global communication and communication media through the interaction and sharing of various information. In addition, through social media, users can communicate in various ways, reveal themselves, and share and exchange information such as knowledge and personal thoughts. In line with these changes, corporate marketers and sellers are striving to provide consumers with appropriate information more quickly. We aims to find out about social media marketing strategies useful for companies.

• 유통과학연구
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• 제18권6호
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• pp.15-24
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• 2020

Purpose: The ultimate purpose of this research is to analyze the influence of direct service experience on brand equity components and continuance intention by focusing on cultural marketing at airport, as a huge market place. Design/methodology: This study examines how the cultural contact experience of an airport's cultural marketing activities affect the brand equity components, as well as how these factors affect the continuance intention. A questionnaire survey is conducted for airport users and a total of 313 copies of the questionnaire are analyzed using a structural equation. Results: The results demonstrate that cultural contact service has a positive effect on brand awareness, brand meaning, and perceived value, and all factors of brand equity components have a positive effect on continuance intention. In addition, MTE also has a significant effect on continuance intention. Conclusions/implications: The purpose of this study was to investigate the relationship between the cultural contact and brand attachment of tourists experiencing airport cultural marketing services on the composition factors of airport brand equity. The results of this study can be used not only as basic data to help establish a cultural marketing strategy at an airport, but also as to aid establishing and implementing a long-term marketing strategy for the sustainable growth of an airport.

• 한국식품조리과학회지
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• 제25권3호
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• pp.306-316
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• 2009

The purpose of this study was to investigate the influence of service marketing mix on customers' perceptions of values at family restaurants in Seoul. Frequency analysis, ANOVA, reliability analysis, factor analysis, multi-regression analysis were employed to analyze the data. First, perceptions for items such as food (p<.001), price (p<.001), process (p<.001), and employees were significantly different with regard to monthly spending money, and food (p<.001), physical evidence (p<.001), and employees (p<.001) were also significantly different by partner. All of the mixes (food, price, place, employees p<.001; promotion, process, physical evidence p<.05) had positive influences on the customers' monetary and overall values. And the mixes of place p<.001; price and employees p<.01; and food, process and physical evidence p<.05 negatively affected non-monetary values, whereas promotion had a positive influence. As a result, we conclude that the service marketing mix is an efficient marketing tactic to remove intangible factors from restaurant businesses. Likewise it is highly recommended that food-service companies manage the marketing mix in a customerfriendly manner to minimize the negative characteristics of services toward customers, and to promote the customer appreciation of family restaurants.

• 한국지역지리학회지
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• 제20권1호
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• pp.92-100
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• 2014

"삼국유사" '수로부인'에 나오는 '헌화가'의 배경 설화를 토대로 헌화가와 해가의 배경지를 다양한 관점에서 추정해보고 다음과 같은 결론을 얻었다. 1) 헌화가 배경지는 경북 영덕군 남정면 부경리 지경천 골곡포(骨谷浦) 부근 암석단애지 일대로 판단된다. 2) 해가 배경지(임해정 옛터)는 헌화가 배경지인 골곡포에서 이틀거리(약 60km)에 위치하는 울진의 월송정 일대로 판 단된다. 3) 일부 지자체에서 주장하는 헌화가 배경지와 해가 배경지는 지자체들의 장소 마케팅(place marketing) 차원에서 설정된 경향이 강해 설득력이 없다.

• 한국실내디자인학회논문집
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• 제19권5호
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• pp.95-104
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• 2010

One of 21st century's main paradigms is a 'Culture', and people started to express their 'cultural desires and demands' regarding public environments. Accordingly central and local governments are paying attention to these demands from their citizens and trying to establish the policies to meet these needs. This research is done to suggest the strategy programming model to support the executions of culture-centered public designs which are based on the local resources and identities. The entire research contains three sub-topics. First topic is setting the prototype phases of strategy programming. Second topic is analyzing the associated indices for each prototype phase. Third topic is suggesting Matrix Model in which the prototype phases and their associated indices are linked. Among three topics, this paper deals with the first one - the prototype phases of strategy programming. It studies this subject in relation with Place Marketing which emphasizes the local resources and identities. The prototype phases are comprised of 3 steps for Place Strategy and 4 steps for Marketing Strategy. Place Strategy should be considered prior to Marketing Strategy because in culture-centered public design, locality has priority over other concerns. The phases for Place Strategy includes 'Resource_analyzing of local resources', 'Mission_setting a purpose', and 'Targeting_segmenting target groups'. The phases for Marketing Strategy involves 'Organization_instituting the main body and/or partnership', 'Image Positioning_setting an unique local image', 'Point_realizing the product', and 'Channel_deciding the sales promotion tools'.

• 한국지역지리학회지
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• 제11권1호
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• pp.1-18
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• 2005

지리학은 고대 그리스시대 이래 여행이나 답사를 지표에 관한 주요한 지식 획득 또는 사실 발굴의 수단으로 간주하는 경험과학으로 규정되고 있다. 현대 지리학에서 이러한 경험주의는 엄격한 법칙을 추구하는 논리실증주의로 환원되면서, 현장 경험에 내포된 다양한 방법론적 함의들(특히 신화적 상상력)이 무시되었다. 반면 최근 우리나라에서는 다양한 답사서들이 발간되고 있으며 지역발전을 위한 주요 방법으로 장소마케팅이 많은 관심을 끌고 있다. 본 논문은 지리학적 답사와 이의 수단으로서 경험에 내포된 다양한 방법론적 함의를 경험주의적 지리학과 인간주의적 지리학의 입장에서 고찰하고, 나아가 장소마케팅을 통한 지역발전의 의의를 방법론적으로 살펴보고자 한다. 결론적으로 지역문화환경의 진정한 발굴을 위하여 이러한 방법론들이 통합적으로 적용되어야 하며, 지역발전을 위한 장소마케팅은 정체성 운동으로 이해되어야 한다는 점을 강조한다.

• 한국의상디자인학회지
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• 제14권1호
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• pp.131-150
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• 2012

The purpose of this study is to provide the characteristics of marketing strategy on the SPA(Specialty store retailor of Private label Apparel) brand. This research can be used as information for the domestic SPA brand to enhance its international competitiveness. The characteristics of marketing strategy on the SPA brand are as follows. 1. One company integrate vertically the process of planning, production, promotion and distribution. 2. As using the advanced information, productions, and logistics systems, they are carried out speedy management. 3. The production strategies are focused on providing new goods of fast cycle and very diverse styles in a season, developing products that accurately reflect the general market trend and consumer demands, extending the line of goods, outsourcing of the place to reduce production costs. For high-quality goods, they are collaborating with the famous designers and developing of new and green environment materials. 4. Generally, the SPA brand emphasizes the low price strategy against the quality. 5. The promotion strategies are focused on conducting various unique and high sensible VMDs, fashion shows, star marketing, campaigns, aggressive publicity, magazine & outdoor advertisement and various events through the internet website, etc. 6. The place (distribution) strategies of SPA brand are focused on launching into global, expanding number of stores, increasing large-sized stores and diversifying the forms of store and selling.