• Title/Summary/Keyword: product strategy

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Analysis on Smart-Phone Technology and Marketing Strategy: Focused on TV Commercial Advertisement (스마트폰 탑재기술과 마케팅전략 연구: TV광고를 중심으로)

  • Lee, Ro-Woon;Han, Jung-Hee
    • Journal of Industrial Convergence
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    • v.15 no.1
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    • pp.9-15
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    • 2017
  • This study aims to present a direction for the efficient TV commercial marketing strategy at the market by analyzing the relationship between technology and the smart-phones' TV commercial especially 'iPhone series' and 'galaxy S series'. As the results of the factor analysis of the hardwares, slogans and TV commercial for the target smart-phones, TV commercial is the way of the expression for the technology through the meaning of the value. And the meaning of value is defined by reclassifying the expression technique of each scene of TV commercial into nouns and adjectives. Setting a slogan is very important because it is making memorable motto or phrase for the consumer and it decide the image of the product. So the correct configuration of the slogan is a keystone that is important for creating a TV commercial and has a profound impact on product image formation.

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A Content Analysis of Success Factors for Fashion Brand Franchise Stores as Published in Fashion Magazine Articles (패션매체기사의 내용분석을 통한 패션브랜드 대리점의 성공요인 분석)

  • Kim, Yongju;Kim, Hyunsook;Yu, Haekyung
    • The Korean Fashion and Textile Research Journal
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    • v.14 no.6
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    • pp.928-940
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    • 2012
  • The present study aimed to propose the competitive strategy to fashion brand franchise stores by analyzing articles regarding success stores as published in fashion magazines. A total of 91 articles were selected from three fashion magazines and content analysis was applied to extract major factors. Four types of trading areas and eight product types were compared by the major factors. As results, six major factors composing competitive strategy were analyzed such as personal selling, management of sales forces, promotion, customer relationship management, management of store space, and relationship with headquarter. Comparing competitive factors by the types of trading area, management of sales forces and personal selling were crucial for central district and for outlets/interchange district. On the other hand, personal selling and customer relationship management were important for local district while management of store space and personal selling were critical for tenants of the large discount store/shopping mall area. Comparing by product types, personal selling was the most important factor for all product types except young casualwear whereas the second important one was management of sales forces for adult casualwear, womenbbbs wear, and others. For menbbbs wear, sales promotion was the second important one whereas management of store space was the second crucial one for underwear and childrenbbbs clothing. Based on the present study result, it is proposed that competitive strategy of individual fashion brand franchise store should be differently developed because the characteristics of trading area and product type are different and in turn, customers benefit and competition might be different.

A Path Analysis: Toward an Open Innovation and Export Performance in SMEs (중소기업의 개방형혁신과 수출성과 경로분석)

  • Cho, Yeon-Sung
    • Korea Trade Review
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    • v.43 no.2
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    • pp.107-125
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    • 2018
  • The purpose of this study is to analyze the effects of FTA information learning in export SMEs. Therefore, this study has constructed an integrated model including the moderating effects of FTA information learning on the of export performance in SME. The relationship between SMEs' localization strategy, product innovation capacity, and FTA information learning was linked to export performance, and an empirical analysis was conducted on 195 export SMEs. The path analysis was performed using the structural equation model(SEM), and six hypotheses including the control effect were tested. As a result, the localization strategy of SMEs positively influenced product innovation capacity. On the other hand, FTA information learning did not show significant results. Product innovation capacity and FTA information learning as an antecedents showed significant results in terms of export performance. In the moderated effects analysis, the moderated effect between the localization strategy and FTA information learning did not show significant effect on the product innovation capacity. Whereas the moderated effect between the product innovation capacity and the FTA information learning significant influence on the export performance of SMEs.

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Optimal Design in cylindrical cup drawing by forming analysis (원형컵 드로잉의 성형해석에 의한 최적설계)

  • 정완진;김종호
    • Proceedings of the Korean Society for Technology of Plasticity Conference
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    • 2003.05a
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    • pp.393-396
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    • 2003
  • A systematic investigation for the process design in deep drawing is necessary to improve the quality of drawn cups. This study concentrates mainly on the influence of process design strategy on the product quality. Several types of process design were chosen from initial blank of 100mm in diameter to make final cup of 50mm in diameter. Forming analysis are carried out to find out optimal design in terms of drawing force. We assume that the case which shows minimum drawing force in the subsequent operations is the best case. Through experiments it is found that the case which shows minimum drawing force also results in minimum drawing force and better product quality than other case. Thus, it is shown that this design strategy is very effective in the improvement of quality in drawn cups.

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A Exploratory Study on the Well-Being New Product Development with Using Consumer Value Knowledge (소비자 가치 지식을 활용한 웰빙 신제품 개발에 관한 탐색적 연구)

  • Woo, Jeong;Han, Sujin;Kang, Min Hee
    • Knowledge Management Research
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    • v.9 no.3
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    • pp.107-123
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    • 2008
  • Company strategy that considers market trend becomes a more important key to success in the new product development. Well-being as a present social trend has created a huge new product market. but with increasing number of camouflaged well-being products that are not fulfilled consumer needs. The purpose of this study is to understand the concept of well-being products from a consumer point of view an to find five consumer values based on the consumer value model of Sheth, Newman, and Gross(1991) through conducting content analysis from semi-structured individual In-depth Interviews. This study has a significance in identifying the detailed consumer value attributes and influence factors by collecting practical and reach qualitative data in the lack of systematic research of domestic well-being market and its products from a consumer point of view. The result of this study will be a foundation of future quantitative researches and provide a guideline to companys' well-being marketing strategy.

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A Concept of Self-Optimizing Forming System (자율 최적 성형 공정 시스템 개발)

  • Park, Hong-Seok;Hoang, Van-Vinh;Song, Jun-Yeob;Kim, Dong-Hoon;Le, Ngoc-Tran
    • Journal of the Korean Society of Manufacturing Technology Engineers
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    • v.22 no.2
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    • pp.292-297
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    • 2013
  • Nowadays, a strategy of the self-optimizing machining process is an imperative approach to improve the product quality and increase productivity of manufacturing systems. This paper presents a concept of self-optimizing forming system that allows the forming system automatically to adjust the forming parameters online for guarantee the product quality and avoiding the machine stop. An intelligent monitoring system that has the functions of observation, evaluation and diagnostic is developed to evaluate the pully quality during forming process. Any abnormal variation of forming machining parameters could be detected and adjusted by an intelligent control system aiming to maintain the machining stability and the desired product quality. This approach is being practiced on the pully forming machine for evaluating the efficiency of the proposed strategy.

A Case Study of Implementation of a BSC Performance Evaluation System in Manufacturing Industry based on Product Data Management (제조업 분야에서 Product Data Management 기반의 BSC 성과평가 시스템 구축 사례 연구)

  • Oh, Jeong-Su;Yang, Jeong-Sam
    • IE interfaces
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    • v.23 no.4
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    • pp.275-285
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    • 2010
  • In complex industrial world, many companies make every effort to analyze their competition capability through various performance evaluation tools to cope with rapidly changing business environment. Among evaluation tools the balanced scorecard (BSC), put forward by Kaplan and Norton in 1992, is a strategic performance management tool for measuring whether the smaller-scale operational activities of a company are aligned with its larger-scale objectives in terms of vision and strategy. The BSC tool offers a comparative advantage over others to evaluate the objective achievement of a company by linking its strategic objectives with operational KPI. In this paper, we introduce a case that the BSC performance evaluation system was implemented based on product data management and applied it to the business process. Specially, we shows a implementation procedure to derive discipline-specific topics and key performance metrics.

Coordination of Product Variety and Delayed Product Differentiation (제품 다양화와 제품 차별화 지연 생산의 조화)

  • Lee Ho-Chang
    • Journal of the Korean Operations Research and Management Science Society
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    • v.31 no.2
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    • pp.57-67
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    • 2006
  • One of challenging issues of market oriented manufacturing organization is product proliferation. However, increasing product variety not only incurs additional direct and indirect production cost, but also aggravates production system performance such as inventory level, customer lead time and fill rate. Recently, as one of the most beneficial strategic choices to menage the risks associateed with product variety and uncertain sales, special attention is focused on the product/process redesign to delayed product differentiation. In this paper, we develop an analytical model to demonstrate the existence of an optimal level of product differentiation, which can be used to provide theoretical basis in establishing market oriented SCM strategy.

A Study on the Induction Procedure of PLM in the Multi-Item Product Business : Benchmarking Method (다품종 사업환경에서의 PLM 적용에 대한 연구 : Benchmarking 기법)

  • Ahn, Yong-Ho;Jeong, Woo-Cheol;Kim, Tae-Sung
    • Journal of Digital Convergence
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    • v.10 no.5
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    • pp.125-133
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    • 2012
  • To make maximum benefit through the R&D investment, various methods is presented to support cooperating company in managing product information which reaches to conceptual design, detail design, production and a service from planning phase of production. Recently, the induction of PLM (Product Lifecycle Management) is being accelerated to design the enterprising system which is various from the idea phase for a product plan to the elimination through the life cycle of the product by the major companies. This study is focused on the research and development of the major companies which is producing products like sets, parts and equipment. This study proposes the process of product strategy, goods planning, development, information and the renovation of decision-making system.

An Empirical Study on Nonlinear Relationship between Product Modularity and Customer Satisfaction (제품의 모듈화 전략과 고객만족의 비선형적 관계에 대한 실증적 연구)

  • Hwang, Sunil;Suh, Eung-Kyo
    • The Journal of Industrial Distribution & Business
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    • v.9 no.2
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    • pp.47-55
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    • 2018
  • Purpose - To meet the needs of various customers in an uncertain market environment, many companies use product modularization strategies. Modularization of a product means that one product consists of several components and that the type of product can be changed according to the combination of components. The greatest feature of modularity is that changes in one component do not significantly affect the physical changes in the other component to which they are connected. Modularization of products is recognized as a very important strategy to reflect increasingly complicated customer requirements to products and respond to the needs of various markets. Many studies have been made in connection with the concept of mass customer satisfaction. There are many prior studies that modularization of such products positively affects the operational performance (manufacturing cost, fast delivery, etc.) and innovation of the product. However, excessive modularization has been found to have a negative effect on this performance. However, there are very few studies on the nonlinear relationship between product modularization and customer satisfaction. Supplementing these academically insufficient parts is very necessary when considering the current market environment. Research design, data, and methodology - In order to make up for the shortcomings of academic research in Korea, this study collects data through questionnaires in electronic, auto, and defense industry. This is because these industries are using modularity of products. based on lots of previous studies and information overload theory, we made two hypothesis and verify with empirical analysis. All 108 data were used. We used the R program and SPSS program for statistical verification. Results - As a result of the study, modularization of products showed positive relationship with customer satisfaction to a certain level. However, it has been found that when the modularization is over and beyond a certain level, there is a negative relationship with customer satisfaction. Conclusions - Excessive modularization of products can have a negative impact on customer satisfaction. This result can be understood as a result of human limited rationality due to information overload. Therefore, it is important for companies to apply appropriate modularity to product design.