• 한국의류학회지
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• 제33권6호
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• pp.949-957
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• 2009

패션산업은 다양한 소비자 욕구를 충족시키면서 고객 만족을 극대화 시켜야 하는 산업이다. 고객 지향적인 마케팅 활동을 위하여 개별 소비자의 욕구를 만족시켜 줄 수 있는 개인화 전략 필요하다. 본 연구는 대학생을 중심으로 설문조사를 하였고, 자료분석을 위하여 요인분석, 정준상관분석, 군집분석, 일원분산분석을 사용하였다. 의복 쇼핑성향과 개인화 변수군과의 관계를 살펴본 결과, 두 개의 유의한 정준상관함수가 도출되었다. 유행혁신성과 가격의식이 높은 소비자들은 판매촉진 개인화와 개인화된 고객 관리를 동시에 높게 요구하는 것으로 나타났다. 가격의식과 의복 동조성향이 높으면서, 유행혁신성이 낮은 소비자들은 개인화된 제안서비스와 사이즈 맞춤 개인화를 동시에 높게 평가하는 것으로 나타났다. 실증적 연구에는 또한 의복 쇼핑성향에 따라 군집화된 집단간 개인화 전략의 선호경향을 분석함으로써 의복 쇼핑성향의 세분집단별로 요구되는 개인화 전략의 차이를 살펴보았다.

• 한국식생활문화학회지
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• 제13권3호
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• pp.215-225
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• 1998

The purpose of this study was to identify the development trends and feasibility of health-oriented convenience foods in Korea for promoting health. Special objectives were to investigate characteristics of health-oriented convenience foods; to determine the factor affecting the sale of health-oriented convenience foods; to examine marketing strategies of the foodservice industry; and to provide feedback for the development plan. Questionnaires were developed in this study and mailed to 10 food companies in Korea and then telephone interviews were carried out. Also, marketing strategies of each industry are analyzed by the visit interview with food processing and marketing chargers. The survey was conducted between September 30 and October 30, 1997. The results of this study were summarized as following : The most popular health-oriented convenience foods were completely precooked type, pouch/PE bag packaging type, diet purpose, 100-300 gram size, and convenience store sales with regard to selling and developing health-oriented convenience foods. About factors affecting selling health-oriented convenience foods, the best contributors among factors were seasonality, convenience, and negative image for instant foods. For health-oriented convenience foods, the most important factor was the improvement of taste and quality. Adults should be the most promising customers for health-oriented convenience foods. Food companies must promote variety, taste, nutrition, convenience, price, and advertising of health-oriented convenience foods for the powerful marketing strategies in the future.

• 한국지역사회생활과학회지
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• 제17권2호
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• pp.3-14
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• 2006

This study intends to offer suggestions for improving the security and competitive power of traditional liquors by investing in the status of intellectual property rights. Merchandising and the marketing strategies of traditional liquor are also addressed. The data was collected through a questionnaire survey given to 101 CEOs of traditional liquor manufacturers. The major results of this study were as follows: The management types of traditional liquor manufacturers were classified as the company 57 (56.4%), the corporation or the union 29 (28.7%), domestic industry 10 (9.9%), and marketing community or technology center 5 (5.0%). The competitive power degree of traditional liquor products was classified as strength 30 (31.6%), usual 30 (31.6%), weakness 35 (36.8%). The elements of strong competitive power were taste, functional (wellbeing) character, and attractiveness of the brand name. On the other side, reasons for weakness in competitive power were the marketing system, price competitiveness, and advertisement. The trademark registration of the traditional liquor appeared with 53%. The reasons not to pursue a trademark registration included the complicated and unnecessary process of registration acquisition, high registration expenses, etc. The perceptions of CEOs about the consumer's brand awareness for their product were low with an average 2.97. Explanations included insufficient advertisement and public relations, unrefined trademark design, and the meaninglessness of brand names. The marketing strategy of traditional liquor manufacturers according to annual sales were as follows: Manufacturers with high sales emphasized marketing strategies that focused on functional character, traditional image, high quality in image and package materials and design, high price strategies based on quality, and various sale promotions.

• 패션비즈니스
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• 제13권2호
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• pp.87-99
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• 2009

The purpose of this study is to analyse the successful modernization strategy, and the difference between original Burberry and Burberry Prosum design. This will help in providing the fundamental information to Korean luxury fashion brands. Burberry, in particular, is rated as the most popular luxury brand in Korean fashion market. This brand has also rated 5th in sale worldwide and 1st in Korea in 2002, and was continuously been rated in 10th for the last 5 years. Related articles, fashion magazines, fashion web-site were used in this analysis, and the method was theoretical and case study. The results are divided into two categories of internal and external factors and two design patterns of check pattern and trench coat were observed. First of all, internal factor in Burberry is that they have scouted a new CEO and quickly changed their image with famous British models for the purpose of marketing strategies. They have also moved their main shop in London to Bond street, and opened shops in every country's capital cities. They were successful in achieving this by using celebrity marketing strategies with many famous celebrities. Secondly, external factor was that they have hired a designer named Christoper Bailey and this highlighted and enhanced the check pattern and trench coat. As a results, more generalized and diverse design items were presented and accessory line was enhanced, creating a much more younger image. This in turn attracted more younger customers. To sum up, original Burberry focused on classic designs, however Burberry Prosum focused on transforming traditional Burberry design into avant-garde and young. In other words, the reason for the success of this brand is highly dependent on its marketing strategies in which its uniqueness of schizophrenic cloche has appropriately represented and used in design.

• 디지털융복합연구
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• 제14권2호
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• pp.169-173
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• 2016

온라인 환경을 통한 전자상거래 활동은 IT 기술발전과 더불어 급속하게 다양한 형태로 성장해가고 있다. 더욱이 온라인 시장의 확대는 온라인 쇼핑 운영업체들 사이에 경쟁을 더욱 가속화시키는 결과를 초래하고 있다. 또한, 온라인 환경에서 판매 전략을 위한 다양한 디지털 콘텐츠 제작 및 환경구성에 대한 연구가 이루어지고 있다. 이에, 반지와 관련되어 온라인 판매 활성화를 위한 마케팅 전략 개발이 필요하며, 이를 위해 본 논문에서 검색 상위에 랭크되어있는 업체들의 온라인 콘텐츠 구성요소 분석을 통해 반지 산업에 적합한 구성요소를 도출하였다. 특히, 젊은 고객 수요층을 목표로 온라인 구성 요소 개발과 이를 기반으로 구축 결과에 관하여 살펴보았으며, 향후 젊은 고객수요층을 대상으로 경쟁력 있는 반지 마케팅을 기대해 볼 수 있을 것이다.

• 한국건설관리학회논문집
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• 제7권2호
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• pp.109-117
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• 2006

건설산업의 경쟁은 신규 건설시장 축소, 최저가 입찰제도, 주 5일근무제도, 후분양제도의 도입 등에 따라 더욱 심화되고 있다. 이러한 건설환경의 급격한 변화는 산업의 주축을 이루고 있는 건설사들로 하여금 변화에 적응하고 더 나아가 새로운 환경을 선도하기 위한 다각적인 노력을 요구하고 있다. 그러나 건설공사는 공기지연을 유발하는 수많은 불확실성이 존재하고 있으며 이러한 불확실성에 대한 인식과 그에 따른 체계적인 전략수립과 관리가 부진한 경우 건설공사의 공기경쟁력을 확보하는 것은 매우 어렵다. 이에 본 연구는 적정 공사기간의 확보, 공기단축의 필요성, 기존의 공정전략 수립에 대한 연구가 부족함을 인식하고 건설사의 전반적인 전략 수립이 아닌 공기경쟁력 확보 측면에서 연구의 범위를 한정하였다. 본 연구는 건설산업의 대내외적 환경 분석과 SWOT 분석을 통하여 공기경쟁력 확보를 위한 전략을 수립하고 이를 이행하기 위한 선결과제를 도출하는 것을 목적으로 한다.

• 패션비즈니스
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• 제15권6호
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• pp.1-22
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• 2011

This paper is a study on the information required for developing Korean clothing products intended for Chinese students in Korea and for opening markets of Korean clothing and brands in China. It analyses the buying behaviors, purchasing ability, the favourite apparel type for clothing, and satisfaction with Korean clothing and brands of Chinese students in Korea, with which it seeks a program for South Korea branding to enter into the Chinese clothing market. Three hundred fifty seven students of Hannam University and PaiChai University Chung nam National University in Daejeon-city took part in this study. This paper adopts Descriptive Analysis, Crossing Analysis, Bivariate Correlations, and One-way ANOVA in SPSS 17.0 with Post Hoc Multiple Comparisons to know about the impact of demographic variables of Chinese students in Korea on buying information sources, the criteria for store selection, buying capacity, praise degree on various properties of Korean clothes products and their satisfaction with Korean clothes products. The first proposal of expanding China market for Korean merchants is to achieve maximum sales based on sales promotion strategies, such as the credit card corporations, the store display and sales person service development, SPA, design size development, and to upgrade consumption values. The second proposal is Korean clothes corporations should open the Internet shopping corresponding to the physical stores, the most frequently used information source of Chinese students is the network, from the age distribution of Internet users in 2008 in China, population above 10 and below 30 accounts for 66.7% of all users, In recommending clothes made in Korea to Chinese young people, on-line advertising will get better effects than other strategies, specially during advertisement, they should take good use of Korean television shows and variety shows or help Chinese poor areas to do the social contribution hereby to improve the public image of Korean clothes corporations, which can bring good sale promotion effects as well.

• 한국의류산업학회지
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• 제15권1호
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• pp.147-155
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• 2013

The demand to complement the elderly body shape with comfortable clothing has greatly increased with the growing elderly population and their improved social-economic level. However, apparel industries have not provided significant production and sale strategies that reflect and consider elderly body shape characteristics. This study investigated the demand and complaints of current silver wear. This study was conducted on 100 elderly people 65 and over. The questionnaires were composed of Korean Activities of Daily Living (K-ADL) that reflect the general characteristics of the respondents related to clothing (clothing requirements and demands) and free comments on each question. Subsequently, we found that the most uncomfortable clothing parts were 'sleeve length' and 'crotch' in women and 'neck circumference' and 'pocket' in men when wearing shirts and pants respectively. Respondents felt that the button and zipper knob sizes were too small with the buttons too numerous. The results suggest that we should consider body shape changes caused by aging in order to develop elderly clothing patterns to improve the level of ADL. We anticipate apparel industries for the elderly to expand due to the rapid increase in the elderly population.

• 한국경영정보학회:학술대회논문집
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• 한국경영정보학회 2008년도 춘계학술대회
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• pp.454-471
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• 2008

This study suggests the dynamic pricing model which reveals the organic relationship between ASP (Application Service Provider) price and the related factors, using system dynamics methodology. Basically, we applied the law of supply and demand for analyzing price changes. Then, we deducted ASP price, focusing on fixed cost and variable cost. We also researched the customer's buying behavior according to version differentiation policy. In the version policy, we set up the proposition about customer's satisfaction and willingness-to-pay, using option system. As a result, this research designed the simulation model which analyzes the changes of the sales according to version differentiations and customer's willingness-to-pay. Through this research, we can find effective version differentiation strategies. This paper also found that the larger the number of package, the greater the demand and customer's willingness-to-pay. The increase of the number of package causes the increase of the sales. The increase of the sale is not exactly relative to the number of package. Drawing S-curve, the sales was increased. This dynamic pricing model suggests the ground that the ASP price changes based on the existing version differentiation theory and the demand of customers can affect the changes of the sales. We expect that this model suggests a clear standard of ASP pricing by combining real cases.

• 전기전자학회논문지
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• 제23권4호
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• pp.1243-1249
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• 2019

특정한 이벤트나 콘텐츠를 즐기기 위해 모인 사람들을 관중 또는 관객이라고 하고, 모임의 특성에 따라 다양한 성향을 나타낸다. 그러한 차이점은 있지만, 일반적으로 관중 수는 경영적인 측면과 직결되는 요소로써, 관람료부터 다른 시설의 이용료 등 다양한 수입을 통해 콘텐츠 판매를 위한 안정적인 재정 운영을 가능케 한다. 따라서 관중 수에 대한 예측은 마케팅과 예산 전략 수립에 주요한 요소로 활용될 수 있다. 본 연구에서는 관중 수에 대한 예측을 위한 여러 가지 기존 모델을 검토하고, 그 중에서 효율적인 머신러닝 모델을 제안하고자 한다. 또한 딥러닝과 랜덤포레스트 모델을 혼용하여 일별 관중 수 예측과 비정상적 관중 수 예측에 대한 연구를 진행하였다.