• Journal of Digital Convergence
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• v.16 no.12
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• pp.579-591
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• 2018

The purpose of this research is to increase an understanding of social media users and construct a strategic, administrative foundation to measure the efficiency of communicating with them by validly classifying components of social media users' value expectation(VE). Reviewing prior research, in-depth interviews as qualitative research, pre-test and main survey as quantitative research are conducted. The result of quantitative research shows that social media users' VE was categorized in terms of utilitarian, hedonic, relational, self-evident, ethical, system functional, participative, self-ostentatious, and self-hiding perspectives. The significance of this study is as follows: 1) It views communication, psychology, marketing, media and etc. related fields from an integrated perspective. 2) It segments and categorizes social media users' VE from a practical perspective. 3) It contributes to constructing a foundation to predict, confirm, and manage social media users' attitudes from an administrative perspective. Thus, this research will aid future research on social media users' attitude using the constructed VE components as variables and future research that uses this as a basis to find media effects.

• Asia Marketing Journal
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• v.7 no.2
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• pp.71-92
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• 2005

Given the rapid changes in consumer tastes, technology, and competition, companies must develop a steady stream of new products and services. To be a successful product or service and explore the available market, the target market consumers need to be fully acknowledged a new product or service's value or benefit. And at the same time, the presented benefit should satisfy the customer's needs and wants. Therefore, a firm must investigate the target consumers' needs and wants before launching the new product or service. In this paper, we suggest the marketing strategy for newly developed WiBro service in telecommunication industry. We focus on consumer-oriented marketing strategy as well as the technology development process. To explore the customer's value scheme, we employ a self-explicated approach for estimating the customer's part-worth of the different target market in the process of market development stage. And we present the marketing strategy for each market development stages as well.

• Journal of Venture Innovation
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• v.1 no.2
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• pp.1-12
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• 2018

The applications of psychology principles in marketing areas were pervasived. As the importance of digital marketing has increased, the cases of applications of psychology principles in digital marketing areas also has increased. This study analnyzed digital marketing cases based on the psychology principles of social proof, scarcity and loss aversion, reciprocity, commitment and consistency, anchoring. Cases were analnyzed amomg USA and Korea in digital marketing areas. This attempt will facilitating interdisciplinary research. It also will improve customer engagement, increase customer life value, and develope virtuous circle of customer journey through optimal user interface and message strategies.

• The Journal of the Korea institute of electronic communication sciences
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• v.18 no.5
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• pp.885-894
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• 2023

This study investigates and analyzes various marketing models that can overcome the economic challenges and resource scarcity faced by solo entrepreneurs. Previous research primarily focused on the integrated marketing communication (IMC) model, resulting in a lack of comprehensive discussion. In this study, we emphasized the IT content marketing communication model, considering a holistic analysis and the changing roles over time. As a result, we were able to propose a new strategic approach by integrating the ICM community model into a convergent value chain, improving the IMC model and promoting brand growth and online presence enhancement. This has laid the foundation for effectively increasing brand awareness and provided specific guidelines to support the sustained growth of solo entrepreneurship.

• Product Safety
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• s.210
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• pp.40-43
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• 2011

고객에게 최고의 신뢰와 특별한 가치를 제공하는 세계 최고의 온라인 마케팅 & Merchandising Company CJ오쇼핑! 한번 찾은 고객은 늘 다시 찾는 탁월한 쇼핑서비스를 제공하기 위하여 노력하고 있는 CJ오쇼핑의 이해선 대표이사를 찾아가 인터뷰해 보았다.

• Venture DIGEST
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• s.54
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• pp.24-25
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• 2004

협회와 전자신문이 공동주최하는‘제9차 벤처CEO포럼’이 지난 8일 코엑스인터컨티넨탈호텔에서‘북미진출, 효과적인 마케팅 전략과 전술’이라는 주제로 열렸다. 기업컨설팅 전문기업인 론치패드 레드사의 미카 리 대표가‘춘향이 마돈나 만들기’라는 주제로, 미국 팩터링 기업인 하나파이낸셜의 앤드류 조 상무는‘미국 수출금융 활용법’이라는 주제로 발표했다. 또 주한 미국상공회의소 사모펀드∙벤처캐피탈 상임위원회 이정호 위원장은‘투자유치를 위한 기업가치 백배 올리기’로 주제로 발표했다.

• Journal of the Speleological Society of Korea
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• no.90
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• pp.57-62
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• 2009

This study is planning information strategic through cave event. ISP is essential for successful development of caves. Danyang-gun is the case.

• Korea Information Processing Society Review
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• v.8 no.6
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• pp.38-43
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• 2001

본 고에서는 인터넷 쇼핑몰 기업들 중 신생기업들을 대상으로 이들의 기업환경에 맞는 데이터베이스 마케팅 방법론을 제시하고자 한다. 그러므로 데이터마이닝(Data Mining)을 이용하여 기존고객을 세분화한 다음 고객 개개인의 특성에 맞는 마케팅을 프로모션(Promotion)하고 신규고객을 획득할 때는 신규고객의 특성을 미리 예측하여 고객의 평생가치(LTV:Life Value)를 촉진하여 기업과 고객과의 관계성을 높이고, 기업은 안정된 고객층으로부터 수익을 창출하고, 기업으로부터 더 많은 혜택을 받게 하는 것에 대하여 연구하였다.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.21-32
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• 2021

This study focuses on the individual characteristics of consumers and creating shared value in relation to recent increasing value consumption. Specifically, it was intended to verify what socio-psychological variables of consumers affect value congruency and product purchase intentions in relation to cosmetics products based on creating shared value activities. In order to verify hypothesis, an online survey was conducted, and the main and mediate effects of the variables were verified through SPSS' Process Macro method. As a result of empirical analysis, the higher the ethical identity, altruism, and consumer effectiveness, the higher the value congruency. Altruism and consumer effectiveness had a positive impact on purchase intentions. We also find that value congruency has a significant mediating effect on the effect of socio-psychological variables on purchase intention. The results of this study provide practical values and implications for companies' need to emphasize consumers' consumption behavior as it can have a significant positive impact on society. It also suggests the importance of finding out what values consumers seek. In other words, this study can provide strategic implications for public relations plans when performing marketing activities by utilizing the values pursued by CSV in companies. Future research will provide strategic implications for promotional measures when marketing is carried out if the consumer's segment is further refined to verify the effectiveness of creating shared value.

• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.87-93
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• 2015

Advertisements in modern era are not intended to be consumed only as commercial purposes, but consumed also as cultural and artistic purposes. Advertising contents' success depends on Semiotic codes revealed in advertising texts. Advertising scholar Ozoh (1998) argued that perspectives for advertising are divided into two perspective, one as marketing tool perspective and the other as communication processes perspective. Advertising planning, advertising management, advertising, and advertising evaluation of marketing perspective are significantly different from those of communication perspective. Two perspectives of advertising present various debates on what contents of advertising messages are and how advertising messages are made up. In this research manuscripts, we discuss story telling as communication tool of advertising text in terms of cultural semiotics. That is, meaning value of goods is so well revealed in use value of goods that they satisfy consumers' needs, we analyze how they satisfy consumers' needs in semiotic(symbolic) process. We apply Gremas's semantic model to coffee advertisements in France and Korea, and analyze various differences between differentiation strategies of French coffee advertisements and those of Korean coffee advertisements in terms of semiotic perspective.