• Asia Marketing Journal
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• v.9 no.3
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• pp.209-232
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• 2007

두산은 2001년에 <산> 소주 제품으로 소주시장에 진입하였지만, 2002년도에 6.7%였던 <산> 소주의 시장 점유율이 2004년도 들어서서 5.4% 로 하락하였고, 선호도 역시 매우 낮은 수준으로 조사되어, 원인분석과 함께 새로운 소주에 대한 개발 필요성이 대두되었다. 당시 두산은 시장 선도 브랜드인 <참이슬>의 충성 고객층은 감소하면서 비호감 고객층이 증가하는 등 소주에 대한 고객의 욕구가 변화하고 있다는 시장조사 결과에서 성공의 기회를 엿볼 수 있었다. 그리고 1인당 알코올 소비량은 감소하였으나 소주의 소비량은 연간 70병으로 일정한 소비를 나타나고 있었기 때문에, 소주시장의 매력도는 아직 충분히 존재한다고 판단하였다. 그리하여 두산이 목표로 삼을 표적시장 선정을 위한 시장조사를 대대적으로 시작하였는데, 소주 음용 조사에서 30~40대의 남성들은 소비량이 감소하는 반면 여성들의 소주 소비량은 전 연령대에 걸쳐 증가하는 것으로 나타났다. 여기에서 두산은 새로운 소주시장에 대한 신제품 개발의 기회를 발견하고, 신제품 개발 프로젝트에 착수하게 되었다. 이를 위해 먼저 소주 트렌드의 변화와 소비자들의 라이프 스타일을 살펴보고, 이를 통해 '웰빙'을 신제품의 주요가치로 결정하게 된다. 이후 시장 세분화 조사를 통해 다량음용자(heavy user)가 많은 품질 중시 시장과 도수 및 숙취 중시 시장에 진입하기로 한다. 그 다음 소주에 대한 소비자들의 불만족 요인이 무엇인지 살펴보고 이를 해결하기 위한 대안들을 탐색한다. 그 결과 '목 넘김이 부드럽고, 몸의 산성화를 중화시키며, 숙취 해소'에 뛰어난 '알칼리수'를 신제품의 주원료로 사용한 <처음처럼>을 개발하게 된다. 소주의 주요 속성별 선호도 조사를 실시한 결과, 모든 속성에서 <처음처럼>이 경쟁사 제품보다 뛰어난 것으로 나타나 두산은 <처음처럼>을 시장에 출시하게 되었다. <처음처럼>은 24~35세를 목표 고객으로 설정하고, 유흥업소가 밀집한 중심상권을 집중적으로 공략하였다. 이를 위해 저가 정책을 실시하여 유통업체의 마진을 높였으며, 다양한 광고, 촉진 전략을 통해서 소비자 인지도를 향상시켰다. 그 결과 수도권 및 전국 지역에서 지속적으로 시장점유율이 증가하였으며, 소비자들에게 <참이슬>과 차별화된 이미지를 구축하게 되었다. <처음처럼>이 성공적으로 시장에 진입할 수 있었던 이유로는 알칼리수 사용, 감성적 브랜드명 채택, 차별화된 마케팅 전략 구사, 그리고 조직원의 강력한 성공 의지 등을 들 수 있다. 소주 시장의 독보적 존재였던 <참이슬>과의 경쟁에서 이루어진 결과라는 점에서 <처음처럼>의 사례는 많은 기업들에게 시사점을 제공할 수 있다. 하지만 현재 '대중성'이나 '친근감'같은 이미지가 <참이슬>에 비해 상대적으로 낮고, <참이슬 fresh>의 출시로 인해 목표 고객인 20대가 이탈되는 문제는 앞으로 <처음처럼>이 극복해야 할 과제이다. 이를 위해 <처음처럼>은 무엇보다 '웰빙 소주'로서의 이미지를 확고히 하기 위한 마케팅 전략을 실행하여야 할 것이다.

• Korean Journal of Culture and Social Issue
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• v.11 no.3
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• pp.41-66
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• 2005

The goal of this study was to investigate factors influencing North Korea defectors's psychological alienation by comparing South Koreans and North Korean defectors in the sense of values, lifestyles, attribution styles and stereotypes. To pursue this goal, a questionnaire was distributed to 143 South Koreans and 99 North Korean defectors, According to results, in comparison with South Koreans, North Korean defectors placed more values on 'nation' than 'individual or family', on the 'support of parents' than 'a great success', In the lifestyles, the North Korean defectors than South Koreans put higher significance in 'traditional familism', 'traditional collectivism', 'social consciousness', and 'traditional hierarchy'. As for stereotypes, South Korean people considered the North Korean defectors defiant, critical, egoistic, and competitive people. Also, South Koreans perceived North Korean defectors as more negatively than North Korean defectors did themselves. In case of alienation, North Korean defectors reported that their workplace was the most common place where they were alienated. As a result of investigating factors investigating the North Korean defectors' alienation, it showed that 'affluent life' in their values, 'cultural openness' in the lifestyles, and 'inside attribution' in the attribution styles were critical. Finally, it discussed limitations of the present study and the research required in the future.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.343-348
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• 2024

Today, AI image creation programs are optimized for various and specialized purposes such as fashion product advertising, customized fashion style suggestions, and design development, and are actively utilized in the fashion industry. Meanwhile, color is a powerful formative element and plays an important role in expressing images for suggesting products or fashion styles. This study seeks to expand understanding of the use of Midjourney by identifying the characteristics of color combinations that appear in clothing images created using Midjourney among AI image creation tools. The results of this study are as follows. First, the initial image created in Midjourney reflects the existing image color used to create the image more than the color specified in the command. Second, the color combinations that appear in the clothes of the images created in Midjourney are divided into separate and mixed colors. The ratio of colors expressed in a separate color scheme is affected by the color order specified in the command. The number of colors combined in a mixed color scheme appears as a combination of fewer colors than the total number of colors of clothing in the existing image used to create the image in Midjourney and the number of colors specified in the command. Third, caution is needed because changes in background color can affect the user's color perception of the clothes in the image and the formation of the costume image. It is hoped that the results of this study will be helpful in fashion design education and practice.

• Science of Emotion and Sensibility
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• v.10 no.3
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• pp.355-366
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• 2007

The human's emotion has been used as a key factor in the design area and a marketing technique in a company. Therefore, a company is very interesting in human' emotional factor for the marketing and the design development recently. There have been very few studies carried out on enhancing how to use the emotional design and the emotional marketing in the kitchenware industry. Besides, almost all of the research works, which attempted to encourage how to use emotional factor for the design and the marketing, was carried out in the theory research level rather than a practical research. This research has been conducted both a qualitative research and a quantitative research in the field. The research methods were as follows; first, this research studied what is the emotional design and the emotional marketing through the previous literature research works. second, the researchers set up the hypothesis and research aims through the previous empirical research works from the researchers who are doing this research. Third, as the main body of this research, this research was conducted through the analysis of companies' data, the data come from the interviews by managers, and the data from questionnaire by the users. The results was produced after analyses of the above all the data. As a results, this research has introduced the successful case study which used the emotional design concept and the emotional marketing as a strategic level in the kitchenware industry. This research results would be able to help some one who wants to use the emotional design as a strategic level in order to increase their market share.

• Journal of Intelligence and Information Systems
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• v.22 no.2
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• pp.81-96
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• 2016

As the internet has become widespread and easy to access everywhere, it is common for people to search information via online search engines such as Google and Naver in everyday life. Recent studies have used online search volume of specific keyword as a measure of the internet users' attention in order to predict disease outbreaks such as flu and cancer, an unemployment rate, and an index of a nation's economic condition, and etc. For stock traders, web search is also one of major information resources to obtain data about individual stock items. Therefore, search volume of a stock item can reflect the amount of investors' attention on it. The investor attention has been regarded as a crucial factor influencing on stock price but it has been measured by indirect proxies such as market capitalization, trading volume, advertising expense, and etc. It has been theoretically and empirically proved that an increase of investors' attention on a stock item brings temporary increase of the stock price and the price recovers in the long run. Recent development of internet environment enables to measure the investor attention directly by the internet search volume of individual stock item, which has been used to show the attention-induced price pressure. Previous studies focus mainly on Dow Jones and NASDAQ market in the United States. In this paper, we investigate the relationship between the individual investors' attention measured by the internet search volumes and stock price changes of individual stock items in the KOSDAQ market in Korea, where the proportion of the trades by individual investors are about 90% of the total. In addition, we examine the difference between industries in the influence of investors' attention on stock return. The internet search volume of stocks were gathered from "Naver Trend" service weekly between January 2007 and June 2015. The regression model with the error term with AR(1) covariance structure is used to analyze the data since the weekly prices in a stock item are systematically correlated. The market capitalization, trading volume, the increment of trading volume, and the month in which each trade occurs are included in the model as control variables. The fitted model shows that an abnormal increase of search volume of a stock item has a positive influence on the stock return and the amount of the influence varies among the industry. The stock items in IT software, construction, and distribution industries have shown to be more influenced by the abnormally large internet search volume than the average across the industries. On the other hand, the stock items in IT hardware, manufacturing, entertainment, finance, and communication industries are less influenced by the abnormal search volume than the average. In order to verify price pressure caused by investors' attention in KOSDAQ, the stock return of the current week is modelled using the abnormal search volume observed one to four weeks ahead. On average, the abnormally large increment of the search volume increased the stock return of the current week and one week later, and it decreased the stock return in two and three weeks later. There is no significant relationship with the stock return after 4 weeks. This relationship differs among the industries. An abnormal search volume brings particularly severe price reversal on the stocks in the IT software industry, which are often to be targets of irrational investments by individual investors. An abnormal search volume caused less severe price reversal on the stocks in the manufacturing and IT hardware industries than on average across the industries. The price reversal was not observed in the communication, finance, entertainment, and transportation industries, which are known to be influenced largely by macro-economic factors such as oil price and currency exchange rate. The result of this study can be utilized to construct an intelligent trading system based on the big data gathered from web search engines, social network services, and internet communities. Particularly, the difference of price reversal effect between industries may provide useful information to make a portfolio and build an investment strategy.

• Journal of Korea Entertainment Industry Association
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• v.14 no.4
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• pp.105-120
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• 2020

This study explores the process of the actual content production and distribution, by creating a YouTube channel to promote the popular music contents produced by the researcher, which thus reflects the reality where the production of video contents rapidly increases. A YouTube channel titled "Alida Music", of which the focus was to promote indie musicians, was created on February 2019. The contents of 10 indie musicians were produced in one-take live format. The information of the indie musicians was displayed in the form of a screen business card, with their e-mail address and SNS account at the top. Therefore, this promotional design was named "Card Live". Promotional video contents marked with the QR code in the lower right on the screen were produced, along with the promotional phrase "Communicate directly with the artist through the QR code", which allows viewers to watch other contents of the indie musician when they scan the QR code. This research conducted a study on how to improve and promote "Card Live" contents of "Alida Music", which were produced through this process. A group interview targeting five indie musicians, among whom one participant deemed significant was selected to conduct a one-to-one in-depth interview. As a result of the study, the following three conclusions were drawn. First, YouTube was found to be the medium with the greatest influence and highest efficiency at the lowest cost. Second, the evaluation of the participants on "Card Live" were divided into the three categories: need for one-take live, the design elements of "Card Live", and scanning issues of the QR code. Third, there is a need for promotional methods that can effectively utilize the media aspects of YouTube: the channel management issues such as raising public awareness as well as the number of subscribers of "Alida Music" should be resolved and measures to effectively use various media including other SNS should be developed. In terms of its content, it is imperative to recruit diverse performers to make various contents, as well as to come up with ways to link "Card Live" contents with offline. Based on these results, "Card Live" contents should be further revised and complemented in order to provide interesting contents to consumers, which will further develop "Alida Music" as a platform where various musicians and companies meet, thereby inducing contracts with popular music agencies and generating advertising revenues. However, since this study was carried out only with the limited number of participants, future studies should include more participants to bring forth a variety of promotional plans and improvement measures. Also, in the era of consuming contents through smart devices, the fact that some features of "Card Live" were available only on PC, did not fully reflect the characteristics of the times. In the future research, various contents that smartphone users can access and view freely without PC should be produced.

• Cartoon and Animation Studies
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• s.22
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• pp.47-63
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• 2011

Recently, contemporary cultural contents have been shown its diversity changes followed by the birth of new media platforms with consumers' new needs in the global market. Also, developments of Internet and computer system networks are the main contributors of making this changes happened rapidly. This study aims to know that how to usefully use those new media platforms through the great example of stop-motion animation music video by analyzing its production and marketing process. The music video production had been focused to be completed with high quality by adjusting the production process economically in spite of the relatively short period(less than one month)from its crank-up to the deadline. Because the production was planned that main characters lead the whole story, the creative team had been tried to reduce the production hours by commonly use the same mold when they make original clay models by collecting the similarities of characters' appearances. By using CG technic, could overcome the visual monotonous from the similarities which inferred above. Also, the repeated rhythm in the music video, the similar scenes of backgrounds were commonly used by copy of the original scene. At the point of directing, the creative team considered both economical and art aspects for the quality work. In details, they divided the scenes into foreground and background, and removed unnecessary parts to save the production hours and budget but make depth of fields in the scenes. Except the viral marketing purposes, was searching for the methods to compensate the production cost. For this, the characters in the music video dressed the same T-shirts which are world-cup logo on, and those were designed for the sale after released the music video. Even the result of the sales was not enough to satisfied, it was estimated a great attempt to the domestic animation industry.

• Journal of Food Hygiene and Safety
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• v.38 no.6
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• pp.528-536
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• 2023

In Korea, from January 2023, the Act on Labeling and Advertising of Food was revised to reflect the use-by-date rather than the sell-by-date. Hence, the purpose of this study was to establish a system for calculating the safety factor and determining the recommended use-by-date for each food type, thereby providing a scientific basis for the recommended use-by-date labels. A safety factor calculation technique based on scientific principles was designed through literature review and simulation, and opinions were collected by conducting surveys and discussions including industry and academia, among others. The main considerations in this study were pH, Aw, sterilization, preservatives, packaging for storage improvement, storage temperature, and other external factors. A safety factor of 0.97 was exceptionally applied for frozen products and 1.0 for sterilized products. In addition, a between-sample error value of 0.08 was applied to factors related to product and experimental design. This study suggests that clearly providing a safe use-by-date will help reduce food waste and contribute to carbon neutrality.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.233-267
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• 2001

The management environment in Korea today is undergoing rapid changes; in particular, domestic corporations and businesses are confronting formidable adversity with IMF crisis and WTO. Though cost cutback, higher quality, rapid production, and diversification of products were accepted as important requirements for competitiveness in the past, they have been replaced by brand power. Consumption patterns have changed their focus from function to image orientation. This is why managers in corporations have invested enormous amounts of resources into producing powerful brands, which can attract consumers' attention greatly enough to improve the image of their products. Brands are regarded as a vital vehicle for marketing strategies and thus as a legal asset. Brands with remarkable and favorable image can secure a loyal consumer groups stable revenues. M & A, currently active between corporations, makes brand equity all the more important. The purpose of the present study was to investigate the effect of internal marketing and increased brand diversification on brand equity by combining them as influential factors with marketing mix factor. For this purpose, literature review was make on previous fragmented studies of influential factors on brand equity build-up. Based on the findings of this study, some operational implications were suggested for marketing managers. The findings and implications of the present study are as follows; First, efficient communication among organization members was found to have a significant effect on product quality. Second, job satisfaction and efficient communication among members was shown to significantly influence price policies. Thirdly, efficient communication among organization workers proved to have a significant effect on distribution strategies. Forth, efficient communication among members was demonstrated to significantly influence advertisement and other public-relations activities. Fifth, opacity of market environment appeared to have a significant effect on product quality, prior market entrance as perceived by organization members turned to be of negative influence on product quality. Sixth, opacity of market environment was found to have a significant effect on price policies. Seventh, opacity of market environment was shown to be of significant effect on distribution strategies. Eighth, grater opacity of market environment proved to improve advertisement and other public-relations activities. Ninth, price policies, distribution strategies, advertisement and public-relations activities were found to have a significant effect on brand equity value. To sum up these findings, in order for corporations and businesses to cope with consumers' needs that are increasingly segmented, internal marketing strategies and brand diversification should be implemented so as to generate greater synergy effect. It is also important to stress that differentiated, higher competitiveness should be secured for Korean corporations and businesses to survive in the drastically changing, globalized market environment. In this regard, continuous and long-term management strategies for brand equity build-up should be ensured and is essential in the present unlimited competition. The last but not least important point to notice is that to increase brand equity value, intensive investment and constant emphasis should be made on internal marketing management on intra-organizational members before strengthening external marketing.

• Journal of the Korean Institute of Landscape Architecture
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• v.36 no.2
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• pp.80-98
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• 2008

In the past, the purpose of urban landscape planning was to beautify cities. Now, that is changing as cities with their own characteristic identities and images are focusing on the making of livable cities. The subject of international competition is turning from a country objective to that of individual cities. To increase the attraction of the urban image will, therefore, be the most important and urgent policy in all cities. A city without global competitiveness will be demoted to a sub-city. This study intends to suggest strategic ways to improve the urban image suitable for Korean cities by the analysis and classification of the advanced cases in other countries. This study can be summarized as follows: 1. The image of cities is promoted by diverse strategies such as establishing landmarks, making meaningful places, hosting festivals and sports events, and making cultural policies. These strategies can be classified by three factors: the landscape and ecological factor, the historical and cultural factor, and the administrative and economic factor. 2. Korean cities are making efforts to promote their images through a variety of ways. Mega cities in Korea are steadily carrying out projects to use the administrative and economic factor such as expanding the infrastructure, supporting enterprises, advertising and marketing with accumulated capital. However, local small cities mainly depend on festivals and simple events or programs that are of interest but which lack characteristic identity. 3. Cities of advanced western countries are upgrading their images by finding and applying strategic methods to reflect characteristic identity and to keep in step with the changes of the times. On the other hand, cities in Japan try to promote urban image with traditional native festivals and with the making of livable places based on resident participation. The central government in Korea needs to establish a master plan considering the regional balance to improve the image of each city. Local governments should carry out these diverse strategic methods. The task after benchmarking advanced cities with beautiful landscapes will be to find an 'All-Korean Style' and apply it to cities with characteristic image.