• Title/Summary/Keyword: 글로컬 전략

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Hero's journey content and glocal storytelling strategy (영웅서사 콘텐츠와 글로컬 스토리텔링 전략 -웹툰 <좀비가 된 나의 딸>을 중심으로-)

  • Seo, Seong-Eun;Kang, Ji-won
    • Journal of Korea Game Society
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    • v.21 no.1
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    • pp.99-112
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    • 2021
  • This paper aims to explore the glocal storytelling strategy of hero's journey content. Many digital games use hero's journey as a framework. However, it is also true that game storytelling is so common that it is soon recognized as a hero's journey. Therefore, this paper paid attention to the new hero's journey application method of the webtoon . The story created an atypical and Korean character on a typical hero's journey plot. It implements an alternative glocal storytelling aiming at harmony between the region and the world by presenting a regional character on a global universal plot.

The Digital & Glocal Strategy of CJ E&M for the Growth of Hallyu (한류 확산을 위한 CJ E&M의 디지털 및 글로컬 콘텐츠 전략)

  • Kwon, Sang-Jib
    • The Journal of the Korea Contents Association
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    • v.16 no.12
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    • pp.78-90
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    • 2016
  • The contents industry is usually divided into the movie industry, music industry, drama industry and the online digital industry. In Korean contents industry, since mid-1990s CJ E&M (Entertainment and Media) has implemented and continued experimental attempts in order to expand the hallyu contents. On basis of a theoretical background, I designed a case study to investigate the mechanism how the CJ E&M's strategy influences on hallyu growth. This study categorized the strategic direction into two key factors: digital business and glocal (global + local) contents production. Those attempts have made positive effect to the expansion of hallyu contents and creation of growth in CJ E&M. CJ E&M have increased experimental movement through digital platform augmentation, digital contents enhancement, and contents creator promotion strategies. In addition, utilization of local contents expert who provide production services for joint production at overseas markets should also be organized to expand the hallyu contents and growth of CJ E&M. This study suggests that the quality of digital business and glocal contents production have a positive relationship with hallyu contents growth and corporate performance.

E-Business and Transaction Cost: Applications to Environment and Glocalization (e-비즈니스와 거래비용: 환경과 글로컬화에의 적용)

  • Lee, Sang-Ho;Cho, Sumi
    • Journal of Digital Convergence
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    • v.11 no.4
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    • pp.109-119
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    • 2013
  • Recent lifeline with Internet and smart-phone is a new ICT-based revolution that has transformed the structure of economics and business activities in digital economy. This paper deals with some economic perspectives on the conceptual concerns on transaction costs and its applications to energy and environments, and glocalization strategies of e-business. First, we consider substantial differences between offline and online channel transactions and categorize three different aspects of transaction costs in the purchasing process in both channels. Second, we examine the impacts of e-business that affect sustainable environments and provide some considerations on energy savings, product-process design, and logistics. Finally, we present some opportunities and challenges posted by global e-business and outline the economics of networking in achieving enhanced performance and competitive advantage through glocalization strategies of e-business.

Creative Place-making for Regional Development in the Era of Glocalization (글로컬라이제이션과 지역발전을 위한 창조적 장소만들기)

  • Lee, Byung Min;Nahm, Kee Bom
    • Journal of the Korean Geographical Society
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    • v.51 no.3
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    • pp.421-439
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    • 2016
  • Global society is shifting and now evolving towards glocalization, meaning the increasing role of region and multi scalar interactions between region and global social world. In this glocalization era, there has been mushrooming literature and much discussions on the impacts of place-branding and place-marketing on regional development both in academia and practical researches. The inclusive and participatory creative place-making process, however, is more quintessential than the resultant place marketing strategy. This paper tries to reassess the creative place-making based on culture-led regional development perspectives. Specifically it compares Korea and Japan's strategies and suggests a hybrid model of place-making-branding-marketing, utilizing cultural content industries. It then stresses the importance of building a virtuous circle of sustainable regional cultural industrial ecosystem including culture-based interpretation of places and improvement of community quality of life.

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Master Franchising and Glocalization Strategy of CU in Mongolia (CU의 몽골 소매유통시장 진출 사례 연구: 마스터 프랜차이즈와 글로컬라이제이션 전략)

  • Kisoon Hyun;Jinyoung Hong
    • Journal of the Economic Geographical Society of Korea
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    • v.26 no.2
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    • pp.110-122
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    • 2023
  • This study examined the characteristics of the Mongolian retail market through the case of CU, a Korean retail company that successfully entered Mongolia. This study provides useful implications for Korean companies planning to enter Mongolia. Despite its proximity to Korea, Mongolia is a difficult environment for the retail market because of its small domestic market, landlocked location, inefficient logistics infrastructure, and lack of laws and regulations related to the retail industry. On the other hand, CU has successfully settled in the Mongolian market through master franchise agreements with a local company and by promoting a glocalization strategy. Mongolia CU is not just a convenience store but a place where Mongolians can enjoy global culture, and it is being reorganized as a new space where Mongolians can satisfy their consumption needs.

The Effect of Learning Strategy, Learning Attitude, Achievement Motivation on Satisfaction of Online Extracurricular Participants (온라인 비교과 프로그램 참여자의 학습전략, 학습태도, 성취동기가 만족도에 미치는 영향)

  • Park Hyejin;Kwon Youngae
    • Journal of Korea Society of Digital Industry and Information Management
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    • v.19 no.1
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    • pp.13-21
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    • 2023
  • This study was conducted with students who participated in an online extracurricular after COVID-19 in order to analyze the effects of college students' learning strategy, learning attitude, and achievement motivation on satisfaction. After participating in the online extracurricular, an online survey was conducted, and responses from 163 students were collected. Based on the collected data, the study results were analyzed. The results of the study are as follows. First, learning strategy was found to have a positive effect on satisfaction. These results can be inferred that positive recognition worked in the process of actually applying the learning strategies acquired through the extracurricular to their own learning. Second, learning attitude had a positive effect on satisfaction. The learner's learning attitude to develop necessary skills through experience and the sense of achievement experienced in the process of participating in the online extracurricular had a positive effect on satisfaction. Third, achievement motivation was found to have a positive effect on satisfaction. It can be inferred that the learner's active behavior by participating in the program acts as a motivation for achievement and affects satisfaction. Finally, through this study, a plan for effectively operating extracurricular in an online environment was presented.

Place-Making Strategies based on Cultural Identity of East-Asian Urban Areas in the Age of Glocalization (글로컬시대 동아시아 도시지역의 문화적 정체성에 기반한 장소만들기 전략)

  • Song, Jun Min;Kim, So Ra;Nahm, Keebom;Lee, Byung Min
    • International Area Studies Review
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    • v.22 no.3
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    • pp.293-317
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    • 2018
  • In the era of glocalization, the role of the state is gradually being reduced and the roles of cities and regions are becoming more critical, especially for the everyday life of residents. Many attempts have been made to secure regional competitiveness based on local identity, to differentiate it from other cities and regions, and to search for methods of sustainable development. The importance of place, which affects human life-world, is getting to garner more attention whereas the large-scale development-centered approach has becoming less prominent. The objective of the study is to investigate the concept of place-making and to apply for the East Asian regions, which seems to be differentiated from urban cultural frameworks of the West. The paper employs comparative methodology for the placemaking strategies of the three case locations, say Mok-dong in Seoul, Koganecho in Yokohama and red town in Shanghai. By through examining the three stages of place-making for each three place, it reveals that cultural identity is quintessential in the East-Asian region. In conclusion, it suggests a sustainable place-making strategies for urban areas in East-Asian regional setting.

Growth factors and promotion strategies of CJ E&M: Focusing on the diamond model analysis and 4P (CJ E&M의 성장성 요인과 촉진전략: 다이아모델 분석과 4P를 중심으로)

  • Kim, JeongYeon;Park, SangHyeon
    • Industry Promotion Research
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    • v.6 no.4
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    • pp.11-21
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    • 2021
  • This study tried to analyze the factors of corporate growth potential of CJ E&M, a representative company in the content industry. First, in order to analyze CJ E&M's growth Engine, Michael Porter's diamond model was used to review key factors, and then, based on the 4P model, directions for future corporate growth were suggested. As a Result, Factors behind corporate growth included "Media content of various genres" and "recruitment of star-class human resources", in terms of Production Conditions, and "Gratification Chinese market demand" in terms of Demand Conditions. In addition, "Korean wave industry aiming at K-Culture" in terms of Related Industry and "Two track strategy: global·glocal strategy" and "Media commerce strategy" in terms of business environment: strategy, structure, and competition was able to analyze. For the direction of development, there are "various products through collaboration of affiliated companies" in terms of Product and "TVING Benchmarked Netflix" in terms of Price. In addition, "global expansion through OTT platform TVING" in terms of place and "challenge marketing utilizing the Tiktok platform" in terms of promotion must be carried out.

Branding a Place through Cultural Heritage: The Case Study of in Yunnan, China (문화유산 자원을 활용한 장소브랜딩: 중국 운남의 <인상리장>을 사례로)

  • Song, Jung Eun;Lee, Byung-min
    • Journal of the Economic Geographical Society of Korea
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    • v.19 no.2
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    • pp.189-208
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    • 2016
  • This research aims to discuss the impact of on regional development as a place brand and glocal heritage. Based on understanding of the changes and influences of local heritages in the globalization era as a key component of place branding, this study explores how is used to develop a place branding strategy for Lijiang. The research methods are both a literature review and a field research related to Lijiang and its culture. Also, the resources from news, internet, and YouTube are used to analyze the impact of . The performance has been attracting tourists from both Chineses and foreigners and contributed to increase the economic profits of local tourism industry as one of the representative identities of Lijiang. Also, in the process of preservation and recreation of cultural heritages of Lijiang such as , the participation of local residents and on-going interactions between the residents and global tourists highly influence on a transition from place marketing to place branding. By applying local cultural heritages to place branding strategies, the regional values of Lijiang strengthen its place identity from a place of preserving a minority's heritage to that of flourishing cultural exchanges and hybridization from the world.

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The Effect of CSR Motivation of K-Beauty Brands on CSR Authenticity and Brand Trust -Focusing on Comparison of Korean and Chinese Consumers- (K-뷰티 브랜드의 CSR동기가 CSR 진정성과 브랜드 신뢰에 미치는 영향 -한·중 소비자 비교를 중심으로-)

  • Sun-Joo Lee;Yun-Hee Jeong
    • Journal of the Korean Applied Science and Technology
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    • v.40 no.2
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    • pp.210-222
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    • 2023
  • This study conducted a comparative study using Korean and Chinese consumer data to confirm the impact of K-beauty brand's CSR motivation on CSR authenticity and brand trust, and the effect of CSR authenticity and brand trust on brand support. Of the collected data, 392 copies were used for verification and analyzed using a two-step approach and maximum likelihood measure. As a result of the study, it was found that value-driven, stakeholder-driven, and strategic motivations, excluding egoistic motivations, had a positive effect on CSR authenticity and brand trust. In addition, CSR authenticity had a positive effect on brand trust, which was found to support the brand. As a result of comparing Korean and Chinese consumers, it was found that CSR motives in both countries affect authenticity and brand trust, but Chinese consumers showed higher results in more areas than Korean consumers. These results show that K-beauty brands in order to expand the Chinese market, it has implications that it is necessary to understand Chinese consumers and strengthen the CSR motivation strategy they pursue.