• Journal of the Korean Society of Food Culture
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• v.20 no.5
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• pp.584-593
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• 2005

본 연구는 패밀리 레스토랑 맥락에서 패밀리 레스토랑 내 환경에 대한 젊은 남녀의 지각 차이를 검증하고자 하였다. 성별 주제에 대한 연구는 소비자 행동 연구에서 기본적인 조절 변수로 널리 사용되고 있으며, 패밀리 레스토랑 업게 에서도 점포환경의 마케팅 믹스 전략으로서 가장 일반적으로 사용되고 있다. 자료는 세 개의 패밀리 레스토랑을 방문한 382명의 고객들로부터 수집하였으며, SPSS LISREL 통계프로그램을 사용하였고 가설검증을 위하여 신뢰도분석과 확인요인분석을 실시하였다. 그 결과는 다음과 같다. 첫째, 남성이 여성보다 식음료 요인에 대하여 더욱 민감한 것으로 나타났다. 둘째, 이벤트 요인들은 여성보다는 남성이 레스토랑 내 환경을 판단하는데 유용한 기초를 제공하였다. 셋째, 디자인 요인들이 여성보다 남성에서 성별차이를 설명하는데 중요한 역할을 하였다. 요약하면, 본 연구의 결과는 레스토랑 내 환경믹스 전략들은 성별에 따라서 달라져야 한다는 것을 보여주고 있다. 최근 젊은 남성들의 기호는 전통적 패러다임에서 변화하고 있으며, 심미적으로 스타일적이며, 감성적 지향적 문화를 추구한다. 따라서 이러한 결과들은 식음료산업 트랜드에 중요한 방안을 제공해준다. 연구의 마지막 부분에, 이론적 기여도, 관리적 시사점, 연구의 한계점, 그리고 향후 연구방향이 제시되었다.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.361-372
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• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.

• The Journal of Information Technology
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• v.5 no.3
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• pp.169-179
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• 2002

International marketing, which is target market that overseas market is differ from environments and given conditions with a domestic market, is infinite variety shape of market as well as is differ from language, customs, sales habit, structure of market, and system of law, is changing dynamically. It is very difficult to develop, maintain and enlarge this market without practice of efficient sales promotion. But, majority of corporations in a country cannot recognize the importance of this, actually, they had been doing marketing by rule of thumb. So corporations of our country have to pass over simply importing and exporting, they have to promote international marketing strategy with an eye for a long period including technology and sales practice. Ultimately, they have to enlarge range of overseas business in quality and quantity. International marketing which is more advance and progressive sales strategy, has to collect overseas markets information speedily and exactly, and practice more specific marketing mix strategy based on collecting marketing information.

• Asia Marketing Journal
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• v.12 no.3
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• pp.81-97
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• 2010

CJ O shopping performs well in the mature home shopping market as they develop differentiated product assortments, valuable program and platforms, and enhance the customer service. This case examined the reason why CJOShopping needed to change their strategy and how they implement the strategy. Specifically, this case investigated how they established their new vision, why they changed their name, how they differentiated themselves in retail mix perspective, and how good their performance were. Future challenges and suggestions are discussed at the end.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.73-91
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• 2006

This study was conducted for market segmentation of cruise tourist according to launching the "T" in Busan. Benefit segmentation was used to identify attributes of cruise services; importance of ship's physical appearance and importance of service and activities. 24 attributes were distilled to 5 factors: 'Facility & Service', 'Atmospherics of cruise ship', 'Escape', 'Choice', 'Safety'. A K-means cluster analysis identified three clustered segments for five importance factors in which high loyalty customers were found to be the most important segment. Based on the findings, three distinct groups were formed: 'Moderators', 'High Loyalty', 'Spurious'. The most important factors by high loyalty groups were identified 'Safety', 'Facility & Service', 'Atmospherics of cruise ship', 'Choice', 'Escape' in order. The results of the study showed statistically significant differences among the three groups in terms of demographic and behavioral variables. Especially, the target market should be considered by 'High Loyalty' group and 'Moderators' group in order. Positioning strategies and marketing mix strategies for effectively targeting the segments were discussed.

• Journal of Korean Ophthalmic Optics Society
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• v.7 no.1
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• pp.79-83
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• 2002

The purpose of this study was analyze CRM(customer relationship management) and marketing promotion mix, which is widely developed by many opticians at the present time, to establish the methods for more effective application of CRM.

• Journal of Global Scholars of Marketing Science
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• v.6
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• pp.281-296
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• 2000

인터넷쇼핑몰은 전통적 유통경로에 비해 많은 장점을 지니고 있음에도 많은 네티즌 (Netizen)들올 만족시키지 못하고 있는데 그 이유중 하나는 머천다이징 전략의 실패에 기인 한다 인터넷쇼핑올 운영자률은 어떤 종류의 제품 서비스들이 인터넷쇼핑몰 판매에 적합 한가에 대한 많은 관심을 가지고 있지만 여기에 대한 기존의 연구가 부족한 실정이다. 본 연구에서는 인터넷쇼핑몰의 만족 결정요인 가운데 하나인 머천다이징 만족에 영향을 미치는 요인들에 대하여 알아보았다. 실종연구 결과는 다음과 같다. 먼저, 제품믹스의 깊이는 머천다이징에 대한 만족에 영향을 주지만, 폭은 영향이 없는 것으 로 나타났으며, 머천다이징에서 '비트-기초 제품'의 비중이 높을수록 그리고 제품의 탐색성이 높올수록 머천다이징에 대한 만족이 높은 것으로 나타났다. 또한 제품이미지나 명성이 높을수 록 그러고 정보가 풍부한 제품일수록 머천다이징 만족이 높은 것으로 나타났다.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.155-166
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• 2007

The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.13-26
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• 2006

In this research, we develope a procedure for detecting a random non-stationarity to the individual's purchasing rate in a stationary NED model. On this purpose, we derive the likelihood ratio statistic for a testing null and alternative hypotheses defined as whether there is no significant structural change in a stationary NED model or any. Where the structural change comes from a random non-stationarity(marketing mix activities or seasonality, for example) to the individual's purchasing rate. We also apply the developed method to a panel data for a frequently purchased good. This research could be a solution to include the non-stationarity in a stationary NED model. We also expect that the developed model could give a signal for an early detection of significant changes in marketing environment, and a mean for a measurement of the effects of marketing mix activities.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.1-14
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• 2018

As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characteristics, so they can enjoy price premium and it is good to produce good performance. That is the reason why they should pay much attention to securing luxuriousness. This study examined the establishment of brands luxuriousness in Korean SMEs. First, it examined the world market of luxury goods industry and the present condition of Korean market. Then it identified the constituents of luxuriousness by examining the prior studies and related literatures, and designed a research model based on the theoretical grounds to suggest the methods of brand luxuriousness building of Korean SMEs. Luxuriousness can be defined as the attribute of product that distinguishes luxury goods from other products by consumers' perceptions, and the factor that provides situational benefits that motivate consumers' purchasing behavior. In this study, I identified the sub-dimensions of luxuriousness according to whether there are product related attributes and consumers' benefit in consideration of the problems of existing studies. Product related luxuriousness are classified into superiority(functional benefit) and scarcity(experiential benefit), while non-product related luxuriousness are classified into differentiation(symbolic benefit) and traditionality(exclusive benefit). The following are the ways to build brand luxuriousness. First, company can use product factors. High quality, excellent design, high recognized brand with strong, favorable and unique images can enhance the luxuriousness of brand. Second, company can use price factors. Consumers tend to perceive luxury goods as high-priced items, so lowering the price of product can undermine the luxuriousness of product. Third, company can use distribution factors. It is effective for making consumers to perceive the differentiation and scarcity of luxuriousness through limited distribution channel. In addition, store atmosphere suitable for luxury brands should be created. Fourth, company can use promotion factors. The more consumers are exposed to advertisements, the more positive attitudes toward luxury brands are made, and consumers recognize luxuriousness higher. Price promotion negatively affects consumers' perception of luxuriousness. Fifth, company can use corporate factors. Consumer evaluations of products are influenced not only by the product attributes but also by the corporate association and corporate image surrounding the product. Considering the existing researches, it is possible to enhance the brand luxuriousness through high corporate competence and good corporate reputation. In order to increase the competence of the enterprise, it is useful to approach multidimensionally in relation with the knowledge creation capability. In corporate reputation, the external stakeholders' reputation is important, but the internal members' reputation is also important. Korean SMEs will be able to build brand luxuriousness by establishing marketing strategies as above and/or mix(integrate) them according to the situation.