• Asia Marketing Journal
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• v.3 no.2
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• pp.125-141
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• 2001

한국통신은 전국 전화의 자동화를 완성하고 전화적체를 해소 시키기 위하여 1982년 설립된 우리 모두 알고 있는 공사이다. 그 후 통신시장의 급격한 시장환경 변화와 함께 사업영역, 사업구조, 그리고 경영구조를 민간기업형으로 전환하여 오면서 우리나라를 대표하는 기업들 중 하나가 되었다. 이 사례는 1998년부터 초고속인터넷서비스 시장이 타경쟁사인 두루넷과 하나로통신에 의해 선점되어 갔을 때 한국통신이 어떻게 대응하여 나갔는가에 초점을 맞추었다. 초고속인터넷 서비스 시장에 대해 한국통신이 가졌던 초기의 시장 렌즈와 mental model, 경쟁사 마케팅 활동에 의한 시장상황에 대한 재분석, 새로운 마케팅 방향의 설정과 마케팅 믹스 전략의 내용을 중심으로 본 사례를 분석하여 보자.

• Proceedings of the Costume Culture Conference
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• 2000.09b
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• pp.1-10
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• 2000

최근 우리나라에서도 인터넷 사용인구가 1000만 명을 넘고 인터넷 비지니스에 대한 일반인과 기업들의 관심이 본격화되고 있다. 이처럼 인터넷 비지니스가 활발하게 전개되면서, 인터넷 비즈니스의 고객만족과 이를 위한 고객지향 마케팅 활동이 중요시되게 되었다. 즉 인터넷을 이용하여 어떻게 하면 고객만족을 달성할 수 있으며, 또한 인터넷 비즈니스에 적합한 마케팅 전략을 어떻게 수립할 수 있는가가 인터넷 비즈니스의 경영자에게 중요한문제로 제기되고 있다. 인터넷 비즈니스에서는 오프라인의 전통적인 기업(블릭 앤 모터:Brick and Motar)보다 고객만족이 훨씬 중요하다. 이처럼 중요한 고객 만족 수준을 높이기 위하여는 마케팅 활동이 고객지향 관점에서 이루어져야 한다. 따라서 본 논문에서는 인터넷 비즈니스의 마케팅이 고객지향 관점에서 어떻게 이루어져야 하는가를 마케팅의 기본과정에 따라 살펴본다. 구체적으로 본 논문은 인터넷 비즈니스의 특성과 성공요인, 인터넷 마케팅과 전통적 마케팅의 차이, 인터넷 비즈니스의 시장 세분화 및 표적 고객 선정, 그리고 인터넷 비즈니스의 마케팅 믹스 전략을 고객지향 관점에서 살펴본다. 그리고 마지막 장에는 인터넷 비즈니스의 고객지향 마케팅을 패션 비즈니스에 적용하여 인터넷 비즈니스의 앞으로 나아갈 방향을 제시해 본다.

• Proceedings of the Costume Culture Conference
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• 2003.09a
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• pp.45-47
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• 2003

내부마케팅이란 기업의 내부고객인 종업원들의 직무환경에 대한 만족을 높여 보다 효과적이고 정확한 업무수행을 하도록 함으로써 제품품질을 높이거나 서비스 질을 향상시켜 궁극적으로 고객의 만족을 높인다는 것에서 출발한 개념이다. 내부마케팅에서는 종업원들을 일차적인 내부고객으로 생각하고 이들에게 기업이 추구하고자 하는 제반사항을 내부마케팅믹스를 통하여 종업원에게 전달하고 또한 기업의 활동을 충분히 이해하고 수용하여 스스로 만족감을 갖게 한다. (중략)

• Journal of the Korea Academia-Industrial cooperation Society
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• v.8 no.3
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• pp.660-672
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• 2007

Today venture holds highly skilled technical manpower and high-tech products. To maintain the superiority in competition in the market, it is necessary to complete preparations, first of all, the effectual global marketing strategy should take precedence over the others. Therefore, this research is based on the research report of the special feature, the state of affairs and marketing strategy of venture business and is made up the questionnaire to interview total 200 companies of venture that was registered in Dec. 2006 and then is made the analysis of relevance of the statistical data of 154 companies of them and set up a hypothesis. As the result of it, it is set up two hypotheses. One of them is the difference of products, price, distribution and promotion according to the growth period. And the other is the difference of distribution and promotion according to the turnover. The venture places the great deal of weight on the discriminatory products concerned technical development and marketing activity. It is pointed out that it is to be passive to seek a new market promote the products, because of limitations of manpower, funds, technology and information in the beginning with smalt turnover.

• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Journal of Information Management
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• v.37 no.1
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• pp.105-129
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• 2006

Due to the change of the corporate business environment, corporate libraries have to redesign their services and prove their significance of existence within their companies. Corporate libraries have to maintain their existence by developing new information services and new users. Just as enterprises doing marketing for survival, corporate libraries have to do the same marketing. This paper examines the necessity of a marketing strategy in corporate libraries, marketing planning, marketing mix, and other marketing strategies. The marketing strategy of one corporate library is analyzed here.

• Journal of Internet Computing and Services
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• v.16 no.5
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• pp.93-98
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• 2015

IoT (Internet of Things) is recently burgeoning as business applications as well as ICT itself. Among the business applications of IoT, wearable devices are recognized as a leading area of customer devices. This research first identifies customer needs of activity trackers (fitness trackers), as one of representative wearable devices, and mapping the identified needs with the well-known marketing model of marketing mix (4 P's: Product, Price, Promotion, and Place). Survey was applied to university students for identifying current and potential needs for activity trackers. The needs were classified by 4 P's, and according to the results, different from other IT devices, activity trackers has more potential needs. Moreover, reliable distribution channels, offline and company owned shops were preferred, rather than online shopping mall by third parties. The results would provide some valuable implications to not only designers of activity trackers but also business management.

• Journal of Internet Computing and Services
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• v.20 no.1
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• pp.17-24
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• 2019

Since the information of $4^{th}$ Industrial Revolution is introduced in WEF (World Economic Forum) in 2016, IoT, AI, Big Data, 5G, Cloud Computing, 3D/4DPrinting, Robotics, Nano Technology, and Bio Engineering have been rapidly developed as business applications as well as technologies themselves. Among the diverse business applications for IoT, wearable devices are recognized as the leading application devices for final customers. This longitudinal study is compared to the results of the 1st study conducted to identify customer needs of activity trackers, and links the identified users' needs with the well-known marketing frame of marketing mix. For this longitudinal study, a survey was applied to university students in June, 2018, and ANOVA were applied for major variables on usable features. Further, potential customer needs were identified and visualized by Word Cloud Technique. According to the analysis results, different from other high tech IT devices, activity trackers have diverse and unique potential needs. The results of this longitudinal study contribute primarily to understand usable features and their changes according to product maturity. It would provide some valuable implications in dynamic manner to activity tracker designers as well as researchers in this arena.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• v.29 no.1
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• pp.345-352
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• 2005

Recently the large shipping companies are reducing a port of call to cut down on expenses related to the large size of ship for economy of scale. Due to this, it is necessary to work out a strategy to overcome the severe competition among ports. According to the importance of port marketing, there were many studies on port marketing. But previous studies for domestic port marketing are considered more importantly Products, Price and Promotion than Place of the 4Ps of marketing mix strategy. But it has to preferentially consider the place strategy in Busan Port because the best advantage is geographical position. So this paper shows the strategic plan of Place Marketing.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2007.11a
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• pp.487-490
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• 2007

Even though the domestic CM market has expanded in size continually since 2000, concerns of obstacles for vitalizing CM market have risen. A critical concern is clients' low recognition and motivation to make use of CM services. In this situation, it is important for CM firms to actively promote their marketing activities. The objective of this paper is to identify major characteristics of CM firms' marketing strategies and methods in relation to the management of CM service as a commodity.