• Journal of Global Scholars of Marketing Science
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• v.4
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• pp.133-151
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• 1999

소매업이 영속기업 으로서 생존하고 지속적으로 성장하기 위해서는 무엇보다도 경쟁상대와의 사이에서 차별화가 가능한 경쟁 업태전략의 전개가 필요하다. 왜냐하면 소매업의 역사는 소매업의 혁신에 의한 경쟁과 구조의 변화과정이라고 볼 수 있는데 그 과정 속에는 소매업 그 자신이 제공하는 제품 서비스의 특징과 소비자의 구매행동과 의식의 변화가 있었기 때문이다. 연구는 주로 소매업에 있어서의 소비자와 경쟁이라는 2가지 요인을 줌심으로 이론 검토를 행함과 동시에 소비자의 소매업태 선택행동에 관한 질문표 조사연구를 실시함으로서 소매전략의 전개 방향성을 제시하려 하였으며 그 예로서 업태개발 전환을 포함하는 소비자 지향의 새로운 소매전략의 전개와 점포로열티 강화전략을 들고있다.

• 인삼약초
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• v.2 no.2 s.6
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• pp.53-58
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• 2005

• The Journal of Information Technology and Database
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• v.6 no.1
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• pp.123-127
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• 1999

애경백화점은 백화점 업계 최초로 데이터웨어하우스를 구축하여 이를 기반으로 ACOMS라는 고객 지향적인 마케팅 정보시스템을 도입하였다. 현재로서는 기존고객 유지 및 신규고객 유치를 위해 이용되고 있으나, 이 시스템을 이용한 DB마케팅 전략개발은 앞으로 무한한 가능성을 보이고 있다. ACOMS는 마케팅기획팀에 의해 주도적으로 사용되고 있는데, 이제까지 예측치 못했던 다각적인 판매정보를 입수할 수 있게 됨으로써 더욱 참신한 마케팅 아이디어를 도출해 낼 수 있게 되었다. 이제 이들이 제출하는 마케팅 기획안은 경영진에 의해 신중하게 받아 들여지고 있으며, 따라서 예산이 많이 드는 기획안일지라도 채택되는 빈도가 높아지고 있다. 경영진은 마케팅 기획팀이 제안하는 기획안들이 다각적인 데이터 분석에 의해 수립된 사실을 알기 때문에 그 어느 때보다도 자신감있게 의사결정을 내리고 있다

• Proceedings of the Korean Society of Computer Information Conference
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• 2014.01a
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• pp.215-216
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• 2014

기업 경영에서 마케팅의 중요성은 더욱 커지고 있으며, 온라인 시장의 확대와 더불어 마케팅 방법이 중요하게 대두되고 있다. 특히, 기업의 경쟁력 확보를 위한 분석과 전략 개발에 기업의 역량을 크게 집중하고 있는 실정이다. 오늘날 꽃시장은 온라인과 오프라인에서 시장이 확대되어지고 있으며, 전국적인 판매망 구축으로 영세하거나 작은 소규모 업체들은 시장진입과 경쟁력 확보가 더욱 어려워지고 있는 실정이다. 이에 본 연구에서는 온라인 환경에서 꽃시장 마케팅 강화를 위해서 기존에 온라인에서 운영중인 대표 사이트들에 대한 서비스 지원 분류와 판매 전략을 살펴보고, 꽃시장에서 마케팅 강화와 고객에게 최적의 서비스를 제공하기 위하여 꽃시장에서 필요하고 경쟁력있는 서비스를 추천하고자 한다. 이를 통해 꽃시장 마케팅 활성화와 경쟁력을 통해 시장의 입지 강화를 기대해 볼 수 있을 것이다.

• The Korean Publising Journal, Monthly
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• s.283
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• pp.42-42
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• 2000

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.321-334
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• 2007

Marketing techniques developed for private organizations are being widely used in libraries. The primary focus in marketing has shifted to maximizing user perceived value from the perspective of library users. This paper examines library as an industry as a way to establish the basis for library's overall value, applies the R-I-R model and its taxonomy of value in using library and information services, and proposes market orientation approach to systematically plan and coordinate academic library marketing activities.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.245-256
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• 2013

The purpose of this study was to investigate the success factors of sports marketing companies in Korea. Four sport marketing companies were selected as research targets. Also, several data were collected through the books, articles, related literatures, and internet. In addiction, three in-depth interviews were conducted for the qualitative study. The results of this study was as follows. First, some sports marketing companies had been successful in business with big fund. Second, they used choice and focus strategies. Third, they had strategic and careful plans, and their own know-how for the blue ocean markets. Finally, they had expanded its business market by developing various strategies through the media.

• The Journal of Information Technology
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• v.7 no.4
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• pp.71-87
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• 2004

The present paper attempts to describe Area Marketing and develop an empirical model for Alcoholic Company. The focus is given on the several area in Korea. With both empirical case studies ad literature review, we aim to develop empirical case and propose a desirable area marketing strategy for specific area Area Market Research was adopted for several Area as an environment analysis and the action plan about sales promotion that each area was developed. After It was implemented for 5 years(1999-2003). The Jiro made a results as follow: The first is sales volume. It was risen Market Share 55.3%(2004.11) more than 38%(1998). The second is Relationship with retailer(wholesaler) and CRM(customer relationship management effects: Loyal customer was increased). The last one is Brand Power which was extended than before.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.9
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• pp.156-166
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• 2019

For this study, a survey was conducted with the employees of small and medium-size enterprises (SMEs) located in Seoul and in Gyeonggi province. In the end, a total of 328 valid questionnaires were received and used in the analysis. The data of this study were analyzed using two statistics programs: SPSS Statistics 22.0 and AMOS 22.0. As for the method to verify the hypothesis, we used a structural equation model. The key findings of this study are as follows. First, the results of correlation analysis between management strategy factors, innovation activities, and business performance showed that the factors that were at a higher level of correlation were the technology differentiation strategies, marketing differentiation strategies, and the cost-driven strategy. Second, the strategic management factors that influenced innovation activities were in the following order: marketing differentiation, technology differentiation, and the cost-driven strategy, while the valid factors that affected business performance with significance were only the marketing differentiation strategy and the cost-driven strategy. Third, while the analysis showed that the technology differentiation strategy did not have a direct effect on business performance, it was shown that the relationship between the technology differentiation strategy and business performance was completely mediated by innovation activities.

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.2
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• pp.93-107
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• 2018

The Purpose of This Study is to Investigate Consumers' Negative WOMs due to the Crisis Response Strategy that Companies Perform in Crisis Situations due to the Failure of New Products. To do This, the Crisis Scenarios and Response Strategies were Manipulated Using a Virtual Laptop Company, and then an Experiment was Performed. The Results of This Experimental Design are as Follows. First, According to The Response Type Strategies, It is Found that Apologizing rather than Denying for the Crisis Response Mitigates the Negative WOMs more. Second, It is Found that the Companies that have Engaged in Cause-Related Marketing Activities before the Crisis Caused by New Product Failure Mitigate Consumers' Negative WOMs more than those which have not. Third, It is Shown that the Message Strategy of the Firm does not Affect Consumers' Negative WOMs. Fourth, the Interaction between the Response Type Strategy and the Cause-Related Marketing Activities are Found to Exist, but the Interaction Between The Response Type Strategy and the Message Strategy does not Appear.