• Proceedings of the CALSEC Conference
• /
• 2002.01a
• /
• pp.353-354
• /
• 2002

Horizontal Portal ·대중시장을 겨냥하며 다양한 어플리케이션을 제공·다양한 파트너들과 협력하여 브랜드 강화에 역점 ·Omnitel 2000, Halebop, Genie Internet Vertical Portal ·특정시장을 중심으로 전문화된 어플리케이션을 제공 ·Routers, Football365, Clubnation Personal Communication Portal ·개인통신 어플리케이션 즉, e-mail, 추가정보, 통합메시징, PIM 어플리케이션을 집중적으로 제공 ·고객풍성도 제고 및 자연적 특성에 적합한 서비스 제공 ·Breathe Mobility, Space2 GO Business Portal ·고객정보 및 어플리케이션의 통합과 맞춤 연락페이스를 위한 포맷 ·Extranet 어플리케이션 포함(중략)

• 한국IT서비스학회:학술대회논문집
• /
• 2002.11a
• /
• pp.1-6
• /
• 2002

기업간의 경쟁이 치열하여지며 새로운 고객의 유치에 많은 비용과 노력이 드는 상황에서, 고객과의 관계를 어떻게 유지하고 발전시켜 나가느냐가 기업의 지속적인 경쟁우위를 확보하는 중요한 수단이 되고 있다. 요즈음 산업계에서 화두가 되고 있는 고객 관계 관리(CRM)가 치열해지는 경쟁시장에서 기업의 지속적인 경쟁우위를 확보하는 주요한 전략으로 등장하였다. 성공적인 고객관계 관리를 실행하기 위하여 고객의 가치, 브랜드 자산 등을 포함하는 고객자산의 개념정립과 전략적 관리가 필요하다. 본 연구 에서 고객관계에 관련된 고객자산의 개념을 고찰하고 이를 전략적으로 활용하는 방안 을 분석하고자 한다. 또한 CRM의 성공적인 도입과 활용을 위하여 필요한 여건과 조치를 제시한다.

• STIMA Bulletin
• /
• s.5
• /
• pp.14-17
• /
• 2006

전자정보 형태로 서비스를 제공함에 따라 자료실 공간이용률이 떨어지는 것을 막기 위해 학술정보는 전자형태로 제공함을 지향하는 반면, 직원들의 교양과 품격을 높일 수 있는 정보제공을 위해 오프라인 서비스를 강화하고자 한다. 일명 '비타민 북'이라는 브랜드로 교양도서를 구입하여 별도 배가 및 운영을 하고 있다. '비타민 북'은 매월 20여권의 교양도서를 선정하여 입수하며, 이용률을 높이기 위해 일반 학술서적과 달리 대출기간 및 대출권수 등을 달리 적용하여 제공하고 있다.

• Journal of Korean Society of Archives and Records Management
• /
• v.17 no.1
• /
• pp.245-273
• /
• 2017

To complement the limitations of the public relations method performed currently in archives and serve various users, a new approach to public relations are needed. Recently, as the size of the webtoon market has expanded, public relations using webtoons continues to heighten in enterprises and public institutions. Therefore, this study proposed a method for public relations using brand webtoon as a means of promoting the archives. This study was focused on the National Archives of Korea. Thus, based on the analysis of roles, service, contents, and users of the National Archives of Korea, this study suggested production plans to increase the promotional effect in brand webtoons and strategies such as viral marketing, the brand story strategy, and the one-source, multi-use (OSMU) strategy.

• Culinary science and hospitality research
• /
• v.15 no.3
• /
• pp.179-196
• /
• 2009

As consumers are more conscious about the preferred traits and branding in restaurant selection, restaurant practitioners are getting more interested in the traits which constitute and influence consumers' brand association. Dining selection is known to be a complicated psychological process that consumers undergo, incorporating social and cultural values, personal tastes, and other psychological factors. This study was designed to investigate the specific non-food traits perceived by consumers in fine restaurant selection. Also, it prioritized those examined traits. Building on exploratory qualitative research, results from 11 interviews through focus group sessions were utilized in data analysis. Content analysis of the interviews enabled categorization of the associations. The categorized variables were utilized for empirical data analysis of conjoint analysis. First, the results suggested five superior traits such as atmosphere, price, customer relations, employee competence, and convenience of systems in fine restaurant brand association. Second, they were prioritized in the order of atmosphere, price, consumer relations, employee competence, and convenience. Finally this study provided practical implications for fine restaurant professionals in linking consumers' psychologically networked traits to brand selection.

• Culinary science and hospitality research
• /
• v.22 no.5
• /
• pp.37-51
• /
• 2016

The purposes of this study were (1) to investigate the important selection attributes of coffee brands and the relative positions of major coffee brands on the positioning map through similarities and preferences of coffee brands that customers perceive and (2) to provide Korean coffee brands with strategic information about how to differentiate themselves from existing competitors in the Chinese market. A total of 268 samples were used for data analysis that comprised frequency analysis, descriptive statistics, ALSCAL, and regression analysis. The results showed that among 8 coffee brand selection attributes the most important was atmosphere, followed by cleanness and sanitary condition, and convenient location and transportation. Friendly service, taste of coffee, price and variety of menu were next and brand was the least important among 8 selection attributes. The results of positioning map showed that Maan Coffee was evaluated the highest iin atmosphere, cleanness and sanitary condition, and convenient location and transportation compared to other coffee brands. Marketing strategies for Korean coffee franchisers (Angel-in-us Coffee and Caffe Bene) were provided for successful repositioning in the Beijing coffee market.

• Journal of the Korea Society of Computer and Information
• /
• v.18 no.3
• /
• pp.141-152
• /
• 2013

This study investigates the determinants of users' continuance intention in mobile application market, and examines the structural relationships between predictors and users' continuance intention. Based on the intensive review of prior research related to Internet and mobile services, mobile application richness, brand awareness, user habit, user loyalty were selected as the predictors of users' continuance intention. Using 259 surveys, the research model was assessed and the research hypotheses were tested. The findings show that mobile application richness is positively related with brand awareness and user loyalty. Brand awareness is proven to be a key predictor of user habit and user loyalty. Futhermore, it is shown that user habit has a direct impact on user loyalty and users' continuance intention. Finally, it was proven that user loyalty is a pretty important determinant of users' continuance intention.

• The Journal of the Korea Contents Association
• /
• v.10 no.1
• /
• pp.399-406
• /
• 2010

This paper is to analyze which factors affect preference, satisfaction, and revisiting on McDonald's brand personality and to suggest distinguished guidelines for drawing core customers. The questionary distributed 150 who is college students in dokyo, Japan, then used for data analysis 128. The results come up with; First, 4 variables which are 'up-to-date', 'spirited', 'darling', and 'young' showed up importantly in brand personality. These mean young generation would like to enjoy playing on-line game and contents with computer on the table during wait their order. Second, 3 factors (sincerity, intelligence/specialization, and wholesome) in brand personality had highly significant in preference and satisfaction. When they feel strongly specialization and trust in product, it should be showed highly with preference and satisfaction. Third, 2 factors (sincerity, and intelligence/specialization) had strongly significant in revisiting. As marketer reinforce darling and specialized image about McDonald, Therefore, they should make customer to purchase again. Finally, if customer prefered and satisfied with product in the restaurant, it could be connected rebuying.

• Journal of the Korea Institute of Information and Communication Engineering
• /
• v.13 no.10
• /
• pp.2030-2038
• /
• 2009

We analyze the economic effects of mobile termination rate asymmetry by simulation model. The asymmetry allows the mobile operator to get access profits at the expense of the incumbent and induces negative effects such as the entry of inefficient operator and allocative efficiency as well as productive efficiency. We use simulation model to investigate the effect on social welfare of asymmetric regulation. If the brand loyalty is high, social welfare increase as the termination charge of entrant increases. The extension of the basic model shows that the degree of social welfare increase becomes higher as the brand loyalty increases when the cost of entrant is smaller than that of incumbent. But, the degree of social welfare decrease becomes lower as the substitution effects increase.

• The Journal of the Korea Contents Association
• /
• v.21 no.6
• /
• pp.494-504
• /
• 2021

The spread of Over-The-Top (OTT) service, which represents Netflix, and the social distancing caused by COVID-19, acted as an overall bad news for domestic multiplex movie theaters. In addition to this, the phenomenon of digital shifting was added, and the need for domestic offline movie theaters to seek a new market for growth emerged. This study focused on the concept of consumer value perception amid this problem consciousness, and attempted to investigate the relationship between the brand image of multiplex movie theaters and purchase satisfaction according to the type of consumer value perception. After data was sampled through a questionnaire survey to a total of 350 subjects, the results of empirical analysis according to the study model are as follows. Among the types of value perception of offline movie viewers, practicality had the strongest influence on brand image construction, and self-faithfulness had the strongest influence on purchase satisfaction of offline movie watching. In addition, the brand image of offline movie theaters had a positive(+) effect on the purchase satisfaction of moviegoers. Based on this, this study suggested a new survival strategy in the new normal era of offline Multiplex Cinemas.