• Asia Marketing Journal
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• v.4 no.3
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• pp.42-54
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• 2002

KTF는 이동전화 시장에서 후발 주자임에도 불구하고 성공적인 마케팅을 하여 성장하였다. 그 성공요인이 무엇인지를 본 사례연구는 KTF의 세분시장별 브랜드전략에서 밝혀보고자 하였다. KTF는 시장 선도자인 SKT에 대응하여 다수의 세분시장(Multi-Segments)을 주목하고 각각의 세분시장에 맞는 브랜드 전략을 추진하였다. 그 중에서도 인구통계적 관점에서 13-18세 를 중심으로 한 틈새시장에 새로운 브랜드 Bigi를 출시한 KTF의 브랜드전략을 고찰하였다.

• Journal of Distribution Research
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• v.10 no.3
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• pp.87-101
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• 2005

Market segmentation has been an important issue in marketing for a long time. Many models and statistical methods have been developed by many scholars. The purpose of this research provides one insight for market segmentation based on clustering technique in channel benefit sought. We proposed a sequential approach in market segmentation. A sequential approach means that we do market segmentation by multi-stage method based on the benefits sought in marketing channel. To achieve this approach, we divided the main benefits sought into subcategories. That is to say, after dividing each benefit sought into more detailed concepts, we did market segmentation sequentially.

• Journal of Global Scholars of Marketing Science
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• v.16 no.2
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• pp.77-94
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• 2006

The purpose of this study was to identify the consumers who use the level of price as the indicator of the product quality and calibrate the price response function with price-dependent quality evaluation. In order to implement the purpose of this study, Home theater market in China had been segmented by the mixture regression model, and price response function was calibrated at segment level. Based on the types of price response function, segments were allocated into one of two groups; the group using the level of price as the quality indicator or the group not using the level of price as that. Then, characteristics of both groups were compared in terms of product attributes and demographic variables.

• Proceedings of the Korea Society of Costume Conference
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• 2003.05a
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• pp.30-30
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• 2003

본 연구는 국내 캐주얼웨어의 세분시장별 활용 색채와 선호·비선호 색채의 특성을 실증적으로 규명하고, 색채기획에 효율적으로 활용할 수 있는 세분시장별 대표색과 선호·비선호의 색채 팔레트를 제안함으로써 체계적인 색채 정보를 구축하는데 목적이 있다.

• Asia Marketing Journal
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• v.1 no.4
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• pp.1-23
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• 1999

포지셔닝맵은 마케팅전략의 핵심인 STP전략을 세우는데 유용한 도구이나 포지셔닝맵을 그리기 위해서는 여러 가지 분석도구를 혼합하여 사용하여야 하였다. 본 논문에서는 완벽하지 않은 소비자 pick any/N자료와 상표의 특성자료를 이용하여, 세분시장을 모델 내에서 구분하고, 이들의 이상점을 찾아주고, 나아가서 시간의 흐름에 따라 이상점의 변화를 찾아주면서 포지셔닝맵을 그려주는 새로운 external 다차원척도모형을 제시하고 있다. 모델의 성과를 확인하기 위해서 차원의 변화, 세분시장변화, 상표구성의 변화 및 소비자표본의 변화를 임의로 만들어서 가상의 자료를 통해서 검증하였다. 실제로 사용해 보려면 저자의 홈페이지에서 프로그램을 다운 받을 수도 있다.

• Asia Marketing Journal
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• v.2 no.4
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• pp.79-93
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• 2000

본 사례는 LG 전자가 독일시장에 진출하여 냉장고 사업 부문에서 성공적인 마케팅 활동을 소개하고 있다. 사례연구의 주요 내용은 LG 전자가 1970년대 독일시장에 OEM(주문자 상표 부착방식)으로 유럽에 진출하여 1980년에 유럽최초의 판매법인을 설립하여 경영활동을 하던 중 1990년대 경영위기를 맞이하여 이를 극복하기위한 구조조정 과정과 독일 가전 시장에서 성공적인 마케팅 활동의 전략적 실행의 과정을 다루고 있다. 특히 독일 가전시장에서 기존의 유수한 현지기업과의 치열한 경쟁에도 불구하고 냉장고 사업 부문에서 우수한 사업 성과를 기록하는 마케팅 전략을 3 C 와 4P 관점에서 연구하였다. 사례연구의 시사점은 다음과 같다. LG는 독일의 선진 시장에 진출한 EU에 포함되지 않는 역외업체로서 독일현지시장에서 기존의 강력한 현지업체들과 경쟁하기 위하여 선택과 집중 및 차별화 전략을 실행하였다. 이러한 전략은 기업의 틈새(niche)시장 전략으로 불리어질 수 있다. 즉, 틈새 시장 전략은 후발 진출기업이 경쟁이 치열한 시장에서 주요 경쟁 기업들이 참여하지 않는 세분시장을 발굴하여 이 세분시장에 모든 가용 자원을 투입하는 전략이다. LG는 이러한 현지 시장환경에서 한국 내수모델 중 LG특유의 경쟁력이 있는 품목을 현지시장에 맞게 개발하고 이에 대한 효율적인 마케팅 전략과제의 실행으로 현지시장에서 성공적으로 진출할 수 있었다.

• Journal of the Korean Society of Food Science and Nutrition
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• v.45 no.4
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• pp.602-612
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• 2016

The purposes of this study were to explore food-related lifestyle segments for commercialization of ready-to-eat Korean foods, to identify their demographic characteristics, and to evaluate perceptions and preferences related to Korean foods. The subjects consisted of 266 Koreans and 212 non-Koreans in Seoul, Gyeonggi, and Daejeon, Korea including in Grapevine of the US. Koreans' scores for food-related lifestyle of taste seeking and convenience seeking were significantly higher than those of non-Koreans. Through cluster analysis, four segments for Koreans were identified: health-oriented group, diet-oriented group, rationality-oriented group, and price-sensitive group. The clusters for non-Koreans were classified into four segments: taste-oriented group, rationality-oriented group, diet-oriented group, and convenience-oriented group. Significant differences were detected among the four segments in terms of demographic characteristics. There were significant differences in perceptions and preferences related to Korean foods by food-related lifestyle segments of non-Koreans. Japchae, Bibimbap, and Naengmyeon were selected as the most likely to purchase ready-to-eat food items for Korean clusters, whereas Bulgoggi and Bibimbap were selected for non-Korean clusters. This study shows that food companies wanting to promote commercialization of Korean foods should consider characteristics of each segment of food-related lifestyle.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.209-229
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• 2004

Although the site evaluation factors that affect the navigation pattern are well documented, the attempt to explore the difference in the relationship between navigation pattern and site evaluation factors by post hoc segmentation approach has been relatively rare. For this purpose, this study constructs the structure equation model using web-evaluation data and log file of a community site with 300,000 members. And then it applies the structure equation model to each segment. Each segment is identified by mixture model. Mixture model is to unmix the sample, to identify the segments, and to estimate the parameters of the density function underlying the observed data within each segment. The study examines the opportunity to increase GFI, using mixture model which supposes heterogeneous groups in the users, not through specification search by modification index from structure equation model. This study finds out that AGFI increases from 0.819 at total sample to 0.927, 0.930, 0.928, 0.929 for each 4 segments in the case of the community site. The results confirm that segment level approach is more effective than model modification when model is robust in terms of theoretical background. Furthermore, we can identify a heterogeneous navigation pattern and site evaluation variation in the community website at segment level.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1742-1753
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• 2007

The purposes of this study were to segment consumer groups by evaluative criteria and to find the differences among the groups in regard to sportswear benefits sought, domestic and imported brand attitudes, and sportswear image preferences. The subjects used for the study were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, t-test, and chi-square test. The results showed that there were two sportswear segments : brand/design-oriented group and function-oriented group. Statistical analyses showed that the two sportswear segments were different in regard to sportswear benefits sought, domestic and imported brands attitudes, sportswear image preferences, and demographics. Brand/design-oriented group sought the benefits of sex appeal/impression improvement, individuality, and conspicuousness, had a more favorable attitude toward imported brands, and preferred a prestigious image. They were relatively younger and had a higher income. In the meanwhile, function oriented group sought a comfort benefit from sportswear, had a more favorable attitude toward domestic brands, and preferred simple and active images. There were more high school graduates and home makers in function-oriented group. The implications of the study were discussed.

• The Journal of the Korea Contents Association
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• v.6 no.5
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• pp.131-144
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• 2006

This study tries to segment musical market to provide Korean musical marketers with marketing strategy implication. We focused university students who are known to form attractive market in the musical market through existing studies. For this research, we divided whole musical market using various variables such as musical audience' demographic, lifestyle and purchasing behavior variables. Using mixture model, we could divided as four significant segments : 'the type of musical mania', 'the type of musical preference', 'the type of musical medium' and the type of indifferent musical'. Each segment showed different musical purchase behaviors, lifestyle and demographical characteristics, also we suggested marketing strategy to each segment. Our research results can contribute to understand objectively musical market.