• Proceedings of the Korean Society of Computer Information Conference
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• 2023.01a
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• pp.427-428
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• 2023

최근 저가 시장에 신규로 진입하는 브랜드들이 급격히 증가하면서 메가엠지씨커피, 빽다방, 컴포즈커피, 더벤티, 커피에반하다, 요거프레소 등 중견 커피 프랜차이즈 경쟁도 치열해 지고 있다. 최근 중견 커피 프랜차이즈 시장 변화가 입지요인에 미치는 영향을 AHP기법 적용하여 우선순위를 도출하였고, 이를 5년 전 결과와 비교하였다. 입지요인 중 과거의 연구에서 높은 중요도를 보였던 '경쟁업체의 수'는 본 연구에서 중요도가 낮아진 것으로 나타났으며, 상대적으로 중요도가 낮았던 '경쟁업체와의 경쟁력'은 상위를 차지하는 결과를 보였다. 본 연구를 통하여 중견 커피 프랜차이즈의 주요 입지요인을 도출하여, 과거의 입지요인과 비교하여 그 원인을 파악하고 향후 커피 프랜차이즈의 발전방안에 대해 고려하고자 한다.

• Journal of Fashion Business
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• v.6 no.4
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• Journal of Regulation Studies
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• v.27 no.1
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• pp.153-188
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• 2018

This paper reviews the literature regarding exclusive territory restraint and encroachment and compares the development of related policies in the United States, the European Union, and South Korea. Furthermore, using coffee franchise industry data in South Korea, this paper analyzes the effects of the exclusive territory restraint on entry and exit of coffee shops. The results show that the growth rates of regulated brands' entry have stagnated during the implementation period of the KFTC's Franchising Best Practice Code. Moreover, the exit rates of coffee shops in two years after its entry decreased under the Best Practice Code and the revised Franchise Law.

• The Korean Journal of Franchise Management
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• v.2 no.2
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• pp.24-44
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• 2011

Many companies are increasingly using social network service(SNS) as an online marketing tool, and its marketing activation has been in the limelight as a differentiation strategy most recently. The purpose of this study is to analyze online marketing cases utilizing SNS and to apply it in Franchise Enterprise in order to activate its marketing activities. This study is more concerned with the cases of facebook, twitter, and blog among social network services and suggests some ways of utilizing them in Franchise Enterprise as follows: Based on the examples of facebook, firstly, we set up the role as a homepage in individul, Franchise Enterprise, and other organizations. Secondly, we also set up the role as an organizing tool in communities, and thirdly, setting up the role as a location map tool. Regarding some applications in marketing tool of Franchise Enterprise, we suggest the role as a public relation tool of the company and brand, and also propose the role of brand planning and development. Finally, we suggest a way of overcoming the limitation in offline operations.

• The Journal of the Convergence on Culture Technology
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• v.8 no.1
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• pp.537-544
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• 2022

As the penetration of electric vehicles and development of new models, user experience factors are getting more important in designing connectivity systems for car infotainment services. The primary object of this study is to identify commonalities and differences by comparing user experience factors in the Korean and US electric vehicle markets. This study derived connectivity keywords by text mining the vehicle introduction on the market in each country, and performed centrality, cluster analysis and visualization mapping using the semantic network analysis. As a result, the Korean new electric vehicle connectivity service mainly focused on driving functions such as driving, parking assistance, and charging, while US focused on device connection, convenience function control, app use, entertainment viewing. Based on the analysis, this study presented the practical implications in marketing, system design, and HMI design.

• Journal of Distribution Science
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• v.9 no.2
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• pp.31-36
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• 2011

I conducted empirical analyses of what happens when an offline channel expands to an online channel and whether the pre-existing offline channel's competitive assets (e.g. brand reputation and level of service satisfaction) can be linked to online channel preference. I found that an offline channel's brand reputation and level of service satisfaction can have a direct influence on offline channel preference and a second-hand influence on online channel preference. Thus, if the competitiveness of the online channel is strong enough and its customers have a higher preference for the offline channel, they will be committed and loyal to the company. The resultant enhanced competitiveness of the offline channel will present opportunities for both present and future success. The main results are the following. First, the management of the distribution channel service quality is more important than that of the brand reputation. Customers' experiences of service and subjective evaluations are not important only as the leading factors in the long-term brand reputation management but also as influential factors in channel preference. SoThus, given that the service quality of the pre-existing channel is not the customers' main concern, a strategy of improving the level of service satisfaction aimed at present customers is more valuable than a wide brand positioning strategy aimed at general and new customers. Second, when an offline channel company establishes an internet shopping mall on an online channel, it is highly likely that the preference and subjective evaluation of the present customers will influence the online channel. This applies not only to the special case of an expansion from an offline intermediary channel to an online one, but also to an online channel acting as an expansion of the business model of a conventional manufacturing or service company: both cases are vertical integrations of marketing channels in an expansion of the distribution channel. My theory applies to a wide range of contexts. Third and finally, any business strategy can grasp the meaning of 'channel expansion. Fundamentally, it is an expansion of the sales activity channel and marketing activity. However, it is also a way of enhancing marketing and sales competitiveness through an expansion to an online or offline channel. The expansion of an offline company to an online channel could be seen not as improvement but as an innovation of the business process by which two goals are achieved with one technique. The former is expected to increase the sales of the offline company, and the latter is also expected to increase sales while also contributing to cost reduction.

• Journal of Digital Convergence
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• v.8 no.1
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• pp.109-120
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• 2010

Mobile phone-related industries have been mainly concentrated on attracting the new customers and increasing the market share such as for the aggressive marketing activities, but it is the time to find an effective strategy to preserve existing customers since the mobile phone market had already reached the saturation. In this study, the properties of mobile phone that influence on the choice of handset and telecom company were analyzed. General properties of respondents were explored and the mobile phone properties were grouped by common factors. And analyzed the effect of factors on customer satisfaction with structural equation model. 10.4% of respondents are used their handset more than two years and 48.7% wanted to purchase other manufacturer's handset if they repurchase mobile phone. These results might come form the fact that the life cycle of mobile phone become shorter by the heating competition in mobile phone market and, to some degree, the influence of smart phone which recently become globally popular. Four factors, 'Hardware Quality', 'Practicality', 'Convergence Functions' and 'Level of Awareness', are induced from the mobile phone properties. In Structural Equation Model analysis, 'Hardware Quality' and 'Practicality' have significant and positive effects on Customer Satisfaction. But, 'Awareness' such as brand and trend appeared quite less influence on the customer satisfaction.

• Science of Emotion and Sensibility
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• v.9 no.spc3
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• pp.225-234
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• 2006

Car Navigation market is rapidly emerging in Korea recently. And it adds the multiple functions which are various traffic and travel information, DMB(Digital Multimedia Broadcasting) TV, game, movie and music. It is evolving as a killer application device of Car Infotainment (Information & Entertainment). On the other hand, the technical barrier which is pushing into the market is low and the competition is intense in process of time. In the market situation, the design differentiation is embossed with important element. In this case study, focused on inkel which specialized in Audio/Video launching into the Car Navigation market with the new brand 'WideTouch', we tried to provide successful product design strategy based on proactive research on the market for the design differentiation through the target segmentation of the new generation, middle-aged and a woman consumer.

• The Inventors News
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• no.45
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• pp.1-16
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• 2006

'2006 여성발명 창의교실' 첫 수료식 개최/2006 대한민국 여성발명품 박람회/제12회 여성발명 우수사례 발표회/신세대 인터넷 용어, 상표 출원 증가/독창성가진 화투, 특허품으로 인정/대학 강의실에도 특허 열풍 분다/차세대 분자전자 메모리 특허 증가/교통카드 특허 이용료 협상 골머리/국제지식재산연수원, WIPO 공식 연수기관 지정/PCT, 국내단계 진입기간 31개월까지로 연장/직무발명 보상에 대한 길 더 넓어져/특허.실용신안, 권리 강화 되다/'특허행정체험단' 통해 고객 감동 실현/신규 발명교실 설치 계획 안내/사랑 확인해 주는 '연인의 잔' 발명/'무공해 플라스틱'으로 환경 사랑 나선다/중국, R&D 기지로 급부상하다/특허출원 실적, 대학별 빈부 격차 심해져/삼성,SDI,OLED 특허 출원 세계 최다/한국여성발명협회, 홈페이지 전면 개편/특허청, 국방과학연구소와 업무협력협정 체결/브랜드 경영 열풍, 지자체에도 분다/'DMB 기술표준과 전략적 특허분석' 발간/지렁이로 화장품, 비누 발명/건강 상식/시중 은행, 월드컵 미끼상품 못판다/역사 속의 발명품/하루 10문 발명교실/특허Q&A/조정숙 코코허브 대표/수원 매현중학교 발명교실/파마머리 발명, 올해로 1백주년/아이디어 착상 및 발명 기법/창의성은 우리의 밥줄이다/야마모토의 추잉껌/PSP진동기술 특허소송 소니패배/내셔널반도체, 특허 장난꾼 잡는다/특허청, '제7회 반도체 설계 공모전' 개최/KAIST 학생들, 특허청에서 '연구노트' 작성법 전수/특허법원, 전국법원 중 처음으로 구술변론 도입/한국여성발명협회 회원사 발명품 가이드/'2006 전국 발명표어 공모대회' 공고

• Journal of Digital Contents Society
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• v.18 no.2
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• pp.293-301
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• 2017

This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.