• Asia Marketing Journal
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• v.12 no.4
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• pp.183-201
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• 2011

In case of Aju capital, it adopted a strategy to use a single brand not two separate brands after M&A was completed. In order to implement this strategy, it has endeavored to effectively process the work of shifting existing marketing infrastructure of DAEWOO capital, the mergee, spending enough transition time for the brand migration. In the process of merging, Aju capital picked the strategy to use the brand of mergee first, which is the Daewoo Capital brand, and then took a transition time for a while to converge to the single brand of Aju capital. Putting another way, even if the M&A deal was completed back in 2005, it maximized the effect of launching its final brand "Aju capital" by capitalizing on the positive image of "Daewoo" during the transition time and changing its name just in the right moment. In a bid to implement this strategy successfully, it established a cautious but sophisticated brand migration strategy. 1) "Brand bridge" strategy through reinforcing brand power of "Naegeron", which is an individual product brand of Daewoo Capital 2) Establishing a good brand image through reinforcing customer satisfaction 3) It implemented and completed its brand transition initiative by going through the step of Aju Capital brand unification (from Sept 09 to present) Currently, the sales unit of Aju Capital is realizing quality growth through specialization. It's strategy is to construct a systematic sales portfolio in terms of both quality and quantity through product-by-product specialization where the existing practice was selling a variety of products in a single branch. Back in 2009, it opened a branch that specialize in imported cars and expanded its used car business to 6 specialized locations. Besides, the specialized locations for personal loan named "Naegeron" was expanded from 3 to 11 locations. Recently, it is expected that it will inject vigor to retail and corporate financing business alongside with its core business, which is auto financing.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.285-291
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• 2022

The Purpose of this Study is to explore the new direction for Metaverse marketing and I analyze case of Metaverse marketing focusing on jewelry brand and changes of IT technology for Metaverse Roadmap 2.0. Based on the analyzed marketing strategy, jewelry brands compare and study Metaverse marketing cases to draw implications. As a result of the study, successful Metaverse marketing provides a personalized experience in the virtual space and is accompanied by analysis of the customer journey, and this can be confirmed in the case of global brand. As a future research direction, Through in-depth research on marketing ROI(Return On Investment), I contribute to enhancing the competitiveness of jewelry brand.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2002.11a
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• pp.45-51
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• 2002

As the circumstances surrounding world ports have changed rapidly, Port competition to attract more cargoes is increasing fiercely. Especially, fierce competition to attract the increasing container cargoes has cause main container ports on only to invest enormous fund to modernize its port facilities but also to improve efficiency in port operation and management. But, it is hard to build differentiation strategy with general port operation according to investing continuously enormous fund into main ports. In this situation, port marketing like 4P mix is of the immediate necessity and in this point, this paper estimated Brand Equity that have risen the core ability of marketing strategy, to transshipment port using Conjoint Analysis. In this analysis result, this paper shows that the brand equity of port significantly devoted to selection of transshipment port. This means that brand of port can attract considerable transshipment cargo. Then it have to induce customer loyalty for this brand extension.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.07a
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• pp.687-688
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• 2022

국내 커피산업에 있어서 2020년 기준으로 개인 커피전문점 점포수는 7만 5520곳으로 전체 커피전문점 점포수의 90%를 차지하였으나, 국내 3대 대형 커피프랜차이즈(스타벅스, 투썸플레이스, 이디야)의 매출액 비중은 60%으로 대형 커피프랜차이즈의 매출비중이 매우 높다[1]. 개인 커피전문점의 경우 대형프랜차이즈에 비해 자본력과 브랜드 파워 부족으로 어려움을 겪고 있는데, 본 연구에서는 마이클포터의 Five-Forces Model을 커피산업에 적용하여 한국 커피산업 외부환경을 분석하고, VRIO 분석을 통해 개인 커피전문점 내부자원을 분석하여 개인 커피전문점의 발전을 위한 경영전략을 도출하고자 한다.

• Information and Communications Magazine
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• v.28 no.1
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• pp.22-28
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• 2010

외환위기 이후 IT는 우리 경제의 견인차로 인식되어 왔으나 2000년대 초두의 IT 버블 붕괴 이후 극심한 성장정체를 겪으면서 일부 학자 및 정책입안자를 중심으로 IT 역할에 대한 회의론적 시각이 제기되어 왔다. 그러나, 지난 2~3년간의 각종 경제지표를 볼 때, IT는 여전히 우리 경제에서 중요한 역할을 하고 있음을 확인할 수 있을 뿐만 아니라 미래사회에의 대응을 위해서도 IT에 대한 관심 제고가 무엇보다도 절실한 시점이라 하겠다. 특히, 스마트폰의 등장에 따라 스마트폰 환경에 최적화된 다양한 애플리케이션의 등장과 이를 이용한 모바일 서비스의 보급 확산으로 IT 기기 및 서비스 산업의 경쟁구조에 근본적인 변화가 발생하면서 IT 강국이라는 국가적 브랜드마저 위협받고 있는 시점이어서 더욱 그렇다. 스마트폰의 등장으로 국가경쟁력 결정 패턴이 노동과 자본 등 전통적인 생산요소에 기반한 개별 산업분야의 경쟁우위를 기초로 결정되던 형태에서 감성과 창의성 등 소프트 파워의 보유 정도에 따라 결정되는 형태로 전환되었다는 점에서 R&D전략에 있어서도 중요한 전환점을 맞고 있다고 보여진다. 또한, 산업사회와 정보사회에 이어 급격한 기술혁신에 따른 기술간 및 산업간 융합의 정도가 산업 전반의 경쟁구도에 영향을 미칠 것으로 대부분의 전문가들이 예견하고 있으나, 산업현장이나 기술분야에서 실제적으로 발생되는 융합의 양상은 그다지 신속하지 못한 것으로 나타나고 있다. 따라서, 기술간 및 산업간 융합촉진을 통한 전산업 경쟁력 제고를 위한 R&D 방향 모색이 필요한 시점이다. 이에 따라 본고에서는 스마트폰의 등장에 따른 IT산업의 경쟁구도 변화와 글로벌 기업들의 전략, 대응방향 등을 살펴보는 한편 IT의 전반적인 활용도 증가에 따라 더욱 가속화될 것으로 전망되는 기술간 및 산업간 융합시대에 대응한 IT R&D 방향을 살펴본다. 이는 궁극적으로 IT 강국이라는 국가적 브랜드 이미지의 고착화 전략인 동시에 IT 기반의 융합을 촉진시킴으로써 스마트한 IT Korea라는 국가적 미래비전을 달성해 나가기 위한 방향이 될 것이다.

• Journal of Korea Port Economic Association
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• v.24 no.2
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• pp.241-263
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• 2008

Since the outsourcing logistics business has been an emerging opportunities for many new service providers entering into such an ever-changing technology, knowledge and logistics market, it has resulted into a price-sensitive and high competition industry. In order to sharpen the global competitive power of the information-contents business in this severe environment, this research is engaged in meeting the following purposes: 1. well position the outsourcing logistics services in the logistics business industry 2. articulate the business model to compete in the outsourcing logistics services market, Information-contents industry. 3. propose a competitive strategy for a outsourcing logistics services provider to grow the information-contents business. This research report could also serve as a framework for the other logistics and the outsourcing services companies to plan out their competitive strategies of information-contents industry. For new comers to join the same market, it will be also helpful in positioning their services and making business decisions in a holistic view.

• Korean journal of communication and information
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• v.75
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• pp.9-42
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• 2016

This study critically examines the social and personal meanings that luxury consumption have in contemporary Korean society through understanding the consumption experiences of men in their 30s. Interviews with nine male consumers who are committed to luxury brands, especially those that produce suits, watches, fountain pens, and shoes, were conducted to collect qualitative data. We found that participants are satisfied with the whole process of luxury brand consumption including buying, using, and managing and try to consume the products for self-expression, congruent with their lifestyle and identity. Individuals have learned how to consume the luxury brand from their role models. Their consumption follows hybrid and postmodern patterns and combines luxury brand products with non-luxury one. In contemporary Korean society, using the luxury products is considered necessary to achieve some advantages in social contexts and can be also functioned as a sort of social signifier and self-help, as well as, a tool for self satisfaction or well-being.

• Korean Association of Arts Management
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• no.49
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• pp.117-147
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• 2019

Many cities are utilizing their cultural capital as a means for urban regeneration and tourist attraction. Museums form an essential component in these culture-based urban regeneration efforts, the Guggenheim Bilbao being a frequently cited example of success. The United Arab Emirates (UAE) has benchmarked the Bilbao case study as they were looking for alternative income-generating industries in the post-oil era, embarking on a city-building project on the Saadiyat Island where resorts and cultural institutions of massive scale are being constructed. The Louvre Abu Dhabi and the Guggenheim Abu Dhabi were pursued under this scheme, aiming at attracting tourism and elevating their status in the region as a cultural capital. This study examines the political, economic, and cultural background behind the Saadiyat city project and the pending issues behind the construction of the Guggenheim Abu Dhabi. This study purports that besides funding and an ambitious plan, social and cultural developments in the region over time will be essential for a successful localization of a Western brand museum in the region.