• Title/Summary/Keyword: 학과 공동 브랜드

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An Analysis of the Value of New Product Multi Cream Using Choice Experiment (선택형 실험을 이용한 신제품 멀티크림의 가치 분석)

  • Lee, Sang-Hak;Choi, Se-Hyun;Ha, Hyun-Jung
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.15 no.3
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    • pp.1390-1395
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    • 2014
  • The objective of this study is to offer a basic data for the establishment of marketing strategies such as fixing price of a new product and creation of the development direction of the product through estimating consumers value by attributes of the newly developed university made multi cream. The Choice Experiment was used for analysis, and conditional logit model was estimated to derive the marginal willingness to pay(MWTP) of each attributes of the multi cream. Brand, container type, functionality, price were included as the attributes. As a result, MWTP were estimated at 21,754 Won/unit for large company product, 11,033 Won/unit for small company product and 16,178 Won/unit for university product, 7,476 Won/unit for enriched moisturizing, 12,107 Won/unit for enriched improvements in wrinkles. Consumers have a preference for university brand over small company brand, therefore, if university and small company cooperate and proceed a joint-venture, it will strengthen the competitive power in the low price brand market. Also, it is essential to develop products with enriched functionalities such as moisturizing and improvements in wrinkles.

Research on tourism intention of esports event spectators based on value-attitude-behavior hierarchy: Focused on Chinese spectators (가치-태도-행동 체계를 적용한 e스포츠 경기 관람객의 관광행동의도에 관한 연구: 중국 관람객을 대상으로)

  • Zhang, Xinyue;yoo, Changsok
    • Journal of Korea Game Society
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    • v.21 no.2
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    • pp.89-98
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    • 2021
  • This study investigated the link between esports spectators and their tourism intention using value-attitude-behaviour hierachy(VAB) and co-branding. We've conducted a survey on Chinese who had a direct spectator experience on esports. Using a total of 311 samples, this study found that the link between the attitude of esports shows a positive effect on the tourism intention of the venue. Also, esports attributes have a positive relationship with the attitude of the venue.

An Exploratory Study on Measuring Brand Image from a Network Perspective (네트워크 관점에서 바라본 브랜드 이미지 측정에 대한 탐색적 연구)

  • Jung, Sangyoon;Chang, Jung Ah;Rho, Sangkyu
    • The Journal of Society for e-Business Studies
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    • v.25 no.4
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    • pp.33-60
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    • 2020
  • Along with the rapid advance in internet technologies, ubiquitous mobile device usage has enabled consumers to access real-time information and increased interaction with others through various social media. Consumers can now get information more easily when making purchase decisions, and these changes are affecting the brand landscape. In a digitally connected world, brand image is not communicated to the consumers one-sidedly. Rather, with consumers' growing influence, it is a result of co-creation where consumers have an active role in building brand image. This explains a reality where people no longer purchase products just because they know the brand or because it is a famous brand. However, there has been little discussion on the matter, and many practitioners still rely on the traditional measures of brand indicators. The goal of this research is to present the limitations of traditional definition and measurement of brand and brand image, and propose a more direct and adequate measure that reflects the nature of a connected world. Inspired by the proverb, "A man is known by the company he keeps," the proposed measurement offers insight to the position of brand (or brand image) through co-purchased product networks. This paper suggests a framework of network analysis that clusters brands of cosmetics by the frequency of other products purchased together. This is done by analyzing product networks of a brand extracted from actual purchase data on Amazon.com. This is a more direct approach, compared to past measures where consumers' intention or cognitive aspects are examined through survey. The practical implication is that our research attempts to close the gap between brand indicators and actual purchase behavior. From a theoretical standpoint, this paper extends the traditional conceptualization of brand image to a network perspective that reflects the nature of a digitally connected society.

An Efficient Estimation of Place Brand Image Power Based on Text Mining Technology (텍스트마이닝 기반의 효율적인 장소 브랜드 이미지 강도 측정 방법)

  • Choi, Sukjae;Jeon, Jongshik;Subrata, Biswas;Kwon, Ohbyung
    • Journal of Intelligence and Information Systems
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    • v.21 no.2
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    • pp.113-129
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    • 2015
  • Location branding is a very important income making activity, by giving special meanings to a specific location while producing identity and communal value which are based around the understanding of a place's location branding concept methodology. Many other areas, such as marketing, architecture, and city construction, exert an influence creating an impressive brand image. A place brand which shows great recognition to both native people of S. Korea and foreigners creates significant economic effects. There has been research on creating a strategically and detailed place brand image, and the representative research has been carried out by Anholt who surveyed two million people from 50 different countries. However, the investigation, including survey research, required a great deal of effort from the workforce and required significant expense. As a result, there is a need to make more affordable, objective and effective research methods. The purpose of this paper is to find a way to measure the intensity of the image of the brand objective and at a low cost through text mining purposes. The proposed method extracts the keyword and the factors constructing the location brand image from the related web documents. In this way, we can measure the brand image intensity of the specific location. The performance of the proposed methodology was verified through comparison with Anholt's 50 city image consistency index ranking around the world. Four methods are applied to the test. First, RNADOM method artificially ranks the cities included in the experiment. HUMAN method firstly makes a questionnaire and selects 9 volunteers who are well acquainted with brand management and at the same time cities to evaluate. Then they are requested to rank the cities and compared with the Anholt's evaluation results. TM method applies the proposed method to evaluate the cities with all evaluation criteria. TM-LEARN, which is the extended method of TM, selects significant evaluation items from the items in every criterion. Then the method evaluates the cities with all selected evaluation criteria. RMSE is used to as a metric to compare the evaluation results. Experimental results suggested by this paper's methodology are as follows: Firstly, compared to the evaluation method that targets ordinary people, this method appeared to be more accurate. Secondly, compared to the traditional survey method, the time and the cost are much less because in this research we used automated means. Thirdly, this proposed methodology is very timely because it can be evaluated from time to time. Fourthly, compared to Anholt's method which evaluated only for an already specified city, this proposed methodology is applicable to any location. Finally, this proposed methodology has a relatively high objectivity because our research was conducted based on open source data. As a result, our city image evaluation text mining approach has found validity in terms of accuracy, cost-effectiveness, timeliness, scalability, and reliability. The proposed method provides managers with clear guidelines regarding brand management in public and private sectors. As public sectors such as local officers, the proposed method could be used to formulate strategies and enhance the image of their places in an efficient manner. Rather than conducting heavy questionnaires, the local officers could monitor the current place image very shortly a priori, than may make decisions to go over the formal place image test only if the evaluation results from the proposed method are not ordinary no matter what the results indicate opportunity or threat to the place. Moreover, with co-using the morphological analysis, extracting meaningful facets of place brand from text, sentiment analysis and more with the proposed method, marketing strategy planners or civil engineering professionals may obtain deeper and more abundant insights for better place rand images. In the future, a prototype system will be implemented to show the feasibility of the idea proposed in this paper.

A Strategy to Improve Customer Service for Apartment Building Units (공동주택 상품의 고객서비스 개선 전략 연구)

  • Lee, Hyun-Min;Lee, Dong-Hoon;Kim, Sun-Kuk
    • Journal of the Korea Institute of Building Construction
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    • v.9 no.5
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    • pp.163-172
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    • 2009
  • As customers are becoming increasingly important in corporate management, there is a growing demand for migration to customer-focused organizational structures. Unlike the manufacturing industry, the construction industry is non-iterative and non-standardized. As a result, a wide variety of materials, human resources, technologies and equipment must be mobilized in complex work activities to complete a structure. Consequently, surprises are bound to occur as such work activities progress. This paper intends to study a strategy that is designed to improve customer services for apartment building units. It aims primarily to focus on cost control and brand management. Housing tenants and industry experts are surveyed to collect input for issue analysis. In addition, the external circumstances and internal capabilities of major builders in Korea are analyzed, and a SWOT analysis is performed regarding market conditions related to customer service. These analysis results are utilized to develop a strategy implementation plan over different time frames, and the operational resources available for such strategy implementation are analyzed in order to forecast its performance. This research will facilitate communication between construction companies in Korea and their customers by proposing a customer service improvement strategy for apartment building units, and is expected to provide resource material for a strategic analysis of efforts to fully incorporate customer requirements

지역특화산업육성을 통한 동서경제협력방안

  • Song, Tae-Baek
    • Journal of Global Scholars of Marketing Science
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    • v.3
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    • pp.79-97
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    • 1999
  • 지방자치제도의 본격적인 실시로 인하여 성숙되어 가고 있는 지방화시대에 있어서 지방자치단체가 가장 필요로 하는 것은 지역의 경제성장을 통하여 지역주민의 복지를 향상시키는 것이라고 할 수 있다. 지역주민의 복지향상은 광범위한 부문에서 다양하게 나타날 수 있지만, 가장 기본적으로는 지역내의 고용을 안정케 하며, 지역내의 소득수준을 향상시켜 주민들이 높은 삶의 질을 경험하게 하는 것이라고 할 수 있다. 그러나, 지금의 우리현실은 자기 지역의 경제발전만을 맹목적으로 추구할 것이 아니라 이웃과 더불어 힘을 합쳐도 어려운 난관을 헤쳐나가기 어려운 처지에 직면해 있다. 따라서, 서로가 자기의 몫을 주장하면서 다툴 것이 아니라 힘을 합쳐야 할 시점에 도달하였다. 이러한 관점에서 본 연구는 지리적으로는 인접하고 있지만 정서적으로는 가깝고도 먼 전라남도와 경상남도가 고부가가치를 창출할 수 있는 특화산업의 적절한 배치를 통하여 높은 수준의 경제번영을 이룩하면서, 동시에 기존의 쌓여있는 지역감정의 벽을 뛰어넘어 동서경제협력을 이루고 궁극적으로는 동서화합을 도출할 수 있는 방안을 모색하려고 한다. 각 지자체에 적합한 특화산업의 육성은 인접한 지자체들이 상호의존적이라는 측면에서 여러 가지의 지역문제를 동시에 하결할 수 있을 뿐만아니라 한정된 자원의 합리적인 이용과 더불어 국토의 균형있는 개발을 가능하게 할 수 있다는 측면에서 많은 긍정적인 요소를 내포하고 있다. 전라남도와 경상남도가 지역에 적합한 특화산업의 육성을 통하여 동서경제협력을 유도하기 위한 방안으로는 우선적으로 역내의 산업구조를 고도화시키고, 산 학 연 관의 협조체계를 구성하며, 지자체간의 협조적인 게임을 유도하여 가시적인 빠른성과의 도출을 위한 방안을 모색하고 타 지자체에 입지한 경쟁력있는 특화산업에의 지역민의 투자를 유도하고, 공동브랜드의 사용 및 시장의 공동개척등을 고려할 수 있을 것이다.

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An Analysis Strategy of Gaboro as a Furniture Cooperated Brand (가구공동브랜드 가보로의 전략분석)

  • Cho Sook-Kyung
    • Journal of the Korea Furniture Society
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    • v.16 no.1
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    • pp.71-80
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    • 2005
  • A joint brand of furniture companies named Gaboro has been officially launched in the form of a juridical foundation. It was invested by Seoul City and the union members for regenerating the furniture companies in Seoul on August 1, 2003. However, Gaboro still has a few problems to overcome for successful business from joint marketing. Firstly, Gaboro must create a R&D post in order to lead the member companies through consistent production of furniture in addition to engraving its brand. Secondly, the head office of Gaboro must be authorized to prevent each union member from manufacturing the furniture products not well suited to the fresh brand. In addition, the member companies justly need to regulate the product items, and simultaneously to accept the new image concepts. Lastly, Gaboro needs to launch unique items to discriminate its design from other competitive companies.

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A Study on use state of Defect Deposite based on Actual use data - focused on 3 years after moving in apartment complex - (실적자료에 기초한 공동주택 하자보수보증금 사용실태 분석연구 - 3년차 단지를 중심으로 -)

  • Seo, Deok-Seok;Choi, Jung-Hyun;Kim, Ok-Kyue;Park, Kang-Woo;Cho, Jae-Hun;Park, Jun-Mo;Kim, Kwang-Hee
    • Journal of the Korea Institute of Building Construction
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    • v.10 no.2
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    • pp.81-88
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    • 2010
  • Under the law of Management of Apartment Complexes, the Apartment Supplier should satisfy the demands of residents for the repair of defects found in Apartment Housing. But in the cost of defect repair, the expense of resident complaints is not included, and only the actual defect repair expense is counted. So in this study, the actual use state of defect deposits for 3 years after moving in is analyzed based on the actual use data of 39 apartment complexes. The study shows that more than 50% of defect repair deposits are spent to satisfy expenses arising from complaints by residents. This is not only caused by irrational demands of residents, but also by the adoption of a stopgap policy by Apartment Suppliers.

The Impact of the Atmosphere in Virtual Brand Communities of Chinese Companies on Consumer Value Co-Creation Behavior: From the Perspective of Planned Behavior Theory (중국 기업의 가상 브랜드 커뮤니티 분위기가 소비자 가치공동 창출 행위에 미치는 영향: 계획행동이론 관점에서)

  • Wenxin Wang;Moon-Hong Kim
    • Asia-Pacific Journal of Business
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    • v.14 no.4
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    • pp.129-150
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    • 2023
  • Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

An Analysis on Choice Factors of Food Court Customers to Co-Branding Strategies (공동 브랜드 전략을 위한 푸드 코트 이용고객의 선택속성 분석)

  • Hong, Yeo-Wool;Choi, In-Sub;Na, Tae-Kyun
    • Culinary science and hospitality research
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    • v.13 no.1 s.32
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    • pp.1-10
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    • 2007
  • Co-branding of food courts is turning into a trend with the activation of recent entrance of famous restaurants into shopping departments and other large-size buildings. This research analyzes the effects of co-brand food courts on the choices of dining enterprises by dealing with the customers of these newly activated food courts in shopping malls and large-size buildings. By analyzing the effects of the present status of customers' using food courts according to the characteristics of their choices of dining enterprises, food and brand elements were found to have an effect on the restaurant brand recognition of food courts, and price factor was found to have an effect on an visitors' recommendation intension. Therefore, customers who set importance on food and brand elements tend to take the brand of food courts into consideration as well; therefore, the maintenance of food quality and strengthening of brand image are mandatory in case of food court operation.

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