• Proceedings of the Costume Culture Conference
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• 2003.09a
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• pp.72-73
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• 2003

국내의 수입명품 브랜드 시장은 유통개방 완전개방과 더불어 병행수입이 허용되면서 급격한 성장을 보이고 있다. 그 동안 일부 부유층에게만 이루어지던 명품 브랜드의 소비는 유통구조의 다변화 및 소비의 고급화 현상 등으로 인해 대중화되어가고 있는 실정이다. 이에 본 연구에서는 현재 국내에 수입되고 있는 해외 명품브랜드 유통현황에 대한 조사를 하였으며 이와 더불어 수입되는 명품 브랜드의 유통형태별 특징을 파악하고 그들이 각각 어떠한 마케팅 전략으로 차별화를 두는지를 살펴보고 이에 따른 효과적인 마케팅 전략을 제시하는데 있다. (중략)

• Asia Marketing Journal
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• v.5 no.4
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• pp.91-109
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• 2003

본 사례는 한국인의 자존심을 상징한다고까지 극찬하는 애니콜 브랜드의 성공신화가 어떻게 창출되었는지 밑바탕이 된 마케팅 전략을 분석한다. 21세기의 디지털 세상에서 살아가는 소비자들에게 가장 가까운 친구로 등장한 휴대폰, 그 휴대폰 시장에서 해외 유명브랜드를 제치고 국내시장을 석권했을 뿐 아니라 세계의 소비자로부터 최고 제품으로 인정 받게 된 이면에는 치밀한 브랜드전략이 있었다. 애니콜이라는 브랜드를 소비자의 마음속에 뚜렷하게 각인시키는데 기여했던 노력들을 더듬어 보고, 그 주효했던 전략들을 검토해 본다. 마지막으로 애니콜의 새로운 도약을 기대하며 향후의 마케팅전략방향을 제시하였다.

• International Commerce and Information Review
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• v.14 no.2
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• pp.173-199
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• 2012

The purpose of the study is to test and analyze differences in consumers' satisfaction and influences of competitiveness of goods on consumers' purchase decision by demographic characteristics and by channel distribution. The hypotheses have been tested through T-test and ANOVA with one-way and two-way using SPSS Win Ver. 12.0. The distribution channels are classfied with five ones such as company direct operation shop, agent licensed shop, department store, internet home shopping and outlet goods shop. This study can indirectly suggest a local clothing brand industry countermeasures for raising competitiveness and changing consumer preferences in the open domestic market.

• Korea Trade Review
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• v.42 no.4
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• pp.21-47
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• 2017

This study examines the effects of technological capability and domestic marketing capability of SMEs on the export market orientation, focusing on the moderating effect of market turbulence. This empirical analysis, based on surveys collected from 206 small and medium-sized firms located in Gwangju and Jeonnam provinces, yielded the following conclusions. First, technological capability of SMEs has a positive impact on export market orientation. This result not only is consistent with preceding studies but also suggests that when technological capability of SMEs is utilized as their own unique asset to reduce liability of smallness or liability of foreignness, the tendency to export might be increased. Second, domestic marketing capability of SMEs has a positive impact on export market orientation. This result suggests that as the domestic marketing capability of SMEs is used as prior knowledge reducing uncertainty to enter the overseas markets, the tendency to export might be increased. Third, as a result of examining moderating effect of market turbulence, it shows that market turbulence moderates the relationship between domestic marketing capability and export market orientation toward a negative(-) direction. That is, since market turbulence might weaken the relationship between domestic marketing capability and export market orientation, SMEs which belong to the industry considering marketing capability important need to develop strategy with consideration for market turbulence. This study provides theoretical and practical implications in that it reveals factors positively affecting export market orientation and market turbulence can be utilized as a moderator.

• Nuclear industry
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• v.35 no.7
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• pp.62-69
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• 2015

러시아는 국영 원전 회사 Rosatom을 앞세워 전 세계 여러 나라의 원전 시장을 공략하려는 계획을 세우고 있다. Rosatom은 자국 내의 원전 시장을 석권하고 이제는 그 활동 무대를 해외로 넓혀가기 시작하여 현재 12개가 넘는 나라에서 원전 19곳의 건설 프로젝트를 진행하고 있다. 어떤 기준으로 봐도 19곳이나 되는 원전 건설 프로젝트의 숫자는 대단히 의미가 있다.

• Electric Engineers Magazine
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• s.358
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• pp.54-55
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• 2012

(주)비츠로테크는 차단기와 개폐기류 등의 전력설비를 제조하는 기업으로서, 우리의 생활과 산업현장 곳곳에 전기에너지를 안전하게 공급하는 역할을 하고 있습니다. 또한 오랜 시간에 걸쳐 응집된 기술적 노하우와 시장에서의 신뢰를 기반으로 하는 제품을 선보이고 있으며, 이제는 국내뿐만 아니라 공격적인 해외 마케팅 활동으로 미주와 유럽등 선진 국가들과의 교류를 통해서 해외 시장을 개척하는데 주력하고 있습니다.

• Journal of the Korea Society of Computer and Information
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• v.10 no.6 s.38
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• pp.321-336
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• 2005

The objective of this paper is to verify, based on the Jaworski & Kohli's previous study (1993) , relationships among top management factor, interdepartmental cooperation, intra-organizational Properties , marketing capability, environmental factor, and export Performance as factors for enhancement of export marketing as pursued by Korean media production enterprises which target overseas market centered on the 'Feel Korea' trend which is recently gaining popularity in Asian economies. This study based its theoretical framework on previous studies on market orientation. For day analysis, this study surveyed a total of 306 employees in 36 media & contents enterprises including KBS, MBC, SBS. etc. Of them, 106 subjects who were primarily engaged in marketing were utilized for final analysis. Based on the previous studies for each variables, a theoretical study model was developed. As a result, the study result was found to be consistent with the previous ones on market orientation by Jaworski & Kohli (1993).

• Journal of the Korean Data and Information Science Society
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• v.12 no.2
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• pp.103-111
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• 2001

Now a day, overseas tour which is due to economic development grows very much. In this situation, a forecast of overseas tour is required to establish tourism policy for tourism marketing. In this paper, we compare regression model and gravity model for a forecast of overseas tour. Using gravity model, this study also suggests an attraction which is suitable to our situation, and suggested attraction is compared and analyzed with another.

• The tire
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• s.220
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• pp.34-39
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• 2004

• Journal of Korean Electronics
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• v.2 no.10
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• pp.4-11
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• 1982