Choi, Myounghwa;Lee, Yoonseo;Koo, Kay Ryung;Lee, Janghyuk
Asia Marketing Journal
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v.16
no.4
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pp.75-87
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2015
As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet
Cities around the world have paid attention to public transportation as an alternative to reducing traffic congestion caused by automobile usage, excessive energy consumption, and environmental pollution. This study measures accessibility to subway stations in Seoul using a supply-demand-based accessibility technique. Then, the impacts were analyzed through land prices by use and segment. As a result of analysis using the multilevel hedonic price models, accessibility considering both supply and demand for the subway had a positive effect on both residential and non-residential land prices. The effect was stronger for residential than for non-residential. Further, among the accessibility measured by the three functions, the accessibility by the Exponential function was most suitable for the residential land price, and the accessibility measured by the Power function for the non-residential land price had the highest explanatory power. Also, looking at the impacts by land price segments, it was found that higher access to metro stations had the greatest positive impacts on the most expensive segment of residential and non-residential land prices. The results of this study can be applied not only to identify the impacts of public investment on neighborhoods, but also to support real estate valuation.
This study estimates the technical efficiency and total factor productivity(TFP) of and analyzes the relationship between TFP and exports for Korean manufacturing companies from 2000 to 2016. Specially, TFP is decomposed into Technical Change(TC), Technical Efficiency Change (TEC), and Sale Effect(SE), and compared between large and small enterprises. First, in the case of technical efficiency, the Korean economy has been very vulnerable to external shocks, such as the sharp decline following the 2008 financial crisis. The efficiency of the electronics, automobile, and machinery sectors is low and needs to be improved. In addition, the technological efficiency of large enterprises is higher than that of SMEs in most manufacturing sub-sectors except for non-ferrous metals. In the case of TFP, most changes are due to TC, and the effective combination of labor, capital and the effect of scale have little effect, suggesting that improvement of internal structure is urgent. In addition, volatility due to the impact of the financial crisis in 2008 was much larger in SMEs than in large companies, so external economic impacts are more greater for SMEs than large enterprises. The relationship between TFP decomposition factors and exports shows that TC has a positive effect only on exports of SMEs. Therefore, in order to increase exports, in the case of SMEs, R&D support to promote technological development is needed. In the case of large companies, it is necessary to establish differentiated strategies for each export market, competitor company, and item to link efficiency and scale effect of exports.
This study estimates the technical efficiency and total factor productivity(TFP) of and analyzes the relationship between TFP and exports for Korean manufacturing companies from 2000 to 2016. Specially, TFP is decomposed into Technical Change(TC), Technical Efficiency Change (TEC), and Sale Effect(SE), and compared between large and small enterprises. First, in the case of technical efficiency, the Korean economy has been very vulnerable to external shocks, such as the sharp decline following the 2008 financial crisis. The efficiency of the electronics, automobile, and machinery sectors is low and needs to be improved. In addition, the technological efficiency of large enterprises is higher than that of SMEs in most manufacturing sub-sectors except for non-ferrous metals. In the case of TFP, most changes are due to TC, and the effective combination of labor, capital and the effect of scale have little effect, suggesting that improvement of internal structure is urgent. In addition, volatility due to the impact of the financial crisis in 2008 was much larger in SMEs than in large companies, so external economic impacts are more greater for SMEs than large enterprises. The relationship between TFP decomposition factors and exports shows that TC has a positive effect only on exports of SMEs. Therefore, in order to increase exports, in the case of SMEs, R&D support to promote technological development is needed. In the case of large companies, it is necessary to establish differentiated strategies for each export market, competitor company, and item to link efficiency and scale effect of exports.
Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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v.8
no.7
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pp.475-484
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2018
The propulsion control device of an electric railway vehicle is a key main component corresponding to an engine of an automobile, and a device for controlling this is a device called a GDU (Gate Drive Unit). Also, when the frequency of failure of the propulsion control system was analyzed, the nonconformity ratio of GDU was the highest. GDU was not able to access core technologies due to the introduction of foreign products, and there were general problems with overall maintenance activities due to discontinuation of GDU of the manufacturer. The GDU has reached the end of its life with 23 to 14 years of long-term use.In order to solve these problems, this study was designed to identify the proper life span by analyzing compatible GDU's acquisition and failure, and to improve the existing system of maintenance focusing on health inspection. Maintenance of the components with a short life span compared to the entire service life is essential. Most foreign parts introduced at the beginning of the construction are not replaced due to technical problems or long-term operation. However, due to the characteristics of railway vehicles with a long life span of more than 25 years, it is necessary to maintain them for a long period of time. The study should be more concrete and empirical. The replacement type GDU of capacitors was able to easily measure the life of the capacitance by removing the capacitor modules, measure the life span of each unit test, and accurately perform preventive maintenance of the capacitor.
Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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v.8
no.6
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pp.835-844
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2018
Recently, as the number of smartphone users has been increasing worldwide, various services such as electronic payment, internet use, and financial settlement are being used as a smartphone. In addition, researches for home appliance control and automobile control using smartphone are conducted. As such, smartphone users can enjoy a more convenient life, but by hacking smartphones, tapping texts and conversations on smartphones, tracking location through spy apps, DDoS attacks using smartphones, and malicious apps When a message is received at a specific telephone number when using a micropayment, the corresponding text message is transmitted to a remote server, thereby increasing the risk of leakage of personal information and the like. Therefore, in this paper, we define the risk factors of the smartphone that are caused by the internal and external environmental, physical, contents (apps) of the smartphone through the smartphone that we use in real life, We propose a method to check vulnerability of smartphone security solution such as CC evaluation and the most effective response technique for each risk of smartphone by defining the technique.
The Journal of The Korea Institute of Intelligent Transport Systems
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v.21
no.1
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pp.240-257
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2022
Autonomous vehicles use various local sensors such as camera, radar, and lidar to perceive the surrounding environment. However, it is difficult to predict the movement of vulnerable road users using only local sensors that are subject to limits in cognitive range. This is true especially when these users are blocked from view by obstacles. Hence, this paper developed an algorithm for collision avoidance with VRU using V2X information. The main purpose of this collision avoidance system is to overcome the limitations of the local sensors. The algorithm first evaluates the risk of collision, based on the current driving condition and the V2X information of the VRU. Subsequently, the algorithm takes one of four evasive actions; steering, braking, steering after braking, and braking after steering. A simulation was performed under various conditions. The results of the simulation confirmed that the algorithm could significantly improve the performance of the collision avoidance system while securing vehicle stability during evasive maneuvers.
KSCE Journal of Civil and Environmental Engineering Research
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v.26
no.2D
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pp.241-250
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2006
Although walking is an important transport mode which should be promoted, realistic studies about walking is not sufficient. Especially, due to the transportation planning oriented toward automobile, there is not realistic analysis method for walking in the Highway Capacity Manual. Therefore, in this study the fuzzy approximate reasoning was employed to build a model for the analysis of walkways service level. For the input variable the noise level and brightness as well as the pedestrian flow rate were employed and the output variable was the walking satisfaction degree. The fuzzy models were constructed for daytime and nighttime separately. The forecastability analysis for the models were conducted using $R^2$, MAE and MSE. The values of them for the daytime model are 0.802, 0.729 and 0.735 respectively and the values for nighttime are 0.893, 0.878 and 0.860 respectively, so it can be said that the models explain the real situation well. As a result of this study, it can be concluded that the noise level has stronger effects to walking satisfaction then the brightness in night.
The purpose of this study is verifying with corporate financial data that the required investment amount flow shows a similar pattern as times passed, in new product development by start-up company. In the previous paper, the same authors proposed the required investment amount flow as a 'New Product Investment Curve (NPIC)'. In this study, we have studied further in various types of companies. The samples used are accounting data of 462 companies selected from 5,873 Korean companies which were finished external audit in 2015. The results of this study are as follows; The average investment period was 3 years for the listed companies, while 6 years for the unlisted companies. The investment payback period was 6 years for listed companies, while 17 years for unlisted companies. The investment payback period of the company supported by big affiliate company (We call 'greenhouse company') was 14~15 years, while 17 years for real venture companies. When we divide all companies into 4 groups in terms of R&D cost and variable cost ratio, NPIC explanatory power of 'high R&D and high variable cost ratio group (Automobile Assembly Business) is best. Among the eight investment cost indexes proposed to estimate the investment amount, the 'cash 1' (operating cash flow+fixed asset excluding land & building+intangible asset, deferred asset change)/year-end total assets) turned out to be the most effective index to estimate the investment flow patterns. The conclusion is that NPIC explanatory power is somewhat reduced when we estimate all companies together. However, if we estimate the sample companies by characteristics such as listed, unlisted, greenhouse, and venture company, the proposed NPIC was verified to be effective by showing the required investment amount pattern.
Yong-Sung Kim;Sung-Jin Park;Young-hwan Kim;Hyejin Kim;Choong-Sun Lim;Bong-kuk Seo
Journal of Adhesion and Interface
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v.24
no.4
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pp.124-130
/
2023
For automotive coating agents that require little change in characteristics due to changes in external temperature, changes in noise characteristics due to changes in the external environment are very important. Therefore, soft polyurethane with excellent cold resistance, weather resistance, and abrasion resistance, and polysiloxane whose -OH terminated and side chains are modified with amines, are widely used. In this study, coating agents was prepared by adding water-born polyurethane, polysiloxane, ultra high molecular weight polypropylene (UHMWPP) powder, carbon black, and a matting agent to determine the effect of each resin component on noise. To study the effect of each resin component on noise, a coating agent was prepared by adding water-born polyurethane, polysiloxane, UHMWPP powder, carbon black, and a matting agent. The hard/soft segment ratio of water-born polyurethane, the main component of the coating, was 27.1%/72.9%, and the ratio of amino siloxanes to hydroxy-terminated polysiloxane was 2:7, which produced the least noise. The difference in friction coefficient was large when the friction body moves at high speed. When UHMWPP powder replaced SiO2, noise decreased and gloss also decreased.
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