• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.534-540
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• 2015

One of today's most frequently discussed topics in the business world is how to escape from the intense red ocean and how to create an uncontested blue ocean. However, because there are few practical guidelines available on this topic, we will introduce a case study of an autobus company to show how it aspires to be a leader in the newly introduced autobus industry in Indonesia. Analyzed through a strategy canvas, Kano model, four actions framework and characterized as Kano-Blue Ocean approach, this case study provides valuable information on how accompany reinforces its competitive advantage from the red ocean while it transitions into a blue ocean by creating an innovative marketing strategy. This study provides a good example in the field of marketing and innovation management.

• Journal of Global Scholars of Marketing Science
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• v.16 no.2
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• pp.55-75
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• 2006

This study aims to identify the unknown essential condition to form the blue ocean market, in addition to the innovation of customer value which does not become a sufficient condition though it is one of the essential conditions to form a blue ocean market, and induce companies to take a firm foothold in the blue ocean market after going to the blue ocean market by segmenting the market after setting up appropriate strategies. On the basis of those goals of this study, we dealt with subjects like the problem of approaching the market that possesses factors of differentiated value innovation, the segmentation of value innovative market, the problem about the major variables that shed light on the character of blue ocean optical illusion market, the strategy for following companies to enter the market, which we applied to the actual analysis based on the investigation into the literature related to value innovation and blue ocean strategy, investigation into the actual cases and objective data. We analysed a domestic refrigerator market and a domestic chewing gum market as representative examples of durables and nondurables and segmented each market on a value innovation market. We discovered the blue ocean and the blue ocean's illusive market of the two markets. I've mentioned and studied the characters of those positively.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.245-256
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• 2013

The purpose of this study was to investigate the success factors of sports marketing companies in Korea. Four sport marketing companies were selected as research targets. Also, several data were collected through the books, articles, related literatures, and internet. In addiction, three in-depth interviews were conducted for the qualitative study. The results of this study was as follows. First, some sports marketing companies had been successful in business with big fund. Second, they used choice and focus strategies. Third, they had strategic and careful plans, and their own know-how for the blue ocean markets. Finally, they had expanded its business market by developing various strategies through the media.

• Journal of Digital Convergence
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• v.20 no.2
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• pp.185-190
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• 2022

The purpose of this study is to suggest library marketing strategies for Korean academic libraries to provide sustainable services at COVID-19 pandemic situation. For this purpose, development plans of academic libraries in Korea were collected and homepages of academic libraries in and out of Korea were analyzed. This study found that academic libraries in and out of Korea had taken various measures to meet disastrous situation and had kept up services for users to make use of collection, facilities, services and programs of libraries without being disconnected. As a conclusion, this study suggests reinforcement of basics and value marketing, space marketing, blue ocean marketing as library marketing strategies for providing sustainable services. This study can be used as a reference for academic libraries and librarians to sustain or extend library services. The marketing strategies suggested in this paper can be helpful for academic libraries to overcome pandemic crisis in Korea. As follow-up studies, an in-depth case study about academic libraries which develop and activate new services and programs in and out of Korea to face COVID-19, a study on developing in-depth strategies of various library marketing to stabilize library services are needed.

• Journal of Korean Institute of Industrial Engineers
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• v.32 no.4
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• pp.338-346
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• 2006

In this paper, we analyze and review introduction, implementation, and revision phases in the six sigma movement in LG Electronics. In LG Electronics, 6 sigma activities have been activated not only at manufacturing divisions but also in transactional processes, business, product R&D, marketing, and software development. At present, six sigma is a tool to improve processes and also become the engine of the business innovation. In this paper, concepts and contents of an on-going LG innovation process called TDR(Tear Down & Redesign) are explained in detail. We also propose important aspects and give the future prospect for six sigma.

• The Journal of the Korea Contents Association
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• v.13 no.2
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• pp.127-136
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• 2013

The purpose of this study is to derive key success factors' priorities to industrialize can art using AHP methodology and to suggest blue ocean strategy of can art. First, the survey result showed that the most important factor was eco-commercialization(0.227). And cultural value(0.223), distribution(0.217), experience learning(0.202) are presented in order in terms of the importance. Second, it also suggested eco-design(0.118), recycling improvement(0.118), education value increase(0.117), viral marketing(0.113), and various experience learning(0.105) as detailed important factors. Moreover, this study implies that can art needs to focus on intensifying environmental craft education and eco-commercialization as blue ocean strategies.

• Asia Marketing Journal
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• v.11 no.3
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• pp.151-165
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• 2009

The objective of this case study is to analyze how effectively KIA SOUL, which is a leading Crossover Utility Vehicle (CUV) brand, has created a new market space through innovative product strategy. Up until now, most car manufacturers have focused only on the traditional product market segments missing out on the opportunity of the crossover segment market. KIA SOUL found a new market space by identifying the high crossover utility demand and filling the gap between the current product category values and the emerging crossover product category values. This case study illustrates that an innovative product strategy can be effectively employed to create a new market space in the saturated car manufacturing industry. The case summarizes that the innovative product strategy of KIA SOUL is comprised of four primary pillars: design innovation, market frontier in CUV, the first company to launch customizing service brand-TUON, and functional innovation. The KIA SOUL case study provides valuable insights and implications for many other companies that are planning to find "blue oceans" for their own business.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.11a
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• pp.73-78
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• 2007

Recently, Townhouse has emerged as a blue ocean of real estate market in Korea. In designing town houses, which are luxurious suburban houses centered around the capital area, the construction companies are using 'designer marketing' in which they hire interior designers and architects and express various styles of design in the interior space of the town houses. Therefore, this study examined the unit-family cases of Korean townhouses and analyzed the expression characteristics of design in the interior space of the town houses built after 2000 in terms of their spatial, morphological, material, and color aspect. "The extensibility of space" and "variableness of space" seem to have the same meaning, but they turned out to be not related to each other due to the particularity of houses. "The extensibility of space" turned out to show its characteristics via "the use of transparent materials." "Minimal form" utilizes the unified "achromatic and simple colors" to emphasize the simplicity and in some cases, highlights the use of original colors. The interior space of the townhouses expresses the traditional or heterosexual oriental image through "the use of natural materials," and they point out the "oriental form" through the controlled beauty expressed by using oriental components and "achromatic and simple colors."

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.772-788
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• 2022

This study investigates whether the image of the casual Hanbok brand is being communicated to consumers successfully. We conducted a semantic network analysis to identify ways of revitalizing communication between casual Hanbok brands and consumers; in addition, we quantitatively evaluated the effectiveness of communication marketing through Quadratic Assignment Procedure (QAP) analysis. Unstructured data from 2014-2021 were collected through portal sites and then refined and networked. Our analysis showed that casual Hanbok brands generally target younger people and that different brands employ similar methods to promote and popularize the casual Hanbok style. Consumers tended to recognize and show interest in casual Hanbok, suggesting the potential to expand the market to Blue Ocean. However, some of our findings revealed the potential factors of style coordination risk and prejudice against existing Hanbok, which could potentially hinder casual Hanbok's uptake and adoption. We conclude that increasing the demand for casual Hanbok depends not only on delivering an accurate brand image to consumers but also on balancing fashion with traditional images when planning products and providing styling information.

• Journal of Distribution Science
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• v.12 no.12
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• pp.75-82
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• 2014

Purpose - Due to the rapidly changing environment, the needs of information distribution are emphasized more than ever before. As information changes to cater to diversity, professionalism, and detailed segmentation, this information is produced exponentially. Many researchers working in intelligence agencies are feeling the need to establish a comprehensive information management and information distribution system in a systematic and more effective manner. Mobile marketing is based on communication when consumers can access information using GPS systems whatever their location may be when they are on a trip. Until recently, Korean companies have been struggling to perform well in the larger mobile tourism information service (MTIS) for Chinese tourists, which is regarded as a blue ocean area. The principal dimensions of the characteristics of a mobile tourism information service were analyzed, and the influence on perceived value and satisfaction was identified. Moreover, the relationship among the variable satisfaction and using intentions was empirically analyzed. Research design, data, and methodology - This study examined the structural relationship among mobile tourism information features, perceived value, satisfaction, and behavioral intentions. It is based on analyzed data from questionnaires involving advanced research. A questionnaire survey targeting Chinese students using a mobile tourism information service in Korea was conducted. A total of 230 questionnaires were circulated, and 221 questionnaires were used for empirical analysis, excluding invalid data. The data were analyzed with structural equation modeling with SPSS 21.0 statistic package reliability analysis, factor analysis, and regression analysis were implemented, and the effects of the mobile tourism information service features on perceived value, satisfaction, and using intentions were presented. Results - First, mobile tourism information service features have a direct positive effect on the practical value, and do not affect the hedonic value. Second, perceived value has a statistically positive effect on satisfaction. Third, perceived value has a positive effect on behavioral intentions. Fourth, satisfaction has a direct positive effect on behavioral intentions. Conclusion - MTIS (mobile tourism information service) involves personal, social, and technical characteristics. We have analyzed the effects of mobile tourism information service on perceived value, and on satisfaction and using intentions. First, the study shows that the characteristics of mobile tourism information service and perceived value in relation to mobile tourism information service usage are important for marketing in the Chinese market. Moreover, after using a mobile tourism information service, the effect on practical value is more than on hedonic value. We could not analyze the program for tourism information service extensively, and used only questionnaires from Chinese students in Korea. In the future, there should be research on the programs for a tourism information service. We expect to study the MTIS program in greater detail, and to improve the quality and reputation of MTIS through the analysis of its program. We hope that this research will allow an evaluation of the relationship between Korea and China regarding MTIS.