• Korean Journal of Agricultural Science
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• v.38 no.2
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• pp.369-381
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• 2011

Ginseng in Korea has not only the big production value but also till a good reputation from overseas in the name of 'Korea Ginseng'. Having spread rapidly nationwide from 2000 year, its production keeps on increasing but its consumption becomes lazy and its price is also falling down because of comsumer's concern about mainly overusing pesticide for ginseng. In order to cope with this problem, the government introduced the GAP certification system to ginseng in 2006 to reflect consumer's needs for food safety. This system will be a good opportunity to promote ginseng consumption dramatically. In this aspect it is very important to know how well this system is established and how ginseng farmers build marketing strategies to draw new wind in the market. This study was carried out to look over the GAP certified ginseng system and show its marketing strategies using 4P's(product, place, promotion and price). The main results are as follows. GAP ginseng system currently has some weaknesses such as lack of systematic certification management and after-service, nonrealistic certification fee and poor linkage from production to consumption. In the marketing mix strategies, product strategy suggests that the most desirable appearance be transplanted ginseng filled with branch roots and 4 to 5 year-ginseng, and it is necessary to choose multi-brand strategy divided for present into for self-sufficiency and family brand strategy by use if its brand enlarges to processed products in the future. In the place strategy, 3 stages like 'producer group' - 'GAP certified facility' - 'sales shop' are based as the physical marketing channel according to traceability, and connected with giant retail market and environment friendly stand, and if its sales volume enlarges, it should be considered the GAP ginseng specialized marketplace which is a type of chain store. In the promotion strategy, the promotion of government level is necessary at first and producer alliances require the promotion targeting at the group of women under 40 with differentiation from price, quality, and safety. In the price strategy, the early stage-high price strategy which sets 20~25% higher for self-sufficiency and 30~35% for present is desirable.

• Korean Journal of Clinical Pharmacy
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• v.25 no.4
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• pp.286-295
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• 2015

Objective: This experiment is to study how elderly group and their various lifestyles interact with health functional foods, according to their selection behavior. Different lifestyles will be observed closely, as well as how different health conditions and consumer involvements will affect critical decision making in selecting health functional foods. Method: Theories and discoveries from original advanced research were compared parallel to the new study. Results: First, cluster analysis and exploratory analysis were performed amongst different elder lifestyles. Lifestyle exploratory analysis was used for healthy, unique, leisure, and economical-style elders. Cluster analysis was used for material trend oriented, health oriented, complacent oriented-style elders. Health Functional Foods' selection trait Exploratory Factor Analysis showed that product's originality (function, uniqueness, specialty, compatibility, distributor, expiration date), quality (amount, daily dose, visual representation, accessibility, portability, natural ingredients), and popularity (product container, brand image, taste and smell, advertised product, domestic or import, well-known function) were the three main causes. Secondly, the amount of benefits for the elderly group health lifestyle were affected by 'Interest in health', 'Notability of the health functional food', and 'Functionality approved mark'. Specifically, the importance of, 'Interest in health', 'Notability of health functional food', and 'Functionality approved mark' were noticeably high within health oriented elders. Lastly, after examining the data from elder lifestyle's relationship with health functional food selection trait, all three different results showed equal importance. If you closely examine material trend oriented elderly group, selection trait showed distinctively high regards in 'Fundamental Attribute', 'Typical Attribute', and 'Cognitive Attribute'. Health oriented elders showed their distinctively high regards in 'Natural Attribute', and less consideration in 'Typical Attribute' and 'Cognitive Attribute'. Complacent oriented-style elderly group showed less focus on 'Fundamental Attribute', and even less in 'Typical Attribute', and 'Cognitive Attribute'. Health oriented elderly group concluded with above data from the fact that they showed most importance and involvement in health beneficial products that are scientifically proven. Material trend oriented elderly group showed balanced traits in their concluded data, showing that they prefer function, safety, as well as the brand image and their reputation. Also, they consider the products' outer elements, such as design and product name, in order to sense inner functions. Conclusion: So, Silver Business corporations must develop products to fulfill the market demands, and strategize marketing plans to better target the correct audience.

• 지역과문화
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• v.8 no.3
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• pp.27-48
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• 2021

In recent years, China's tourism performing art in a series of new completion of the project, increase the box office of tourism performing arts industry, higher economic income, at the same time led to the formation of brand of tourism performing arts and has a good reputation, with the regional culture, has a certain role in promoting economic development, including Large scenario experience drama is one of the key projects. Large scenario experience drama is a new form of drama that simulates the space design of real environment and enables the audience to have active experience in visual, auditory, smell, taste, touch and other senses with strong interactivity.Large scenario experience drama are adapted from traditional Chinese culture, regional culture and long-passed stories, and combine high technology such as lighting, sound effects, special effects and 3D effects to make the audience's experience more real.As the first Large scenario experience drama in China, 'You Jian Ping-yao' reflects the profound culture of Shanxi with new forms of expression and creative means, in the form of scene experience and make the audience more intuitive feel the 'Shanxi emotion', 'Shanxi sentiment' and 'Shanxi Morality', carry forward the traditional culture at the same time, also passed the Shanxi ancient and great values, strengthened the drama of China's movie village, impetus the development of the tourism industry in Shanxi, drive the Shanxi region of jingjing, gradually formed a complete industrial chain. However, there are also limitations such as improper plot connection and improper tourist management, which can improve the performance effect through more audience interaction and guidance. Therefore, it can be seen that large-scale situational experience dramas play a great role in promoting the dissemination of traditional culture and values, the development of tourism industry, the formation of regional brand characteristics and economic development. Through these, it can be seen that large-scale situational experience plays have enlightenments such as innovative thinking content, gradually forming an industrial chain closed-loop, and broadening publicity channels for the development of live-action performances.

• Industry Promotion Research
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• v.8 no.3
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• pp.181-199
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• 2023

E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.

• Journal of the Korean Home Economics Association
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• v.37 no.4
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• pp.41-58
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• 1999

The purposes of this study were 1) to segment the market based on purchase frequency of products such as apparel, food, home electronics, life commodity in department store and low-price retailing, 2) to identify differences among segments in belief and attitude toward each store, purchase frequency of apparel items in each store and demographic variables. The data were collected via a self-administered questionnaire from 274 married women living in Seoul, Korea and analyzed by factor analysis, cluster analysis, one-way ANOVA and x$^2$-test. The results of this study were as follows: First, using cluster analysis on purchase frequency of products in each store, four groups were identified and labeled as department store patronage/ non-purchasers of apparel in low-price retailing(25.2%), purchasers of apparel in department store and low-price retailing(16.8%), low-price retailing patronage(30.3%) and non-purchasers of products in department store and low-price retailing(27.0%). Second, a series of one-way ANOV As revealed significant differences among four segments on beliefs of low-price retailing(four store attributes: price and variety of apparel product, facilities for convenient shopping, promotion, brand-reputation and fashionability of apparel product) and department store(three store attributes: price and variety of apparel product, facilities for convenient shopping and promotion) and attitude toward low-price retailing and department store. Attitude toward each store was yielded using Fishbein's multiattributes model. There were also significant differences among groups in purchase frequency of seven apparel items in low-price retailing and six apparel items in department store, and six demographic and personal variables(age, educational status, type of husband's occupation, monthly income and housing). Finally, the papers discussed manageral implications for each segments as well as theoretical implications.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.6
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• pp.153-161
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• 2014

This study is to contribute to the policy decision of cosmetic industry through analyzing marketing mix factors which affects customers' buying intention. For this study, marketing mix factors that impact on cosmetic customers purchasing intention were collected and chi-square independence analysis of SPSS and qualitative analysis technology of Kano & Timko were used. Analysis reached one conclusion, which factors were maximizing customers satisfaction, shows the price discount policy and recommendation from family and colleague. Product's effectiveness, usefulness and skin compatibility were rated as an one-dimensional quality as those factors were linearly affected when customers needs were satisfied. However product's containers, package design, colors, brand reputation, low and middle price, distribution channel and advertising medias were investigated as an indifferent quality and they were rated as low satisfaction/dissatisfaction coefficient of Timko. Therefore they do not need to invest to those factors too much budget for attaining customers' buying intention.

• Fashion & Textile Research Journal
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• v.7 no.3
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• pp.270-276
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• 2005

Nowadays, the family system has changed from a large extended family group to a more nuclear family and the number of people who live by themselves has been increasing. Moreover, Korea is becoming an aged society, and pets are becoming more important as leave the family home. So a lot of people in Korea now consider pets as their family members due largely to the drastic change of their life style. Therefore, the rate of importing commodities for pets like cats and dogs has been increasing dramatically. In this study, in response to the growing interest in the pet industry, I have studied recent trends and types in the pets wear markets which are still in the first stage of development in Korea. In order to enhance the possibility of mass producing pets ready-made clothes for making the unit cost lower, firstly, I presented a new basic design and pattern of pets wear made up of general textile. After that, following basic purpose of pet wear, I classified decorative clothes into party wear, everyday wear and street wear and then I developed the pattern and made a pair of works for each item totaling 6 in all. I hope that the number of Korean companies which can enhance their reputation through by marketing these products in Korean as well as all around the world will increase. I believe this will be possible because by taking advantage of the easy pattern developed in this thesis. They will be able to mass produce their own high quality pets wear brand.

• Journal of Digital Convergence
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• v.17 no.7
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• pp.317-329
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• 2019

Instagram, a photo and image centered social networking service, has received increasing attention these days, from scholars and practitioners. However, little is known about the social and psychological factors that lead consumers to use this service. To provide a baseline understanding on Instagram users, the current study was conducted to discover perfectionistic self-presentation tendency expressed by the Instagram users and explore the relationships between identified perfectionistic self-presentation and intention to use Instagram variables with 250 participants. In addition, this study tried to determine the moderator effect of self-efficacy and self-construal. A comprehensive survey was directed and a total of 380 participants were recruited to verify anticipated hypotheses and research questions. The research results suggest that perfectionistic self-presentation has five sub factors: others conscious self-presentation, subjective self-presentation, environmental adaptation self-presentation, self-expansion self-presentation, and social self-presentation. The implications of this research findings are discussed.

• Journal of Contemporary Eastern Asia
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• v.23 no.1
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• pp.18-34
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• 2024

In what was labeled the "nut rage" incident, the vice president of Korean Air, Hyun-Ah Cho (Heather Cho), demonstrated behavior that exemplifies corporate transgression and deviation from societal moral standards toward a flight attendant aboard a flight. Such behavior instigated the public to express negative sentiment on various social media platforms. This study investigates word-of-mouth network on YouTube in response to the crisis, patterns of co-commenting activities across selected YouTube videos, as well as public responses to the incident by employing social and semantic network analysis. A total of 512 YouTube videos featuring the crisis from December 8, 2014 through November 11, 2018, and 52,772 public comments to the videos were collected. The central videos in the network successfully attracted the public's attention and engagements. The results suggest that the video network was decentralized, with multiple videos acting as hubs in the network. The public commented on various videos instead of focusing on a few. The contents of influential videos uploaded by popular news organizations revealed not only Cho's behaviors related to the nut rage crisis but also unrelated illegal behaviors and the moral violations committed by the family members of Korean Air. The public attached derogatory remarks to Cho and her family, and the comments also addressed ethical concerns, management issues of the company, and boycott intentions. The results imply that adverse public reaction was related to the long-standing problem caused by family ownership and governance in large Korean corporations. This Korean Air scandal illustrates backlash toward a leadership breakdown by the family business conglomerate prevalent in the Korean society. This study provides insights for effective handling of similar crises.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.4-14
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• 2010

Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. This study addresses the specific types of collaboration used in the fashion industry while also examining strategies that have been most successful for fashion companies and perceived benefits of collaboration from the customer perspective. In the present study we define fashion companies and brands as collaborators and their partners or stakeholders as collaboratees. We define collaboration as a cooperative relationship where more than two companies, brands or individuals provide customers with beneficial outcomes utilizing their own competitive advantages on an equal basis. Collaboration strategies entail information sharing and other varied forms of cooperation that are mutually beneficial to the company and stakeholder groups. Through collaboration, fashion companies have pursued both tangible differentiation, such as design and technology applications, and intangible differentiation such as emotional and psychological benefits to customers. As a result, collaboration within the fashion industry has become an important, value creating concept. This qualitative study utilized case studies and in-depth interview methodologies to examine customers' attitudes concerning collaboration in the fashion industry. A total of 173 collaboration cases were identified in Korean and international markets from 1998 through December 2008, focusing on fashion companies. Cases were collected from documented data including websites and industry data bases and top ranked portal search sites such as: Rankey.com; Naver, Daum, and Nate; and representative fashion information websites, Samsungdesignnet and Firstviewkorea. Cases were collected between November 2008 and February 2009. Cases were selected for the analysis where one or more partners were associated with the production of fashion products (excluding textile production), retail fashion products, or designer services. Additional collaboration case information was obtained from news articles, periodicals, internet portal sites and fashion information sites as conducted in prior studies (Jeong and Kim 2008; Park and Park 2004; Yoon 2005). In total, 173 cases were selected for analysis that clearly exhibited the benefits and outcomes of collaboration efforts and strategies between fashion companies and stakeholders. Findings show that the overall results show that for both partners (collaborator and collaboratee) participating in collaboration, that the major benefits are reduction of costs and risks by sharing resource such as design power, image, costs, technology and targets, and creation of synergy. Regarding types of collaboration outcomes, product/design was most important (55%), followed by promotion (21%), price (20%), and place (4%). This result shows that collaboration plays an important role in giving life to products and designs, particularly in the fashion industry which seeks for creative and newness. To be successful in collaboration efforts, results of the depth interviews in this study confirm that fashion companies should have a clear objective on why they are doing the collaboration. After setting the objective, they should select collaboratees that match their brand image and target market, make quality co-products that have definite concepts and differentiating factors, and also pay attention to increasing brand awareness. Based on depth interviews with customers, customer benefits were categorized into six factors: pursuit for individual character; pursuit for brand; pursuit for scarcity; pursuit for fashion; pursuit for economic efficiency; and pursuit for sociality. Customers also placed more importance on image, reputation, and trust of brands regarding the cases shown in the interviews. They also commented that strong branding should come first before other marketing strategies. However, success factors recognized by experts and customers in this study showed different results by subcategories. Thus, target customers and target market should be studied from various dimensions to develop appropriate strategies for successful collaboration.