• Journal of Distribution Research
• /
• v.17 no.4
• /
• pp.29-53
• /
• 2012

As so many marketers get to use diverse sales promotion methods, manufacturer and retailer in a channel often use them too. In this context, diverse issues on sales promotion management arise. One of them is the issue of unplanned buying. Consumers' unplanned buying is clearly better off for the retailer but not for manufacturer. This asymmetric influence of unplanned buying should be dealt with prudently because of its possibility of provocation of channel conflict. However, there have been scarce studies on the sales promotion management strategy considering the unplanned buying and its asymmetric effect on retailer and manufacturer. In this paper, we try to find a better way for a manufacturer in a channel to promote performance through the retailer's sales promotion efforts when there is potential of unplanned buying effect. We investigate via game-theoretic modeling what is the optimal cost sharing level between the manufacturer and retailer when there is unplanned buying effect. We investigated following issues about the topic as follows: (1) What structure of cost sharing mechanism should the manufacturer and retailer in a channel choose when unplanned buying effect is strong (or weak)? (2) How much payoff could the manufacturer and retailer in a channel get when unplanned buying effect is strong (or weak)? We focus on the impact of unplanned buying effect on the optimal cost sharing mechanism for sales promotions between a manufacturer and a retailer in a same channel. So we consider two players in the game, a manufacturer and a retailer who are interacting in a same distribution channel. The model is of complete information game type. In the model, the manufacturer is the Stackelberg leader and the retailer is the follower. Variables in the model are as following table. Manufacturer's objective function in the basic game is as follows: ${\Pi}={\Pi}_1+{\Pi}_2$, where, ${\Pi}_1=w_1(1+L-p_1)-{\psi}^2$, ${\Pi}_2=w_2(1-{\epsilon}L-p_2)$. And retailer's is as follows: ${\pi}={\pi}_1+{\pi}_2$, where, ${\pi}_1=(p_1-w_1)(1+L-p_1)-L(L-{\psi})+p_u(b+L-p_u)$, ${\pi}_2=(p_2-w_2)(1-{\epsilon}L-p_2)$. The model is of four stages in two periods. Stages of the game are as follows. (Stage 1) Manufacturer sets wholesale price of the first period($w_1$) and cost sharing level of channel sales promotion(${\Psi}$). (Stage 2) Retailer sets retail price of the focal brand($p_1$), the unplanned buying item($p_u$), and sales promotion level(L). (Stage 3) Manufacturer sets wholesale price of the second period($w_2$). (Stage 4) Retailer sets retail price of the second period($p_2$). Since the model is a kind of dynamic games, we try to find a subgame perfect equilibrium to derive some theoretical and managerial implications. In order to obtain the subgame perfect equilibrium, we use the backward induction method. In using backward induction approach, we solve the problems backward from stage 4 to stage 1. By completely knowing follower's optimal reaction to the leader's potential actions, we can fold the game tree backward. Equilibrium of each variable in the basic game is as following table. We conducted more analysis of additional game about diverse cost level of manufacturer. Manufacturer's objective function in the additional game is same with that of the basic game as follows: ${\Pi}={\Pi}_1+{\Pi}_2$, where, ${\Pi}_1=w_1(1+L-p_1)-{\psi}^2$, ${\Pi}_2=w_2(1-{\epsilon}L-p_2)$. But retailer's objective function is different from that of the basic game as follows: ${\pi}={\pi}_1+{\pi}_2$, where, ${\pi}_1=(p_1-w_1)(1+L-p_1)-L(L-{\psi})+(p_u-c)(b+L-p_u)$, ${\pi}_2=(p_2-w_2)(1-{\epsilon}L-p_2)$. Equilibrium of each variable in this additional game is as following table. Major findings of the current study are as follows: (1) As the unplanned buying effect gets stronger, manufacturer and retailer had better increase the cost for sales promotion. (2) As the unplanned buying effect gets stronger, manufacturer had better decrease the cost sharing portion of total cost for sales promotion. (3) Manufacturer's profit is increasing function of the unplanned buying effect. (4) All results of (1),(2),(3) are alleviated by the increase of retailer's procurement cost to acquire unplanned buying items. The authors discuss the implications of those results for the marketers in manufacturers or retailers. The current study firstly suggests some managerial implications for the manufacturer how to share the sales promotion cost with the retailer in a channel to the high or low level of the consumers' unplanned buying potential.

• The Journal of the Korea Contents Association
• /
• v.6 no.9
• /
• pp.67-74
• /
• 2006

Resently, We suggested u-Korea strategy to manage and develop a nation based on national ubiquitous technology using mobile.. therefore many a local self-governing body is writing out u-City construction plan to build most suitable future city in oneself environment. In this paper, after analyze tendency and character of ubiquitous related plans, it makes a plan international youth digital film festival based on ubiquitous technology in jinju. And it suggest strategy of digital film or game industry on a department of digital contents industry. also, an opportunity this paper propose research scheme of early level for u-Jinju of city-farm composition supported ubiquitous service in all the jinju area.

• Journal of Korean Institute of Industrial Engineers
• /
• v.42 no.6
• /
• pp.377-385
• /
• 2016

The previous Adaptive Control of Thought-Rational (ACT-R) cognitive architecture model has a limitation in that it cannot accurately predict human visual search strategy, because time effect, one of important human cognitive features, is not considered. Thus, the present study proposes ACT-R cognitive modeling that contains the impact of time using a revised utility system in the ACT-R model. Then, the validation of the model is performed by comparing results of the model with eye-tracking experimental data and SEEV-T (SEEV-Time; SEEV model which considers time effect) model in "Where's Wally" game. The results demonstrate that the model data fit fairly well with the eye-tracking data ($R^2=0.91$) and SEEV-T model ($R^2=0.93$). Therefore, the modeling method which considers time effect using a revised utility system should be used in predicting the human visual search paradigm when the available time is limited.

• Journal of the Korean Data and Information Science Society
• /
• v.26 no.3
• /
• pp.619-630
• /
• 2015

The purpose of this study is to provide basic information to develop a game strategy plan of a team in a future by identifying the patterns of attack and pass of national men's professional volleyball teams and extracting core key words related with volleyball game performance to evaluate game performance using 'social network analysis' and 'text mining'. As for the analysis result of 'social network analysis' with the whole data, group '0' (6 players) and group '1' (11 players) were partitioned. A point of view the degree centrality and betweenness centrality in 'social network analysis' results, we can know that the group '1' more active game performance than the group '0'. The significant result for two group (win and loss) obtained by 'text mining' according to two groups ('0' and '1') obtained by 'social network analysis' showed significant difference (p-value: 0.001). As for clustering of each network, group '0' had the tendency to score points through set player D and E. In group '1', the player K had the tendency to fail if he attack through 'dig'; players C and D have a good performance through 'set' play.

• Journal of the Korean Data and Information Science Society
• /
• v.22 no.6
• /
• pp.1053-1063
• /
• 2011

Social network analysis is the social statistical analysis of any social structure involving a stream of mutual information between observations. In this study we used the results of passes between players in a soccer game. The analysis contents are as follows. (1) Players with important or leading roles are identified. (2) Players are assessed by pass frequency and the success rate of passes. The purpose of this study is for use as basic data for future team strategy, and achieves this by evaluating the role of each individual player within a team. In this study, social network analysis without separating positions is conducted, and is also performed for defensive and attacking positions respectively. The results of this study are as follows: First, when complete team data were available, the players performing leadership roles were Jung-woo Kim, Sung-yeung Ki and Chung-young Lee, whereas Jeong-su Lee acted as a sub-leader. In case of data for defensive positions Jeong-su Lee was a leading player, and in terms of attacking positions, all of the players excelled in the game and could be evaluated as playing lead roles.

• Journal of Wetlands Research
• /
• v.26 no.1
• /
• pp.10-20
• /
• 2024

The conservation and restoration of wetlands are essential tasks for the sustainable development of human society and the environment, providing vital benefits such as biodiversity maintenance, natural disaster mitigation, and climate change alleviation. This study aims to analyze the strategic interactions and interests among various stakeholders using game theory and to provide significant grounds for policy decisions related to wetland restoration and development. In this study, hypothetical scenarios were set up for three types of cities: large, medium, and small. Stakeholders such as governments, development companies, environmental groups, and local residents were identified. Strategic options for each stakeholder were developed, and a payoff matrix was established through discussions among wetland ecology experts. Subsequently, non-cooperative game theory was applied to analyze Nash equilibria and Pareto efficiency. In large cities, strategies of 'Wetland Conservation' and 'Eco-Friendly Development' were found beneficial for all stakeholders. In medium cities, various strategies were identified, while in small cities, 'Eco-Friendly Development' emerged as the optimal solution for all parties involved. The Pareto efficiency analysis revealed how the optimal solutions for wetland management could vary across different city types. The study highlighted the importance of wetland conservation, eco-friendly development, and wetland restoration projects for each city type. Accordingly, policymakers should establish regulations and incentives that harmonize environmental protection and urban development and consider programs that promote community participation. Understanding the roles and strategies of stakeholders and the advantages and disadvantages of each strategy is crucial for making more effective policy decisions.

• Archives of design research
• /
• v.16 no.4
• /
• pp.129-140
• /
• 2003

As the importance of Culture Technology (music, publication, mobile, film, video, cartoon, animation, character, game, broadcasting etc) is increased, the field of character industry recently has been recognized as an independent brand value beyond the existing view point of simple designing; it also has been given much attention as a main axis leading the cultural industry of the 21 st century. The character of a local government plays roles such as a symbolic part of a region, parts of tourism and public relations, and a profit-making function, which results into generation of regional image and activation of regional economy. However, the present application strategy of the character is only limited to an early stage of regional advertisements. In this context, this study is aimed to investigate and analyze the character development of local governments, especially 31 cities and goons of Gyeonggi Province, comparing with those of local governments of Japan. In the long run, this will provide some suggestions for strategy of character applications. Then, this research is expected to be used as basic reference materials for character development of other local governments and government agencies.

• Korean Institute of Interior Design Journal
• /
• v.21 no.2
• /
• pp.174-185
• /
• 2012

The purpose of this study is to suggest planning strategy of tenant mix for UEC based on the final result of tenant mix analysis of five different research cases. The following is the comprehensive explanation about the result of tenant mix planning strategy for UEC currently in operation and when planning a new facility. First, overall research cases in this study show the tendency of following an old tradition, which stresses direct sales focusing on retail and dining adaptation. In order to compensate the defect, it is suggested to adopt new type of tenants with the functional mix of retail and dining with entertainment rather than decreasing the proportion of retail and dining tenant and increasing it of entertainment tenant. Second, the floorplan of UEC should adopt racetrack or circuit form that can stimulate shoppers' circular movement so to expose them to as much tenants as possible. Service consumption mode related tenants are required to place on the side or the edge of UEC, while retail consumption mode related tenants should be planned in the center. Among dining consumption mode related tenants, impulse dining tenants like a coffee shop should be placed at the turning point or at the end of the pathway, destination tenants like a restaurant and a food court, on the other hand, is needed to be placed in the center of the space. In case of Entertainment related tenants, destination tenants like bookstore or multiplex should also be placed at the end of the pathway, and on the way to those tenants, it is required to place general tenants that can share target customers with them. On the contrary, game center or record shop like tenants that can stimulate impulse sales should be placed on the visitor's main move or near the other destination tenants. Third, anchor tenants play an important role in gathering people to the UEC, and then induce them to visit the other tenants that are located near the anchors. Thus it is suggested to plan to place general tenants on the same floor as anchor tenants are placed so they can share the characteristics of target customers which create synergy effect.

• Journal of Distribution Science
• /
• v.14 no.10
• /
• pp.147-152
• /
• 2016

Purpose - High quality films are affected by both the production stage and various variables such as the size of the movie investment and marketing that changes consumers' perceptions. Consumer preferences should be recognized first to ensure that the movie is successful. If a film is produced without pre-investigation and analysis of consumer demand and taste, the probability of success will be low. This study investigates the balance of production costs, marketing costs, and profits using game theory, suggesting an optimization strategy using the simplex method of linear programming. Research design, data, and methodology - Before the release of the movie, initial demand is assumed to be driven largely by marketing costs. In the next phase, demand is assumed to be driven purely by a movie's production cost and quality, which might also further determine consumer demand. Thus, it is essential to determine how to distribute pure production costs and other costs (marketing) in a limited movie production budget. Moreover, it should be taken into account how to optimally distribute under the assumption that the audience and production company's input resources are limited. This research simplifies the assumptions for large-scale and relatively small-scale movie investments and examines how movie distribution participant profits differ when each cost is invested differently. Results - When first movers or market leaders have to choose both quality and marketing, it has been proven that pursuing a strategy choosing only one is more likely than choosing both. In this situation, market leaders should maximize marketing costs under the premise that market leaders will not lag their quality behind the quality of second movers. Additionally, focusing on movie marketing that produces a quick effect while ceding creative activity to increase movie quality is a natural outcome in the movie distribution environment since a cooperative strategy between market competitors is not feasible. Conclusions - Government film development policy should ignore quality competition between movie production companies and focus on preventing marketing competition. If movie production companies focus on movie production quality improvement then a creative competition would ensue.

• Journal of Information Technology Applications and Management
• /
• v.24 no.2
• /
• pp.97-112
• /
• 2017

This paper aims to research the technology level of sports industry, through analyzing the technology gap between Korea and other major countries (USA, Europe, Japan, and China), and provide a list of technologies to be prioritized for R&D investment by conducting an analysis of the strategic importance of various element technologies. The results of the analysis showed that the technology level of Korean sports industry currently stands at 70.5% of the country with the most advanced technology (the USA), and that the technology gap amounts to 4.8 years. It was also found that the USA is the country with the most advanced technology (100%) at present, followed by Europe (91.1%), Japan (88.3%), Korea (70.5%), and China (61.2%). To reduce the technology gap, we established a Strategic Zone (SZ) and derived three element technologies including 'design and production technologies for sports and game equipment' in the $1^{st}$ tier, nine element technologies including '3D motion analysis and simulation technology' in the $2^{nd}$ tier, and four element technologies including 'fitness/health promotion and management technology' in the $3^{rd}$ tier. The significance of this research is that it included five major technology categories of the sports industry in its analysis, selected an expert on sports industry technologies using the delphi method. Therefore, the results of this study may be suitable for use as basic data in establishing the R&D strategy for the future development of the sports industry.