• International Commerce and Information Review
• /
• v.12 no.1
• /
• pp.403-428
• /
• 2010

This research is about global investment for managing the important position, what Korea is doing in World's main market. Considering there are some differences between developed countries' model and developing countries' model in doing direct overseas investment, they target to get political agreement and develop the new invest plan and strategy by understanding changes of Korean manufacturing companies in direct overseas investment between 2001 and 2008 and analyzing the change of yearly investment motivation. The result from this result let us know that company should develop their own idea for their competitive advantage by doing direct overseas investment. And, the overseas investment, which was already done in other countries, 1. Review its realities and tendency in terms of investing countries, industries, and its scale and then Set up an actual model, based on strategic combination of investing location select and determination of Korean manufacturing companies. 2. Analyze how the situational factors have influenced and what factors would be considered for direct overseas investment. From the analyzing result, even though it is fairly true that raising wage and getting resources, and developing alternating industries for export had influenced at the beginning, overseas investing companies' policy will be influenced by the results from studying marketing-pursuit type, local producing and manufacturing by using low-wage people for local sale, and situation for changing investing tendency as service industry.

• The Journal of Industrial Distribution & Business
• /
• v.10 no.5
• /
• pp.21-26
• /
• 2019

Purpose - The IT convergence industry, which is the subject of this study, is the main strategy field during the 4th industrial revolution era. Against this background, it is urgent to establish policy measures to survive and spread export products in the global industries. Research, design, data and methodology - In order to achieve this goal, we conducted the Importance - Performance Analysis (IPA) and found that it is necessary to develop tailor - made marketing support for small and medium sized IT exporters and to develop export strategy products with competitive technologies. Results - Above all, customized marketing support for IT export-related SMEs was needed. Next, in the first quadrant, strategic products, qualitative level, global, value added, and information systems were included, and it was found that 'development of export strategic products with competitive technologies' was necessary. In the third quadrant, related variables calculated at present time are not urgent variables. Conclusions - In this study, it would be necessary to calculate the additional implications of the variables that are not considered in this study, including future studies, because the methods considered here as analysis variables are carried out in comparison with the previous studies.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.11
• /
• pp.1438-1447
• /
• 2004

The purpose of this study were to examine if the buyers of counterfeits tend to care less about ethical beliefs than non-buyers among Korean, Japanese, and Hong Kong consumers, and if they have more supportive attitudes toward counterfeit products. 573 female college students living in Seoul, Tokyo, and Hong Kong were surveyed. For data analysis, descriptive statistics, factor analysis, and t-test were used. As the results, 65.8% of respondents had experiences of purchasing fashion counterfeits. Handbags among fashion counterfeits were the most frequently purchased by the respondents. The buyers of counterfeits tended to purchase counterfeit goods as more alternative of genuine products than non-buyers, and did not feel guiltier toward purchasing of counterfeits than non-buyers. Also, the buyers of counterfeits tended to have more positive attitudes toward the legality of manufacturing, selling, and buying of counterfeits than non-buyers. In addition, they tended to consider much more purchasing of counterfeits as a way to fight against big-firms than non-buyers. Finally, the buyers of counterfeits tended to have lower consumer ethics than non-buyers. Based on these results, global marketing strategies for fashion goods were suggested.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.9
• /
• pp.341-350
• /
• 2020

This study aims to verify the relationship between overseas activities and performance of Korea's SMEs during the last financial crisis. Whether overseas activity performance of enterprises differed was determined based on characteristic variables, including the degree of concentration on R&D and marketing. This study also examined how SMEs' international transactions and their performance differed based on internal variable such as the level of stock holding and firm size. This study developed a model for analyzing the relationship between the level of internationalization and performance of Koran SMEs listed in the KOSDAQ. We used firm-level data, including annual reports and various data sources such as the KISVALUE program. To smooth annual fluctuations in accounting data, we used a three-year average from 2006 to 2009 for each variable in the study. The results showed that proactive overseas activities ultimately had a positive effect on an enterprise's performance, even though it initially had a negative effect. Therefore, enterprises should focus their capacity on R&D and marketing environment. Although numerous studies have focused on the relationship between overseas activities and performance of enterprises, the present study analyzed whether enterprises should continuously engage in overseas activities and what capacities they should strengthen during a global economic recession.

• Journal of Korea Game Society
• /
• v.21 no.2
• /
• pp.111-122
• /
• 2021

MMORPG game is an industry that is growing fast through COVID-19. This study confirmed the factors that influence the self-character identification and social relation internalization of MMORPG games and identified the factors that affect the intention to purchase items and the intention to continue play. According to the PLS analysis, the influence of the character characteristics and social characteristics of MMORPG on self-character identification and game commitment was significantly confirmed. In addition, the relationships between these mediating variables and user behavior were tested. The results of this study suggested the importance of researching MMORPGs' game characters and could be used to improve the competitiveness of MMORPG game companies.

• Journal of Information Technology Applications and Management
• /
• v.29 no.3
• /
• pp.43-55
• /
• 2022

In this study, with the goal of developing a deep learning-based product recommendation model for effective matching of influencers and products, a deep learning model with a collaborative filtering model combined with generalized matrix decomposition(GMF), a collaborative filtering model based on multi-layer perceptron (MLP), and neural collaborative filtering and generalized matrix Factorization (NeuMF), a hybrid model combining GMP and MLP was developed and tested. In particular, we utilize one-class problem free boosting (OCF-B) method to solve the one-class problem that occurs when training is performed only on positive cases using implicit feedback in the deep learning-based collaborative filtering recommendation model. In relation to model selection based on overall experimental results, the MLP model showed highest performance with weighted average precision, weighted average recall, and f1 score were 0.85 in the model (n=3,000, term=15). This study is meaningful in practice as it attempted to commercialize a deep learning-based recommendation system where influencer's promotion data is being accumulated, pactical personalized recommendation service is not yet commercially applied yet.

• Proceedings of the Korea Contents Association Conference
• /
• 2011.05a
• /
• pp.135-136
• /
• 2011

It is very crucial that small and medium-sized enterprises, called SMEs, should play a pivotal role in creating jobs and contributing to export. Day by day under the influence of the increment globalization of the world market and the rapid changes of business environment, our country has been heavily dependent on export to the foreign countries. Therefore, both enterprises' Marketing Mix such as Product, Price, Place and Promotion and global competitiveness are essential elements to raise the volume of export. The purpose of this research is to find out the relationships between Marketing Mix and Marketing Performance. The considerable number of 338 domestic export SMEs was surveyed to verify the hypothesis and research model through a covariance structure analysis via AMOS 18.0, accompanied by the confirmatory factor analysis to prove suggested potential variables. After the strenuous empirical analysis, the relationship between marketing mix elements and marketing performance, the place and promotion element of 4Ps' Mix proved to have a postive impact on marketing performance. This research focused on Marketing Mix as major elements in marketing performance. Theoretical and practical implications are generated to help both enterprises and policy-makers that cover comprehensive government policies for SMEs.

• Asia Marketing Journal
• /
• v.15 no.1
• /
• pp.169-188
• /
• 2013

Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, 'one brand-shop' of cosmetic market since 2008, after overcoming the crisis of 'going out of business' in a couple of early years. Within a relatively short period of time, TONYMOLY's performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and overseas sales. In this case study, we have examined TONYMOLY's recent marketing activities which may explain the plausible reasons behind the substantial growth of a small but smart cosmetic company. Above all, the first key success factor of TONYMOLY would be found in its adherence to the clear philosophy of the customer value proposition and/or the differentiated position of TONYMOLY as a brand of providing value. Second, this brand concept of value was first penetrated and welcomed among the foothold customer target group of mid and late teens with appropriate products, while the target groups were later expanded into the age group of twenties along with expansion of relevant products. Third, its differentiation efforts have been concrete and meaningful by utilizing unique ingredients in its product development and marketing efforts, unique fun packaging, and continuously introducing new hit-selling products as well as managing steady-selling products. Fourth, TONYMOLY has been smart enough to use its limited marketing money efficiently and effectively in its marketing communication activities. Viral marketing, PPL, and concentrated media planning and execution turned out to produce effective and efficient market-based performances such as awareness, word-of-mouth, and sales. Lastly, the marketing leadership of CEO and top management, emphasizing communications and interactions, was confirmed in the relationship quality with and trust level of its franchisees and internal employees. These key success factors may explain the recent phenomenal market performances of TONYMOLY. Despite recent successes, the major issues are presented for TONYMOLY to consider for maintaining its sustainable advantages and growth. The first issue concerns TONYMOLY's choice of growth philosophy between product/brand-centric marketing and customer-centric marketing. The second challenging issue relates to how TONYMOLY can cope with 'growing pains' plausibly accompanied with the rapid growth.

• International Commerce and Information Review
• /
• v.15 no.3
• /
• pp.411-430
• /
• 2013

Overseas marketing before the conclusion of a contract is a huge obstacle to enter the global market because it has needed the company's maximum capacities which are some cost, time and human resources. Thus it required a reestablishment about the education fields and research schemes. Due to the advancements in ICT and internet, a subject of e-trade is becoming a critical issue with a subject of a practice of international trade. However, since the mid-2000s, e-trade research articles and educational materials such as textbooks, research papers are being gradually reduced. Therefore the purpose of this study, from an oversea marketing point of view among the various e-trade fields, is to measure an education performance and an academic research scheme. And this study will suggest direction of improvement about research scheme and educational performance in the overseas marketing. According to the result, to establish the education and research scheme about SEM(Search Engine Marketing), SEO(Search Engine Optimization) and SNA(Social Network Analysis) which are introduced in the industry among the education and research field related the e-trade is urgent. And some subjects need a capstone-design reconcile theory and practice.

• International journal of advanced smart convergence
• /
• v.9 no.3
• /
• pp.105-117
• /
• 2020

The "New Korean Wave" (Shin Hallyu) phenomenon, which is represented by the global popularity of BTS and director Bong Joon-ho's film "Parasite," is making the world excited. The influence of the Korean Wave is not only on politics, society, and culture, but it also has considerable economic ripple effects. We applied individual in-depth interviews with seven media and marketing experts in China to assess the changes in the impact of Korean cultural content (i.e., Hallyu content) and examine the possibility of marketing for Korean small and medium-sized enterprises (SMEs) products using Hallyu content. Considering its massive market potential, China is still an attractive target for Korean companies and is of even greater importance to SMEs, which are highly dependent on exports and lacking marketing budgets as well as a professional workforce. Korean businesses and the economy at large would get a real boost if they could penetrate the Chinese market by utilizing the strength of Hallyu content. Based on the results of the in-depth interviews, the conclusion of our study suggests the direction of advertising strategy on how Korean products can attract the minds of Chinese consumers by utilizing the Shin Hallyu. This research is a practical study that diagnoses the reality of the Korean Wave in China objectively and has excellent practical implications as it proposes methods of how SMEs should use Hallyu for their marketing strategies.