• Korean Journal of Construction Engineering and Management
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• v.16 no.1
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• pp.44-51
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• 2015

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analyze the internal marking factors by using Analytic Hierarchy Process. As a result, the first and second factor represents the internal communication and working condition and environment respectively. The findings of this study will contribute to apply the internal marketing into construction industry.

• Journal of Information Technology Applications and Management
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• v.21 no.1
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• pp.17-34
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• 2014

As the numbers of Internet users have grown dramatically in recent years due to increased use of mobile devices, businesses using internet are also expanding rapidly. Internet marketing has the advantage of expanding business without any constraint of time and space using the global network which connects tens of thousands of world's computers and mobile devices. In a way of utilizing internet marketing, the present study examines the applicability of Customer Relationship Management (CRM) to the domestic professional baseball industry in Korea. The study focuses on the issue of whether the intangible value of customer satisfaction can create higher profits. We combine both inductive and conductive methods for this study. First, we carry out a random survey of baseball spectators and find that customers are willing to pay more when their satisfaction level is improved. Next, we recognize satisfaction factors that are considered as important by customers through literature survey. Then we use Decision Tree to find which satisfaction factors are most important to each clustered customer group. Finally we estimate how much they would pay more when the most important satisfaction factor improves by each customer group. Therefore, this study demonstrates that CRM implementation to one-to-one internet marketing can improve the profitability of baseball industry. The major contribution of the present study is to show that the introduction of CRM can be used as a profit-generating strategy in various industries for future internet marketing.

• Review of Culture and Economy
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• v.19 no.2
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• pp.51-72
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• 2016

This research dwells on categorization and industrialization of cultural heritage resources using marketing. Since many organization would not grab the chance of business while doing marketing using cultural heritage, the paper intend to suggest proper way to develop strategy. For that purpose, this research analyzed some advanced cases of corporate like Google and other national endeavors. This paper founded out 4 models of marketing using cultural heritage resources. These are re-creation, patron, capitalization and media. Also we got practical implications of the case analysis and modeling which are collaboration partnership scheme between marketers and filed expert group. Marketers better find fitful information and right person utilizing more reliable sources such as national archives, and academic achievements. If the marketers implement such strategic program, really abundant types of cultural heritage resources using marketing could bring more favorable profit which means business chance and new horizon for global culture industry.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2019.05a
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• pp.127-128
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• 2019

After the financial crisis in 2008, Korean ship-parts manufacturing companies faced the survival of companies due to the difficulty in securing the volume of orders by sharp dropping in orders from big-three Korean shipbuilders. In ship-parts industry, product diversification and overseas market entry are important targets. Based on the expert Delphi survey and SWOT analysis, this study analyzes the key factors of overseas advancement by the growth stage of ship-parts companies and suggests a systematic and efficient overseas marketing strategy. Also, we propose a systematic and efficient advancement into overseas market by suggesting the traditional offline marketing strategy of exporting materials, marketing and marketing, and suggesting the need to build an integrated online and offline platform.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.243-248
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• 2019

As digital media technology continues to evolve, media arts are being created using new technologies. Among them, interactive media provides new experience and interest to the audience in that the audience is completed only by participating in the works. The use of these characteristics as a marketing strategy has led to an increase in sales and a positive image of the company. Through this study, we analyze the case of interactive media contents and infer the usage plan and elements. In addition, we propose a prototype of interactive media contents that can be used as a strategic marketing element by exploring ways to utilize interactive media as a marketing element of the film industry. This suggests the development direction of interactive media that provides a continuous and new sense of immersion to the audience, and suggests subsequent research on effective use of the industry as well as movie marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1085-1096
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• 2007

Globalization of market has put considerable research activities in cosmopolitism and nationalism. In addition, consumer's perception of product's country of origin is widely regarded as an important influence on their shopping behavior. The objective of this paper is to investigate the joint effect of cosmopolitanism and nationalism on shopping orientation and awareness of the country of origin of fashion products among Korean young consumers. Data from 471 young Korean consumers were analyzed. According to the cosmopolitanism/nationalism measure, respondents were segmented into three groups: global, local and glocal group. Results indicated that global and glocal consumers value symbolic and non-conforming aspects of fashion product shopping and were more interested in country of origin of products than local consumers. Global consumers showed higher level of foreign product preference than local and glocal consumers. Some managerial implication for marketing practitioners was suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.7
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• pp.819-830
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• 2003

Korea is facing great threat from other countries as a major global sourcing site for textile and apparel products. The threat has been augmented by changes in external environment such as advents of Trading Blocs and Free Trade Area(FTA) as well as internal environment such as hikes in labor cost and lack of flexibility in accommodating international buyers' needs. This study analyzed international buyers' sourcing activities in Korea for the purpose of developing strategies to enhance competitiveness of the Korean textile and apparel industries in the global market. The data used in this study were gathered by surveying 52 non-Korean textile and apparel product buyers with cooperation of the Korea Federation of Textile Industries (KOFOTI). The data were analyzed by mean, frequency, Pearson correlation coefficient, and ｘ$^2$ analysis. The results indicated that Korea is still attractive to many international buyers especially to those who have been engaged in global sourcing for longer periods of time with bigger purchasing budgets. However, in order to expand and solidify their customer bases, Korean companies should focus more on developing competitively priced value added products a step ahead of their foreign competitors, diversifying their marketing channels including internet.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.41 no.2
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• pp.32-46
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• 2018

Research in the Servitization of Manufacturing has become focused more on cases than concepts over the past decade. This is because governments have emphasized some practical research with policies to support their industries. Manufacturers need differentiated strategies to gain competitiveness by servitization in the global market. They should examine how common servitization has become in the same industries and markets. They should also make sure how it works and for what purpose it is done since it is necessary to make the best decision to be able to distribute the limited resources most effectively to defeat the global competitors. South Korea has the sixth largest trade volume in the world, but Korean SMEs' marketing capabilities fall short compared to that of major global companies. This paper seeks to develop the proper model and its application for the servitization with global cases which are recommended for Korean SMEs. They need to check the urgency in servitization according to their products, industries and target markets. In addition, factors such as purposes, time and types of the servitization are examined to see how they are related each other. The most significant implication of this study is that the processes for early-stage companies in servitazation are modeled to help them make the best choices.

• Journal of Venture Innovation
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• v.7 no.1
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• pp.1-15
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• 2024

This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.2
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• pp.286-297
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• 2005

Recently, due to the gloalization of the industry environment and the consequent multi-national companies led by industrialized countries, fashion companies of newly industrialized countries are pursuing to globalize their businesses. This study conducted to review the global configuration of activities of the added value chain, the strategies to enhance global competitiveness, and global performance of value activities of Korean fashion companies. The data were collected from the survey by questionnaire on Korean fashion companies. The methods of analysis used in this study were regression, and descriptive statistics of the data. the results werw as follows. First, Korean fashion companies were undergoing diverse value activities through their foreign subsidiaries and overseas out-sourced companies in a wide spectrum of business activities ranging from design/planning o products to marketing/logistics. Second, the global competitive strategies that the Korean fashion companies were most focused on were the cost/productivity aspects. The efforts to differentiate the products from competitors, the efforts for innovation, an the efforts of growth were the next strategies. The strategy that was least emphasized was on seeking alliance with other business partners. Third, the result of the globalization efforts showed an overseas market growth of and average of 9%, and an average overseas market profit of 7.8%. The overall satisfaction on the result of the overseas market activities, and the rate of accomplishment of market targets were generally low.