• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2023년도 제67차 동계학술대회논문집 31권1호
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• pp.473-474
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• 2023

본 연구는 코로나-19 이후로 증가할 것으로 보이는 방한 외국인 관광객의 지역별 소비 경향을 카드 소비 데이터를 데이터베이스화하여 다각적인 방면에서 분석하고 정보를 만들었다. 코로나 이전 'K-pop'과 'K-drama'의 영향으로 계속해서 증가하던 방한 외국인의 수는 코로나의 영향으로 50%가량 감소했다. 하지만 '위드 코로나'로 접어든 지금, 다시금 외국인 관광객을 유치하기 위해선 각 관광객의 니즈에 맞는 서비스를 제공해야 한다. 또한, 각 지자체에서는 외국인 관광객이 선호하는 서비스를 파악하고 각 국적별 관광객에게 맞는 서비스를 제공하는 노력을 통해 지역경제를 활성화시킬 수 있을 것이다. 현재 많은 기업에서 지역별, 업종별로 맞춤 서비스를 제공하는 것처럼, 지자체가 구체적인 데이터를 사용하여 맞춤 서비스를 제공한다면 코로나로 어려운 시기를 슬기롭게 극복할 수 있다고 생각한다.

• 경영과정보연구
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• 제37권4호
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• pp.271-287
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• 2018

판매직원의 경력관리 행동은 개인의 경력성공뿐만 아니라 기업 성과달성에 중요한 역할을 한다. 기존연구에서는 경력단절이나 이직과 같은 판매직원의 경력이동을 부정적이고 수동적인 관점에서 다루어졌다. 하지만 최근 이런 경력이동을 적극적인 경력목표 달성을 위한 자기주도적 경력관리(self-directed career management) 차원으로 이해하려는 노력이 진행되고 있다. 본 연구는 이런 맥락을 기반으로 판매직원의 자기주도적 경력관리여부에 따라 개인적 경력성공에 차이가 있는지 그리고 경력성공의 결과로 나타나는 직무만족과 조직몰입이 기업의 마케팅경쟁력에 어떤 영향을 미치는지를 밝히는데 초점을 맞춘다. 실증분석을 위해 한국직업능력개발원에서 실시한 "제5차 인적자원기업패널(HCCP)" 자료를 사용하였다. 분석결과를 요약하면, 첫째, 경력성공의 객관적 지표인 임금에 있어서 경력이동 경험이 있는 판매직원이 그렇지 않은 일반 직원에 비해 임금이 낮은 것으로 나타났다. 둘째, 직무만족과 조직몰입이 기업의 마케팅 경쟁력에 미치는 영향이 자기주도적 경력이동 판매직원과 일반 판매직원간 차이가 있는지를 분석한 결과, 유의미한 차이가 나타나지 않았다. 본 연구의 시시점은 판매직원의 자기주도적 경력관리 행동이 기업의 마케팅경쟁력을 높이는 원천으로 중요한 관리요인임이 확인되었다는 것이다.

• 무역상무연구
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• 제37권
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• pp.329-360
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• 2008

In Korea, the major of international trade and business introduced in the 1960s to supply trade expert to trading companies, and the heyday of the trade major was in the 1980s. However the trade major fell into decay from the middle of 1990s. The purpose of trade education in university is to supply high qualified employees to societies and companies. The problem is that companies have difficuties for recruiting of trade expert, on the other hand university graduates have few job oppertunies. It has some discrepancies between education and field. The object of this paper is to propose a direction of modification of the trade and international business curriculum for global trade expert. We research international trade and business departments' curriculums of GTEP universities. GTEP stands for global trade expert incubating program started from 2006 which have charge of MOCIE and KITA. First, in the title of department, a lot of former researchers have taken up the position to return "Trade" or "International Trade". We think more important fact is not the title of department but the curriculum, so we insist on a harmony between the department title and curriculums. The focus of modification of curriculum is to educate global trade expert, so we need to know about global business environment and companies' needs also. Second, We propose the directions for modification of curriculum are "convergence" and "specialty". Trade major is a mixed study in nature and trade major try to treat lots of subjects such as trade, business adminstration, economics, international law, international commerce, logistics and marketing etc to catch up changing global business circumstanses and companies' needs. So convergence of adjacent field is very important in study and training. Specialty means selection and concentration strategy for global trade expert. It is difficult to learn every knowledge and skills for employer's needs in 4 years and 140 credits. A students who has studied basic subject in trade, management, economics can choose 1 or 2 specailty subject such as trade and e-commerce, global marketing, logistics and transportation, commerce and policy, servive trade, foreign language and cross culture etc. In concusion, the concept of convergence and specialty is not separation but harmony each other, so we propose to promote two concept together for modification of the trade and international business curriculum for training of global trade expert.

• 마케팅과학연구
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• 제14권
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• pp.81-100
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• 2004

Miles and Snow의 전략유형 및 Porter의 본원전략과 제품 수준의 마케팅 전략 간의 관계를 검증해 보고, 두 사업부 전략유형 간의 관계도 분석하였다 소비재와 산업재를 포함한 102개 전략사업단위에 대해 최고경영자와 마케팅 관리자를 방문 면접하여 조사자료를 수집하였다. 분석결과 Miles and Snow의 전략 유형은 제품시장의 환경관리에 대한 관리적 노력의 적극성 측면에서 전략유형 간에 유의한 차이를 보였으며, Porter의 본원전략과 제품 수준의 마케팅 전략 사이에 유의한 관련성이 있는 것으로 나타났다. 또한 두 전략유형 간에 관련성 검증을 통해 Miles and Snow의 조직내부의 관리적 관점과 Porter의 경쟁적 관점의 통합적 접근가능성을 보여 주었다. 본 연구결과 다양한 산업에 있어서 사업부 수준의 전략이 제품 수준의 마케팅 전략 활동에 일관성 있게 나타남으로써 사업부 수준의 전략유형이 제품 수준의 마케팅 전략에도 적용되고 있음을 시사해 주었다.

• 마케팅과학연구
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• 제9권
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• pp.19-46
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• 2002

90년 이후 10여년에 걸쳐 마케팅 개념의 구체적인 활동, 이른바 시장지향성에 대한 활발한 연구가 진행되어 오고 있다. 시장지향성은 고객지향에 초점을 둔 전사적 활동을 통하여 시장정보의 창출, 전파 및 활용과 경쟁자지향으로 요약될 수 있고 수익성에 직접적인 영향을 미치는 중요한 개념이다. 본 연구는 내부마케팅의 선행연구에 대한 문헌적 고찰을 통하여 내부마케팅의 세부적 요인을 권한위임, 내부커뮤니케이션, 보상시스템, 경영층지원, 교육훈련의 다섯 가지로 도출하고, 이러한 요인들이 시장지향성에 미치는 직 간접적인 영향관계를 구체적으로 분 석하기 위하여 공분산구조분석을 사용하였다. 그 결과 도출된 내부마케팅의 다섯 가지 요인 대부분이 시장지향성의 외부고객 지향성, 경쟁자 지향성, 기능간 상호협조에 직 간접적으로 유의한 영향을 미치는 것으로 나타났다. 특히 시장지향성에 많은 영향을 미치는 내부마케팅 요인은 경영층지원인 것으로 나타났다.

• 마케팅과학연구
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• 제12권
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• pp.1-27
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• 2003

아웃소싱은 국내 소매기업에서 대부분이 활용하고 있을 만큼 보편화되어 있지만 지금까지 이에 대한 체계적인 연구는 부족한 실정이며, 특히 소매기업의 아웃소싱이 마케팅 성과에 어떤 영향을 미쳤는지에 대한 선행연구는 이루어지지 못하고 있다. 본 연구에서는 소매기업의 현실적인 여건을 염두에 두고 문헌연구를 종합적으로 고찰해 연구 모형을 구축하여 아웃소싱의 전략요인인 아웃소싱 목표 및 범위의 명확화, 코소싱, 공급기업 관리, 인적자원의 참여가 마케팅 성과 요소인 서비스 품질 향상, 고객만족, 종업원의 능력 향상에 미치는 영향을 분석하였다. 또한 아웃소싱 전략요인이 마케팅 성과에 미치는 영향은 아웃소싱 동기 및 인적자원의 아웃소싱 정도에 따라 어떠한 차이가 나는지에 대해서도 분석하였다. 아웃소싱 전략요인이 마케팅 성과에 미친 영향에 대한 가설을 검증한 결과, 코소싱은 서비스 품질 향상에, 인적자원의 참여는 서비스 품질 향상과 종업원의 능력 향상에, 공급기업 관리는 고객만족과 종업원의 능력 향상에 유의한 영향을 미치는 것으로 나타났다. 그러나 아웃소싱 목표와 범위의 명확화는 마케팅 성과 변수에 영향을 미치지 않은 것으로 밝혀졌다.

• International Journal of Computer Science & Network Security
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• 제22권7호
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• pp.206-212
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• 2022

Strengthening global geopolitical instability in the world leads to an aggravation of international conflicts; it destabilizes the domestic political situation in countries, violates the rights and freedoms of man and citizen, and also activates economic crime. The full-scale invasion of the Russian Federation on the territory of Ukraine and the deployment of military operations in a large territory of a sovereign country have created a number of destabilizing factors in the development of digital technologies and negatively affect the state and trends of digital marketing, which allows establishing interaction with a wide audience and facilitating the search for new customers in various places. The purpose of the research lies in substantiating the theoretical and applied principles for studying the features of digital marketing in the conditions of wartime posture in Ukraine. In the course of the research, general and special methods of economic analysis have been used and applied, namely: analysis and synthesis; analogies and comparisons; generalization and systematization; graphic and tabular methods. Regarding the results of the research of digital marketing in the conditions of wartime posture in Ukraine, it has been established that the intensification of the development of digital marketing is caused by the crisis phenomena of social-economic, social-political and military nature, as well as exacerbated by the challenges of the COVID-19 pandemic. It has been proven that highly developed countries use innovative digital technologies more effectively in the field of marketing, which indicates the importance of the Multidimensional Index of Digitization (the USA - MID: 0,92-0,92; the UK - MID: 0,80-0,97; Japan - MID: 0,80-0,88; Canada - MID: 0,78-0,81; Germany - MID: 0,78-0,88; France - MID: 0,72-0,76), however, the developing countries record much lower values (Ukraine - MID: 0,22-0,48). Accordingly, the level of cybersecurity in highly developed countries is also significantly higher than in transitive countries, in particular, in the United States (GCI: 0,919-0,999); Great Britain (GCI: 0,783-0,995); Canada (GCI: 0,818-0,978) and in Ukraine (GCI: 0,501-0,661).

• 마케팅과학연구
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• 제18권4호
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• pp.277-306
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• 2008

Knowledge1 is considered to be a key element of understanding how organizations gain and sustain competitive advantages. But very few firms are capable of creating the requisite knowledge and thus, firms should acquire and exploit new knowledge through knowledge transfer processes. The empirical part of this study involves examining relationships among adaptability of knowledge and knowledge transfer and marketing performance and testing the moderating roles of absorptive capacity, socialization and local marketing knowledge. This study is organized as follows: (1) Previous literature on knowledge, knowledge transfer and absorptive capacity is summarized, followed by the development of hypotheses derived from the knowledge-based view and absorptive capacity. (2) The hypotheses are tested with data collected from MNCs' subsidiaries performing marketing activities in Korea.Thestudyisclosedwithfindings,implications,andconclusions. Following six research hypotheses are drawn from literature review in related areas: H1: Adaptability of knowledge transferred from the MNCs' headquarters and other subsidiaries is positively associated with knowledge inflows into the receiving subsidiary. H2: The level of marketing knowledge transferred from the MNCs' headquarters and other subsidiaries is positively associated with marketing performance of the receiving subsidiary. H3: Increases in potential absorptive capacity will enhance the relationship between adaptability of knowledge and the level of marketing knowledge transfer. H4: Increases in realized absorptive capacity will enhance the relationship between the level of knowledge transfer and marketing performance of the receiving subsidiary. H5: Increases in socialization activity among the headquarters and subsidiaries will enhance the relationship between adaptability of knowledge and the level of marketing knowledge transfer. H6: Increases in the level of locally developed marketing knowledge will enhance the relationship between the level of knowledge transfer and marketing performance of the receiving subsidiary. The research framework that illustrates the proposed hypotheses is presented in figure 1. The unit of analysis for this study is knowledge transfer from the MNCs' headquarters and other subsidiaries to their subsidiaries operating in South Korea. The population for this study consists of subsidiaries established either as joint ventures or as wholly-owned subsidiaries. A group of 603 foreign firms were drawn from diverse industry organizations and business societies. After personal contact, telephone, fax, and e-mail to request that the respondents complete the questionnaire, 282 valid questionnaires from 133 initial sample companies were collected. The results of the empirical analyses significantly support all of the proposed hypotheses except hypothesis 3. Adaptability of external knowledge promotes knowledge transfer and the relationship is moderated by a firm's potential knowledge absorptive capacity. On the other hand, knowledge transfer improves a firm's marketing performance and a firm's realized knowledge absorptive capacity and local marketing knowledge moderate the relationship. The theoretical and practical implications of the findings in this study are as follows: (1) firms must take seeking, transferring, sharing and exploiting of external knowledge into serious consideration, while simultaneously creating knowledge to support the necessary business operations, remain competitive, and achieve superior performance. (2) Firms should continuously seek to develop their knowledge absorptive capacity (both potential and realized capacity) to absorb, learn and utilize valuable external knowledge. (3) Firms should emphasize not only absorptive capacity, but also development of local knowledge. Firms with strong absorptive capability and local knowledge can learn and transfer more external knowledge, which can be translated into greater levels of competence and performance.

• 마케팅과학연구
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• 제10권
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• pp.187-212
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• 2002

Vietnams urban middle class is strongly value oriented in its shopping behavior. They want fairly good quality and service, but they also factor price into their considerations. In terms of retail patronage, they demand convenience, good service, attractive display, and especially want extensive choice. Brands must be present in multiple types of outlet, or fragile brand loyalties can be broken. Mini supermarkets have become an important part of the retail scene in the past decade, and have successfully introduced the supermarket concept to Vietnam. Many consumers are integrating mini supermarkets into their regular shopping, and are willing to pay the higher prices to gain the benefits of such shopping. However, the mini supermarkets do not adequately meet some of the things they expect from supermarkets. Large supermarkets are just entering the market, and are likely to capture much of the current mini supermarket customer base.

• 마케팅과학연구
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• 제7권
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• pp.167-179
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• 2001

In Internet age, traditional transaction concepts are being examined in new perspectives. Electronic commerce, as a new transaction paradigm, is being paid attention to reexamine traditional marketing theories. In this study, equity is adapted to electronic commerce. We add Navigational Equity to existing equity concept: Payment and Service (Huppertz et al 1978). The research model of this study consisted of three major constructs such as equity, normative comparison of equity and consumer satisfaction in electronic commerce. Additionally, the environments of Internet navigation, which include system quality, easy for use, social pressure, playful aspects, and security check, etc. were analyzed. The propositions were drawn from the research model of this study. These propositions will be used to generate hypotheses constructing simultaneous equation model. More empirical study of future is expected.