• 마케팅과학연구
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• 제12권
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• pp.121-134
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• 2003

기상마케팅은 기상 상태의 변화에 따른 소비자의 욕구와 구매행태의 변화를 기업의 마케팅계획에 반영하려는 노력으로 빙과류, 맥주나 음료 에어컨, 방한의류 등과 같은 계절적 상품들에서 일찍부터 중요성이 인식되어져 활용되어져 왔다. 그러나 기상요인의 영향력에 대한 연구는 기업의 사내 보고서 형태로 이루어져 왔으며 주요 기상요인들이 제품판매에 미치는 영향에 대한 학문적인 접근은 거의 이루어지지 않은 상태이다. 이에 본 연구에서는 국내 주요 백화점에서 판매되는 다앙한 패션의류제품올 대상으로 일별 매출데이터와 기상특성자료들간의 관계를 체계적으로 분석하였다. 특히 기상요인들이 매출에 미치는 영향이 어느 정도인지를 파악하기 위해 백화점의 주요 판매촉진 수단인 정기세일과 사은품 증정의 효과와 비교함으로서 기상요인의 영향력을 평가하였다. 분석결과 패션제품 매출에 있어 기상요인들은 정기세일보다는 낮지만 사은품증정과 유사한 수준의 효과를 갖고 있는 것으로 나타났으며, 기상요인들중 기온, 강수량, 바람이 매출에 유의한 영향을 미치는 것으로 나타났다. 그러나 기상요인의 구체적인 효과는 계절에 따라, 복종별로 상이하게 나타나 향후 의류제품 판매에 있어 기상마케팅의 적용은 시즌과 제품특성을 반영한 체계적인 예측모형의 구측과 적용이 필요한 것으로 나타났다.

• 마케팅과학연구
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• 제15권3호
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• pp.67-92
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• 2005

본 연구는 브랜드 확장의 단점에도 불구하고 마케팅의 효과 및 효율측면에서 항상 고민하는 마케터들이 전략적으로 브랜드확장을 꾀하고자 할 때, 브랜드확장의 위험을 줄이고 성공가능성을 높이는데 일조하고자 실시되었다. 특히 본 연구는 제품유형을 실용제품과 쾌락제품으로 구분하고, 모 브랜드의 제품유형과 일치하는 제품유형으로 브랜드 확장을 하는 경우와 불일치하는 제품유형으로 확장하는 경우에 소비자가 확장 브랜드에 대하여 보이는 반응을 조사하였다. 연구결과에 따르면, 모 브랜드의 제품유형과 일치하는 제품유형으로 확장한 브랜드가 불일치하는 제품유형으로 확장한 브랜드보다 소비자에게 보다 긍정적으로 평가를 받았다. 또한 브랜드확장 전략 수행 시 모 브랜드와 제품유형을 일치시키는 것이 모 브랜드의 제품유형이 쾌락제품일 경우보다 실용제품일 경우 더욱 중요한 것으로 나타났다. 여기에서 나아가 소비자가 몰입하는 인지적 또는 감성적 관여유형에 따라 브랜드확자엥 대한 보지가의 평가는 모 브랜드의 제품유형 및 일치 불일치 확장유형에 따라 달라질 수 있음을 알 수 있었다.

• 마케팅과학연구
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• 제16권1호
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• pp.13-26
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• 2006

본 연구에서는 안정적 NBD모형에 개별구매자들의 평균적 구매율 변화로 발생되는 임의의 불안정성이 개입하였는지를 체계적으로 검정하기 위한 방법을 개발하였다. 이를 위해 본 연구에서는 안정적 NBD모형에서 개별구매자들의 갖는 평균적 구매율이 임의의 불안정성의 영향으로 구조적 변화를 일으키는지에 대한 통계적 가설로부터 우도비를 도출하였다. 또한, 본 연구에서는 반복구매가 이루어지는 패널자료를 대상으로 개발된 ㅂ아법의 실증적 적합성을 살펴보았다. 본 연구의 결과는 NBD모형이 지니는 안정성의 가정을 극복할 수 있는 수단을 제공한다는 점, 마케팅환경의 변화를 조기에 감지함으로써 관련 환경변화에 신속히 대처할 수 있는 마케팅전략의 운용을 가능케 할 것이란 점, 특정 마케팅믹스전략의 효과측정에도 활용될 수 있다는 점 등을 기대할 수 있다.

• 마케팅과학연구
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• 제15권3호
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• pp.149-168
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• 2005

본 연구의 목적은 관광객들을 대상으로 관광지 개성이 관광지 선택에 미치는 영향을 분석하는데 있다. 이를 위해 아시아 지역 내에서 경쟁관계에 있는 제주도를 포함한 섬 관광지 6곳을 경쟁 관광지로 선정하였다. 그리고 일본인, 중국인, 한국인 관광객들을 대상으로 설문조사를 통하여 관광지 개성과 관광지 속성에 대한 여행갤들의 지각을 측정한 다음 이를 바탕으로 관광지 선택에 있어 관광지 개성과 관광지 속성의 상대적 영향정도를 분석하였다. 관광지 개성의 차원은 Aaker의 연구와 유사하게 5개의 요인으로 나타났으나, "유능함" 대신에 "매력성"이 새로운 개성차원인 것으로 나타났다. Multinomial Logit 분석을 실시한 결과, 관광지 속성들 중에서 친절한 서비스가, 그리고 개성차원들 가운데 성실함이 의미있는 영향 요인으로 나타났다. 또 쇼핑과 흥미로움도 유의한 것으로 나타났다. 국적별 차이에 대한 분석에서는 전반적으로 관광지 속성과 관광지 개성 모두가 관광지 선택에 영향을 미치는 것으로 나타났으며, 일본인의 경우 관광지 속성보다 관광지 개성의 영향력이 높은 것으로 나타났다.

• Journal of Korean Society for Atmospheric Environment
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• 제17권E4호
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• pp.163-168
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• 2001

Estimating the emission rate of VOCs from a gasoline industry at national level can be a challenging take even though the estimation is mean-based. However, using the procedures in the US EPA AP-42 guidelines, it is possible to approximate the mean industry emission rate once enough data are available. However, this estimate can be misled in the sense that there exist many stochastic factors in the EPA\\`s estimation procedures and also throughout the marketing channels of gasoline industry. Addressing the stochasticity problem in EPA\\`s procedure is hard to tackle because the detailed data needed to execute the estimation are not usually available even from refiners. Instead, this research tries to stay focused on the second type of stochasticity issue, raised from the mean0based metrological and marketing practice data collected from the 4 major refiners. To do so emission raters from each marketing channels (8 marketing points by 3 transportation types and by storage facilities of 4 refiners) are estimated monthly, following AP-42 procedures and using Tank 4.0. Once these estimates are acquired, the distribution of VOC emission rate for each marketing channel of all 4 refiners is estimated through simulation method using @Risk. The mean-based emission rates are weighted by company quantities to estimate the emission rate from the whole gasoline industry. Simple economic implication is provided, based on the result. This study found that, on the mean-bases, about 0.66% of gasoline marketed are evaporated into air. Considering the stochasticity in the estimation, about 90% of simulation results fell into the range of 0.65 to 0.68%. For 90% chance, the estimated economic loss is $54.65 million to $57.17 million, not counting the cost caused by air quality degradation and associated health impact.

• 보건의료산업학회지
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• 제5권2호
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• pp.209-226
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• 2011

The purpose of this study is to analyze and find out key success factors and marketing strategies of Bumrungrad Hospital in Bangkok, Thailand. The major success factors of Bumrungrad Hospital are as follows; First, Bumrungrad Hospital had professional medical team and board of directors who had the international career. Second, Bumrungrad was supported by Thai government and they were in a cooperative relationship with each other for the development of the medical industry. Third, Bumrungrad appropriately handled the internal and external changes including Asia Financial Crises in 1997 and others. Fourth, Bumrungrad diversified and broaden its business field such as global medical investing and management, medical technology, anti-age medicine and wellness. Marketing strategies of Bumrungrad analyzed are the following four factors. First, Bumrungrad focused on the quality of services by employing professional medical staffs, who have the international certification, and by constructing IT system for hospital management. Second, Bumrungrad has maintained an equalized price policy to attract the customers bothin the domestic and foreign markets. The cost for care has appealed the foreign customers for its comparatively low price, but it focused mainly on the upper middle class in Thailand. Third, it established, managed, and consulted hospitals in the foreign countries including the Philippines and the Arab Emirates. Fourth, it adopted differentiated promotion strategies suitable for the special needs of domestic and foreign customers, and put emphasis on the buzz marketing.

• 인삼문화
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• 제4권
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• pp.1-12
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• 2022

Ginseng and ginseng products are distributed in approximately 190 countries around the world. The size of the ginseng market varies by country and there are no accurate statistics on production and distribution amounts per country. Therefore, it is difficult to make predictions about the global ginseng market. Governments and ginseng trading companies are in need of comprehensive data that shows the current status of the ginseng market to help them establish effective import, export, and sales and marketing policies. To addressthis need, this study examines the approximate size of the world ginseng market based on estimates of recent quantities of ginseng distributed in specific country as well as production by major ginseng producing countries. In 2018, global ginseng production was about 86,223 tons based on fresh ginseng. China produced 50,164 tons, South Korea 23,265 tons, Canada 11,367 tons, the US 1,285 tons, Japan 30 tons, and other countries a combined 112 tons. The value of global ginseng production is estimated to be approximately $5,900 million, with $2,870 million (48.6%) in China, $2,489 million (42.2%) in South Korea, $478 million (8.1%) in Canada, $54 million (0.9%) in the USA, $4 million (0.1%) in Japan, and $5 million (0.1%) in other countries. The value of ginseng products consumed for the last five yearsin South Korea was $1,162 million in 2014, $1,280 million in 2015, $1,548 million in 2016, $1,638 million in 2017, and $1,762 million in 2018, showing that the market has been increasing in recent years. In particular, the Korea Ginseng Corporation (KGC), the biggest global ginseng company in South Korea, recorded sales of $1,207 million in 2018. This represents about 69% of the South Korean ginseng market, and about 20% of global production. Since interest in alternative medicine and health food among consumers is increasing globally, the market for ginseng is expected to expand into the future.

• 통상정보연구
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• 제12권4호
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• pp.363-382
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• 2010

It should be unthinkable to not provide water at survival of any living things. Water is too a basic element for development for a country. Currently, the global market of mineral water is growing rapidly. This study, I conceptualized mineral water as bottled water. In particularly, bottled water has seen huge global growth for the last few years. The annual growth rate of the market in the period 2005-2009 was 5.9%. Following a surge in obesity and subsequent health and wellness trends, many consumers are switching from sugary soft drinks to healthier alternatives. Therefore, the global bottled water market is one area which has big potential for growth, but price competition is getting intensified among multi-national and domestic firms. Korean providers too are faced with strong competition in growing domestic market. The bottled water market has presence of multinational provider like Nestle, Danone and Coca-Cola, which collectively account for 35.1% of the world market share in 2009. On the basis of a market orientation approach, this article looks at changing environments in the world mineral water industry and attempts to describe foreign market entry strategy of the Korean mineral water industry. The market orientation provides strong norms for learning from customers and competitors, is instrumental in creating a superior value for buyers, innovating successfully, and generating excellent firm performance. So firms should consider a strategic planning in basis on market orientation before they enter foreign markets. Some discussions were made about managerial implications for Korean bottled water providers.

• 융합경영연구
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• 제11권5호
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• pp.57-67
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• 2023

Purpose: An evaluation of Uzbekistan's steps towards competitiveness for FDI globally is presented in this paper. Specifically, the purpose of this paper is to analyze the case of Uzbekistan, and to determine the strategies that can be implemented to increase the competitiveness in attracting foreign investment. Research design, data and methodology: To investigate the FDI environment and identify effective strategies, Global RPM and QSPM analyses were conducted in addition to in-depth interviews with experts. In particular, this study uses the method of Global RPM analysis to make a comprehensive evaluation and analysis on globalization, rationality, and professionalism and morality dimensions of FDI in Uzbekistan. Results: According to the analysis, the conditions of political situation, financial stability, legal frameworks, as well as economic environment of the country play a significant role in bringing in FDIs from abroad. Moreover, based on the results, Uzbekistan scored lowest on globalization, indicating that the country has a low level of integration and openness to the global economy and society. Conclusions: Uzbekistan can boost its productive capacity and GDP growth with FDI, but it has to overcome many structural and logistical obstacles. Furthermore, adhering to the chosen strategies, policymakers can leverage FDI to stimulate economic growth, leading to the generation of new jobs and expanded opportunities in Uzbekistan.

• 복식문화연구
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• 제32권1호
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• pp.38-57
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• 2024

This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword "vegan fashion" were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.