• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.753-763
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• 2011

The goal of this study is to analyze the problem and performance of life sympathy policy and to present development plan. For this, literature, and empirical research were performed. The analysis showed the problem of life sympathy policy in the following manner. That is the confusion of the mix of department, the lack of publicity, the uncertain of persistence and the lack identity of the monitor, the absence a unified operating instructions on the monitor, the insufficient to activities and operations housewife monitors etc. To vitalize life sympathy policy and operational needs of aspects of the institutional and the activation. First, The task of activation of the institutional challenge is to modify the related law, strengthen the organization, strengthen the personnel, expand the scope of participation monitors. The improvement of the operational aspects of the policy include strengthening integration and connectivity, the construction of policy promotion environment that reinforce feedback and outcome of life sympathy policy, And the energization of on-line activities needs the reinforcement of the operating system, etc. Through the activation of the sector policy, the application of the idea of housewives, and the participation of government policies will be a lot of contribution to the development of South Korea in the 21st century.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.23 no.60
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• pp.1-9
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• 2000

This paper deals with the difference between human sensibility collected from real product and that through graphic image(photographs and graphic images on CRT monitor) on the same automotive interior. The objective of this study is to verify the possibility that, If there are some restrictions in collecting human sensibility through real product directly, they can be overcome by using graphic image instead, making it easy to collect and analyze human sensibility so as to reflect consumers sensibility in the design of automotive interior, and also comparing the result between real product and graphic image on CRT monitor in order to confirm the potentiality of developing a remote human sensibility survey system through Internet. Therefore two experiments were conducted and the object for experiments was limited to automotive interior. The analysis results showed that there were significant differences between graphic image and real product in case of total interior and IPC(Instrument Panel Center) and no significant difference in case of display panel. Also, there were no significant difference when the subject group was female(housewife). To conclude, we can infer, in case of display panel, that it is possible to replace real product with graphic image to extract similar results on human sensibility and to collect human sensibility through Internet.

• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.1-25
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• 2008

Ⅰ. Introduction Retailers in the 21st century are being told that future retailers are those who can execute seamless multi-channel access. The reason is that retailers should be where shoppers want them, when they want them anytime, anywhere and in multiple formats. Multi-channel access is considered one of the top 10 trends of all business in the next decade (Patricia T. Warrington, et al., 2007) And most firms use both direct and indirect channels in their markets. Given this trend, we need to evaluate a channel equity more systematically than before as this issue is expected to get more attention to consumers as well as to brand managers. Consumers are becoming very much confused concerning the choice of place where they shop for durable goods as there are at least 6-7 retail options. On the other hand, manufacturers have to deal with category killers, their dealers network, Internet shopping malls, and other avenue of distribution channels and they hope their retail channel behave like extensions of their own companies. They would like their products to be foremost in the retailer's mind-the first to be proposed and effectively communicated to potential customers. To enable this hope to come reality, they should know each channel's advantages and disadvantages from consumer perspectives. In addition, customer satisfaction is the key determinant of retail customer loyalty. However, there are only a few researches regarding the effects of shopping satisfaction and perceptions on consumers' channel choices and channels. The purpose of this study was to assess Korean consumers' channel choice and satisfaction towards channels they prefer to use in the case of electronic goods shopping. Korean electronic goods retail market is one of good example of multi-channel shopping environments. As the Korea retail market has been undergoing significant structural changes since it had opened to global retailers in 1996, new formats such as hypermarkets, Internet shopping malls and category killers have arrived for the last decade. Korean electronic goods shoppers have seven major channels : (1)category killers (2) hypermarket (3) manufacturer dealer shop (4) Internet shopping malls (5) department store (6) TV home-shopping (7) speciality shopping arcade. Korean retail sector has been modernized with amazing speed for the last decade. Overall summary of major retail channels is as follows: Hypermarket has been number 1 retailer type in sales volume from 2003 ; non-store retailing has been number 2 from 2007 ; department store is now number 3 ; small scale category killers are growing rapidly in the area of electronics and office products in particular. We try to evaluate each channel's equity using a consumer survey. The survey was done by telephone interview with 1000 housewife who lives nationwide. Sampling was done according to 2005 national census and average interview time was 10 to 15 minutes. Ⅱ. Research Summary We have found that seven major retail channels compete with each other within Korean consumers' minds in terms of price and service. Each channel seem to have its unique selling points. Department stores were perceived as the best electronic goods shopping destinations due to after service. Internet shopping malls were perceived as the convenient channel owing to price checking. Category killers and hypermarkets were more attractive in both price merits and location conveniences. On the other hand, manufacturers dealer networks were pulling customers mainly by location and after service. Category killers and hypermarkets were most beloved retail channel for Korean consumers. However category killers compete mainly with department stores and shopping arcades while hypermarkets tend to compete with Internet and TV home shopping channels. Regarding channel satisfaction, the top 3 channels were service-driven retailers: department stores (4.27); dealer shop (4.21); and Internet shopping malls (4.21). Speciality shopping arcade(3.98) were the least satisfied channels among Korean consumers. Ⅲ. Implications We try to identify the whole picture of multi-channel retail shopping environments and its implications in the context of Korean electronic goods. From manufacturers' perspectives, multi-channel may cause channel conflicts. Furthermore, inter-channel competition draws much more attention as hypermarkets and category killers have grown rapidly in recent years. At the same time, from consumers' perspectives, 'buy where' is becoming an important buying decision as it would decide the level of shopping satisfaction. We need to develop the concept of 'channel equity' to manage multi-channel distribution effectively. Firms should measure and monitor their prime channel equity in regular basis to maximize their channel potentials. Prototype channel equity positioning map has been developed as follows. We expect more studies to develop the concept of 'channel equity' in the future.