• 대한가정학회지
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• 제32권5호
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• pp.165-182
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• 1994

Korea's clothing industry which has been country's leading export industry and basic strategical industry is now faced with many difficulties both domestically and internationally. Domestically it is faced with continuing shortage of manpower in both production line and management high labour cost causing increase in price putting more weight on behavior of consumers resulting in change of industrial environment and continuing structural problems of industry itself. Internationally it is faced with strengthening of import regulations and protectionism of developed countries and rapid emergence of underdeveloped countries as leading exporting nations. In reality export plays the most essential role in our economy and is especially sensitive to the external environmental factors. Already economic bloc phonomenon can be seen everywhere and is continuing to accelerate in place such as E. U in Europ, North & South America as NAFTA, and South East Asian contries which recent tendency of economic unity effort is present. These countries of such economic blocs are imposing heavy custom duties reinforcing provision of country origin and acting out strict inspection regulations in order to protect the interest of their own industry. Therefore it is vital to manufacture excellent quality goods For these reasons study in this area has brought attention in Korea as well as worldwide in the recent years. Apparel industry which requires professional technology and ability is the most competitive international business. In order to challenge the international market the high level of intelligence is most required to produce high quality goods. The purpose of this study is to analyze the relationship between functions and roles of marketing and to approach problems in more efficient manner. Apparel industry is composed of various programs such as design pattern making merchandising and textile science. To succeed in the business is to give the highest satisfaction to the targeted market. Hence this study will example the factors that determine the Cost Quality and Performance of apparel products. The study will involve following steps; firstly establish relationship between the quality concept and productivity of apparel products Secondly inquire in to marketing strategy laying stress on apparel production related factors focusing on merchandising marketing production and operations Thirdly prospect 21st century apparel industry focusing on garment production and trade and also other countries structural improvement Fourthly establish the new dimension of competitive factors by grasping the actual circumstance of Korea's apparel industry in the international market. The research method will include; First reality approach method by analysing the present state of industry Second literal analysis such as marketing comparisons between leading apparel exporting countries.

• Asia Marketing Journal
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• 제15권2호
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• pp.1-27
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• 2013

The main goal of this study is to examine the competition intensity in the Korean bakery franchise industry and to identify the core competencies of the industry's leading company, Paris Baguette. The frameworks of PEST analysis, Cross Impact analysis, a Five Forces Model, a Value Chain, and VRIO analysis. PEST and Cross Impact analysis were employed to investigate the industry's external environment, and the results indicated that 'increased attention on corporate's Creating Shared Value (CSV) activities' is the most influential factor among others. The analysis using the Five Forces Model found industry rivalry and substitutes were the greatest threats. Finally, the results of Value Chain and VRIO analysis identified four core competencies of Paris Baguette: its CEO's craftsmanship, e-procurement system, quality of dormant dough, and hub system. Multiple managerial implications are suggested for practitioners in the marketing area, especially in the saturated market environment.

• Asia Marketing Journal
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• 제16권1호
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• pp.215-228
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• 2014

The automotive industry plays a significant role in the global economy. One of the reasons is that this industry compasses every aspects of the value chain - from raw materials to design and development, manufacturing, sales and services, and even disposal. Thus, the industry needs significant upfront capital investment and requires years of R&D and market development. As a result, this industry is dominated by a handful of global players and it is not easy for a new entrant to enter this industry. Furthermore, success is even more difficult to achieve. How did Hyundai Motor make it in this tough marketplace? Can it continue against all odds? The CAGR for last 5 years is 12% and it stands at 6th in the world. Compared to other global brands, Hyundai has geographically well-balanced sales portfolio. The quality improvement is outstanding. The brand performance follows these quality and sales improvements. Yet, the global competition is ever intensifying. Now, it is the time to step up once more. The next strategic goal needs fundamental shift toward brand and marketing-focus. In constructing global marketing strategy, Hyundai Motor's vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. In order to manage brand performance, Hyundai's marketing platformalso includes marketing performance management, brand performance management, and market driven organization. From this diagnosis, Hyundai Motor is well posed to build a strong brand. Nevertheless, there are still challenges ahead from consumer, technology, competitor, and macro-environment perspectives. To overcome these threats, the bases of competition for all successful automotive brands are various differentiation factors, including technology, performance, value proposition, or heritage. Hyundai Motor is well prepared so far. However, it is not tested against time yet whether Hyundai can overcome these unforeseeable major threats. Hyundai is trying to find the solution from a strong brand, while believing in "New Thinking. New Possibilities."

• 산업경영시스템학회지
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• 제45권3호
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• pp.115-122
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• 2022

As cable TV, which has been leading the paid broadcasting market, has given the lead to IPTV, which has huge communication capital, its competitiveness is gradually weakening. This study examines the operation status of local cable TV and seeks ways to strengthen competitiveness for survival. To this end, we conducted data analysis such as related statistics, broadcasting industry survey reports, IPTV growth reports, CMB management indicators, paid broadcasting literature data, marketing reports, industry success stories, and marketing mix and SWOT analysis. As a result, four strategies for strengthening the survival competitiveness of local cable TV, namely joint purchase apartment marketing strategy, influencer marketing strategy, relationship marketing strategy, and digital marketing strategy were derived. Therefore, the results of this study can contribute to the improvement of the competitiveness of local cable TV, which has been with local residents through close content, and can be used as basic data for establishing marketing strategies for local cable TV in the future.

• Asia Marketing Journal
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• 제13권4호
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• pp.227-251
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• 2012

본 연구는 브랜드 관리와 마케팅 의사결정 관점에서 우리투자증권의 시장 선도적 마케팅의 성공사례를 분석하였다. 우리투자증권은 자산관리시장의 변화, 투자환경의 변화를 시장변화속의 열린 기회로 인식하여 경쟁사와 다른 차별적인 전략 실행을 통해 시장변화에 민첩하게 대응하였다. 첫째, 시장 선도형 종합매매계좌 상품 브랜드인 옥토(octo)를 경쟁사보다 2년 앞서 출시하였다. 특히, 파란색 문어 캐릭터를 통해 일반 금융브랜드와 차별화된 친근하고 이미지 구축 및 통합적 마케팅 커뮤니케이션 전략을 일관성 있게 진행하였다. 둘째, 우리투자증권은 국내 금융시장과 자산관리시장의 변화를 대응하기 위한 다양한 신규 금융상품들의 성공적인 출시를 위해 옥토 브랜드의 서브 브랜딩화 하는 브랜드 확장 전략을 전개하였다. 이러한 전략적 진화를 통해 옥토브랜드는 성공적인 종합자산관리 브랜드로써, 우리투자증권의 대표 브랜드가 되었다. 셋째, 우리투자증권은 다양한 고객접점 채널을 통해 마케팅관점에서의 시장분석, 수요와 트렌드 분석 및 고객 욕구를 수렴하였다. 이를 기반으로, 상품개발 단계에 마케팅이 함께 참여하는 금융업체에서는 보기 드문 선도적인 시스템적 마케팅 활동을 전개하였다. 본 성공창출의 기저에는 우리금융그룹 계열 금융사들의 기존 기반고객 보유를 기반으로 계열금융사간의 협업이 매우 중요한 역할을 하였다. 마지막으로, 본 연구는 향후 브랜드 수명주기 관점에서 성숙기 진입이 예상되는 옥토 브랜드를 위하여 대응방안을 제언하였다. 또한, 날로 경쟁이 심화되고 있는 종합자산관리 시장에서의 지속적인 상대적 경쟁우위 및 차별적 포지셔닝을 위한 포지셔닝 전략 수정의 필요성과, M/S 1위 업체에 대한 공격적인 대응 전략 수립 및 우리금융그룹 내 자기잠식(cannibalism)에 대한 대비전략의 필요성을 제언하였다.

• Asia Marketing Journal
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• 제11권3호
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• pp.167-184
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• 2009

세계 항공시장의 경쟁이 점점 치열해지는 가운데 대한항공은 비용절감을 통해 운영의 효율화를 이루는 한편, 서비스 차별화를 통해 고객 충성도를 강화하고자 노력해 왔다. 최근 고객 충성도를 보다 강화하기 위해 대한항공은 적극적인 문화마케팅 활동을 통해 프리미엄 기업이미지를 제고하고 있다. 대한항공은 세계 3대 박물관과 장기간의 제휴를 맺고, 프랑스 루브르 박물관을 필두로 하여 박물관의 새로운 작품안내 서비스를 후원하고 있다. 뿐만 아니라 이들 박물관에 한국어 안내 서비스가 도입될 수 있도록 후원하여 국가적 위상과 국민의 자긍심을 제고시켰다. 본 사례에서는 단순히 물자와 사람을 수송하는 항공사를 넘어 세계의 도시와 문화·예술을 연결하는 Global Leading Carrier로서 그 역할을 확대해 가고 있는 대한항공의 문화마케팅 도입배경과 구체적인 활동 및 전략을 소개하고, 그 성과 및 특징을 논의하고자 한다.

• 벤처혁신연구
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• 제2권1호
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• pp.119-130
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• 2019

본 연구에서는 농촌 체험활동인 감각(Sense), 감성(Feel), 인지(Think), 관계(Relate), 행동(Action) 체험변수가 재방문의도에 유용하게 적용될 수 있는지를 검정한 결과 감각, 관계, 행동 체험은 채택되었으며, 감성과 인지체험 변수는 기각이 되어서 Schmitt(1999)의 체험마케팅 이론이 농촌 6차산업 체험 마케팅 활동에도 적용된다는 사실을 확인하였다. 즉, 농촌 체험 활동이 재방문의도에 유의한 영향을 관계를 살펴본 결과 농촌 6차산업 체험구성에서 소비자들의 주의 및 관심을 불러 일으킴으로서 감각적 요소를 자극하고 있고 특히, 체험장과 연결된 시설 환경과 밀접한 관련이 있다고 판단된다. 감성체험이 기각된 이유로서는 6차산업 인증사업자 체험 프로그램에서 감성적 요소를 도출하는데 있어서 한계점을 가짐으로서 소비자의 감성을 자극할 수 있는 프로그램 개발이 필요할 것으로 판단된다. 인지체험이 기각된 이유로서는 농촌 6차산업의 체험은 놀라움이나 호기심을 유발하지 못함으로서 일상적인 체험 또는 체험소비자의 기대에 부합하지 못하고 있는 것으로 판단된다. 관계체험의 경우 사회적으로 유기적인 관계형성을 통한 체험마케팅이 확장되고 있다라고 판단되며, 행동체험의 경우 농촌 6차산업의 체험은 타인과의 상호작용 및 라이프스타일과 연관성 있는 체험을 구성하여 진행되고 있다고 판단된다.

• 한국의상디자인학회지
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• 제15권3호
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• pp.199-211
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• 2013

Glasses industry has great growth potential from the future-oriented perspective in Korea. In consideration of the fact that the ratio of aging population increases in this aging society, people have more and more interest in health. Also, their recognition on the cycle to change glasses is changing, and the utility of them as fashion items is increasing day by day, it is expected that the demand for glasses will be even more extended afterwards. Of course, presently it suffers from the gap between cheaper items and expensive ones provided by overseas prominent brands due to the bi-polarization of the market. However, they are pursuing the 2nd growth as export-leading items in the past through international glass exhibitions based on knowhow accumulated for a long time. Therefore, this study aims to examine the current status of glasses design industry in Korea reflecting the actual situations we have now and also understand the problems and limitations internalized in our glass design industry through the research process. As a result, the study has drawn the following conclusions. This paper intends to point out first, the phenomenon of bi-polarization of the glass market in Korea. Second, unequal distribution by region centering around Daegu. Third, the limitations of brand identity. Fourth, the limitations of information, planning, and marketing power. Fifth, passive conduction of international events and their insufficient effects. This study concludes that all these problems can be solved through 'planning and design, and marketing power'.

• 경영과정보연구
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• 제17권
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• pp.215-242
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• 2005

Although shoes industry in Korea is superior in global competition in terms of material, parts, and developmental ability, it has declined due to the lack of design in consideration of OEM production and marketing ability. Shoes industry in Korea has aimed at making inroad to North American market centered with the United States, but it has not focused on Europe market that much. However, as Europe transformed into EU, which is a large economic community, European market is being considered as a great potential for Korean shoes industry, which we can never neglect of. So far, there have been researches of marketing strategic methods to make inroad to the United States and South-East Asian markets, but there has been almost no marketing approach to European shoes market. Therefore, in this study I prepare strategic marketing plans for Korean shoes enterprises to make inroads to European markets, so that they can enter the market successfully, and this is the purpose of this study. In case that Korean shoes industry makes inroads to European market, there are important terms to examine. The strategic terms for consideration to examine are as follows. First, shoes companies such as Nike and Adidas are aware of India. Turkey, and Rumania as new footholds for production, as they have accounted continuous wage claim and labor dispute. Especially Turkey and Rumania are expected to have much competitive strength in price, as they are expected countries for joining EU. Second, we need to shift our understanding of the importance of design for European shoes market. We should pay close attention to the fact that the role of leading companies is to design. Third, Germany, England, and Italy have global-level of specialize institutions and organizations for shoes education and have been succeeded in knowledge industrialization. Fourth, we should consider that the concepts for shoes are changing from innovation in production to in products. Fifth, we should develop specialized concept centered in individualized categories. Sixth, we should open up new markets actively by connecting large shopping centers and multi-shops. Seventh, we should look for the opportunities to expand market through the utilization of BIFOS. Lastly, we should expand our support for opening up markets and participating fairs in foreign countries.

• 한국의류학회지
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• 제45권2호
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• pp.217-232
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• 2021

This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.