• 패션비즈니스
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• 제25권1호
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• pp.165-178
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• 2021

With rise in economic activity of fandoms, fashion brands often collaborate with K-pop stars such as BTS to enhance brand preference and sales. This study analyzes why people engage in fandom activity and its effects on collaboration fashion brand preference by focusing on 'BTS' and fandom 'Army'. This study aims to provide information to establish marketing strategies by identifying the influence of fandom culture related to the Korean Wave and the fashion industry, and empirically analyzing factors affecting active customer formation for long-term growth. The data were collected from BTS fan club 'Army' and a total data sets were analyzed using SPSS25.0 statistics program. The findings of this research were as following. Frist, BTS fandom motivation were identified as Need for Approval, Communication Need, Professionalism Need, Need to Belong, Consumption Need and the BTS fan groups were categorized into 3 groups. Third, comparing BTS goods values and collaboration brand preference an excess in each group was revealed. This study is significant because it provides essential data for the marketing strategy of fandom market by comparing marketing effects of BTS with the characteristics of fandom consumers and identifying the different desires of each group. As a result of this research, it can be seen that BTS an influential leading brand, has been adopted, and the research direction of empirical analysis has been presented. In practice companies can select specific fandom targets by using the sub-levels of fandom types that have become clear and implement marketing strategies of the fandom market.

• 기술혁신연구
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• 제15권2호
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• pp.61-81
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• 2007

A typical small firm in consumer goods sectors of developing countries is an OEM supplier to big MNCs. Lacking design and marketing capability, a small firm relies on the MNCs for survival but their long term growth is not guaranteed as the MNCs are always looking for, and ready to relocate to, cheaper production sites. In this light, we can say that there is something like "OEM trap" from which most firms from LDCs find difficult to move out (Lee 2005). In this situation, one way for long term growth and catch-up is to make a transition to the OBM (own brand manufacturer). But, the transition is not easy or even risky. This paper analyzes the cases of three companies in Korea to find out common features in their successful transition to OBM. They are Aurora World (a flush toy maker), Hankook Chinaware (a chinaware maker), and Hanacobi (a plastic-made food container maker with the Lock-and-Lock brand). These firms can be commonly characterized by 1) arranging access to external knowledge base and steady increase of in-house R&D efforts and capabilities leading to acquisition of formal IPRs and their management, and 2) establishment of global production networks with factories in lower-income countries as well as their own independent global marketing network.

• 경영과학
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• 제12권2호
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• pp.1-14
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• 1995

Recently Korean textile industry has been in the phase that requires its strategy change from the less-develped country style of the labor-intensive products to the developed country style of the technology-intensive products. It needs to make more efforts to develop the value-added products to meet the customer's various needs. In addition, development of technology, equipment, and design is required to implement its corporate strategy successfully. Although Korean textile companies have currently kept skillful labor and advanced equipments, they are losing their share in the international textile markets. This is mainly because corporate management has not been involved with efficient strategy. Strategy is an adoption of a company to environment by its corporate members, thus leading to the requirement of coordination of the main functions such as manufacturing and marketing. In fact, the coordination of the two departments toward reaching the corporate goal is not easy since the two are interested in different areas, respectively. Manufacturing people show their interests in production capacity, equipment layout, process technology, quality, purchasing, and labor while marketing people, target customer, product mix, advertisement, product specification, and customer service. For this reason, conflicts sometimes happen between the two departments. There are, however, many area that need a horizontal cooperation, for instance, in layout, process technology, product mix, and potential demand. Therefore, reciprocal coordination is necessary for achieving the firm's common objectives. This study was concerned with determining the factors that enhance the competitiveness of textile firms so that they could reach the common goal of the two departments with a horizontal collaboration.

• 한국의류산업학회지
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• 제5권5호
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• pp.503-510
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• 2003

The purpose this study is to segments apparel market based on difference real-self image and ideal-self image. The objects of the study were to prepare for the establishment of marketing strategy and alternative plan intended to users which are needed in subdivided market, after analyzing according to what the subdivided market is divided into due to the difference real-self image and idea-self image and what difference do they show as a demographic special quality or as a general active special quality in each subdivided market. Factor analysis was performed to determine the leading difference real-self image and ideal-self image, and cluster analysis was employed to identify groups of respondents based on the delineated five image difference factors. Based on the finding, three distinct groups were formed: ideal-self image seeker group, moderators group, real-self image seeker group. And logistic regression was used to assess the relative importance that demographic characteristics play in determining the segmentation. The results of this study show statistically significant differences among the three groups in terms of demographic. Marketing and management implications for effectively targeting the segments are discussed.

• 한국IT서비스학회지
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• 제5권1호
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• pp.17-34
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• 2006

As insurers have undergone changing customer expectations, increased cross-industry competition and restructured distribution channels, they need to enhance customer relationships, cut costs, increase agility and streamline operations while differentiating the core competency. As such, the importance of e-business transformation has increased where organizational core processes are restructured around customers and interned-based technology is adopted for flexible and adaptive information systems. This paper presents a case study of process innovation for e-business transformation in a Korea-based leading property & casualty insurance company. The company initiated three years-long e-business transformation program to remain competitive and to keep sustainable growth under risky and down economy. The program, which covered enterprise-wide business processes such as product, marketing & sales, customer, claim, investment & loan, accountings, etc., included redesigning processes from customers' viewpoint and then implementing process-aligned information systems. Leadership, sponsorship, change management, performance measurement, business and IT alignment, empowerment, and customized methodology, were emphasized throughout the program. As a result, the company could expect not only improvements in customer-centricity, sales productivity, and operational excellence but also increased revenues and profits in the next three years. The presented case addresses a feasible approach for enterprise-wide e-business transformation. Although the strategies, actions, and business and IT models are not described in detail due to confidentiality, the methodology and the success factors would be applicable to other insurers and possibly organizations in different industries.

• 경영정보학연구
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• 제11권1호
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• pp.133-144
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• 2009

오늘날 eCRM은 인터넷 홈페이지를 방문하는 고객 정보를 체계적으로 관리하고 활용하기 위한 기업용 정보 시스템으로 주목받고 있다. 본 논문은 국내 유수의 유가공 업체 N사가 eCRM을 도입하여 활용한 사례에 대한 연구이다. N사가 eCRM을 도입하여 웹 로그 분석을 실시하고 고객별 최적화 서비스 도구를 이용할 수 있게 되면서, 이를 통해 정보를 분석하고 마케팅 활동에 활용한 사례를 연구하였다. 특히 본 연구에서는 유가공 업체와 같은 제조업체에서 인터넷 홈페이지를 통한 프로모션 활동과 연계한 eCRM 솔루션 도입 과정에 대하여 분석하였다. 또한 eCRM을 기업에 도입한 후 활용 범위와 효과에 대하여 논하였다.

• 융합경영연구
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• 제5권3호
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• pp.1-11
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• 2017

E-infrastructural economy for ICT Living-Labs is a need for economic and cultural changes in various types of cars in accordance with the supply of the electric car. Depending on the number of cases by analyzing the supply and demand of electric vehicles among Korea and Northern Europe countries. it was indirectly proved that it makes economic growth. The research design is analyzed with the data and how to respond quickly to focus on the possibility of potential changes to the infrastructure realization and commercialization of government enterprises or electric cars through the ICT Living-Labs in Nordic countries. The data indicates that the leading commercialization emphasize on the development of the electric economic convergence and scalability for electric vehicle. When It shows the time of the infrastructure as ICT Living-Labs being delayed, it lowered growth target results for the development of the electric car industry in the future. All this is from the reason of opening the E-convergence economy over time. It is required that Korea should prepare E-convergence economy. Public regional energy should be present through the consistent selection of development for energy linking E-economy and E-trans distribution. Korea needs to be many difficulties in building the E- infrastructure for ICT Living-Labs. Unlike the Northern Europe it is to prepare the active support of both government and business. The role of the government discovers that the power generation through the quick selection of the industry, as well as to connect with the growth of the smart cities with the EVs industry.

• Asia Marketing Journal
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• 제16권4호
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• 수산경영론집
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• 제37권2호
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• pp.111-139
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• 2006

Cold storage warehouse industry in Japan has been extended in its scale in terms of both the number of storages and cold storage capacity in order to meet the extended reproduction of the marine products industry. However, increasing total amount of the stored goods since mid 80s led to relative decrease of marine products while the number of storages was remained the same or decreased, though cold storage capacity was gradually increased and is maintained the increase of the average cold storage capacity. As structural change in the cold storage warehouse industry emerges, cold storage warehouses require new approach to individual storage management with 1)diversity of the stored goods; 2) more competition due to increase of the cold storage capacity; and 3) sizing of the average cold storage capacity. Therefore, this study analyzed how cold storage warehouse management activity with individual storage sizing changes; and significance of sizing and functional change in cold storage warehouses experiencing sizing, by observing leading cold storage warehouse industry of the metropolitan area in Japan. In conclusion, reorganization of cold storage warehouse industry in the metropolitan area in Japan can be summarized as follows: First, competition among cold storage warehouses in the metropolitan area in Japan is not simply limited to storage industry but extended to establishment and securing physical distribution function. Second, since cold storage warehouse industry is in Scrap & Build phase, decision of management executives on whether taking direction to maintain/continue enhancement of physical distribution function may cause drastic reorganization in the cold storage warehouse industry, Third, since profit of physical distribution management based on cold storage warehouses is insignificant, it is not easy to accomplish expected management outcome, Fourth, today's cold storage warehouse industry mainly characterized by diversity of the stored goods needs facility reorganization with comprehensive and functional integration covering from F class cold storage capacity to F&C class.

• 기술경영경제학회:학술대회논문집
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• 기술경영경제학회 2000년도 제17회 하계학술발표회 논문집
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• pp.211-241
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• 2000

This study explores building process of innovative capability through overseas direct investment (ODI) by taking the camera business of Samsung Aerospace Industry (SAI) as a case. SAI with less than 20 years history has pursued an aggressive ODI and developed its own camera models. It acquired Rollei in Germany and Union in Japan in 1995, for acquiring advanced technology. Several factors leading to the success of SAI's innovative cability building were taken into consideration. First, SAI effectively absorbed technological knowledge by exchanging technical personnel with foreign partners. Second, it chose right partners with the complementary knowledge required for advancing its technological capability. Third, it strengthened its competrnce to satisfy the technical standards of the partner dompanies in OEM trade relations. Fourth, it successfully formed a global marketing network in which subsidiary companies plays a central role in each region. Finally, SAI successfully addressed the factors of mutual respect between partners in order to let its partners to be confident in their ventures.