• 한국비블리아학회지
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• 제24권3호
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• pp.157-180
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• 2013

도서관마케팅에 대한 관심이 높아지고 있는 가운데, 국내외 도서관에서 SNS를 마케팅에 활용하는 사례가 늘어나고 있다. 이에 본 연구에서는 도서관 SNS 마케팅의 운영현황 및 문제점 분석을 기반으로 그 활성화방안을 모색하고자 하였다. 연구결과, 도서관마케팅과 도서관 SNS 마케팅에 대한 사서들의 인식은 높게 나타난 반면, 마케팅 전담인력의 부족, 마케팅교육의 부족, 낮은 도서관 SNS의 주당 평균 게시물 업로드 수 및 도서관 SNS 친구(팔로워) 수 등의 문제가 있는 것으로 나타났다. 이를 기반으로 본 연구에서는 도서관 SNS 마케팅을 지속 발전시키고 효과적인 도서관 SNS 운영을 위한 방안을 다섯 가지로 제시하였다. 첫째, 도서관마케팅 전담팀을 구성하여 효과적인 도서관 SNS 마케팅을 수행하게 하고, 둘째, 사서들의 마케팅 교육을 통해 실패없이 도서관 SNS를 운영하게 하며 셋째, 정기적인 자료 업데이트를 통하여 활발한 도서관 SNS를 운영해야 한다. 넷째, 이용자와의 커뮤니케이션을 통하여 이용자에게 필요한 서비스와 정보를 제공해야 하며, 다섯째, 각 SNS의 채널별 특징을 파악한 후 SNS를 효과적으로 운영할 수 있도록 해야 한다.

• 한국정보시스템학회:학술대회논문집
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• 한국정보시스템학회 2004년도 추계학술대회
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• pp.339-348
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• 2004

There were few empirical researches on the ERP system in spite of increasing interest on ERP system recently Therefore, the purpose of this study is to develop an framework for the marketing performance based on evaluation of ERP system used by the theoretical model for evaluation of information system and the empirical data of Korean firms. This study was empirically examined an effect of ERP system and its information quality on the use of information from ERP system. And another effect of information use from ERP system on marketing performances survey on MIS was conducted for the marketing strategy. In this study, the structural equation model was established for verifying the relationship of above variables. And several hypotheses were established and examined empirically from that structural equation model. In conclusion, the effectiveness of ERP system must be evaluated within structural relationship among ERP system and its information quality, the use of information from ERP, and marketing performances. Additionally, the result of this research has founded the fact that ERP system and its information quality are important as elements of successful ERP system.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2004년도 추계 종합학술대회 논문집
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• pp.516-530
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• 2004

정보의 보유가 힘을 창출해 내는 지식정보화 사회속에서 정보의 중요성이 어느 때보다 강조되고 있지만 정작 필요한 정보를 적시에 찾아보기란 힘들어 지고 있다. 유익한 정보의 수집, 가공과 이의 효율적 전달은 더 없이 중요해 지고 있다. 특히 이러한 정보가 일반 시사정보가 아닌 과학기술정보와 같이 전문성을 내포하는 경우 송신자 와 수신자, 제공자와 사용자 사이의 연결은 더욱 어렵고 다양한 변수와 상황을 야기시킨다. 본 연구에서는 공공정보 서비스제공 기관인 한국과학기술정보연구원(KISTI)의 주요한 기능 가운데 하나인 과학기술 정보 서비스의 효율화를 위하여 통합적 마케팅 커뮤니케이션(IMC) 전략 적용 방안을 모색하고자 한다. 분석은 크게, 송신자와 수신자, 그리고 매개체인 메시지 세부분으로 나눠 진행하였으며, 각각의 결과를 통해 현재 커뮤니케이션시스템의 문제점을 살펴보고, 향후 통합적 마케팅 커뮤니케이션(IMC) 전략의 활용 방향에 대한 가능성 있는 제안을 제시하고자 한다.

• Agribusiness and Information Management
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• 제9권2호
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• pp.1-11
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• 2017

Introduction: To analyze the impact of marketing losses on efficiency in transacting banana in Kurnool district of SRZ in Andhra Pradesh and to assess the opinions of the farmers on the constraints in transacting banana. Research back ground, Materials and Methods: The study relies exclusively on primary information obtained from the banana farmers of Kurnool District. Purposive sampling procedure was followed for the selection of the study area. Top two mandals in the district and top two villages in each mandal are selected in accordance with the area under cultivation of banana. Probability proportion to size was followed regarding the selection of sample farmers and accordingly 60 marginal, 37 small and 23 other farmers were selected and thereby, the total sample size was 120. Result and Discussion: Three marketing channels were identified in the marketing of banana in Kurnool district viz., Producer ${\rightarrow}$ Local-exporter ${\rightarrow}$ Wholesaler ${\rightarrow}$ Retailer ${\rightarrow}$ Consumer (Channel-I), Producer ${\rightarrow}$ Wholesaler ${\rightarrow}$ Cart-vendor ${\rightarrow}$ Consumer (Channel-II) and Producer ${\rightarrow}$ Juice-holder ${\rightarrow}$ Consumer (Channel-III). With the inclusion of marketing losses in the price spread analysis of banana in all the three channels, the marketing costs of all the intermediaries were increased and thereby, the farmer's share in consumer's rupee and Net Marketing Margins of the agencies are on the decline. So, without inclusion of marketing losses, the farmer's share in consumer's rupee and Net Marketing Margins of all the agencies are overvalued. The higher the marketing losses, the more is the negative impact on farmer's net selling price, net marketing margins of the intermediaries and marketing efficiency. The sample farmers are facing major problems in marketing of banana like frequent price fluctuations, unorganized marketing and lack of transportation facilities on priority basis. Suggestions: It is suggested to educate the farmers regarding the optimum maturity index for harvest, use of mechanical harvesters, proper placement of fruits during storage and ripening, better packaging and cushioning technologies to absorb shocks during transportation, strengthening of storage facilities and transport facilities, encourage co-operative marketing etc., to promote marketing efficiency of banana in the study area.

• 패션비즈니스
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• 제5권4호
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• pp.37-55
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• 2001

This study put its major concern in consumer behavior during a purchase of fashion products through the Internet marketing channels. Therefore, it investigated the Internet shopping and tried to find the reasons why clothes shopping through the Internet marketing channels is not popular enough. Then, alternative marketing strategies would be suggested which is accessible from the relationship marketing approach. The study adopted a qualitative research method to implement those purposes. In-depth interviews were conducted with the interviewees who had an experience of buying a fashion merchandise through the Internet or who had such an intention. And the information on stages of decision-making process and actual purchase was obtained by participating in and observing the process. The results revealed stages of decision-making in purchasing a fashion product through the Internet channels, the process of relationship development, and the elements of relationship marketing which affect purchase intention. The elements of relationship marketing to promote a purchase of a clothing product via the Internet marketing channels included convenience; communication and socal experience; sensual information; risk acknowledgement and pursuit for safety; and usage of complexed marketing channels. Based on these, a few strategic points such as remote reality, database of communication basis, strengthening individualized services, and development of complex marketing channels were suggested.

• 정보관리연구
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• 제42권4호
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• pp.225-242
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• 2011

인터넷과 정보통신기술의 발달로 최근 기업에서는 블로그, 트위터, 페이스북, 스마트폰 등을 통해 다양한 마케팅을 수행하고 있으며 더 나아가 이를 고객관계관리에까지 응용하고 있다. 이른바 소셜미디어 마케팅을 통해 새로운 가치 창출을 하고 있다. 마케팅과 PR의 불모지라 할 수 있는 국내 도서관계에서도 마케팅에 대한 관심과 활용이 증가하는 가운데 소셜 네트워크 서비스를 도서관 마케팅에 응용하려는 사례가 늘고 있다. 본 연구에서는 최근 국내외 도서관 분야에서 시도되는 다양한 소셜 네트워크 서비스의 현황과 사례를 살펴보고 이를 마케팅 관점에서 비교 분석하였다. 마지막으로 국내 도서관에서 소셜미디어 마케팅을 도입할 때 고려해야 할 사항을 중심으로 성공 전략을 제시하였다.

• Fashion, Industry and Education
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• 제16권1호
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• pp.46-55
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• 2018

The purpose of this exploratory study was to enhance the understanding of how brands tilize emojis in their marketing practices. A content analysis was conducted utilizing Google News as a search tool to access articles containing information pertaining to the use of emojis by brands. The combination of keywords used for the search were "emoji", "business", and "marketing". The search was narrowed down to the period of January $1^{st}$, 2014 - November $29^{th}$, 2017. This method generated a total of 604 trade publications with 55 of them providing information pertaining to specific brands and their use of emojis in their marketing strategies. A content analysis of trade publications has revealed that a variety of marketers have utilized emojis in their brand marketing practices. The entertainment, service, and food/drink industries have predominantly utilized emojis in their marketing practices, and their primary purpose for using emojis was to increase consumer engagement. Brands applied most of these emoji marketing strategies to an online or digital setting, whether it was social media pages, mobile applications, or any other form of computer-based marketing. Although there are limitations to this exploratory research in terms of its methodology, the findings of this study provide interesting insights into the potential of emojis as a marketing tool.

• 경영과정보연구
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• 제18권
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• pp.115-132
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• 2006

The main findings of this study are summarized as follows; 1) For medium-small size Family Restaurant(FR) in the FR market, nowadays, survival is the key issue. If the medium-small size FR is to survive and continue to grow under this competitive environment, it must pursued the efficiency of management with niche marketing strategy. 2) This study is to describe the niche marketing strategy for medium-small size FR. Strategic niche marketing must be based on the target market, market positioning and strategic marketing mix. 3) Medium-small size FR needs to develop the marketing mix factors for the niche marketing strategy. It needs to make customers understand what the FR differs from current and potential competitors. Essentially the medium-small size FR must take a competitive advantage. Hence it will appeal to a substantial number of the segments customers. 4) In using niche marketing strategy, a medium-small size FR must establish the objectives, select the tools, develop the decisions on product differentiation, market segmentation and positioning under various strategic niche marketing factors 5) By carrying out the niche marketing strategy on the target market, customer's desire can be further fulfilled. When management efficiency is improved, we can better cope with changing environment.

• Journal of Information Technology Applications and Management
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• 제11권2호
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• pp.125-148
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• 2004

It is quite sure that e-commerce through internet has significant impacts on consumer behavior and marketing activities as well. In this context, the concept of 'Internet Community' has been emerged and highlighted in consumer marketing. Internet community means social relationships and linkages which can be established through continuous and iterative internet-mediated communications among people with homogeneous interests and concerns. It has been a current trend to exchange product information among consumers by forming internet communities, which would affect sales performance directly or indirectly. It, therefore, is necessary to study the community's behavior and its impact on its marketing performance. This article focuses on the following points : ① the structural concept and factors of forming traditional consumer community and internet community : ② the role of trust and commitment as mediating variables between the internet community formation and marketing performance : ③ the performance and implications of the internet community on marketing.

• 경영과정보연구
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• 제13권
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• pp.1-26
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• 2003

As a very rapid diffusion of internet business in these days, the marketing mix strategies become more important matters. In addition, because of changes in international trade patterns, and an increase of internet users, new marketing strategies are needs. There's not a business in the world that shouldn't feel threatened by the internet, but companies willing to become engaged should find big opportunities. Becoming engaged with the internet, for matters, means understanding the unique nature of the internet market and using that understanding to execute dynamic strategies. This paper is focusing the analysing the difference between the internet marketing and traditional marketing and proposing the new strategical marketing mix. In the traditional marketing environment, 4P(Product, Price, Promotion, Place) is very important, but in the internet business environment 6C(Community, Connection, Commerce, Communication, Customization, Contents) is more important.