• Asia Marketing Journal
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• 제15권1호
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• 지식경영연구
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• 제13권5호
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• pp.113-137
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• 2012

Since service innovation is considered as a new way to gain an advantage in a highly competitive environment, it is imperative for companies to align their service innovation strategy with their business strategy in order to achieve better firm performance. Accordingly, a critical challenge facing firms is how to effectively organize and manage a well-planned service innovation strategy in accordance with the direction of their business strategy. Firms with a good fit between business strategy (i.e., cost leadership, innovative differentiation, and marketing differentiation strategies) and service innovation strategy (service creation-focused, service delivery-focused, and client interface-focused strategies) are expected to have better firm performance than those without such a fit. Based on empirical data from 209 service firms in South Korea, this study aims first to investigate whether a certain service innovation strategy is more effective than others within a particular business strategy. We then examine whether their effective alignment positively affects firm performance. The empirical evidence indicates that the alignment of service innovation strategy with business strategy significantly influences firm performance. The adoption of service innovation strategy was found to have positive effects on firm performance with innovative differentiation and marketing differentiation strategies and negative effects with cost leadership strategy. Lastly, we discuss our study's implications for further research and practice.

• 한국콘텐츠학회논문지
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• 제15권12호
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• pp.534-540
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• 2015

오늘날 기업들이 가장 중요시 여기는 주제 중 하나는 치열한 레드오션(red ocean)이 아닌 경쟁자가 없는 블루오션(blue ocean)을 찾는데 많은 노력을 기울이고 있다. 본 연구에서는 이러한 블루오션을 이용하여 성공한 인도네시아의 버스회사의 사례(case study)를 통해 알아보고자 한다. 본 연구에서 사례로 제시한 기업의 경우 전략 캔버스, Kano 모델, 4가지 행동 프레임워크를 바탕으로 Kano 블루오션 전략모델 모델을 제시하여 치열한 경쟁이 벌어지는 레드오션에서 경쟁우위를 점하고 이를 통해 블루오션으로 전환하는 유용한 방법론을 알아보고 이를 통해 마케팅 및 경영혁신을 이루고자 하는데 기여하고자 한다.

• Asia Marketing Journal
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• 제11권3호
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• pp.151-165
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• 2009

본 사례는 Crossover Utility Vehicle (CUV)의 선구자인 기아자동차 SOUL이 혁신적인 제품전략을 통하여 어떻게 새로운 시장을 개척하였는지를 분석하고 있다. 지금까지 대부분의 자동차 제조업체들은 전통적인 시장세분화 기준에 치중하여, 여러 소비자 계층들을 동시에 만족시킬 수 있는 신제품 개발의 기회를 놓치고 있었다. 기아자동차 SOUL은 여러 소비자 계층을 만족시킬 수 있는 제품에 대한 기회를 포착하고, 기존 소비자 계층별 가치를 통합적으로 제공하여 새로운 시장을 열었다. 본 사례는 포화상태에 있는 자동차 산업에서 혁신적인 제품전략을 통해 신시장을 개척하는 과정을 잘 보여주고 있다. 기아자동차 SOUL의 혁신적 제품전략을 크게 디자인 혁신, CUV 시장 개척, 고객을 위한 맞춤서비스 제공, 그리고 기능 혁신의 4가지 축으로 설명하고 있다. 기아자동차 SOUL의 혁신적인 제품전략은 블루오션 개척을 계획하고 있는 많은 기업에게 의미 있는 시사점을 제공해 준다.

• 마케팅과학연구
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• 제14권
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• pp.81-100
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• 2004

Miles and Snow의 전략유형 및 Porter의 본원전략과 제품 수준의 마케팅 전략 간의 관계를 검증해 보고, 두 사업부 전략유형 간의 관계도 분석하였다 소비재와 산업재를 포함한 102개 전략사업단위에 대해 최고경영자와 마케팅 관리자를 방문 면접하여 조사자료를 수집하였다. 분석결과 Miles and Snow의 전략 유형은 제품시장의 환경관리에 대한 관리적 노력의 적극성 측면에서 전략유형 간에 유의한 차이를 보였으며, Porter의 본원전략과 제품 수준의 마케팅 전략 사이에 유의한 관련성이 있는 것으로 나타났다. 또한 두 전략유형 간에 관련성 검증을 통해 Miles and Snow의 조직내부의 관리적 관점과 Porter의 경쟁적 관점의 통합적 접근가능성을 보여 주었다. 본 연구결과 다양한 산업에 있어서 사업부 수준의 전략이 제품 수준의 마케팅 전략 활동에 일관성 있게 나타남으로써 사업부 수준의 전략유형이 제품 수준의 마케팅 전략에도 적용되고 있음을 시사해 주었다.

• Asia pacific journal of information systems
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• 제12권4호
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• pp.173-192
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• 2002

Internet-based on-line firms have focused on the development of new business models with an assumption that this new model would create their competitiveness. At the same time, off-line firms have opened new marketing channels on the internet in order to defend their position against on-line firms. Based on Porter's well-known generic strategy, this study compares between on-line firms and on-offline firms i) whether these two types of firms take different strategies among cost reduction, marketing differentiation, innovation differentiation, and focus and ii) how the performance of these two types of firms is affected by different strategy types. The result shows that on-offline firms prefer the strategy of marketing differentiation and innovative differentiation while the strategy of cost reduction and focus are taken without significant difference between online firms and on-offline firms. Also it is found that even though the strategy of marketing differentiation and innovation differentiation are more preferred by on-offline firms than on-line firms, these two strategy types have a significant influence on the on-line firms' performance while the focus strategy has a significant influence on the on-offline firms' performance. Other managerial implications are discussed.

• 패션비즈니스
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• 제14권3호
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• pp.35-51
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• 2010

This study aims at providing data for establishing a marketing strategy which can enhance the competitiveness of Korea domestic SPA(Specialty Store Retailer of Private Label Apparel) Brands by suggesting countermeasure strategy through the observation and analysis for SPA Brands, under the current circumstance in which the systematic and scholastic discussion for the matter, is lack, despite the diastrophism in fashion industry is prospected according to the rapid growth of Global SPA Brands. For this purpose, the characteristic and current status of Global SPA Brands is examined, and the main cause of growth is analyzed by approaching to their marketing characteristic, in this study. In relation with this situation, this study suggests the provisions as below, which are drawn from the analysis on Global SPA Brands' marketing strategy, so that Korea domestic SPA Brands could achieve successive performance under fierce competition. First, to be a competitive SPA Brands a business should be able to supply products with frequent product turnover by an interval level of one week or so, the existent product planning by seasons, as a business obtains various swift informations on consumers' demand with R&D center foundation. Secondly, SPA Brands should establish a strategy that a business can create high net profit by inventory management which enables lowering inventory ratio remarkably, and a strategy for innovative product supply by small quantity batch production, along with founding a high technological logistics system. Third, SPA Brands should establish a strategy for primary cost reduction by overseas dispersed outsourcing in order to enable diverse product development and rational price setting. Fourth, fashion marketers should establish also a strategy for communication by which brand image can be delivered effectively, by firming the brand identity and by informing product characteristic and customer service totally, with the method of VMD and flagship store. Additionary, fashion marketers also should establish a strategy by developing mobile application which can provide brand image and diverse other fashion related information.

• Asian Journal of Business Environment
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• 제5권4호
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• pp.59-66
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• 2015

Purpose - The aim of the study is to analyze the impact of the European Union's (EU) focus on innovation and consumption, after the EU Eastern enlargement, on trade, investment, and technology cooperation patterns of Korea to formulate a pan-European marketing strategy, with a special emphasis on the mobile phone industry. Research design, data, and methodology - This study compares the intersection of the pivotal areas in the markets in the "post-new normal" era to identify outlets to commercialize development and innovation in this region. The EU would like to realize potential trade and investment opportunities with the Central European Economic Community (CEEC) from this enlargement. Results - The study analysis suggests a positive impact for innovation and consumption from the EU Eastern enlargement on trade, investment, and technology cooperation patterns of Korea to formulate a pan-European marketing strategy with a special emphasis on the mobile phone industry or motorcar e-strategy. Conclusions - Due to the evolving close interdependencies some hubs have emerged between regional, small markets and the central, larger ones such as Germany and France.

• 복식
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• 제66권8호
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• pp.109-122
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• 2016

This study is to explore the ways to increase the export performance of start-up companies, as opportunities are rising along with more companies entering the global market. Thus the study analyzed the factors affecting export performance of the start-up company by mainly looking at the international marketing capabilities of enterprises type of marketing strategy and internal environmental capabilities. The following were derived as factors for marketing 4P strategy: innovation of product, flexibility of export price, differentiation of distribution channels, diversity of promotional activities, and positive-ness of promotion. For internal capabilities of enterprises, innovation of CEO, initiative of CEO, risk susceptibility of CEO, information power of export market, and information power of competitor were derived as factors. Two types of performances were considered for export performance, financial and non-financial. Among innovation of product and risk susceptibility of CEO the non-financial performance of export performance, and only differentiation of distribution channels of marketing 4p strategy the financial performance. It showed that since performance was different depending on the entrepreneurship of the CEO, only innovative products differentiated from small and medium enterprises. risk susceptibility of CEO increased export outlook by corporate acknowledgment and image, creation of potential customers, and financial performance affected only differentiation in distribution channel rather than entrepreneurial spirit, information power, or organizational flexibility because of short business career and insufficient period enough to gain trust. Therefore, start-up companies need to improve their non-financial export performance by increasing innovation of product and risk susceptibility of the CEO. The companies need to widen the differentiation of distribution channels in the financial export performance.

• International Journal of Computer Science & Network Security
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• 제23권12호
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• pp.137-144
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• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.