• Asia Marketing Journal
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• 제11권3호
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• pp.185-203
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• 2009

한국의 유한양행과 미국 Kimberly-Clark사의 합작회사인 유한킴벌리는 1993년 풀업스 완전 팬티형 기저귀 제품을 출시하여 팬츠형 기저귀를 통한 프리미엄 시장을 개척하게 된다. 그러나 Kimberly-Clark사의 완제품을 수입한 팬츠형 기저귀 풀업스는 미국에서 높은 시장 점유율을 가진 제품임에도 불구하고 국내 소비자들의 기저귀 사용문화에 맞지 않는 포지셔닝으로 인해 한국에서 현지화에 실패한다. 그 후 유한킴벌리는 1996년에 팬츠형 기저귀 하기스 토틀러를 다시 시장에 선보이게 된다. 이는 Kimberly-Clark사의 제품력과 유한킴벌리의 마케팅능력이 결합하여 풀업스보다 뛰어난 신제품을 출시하는 계기가 된다. 그러나 이 또한 배변 연습에 대한 문화/환경/태도/습관차이 등과 같은 국내 소비자들의 라이프스타일에 맞지 않는 포지셔닝과 IMF 위기로 인한 수입원가 급등, 회사 내부에서의 신뢰도 미약, 20%대로 낮았던 시장 취급율, 기존 일반 기저귀보다 월등히 높았던 가격 등의 이유로 인하여 다시 시장에서 실패하게 된다. 2005년 유한킴벌리는 New Pants 사업전략을 다시 수립하기로 한다. 그것은 Winning Product 의 개발, Winning Communication 전략, 팬티시장 창출을 통한 시장구조 변화의 세 가지가 유기적으로 결합한 형태였다. 총 55회의 시장조사를 통해 소비자 Habit & Practice와 Usage & Attitude 를 조사하였으며 제품사용조사, 포지셔닝 조사, 광고조사를 실시하여 제품설계에서 디자인까지의 전 과정을 소비자의 관점에서 바라보고 기획하였다. 유한킴벌리는 출시될 신제품을 배변연습 기저귀가 아닌, 입히는 기저귀로 리포지셔닝하고, 기존 하기스 대비 25% 비싼 프리미엄 제품으로 <하기스 매직팬티>를 출시한다. 하기스 매직팬티는 국내 기저귀 시장에서 대히트상품으로 인식되며 2005년 출시 이후 2006년 376억, 2007년 572억, 2008년 900억의 매출액을 기록하였다. 이처럼 하기스 매직팬티가 성공할 수 있었던 이유는 고객의 사용특성을 정확히 파악해서 도출된 리포지셔닝 전략 덕분이었다. 국내외 많은 기업들이 치열하게 각축전을 펼치고 있는 유아용품 시장에서 살아남기 위해 진행했던 철저한 시장조사와, 그 시장조사를 바탕으로 한 명확한 포지셔닝, 그리고 그것이 효과적으로 고객의 마음속에 포지셔닝 될 수 있도록 만들어준 유한킴벌리의 공격적인 360도 커뮤니케이션 전략이 하기스 매직팬티의 성공전략이었다.

• 농촌지도와개발
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• 제2권2호
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• pp.205-227
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• 1995

The objectives of this study were to 1) classify the cooperative farmers' organizations in Korea according to the development level and institutional aspects through the exploration of its' conceptual and institutional basis, 2) analyze the farmers' needs for organization, 3) identify the problems and situation of organizations, and 4) formulate an effective management model for each cooperative farmers' organization. The study was carried out through a review of literature and using available statistical data collected from various sources and empirical survey. Major findings of the study were: 1) the cooperative farmers' organizations could be classified into four types : crop units, farming cooperative corporation, trust farming companies and joint-stock agri-business. 2) a lot of members of the organization feel that the information is insufficient, the opportunity to suggest their own ideas is hardly given, and the members are not satisfied with the cooperation among the members, 3) the members who have higher level of schooling education showed a higher participation level in the organization, 4) most of members did not recognize the organization they participated in, 5) participation of the organization's members and concerned institutions is an important factor to promote problem solving and better communication within the organization, 6) any type of continuing education for the members is needed to facilitate the transfer of a new agricultural and organizational technology, 7) research and development(R & D) is one of the most important factors of the development of organizations, 8) most organizations are deficient in professional management skills(financial, personal, accounts, etc.), 9) the trust farming companies have difficulties in managing the firm on account of the characteristics of agriculture(especially seasonal), the dispersed trust lands, and the need for more alternative work in the winter season, and 10) in the case of agri-businesses, their organizations are more specialized in marketing and have more structured systems of management. Based on the results of the study the following recommendations were made for further improvement and development of agricultural cooperative organizations : (1) More governmental support should be given to education for improvement of the organizational structure. And more deliberate and differentiated governmental support should be provided for the organizations to be viably managed. (2) For more efficient communication between the members and the organization, more opportunities for discussion are needed. (3) The more research should be committed to this kind of work in order to get more analytic data and strategic plans of cooperative organizations.

• 한국가금학회지
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• 제20권2호
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• pp.107-114
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• 1993

The structure change in the broiler industry of Korea has been taking place very rapidly toward the direction of integrated production and marketing system. During the course of the evolution into the integrated structure, however, a number of small business entities, uncountable nationally but a minimum of a dozen, that previously engaged in the supply of production factors or live bird transaction also tended to get involved in the new system as a disguised or pseudo-integrator, having brought a lot of problems not only to the farmers but also to the development of integrated structure. The pseudo-integrator is generally characterized by limited functions in such a way of supplying chicks and feeds to and collecting grown birds from farmers under the contract at a fixed farmer's payment in practically the same pattern as a partial or quasi-integration, which intends to act as if an integrator in a stratagem to simply enjoy a margin simply from selling supplies and buying products for a certain period of time. The grower making a contract with appears to be a farmer who used to be an Independent and speculating but not able to join in the normal system of evolving integration. The problems of a pseudo-integrator center on the financial loss to a contract farmer, because the falsified integrator has to become easily bankrupt and run away when the price of live broiler continually stays below the cost of production, even though he is able to make a tremendous profit otherwise which is the real purpose of the operation for. It is true that the volatile market, fluctuating the price up more than doubled in a month and down to a half in a few weeks, makes the pseudo-integrator find the room for such a fraudulence. In addition, its activity also adversely affect the evolution of the integration due to rather negative image on structure change in general. It is recommended that the farmers need to better understand the real picture of the integrated system so as not to be swindled by a disguised, small scale agribusiness agent. By the same token, it is also equally required to have the whole industry integrated completely as early as possible. The Joint effort to get rid of pseudo-integrators' problems shall be put for the industry development moving toward the integration. No doubt a pseudo-integrator must be a temporary player for chance emerging during the course of structure change into the integrated, though.

• 한국산학기술학회논문지
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• 제15권4호
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• pp.2036-2047
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• 2014

세계도시의 흐름 속에서 국가 간 장벽이 허물어지면서 무한경쟁의 세계화 및 지식경제시대에 대한 지역발전 및 지역경제 활성화를 위한 방안으로 세계 각국은 앞다투어 산업에 대한 관심을 보이고 있다. 이렇듯 산업에 관심을 갖는 이유는 기술혁신과 지식창출을 촉진하는 유리한 환경을 조성해 주기 때문이다. 이를 위해 단순히 정책적 과제로만 끝나는 것이 아니라 지속적인 실행에 옮길 수 있도록 지자체의 많은 관심과 역할이 중요하며 장기적으로 지역산업과 관련된 지속적인 발전이 가능한지를 분석해야 한다. 이에 본 연구는 지역산업 육성정책의 수혜기업을 대상으로 설문조사를 실시하였고, 지역산업 육성정책의 세부 지원사업을 PLS구조방정식을 이용하여 영향구조모형을 분석하였다. 연구결과를 요약하면 첫째, 산업발전에 영향을 미치는 지역산업 육성정책은 '인프라활용, '기술개발', '마케팅', '투자유치', '인력양성'으로 도출되었다. 둘째, 지역발전에 영향을 미치는 지역산업 육성정책은 '연구지원', '기술이전', '투자유치', '인력양성', '네트워킹'으로 도출되었고, 셋째, 산업발전은 지역발전에 영향을 미치는 것으로 도출되었다.

• 의료법학
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• 제11권2호
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• pp.275-307
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• 2010

In the presidential new-year address in January 2, 2009, the President declared that 17 kinds of new driving force of growth that could create high-added value be selected to step up job creation and an increase in national wealth. The Ministry of Strategy & Finance announced plans for the 17 kinds of new driving force of growth after the presidential address. Specifically, that ministry announced an ambitious plan to select health care service named 'Global Health Care' as one of the five service industries that could create high-added value in a move to provide jobs to approximately 7,000 people and produce pervasive economic effects coming up to a trillion and 10 billion won. To attain the goal, several action plans were mapped out to globalize domestic medical institutions, to rearrange the relevant law and system for the purposes of raising awareness of domestic medical institutions among foreign patients and improving their accessibility and post-satisfaction level, and to lure lots of foreign patients through financial assistance. At the same time, the government announced plans to lure severe patients such as those in want of surgery or organ transplant, cancer patients or patients with heart diseases to create high-added value on a long-term basis. Thus, the government announced that it planned to formulate such strategies and to enter an agreement with foreign governments to attract plenty of foreign patients. In fact, however, there are little full-scale evaluation of medical tourism though it's been a year since it was introduced, and there are few actual efforts to implement what the government announced, either. According to the results of the evaluation of medical tourism, domestic hospitals are said to undergo little significant changes after the introduction of medical tourism, which shows that they take a dim view of medical tourism instead of having expectations for that. The medical tourism industries in major Asian countries have been dynamized, and there are several factors of their success. First of all, they are successful in creating new market opportunities by incorporating related industries such as medicine, tourism and IT and in developing medical tourism products and differentiated marketing by taking advantage of their competitive edge. They have offered full-fledged assistance to this sector, and another reason is the improved international credibility of their medical service. If our country fails to pinpoint our problems in consideration of the cases of the Asian countries or to provide appropriate financial aid, our country is bound to lag behind them. Given this reality, how to assess medical tourism and what challenges this sector is confronted with are discussed.

• 유통과학연구
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• 제11권12호
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• pp.13-23
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• 2013

Purpose - There is a dominant opinion that medium and small enterprises in the Korean economy have not developed qualitatively but only towards quantitative growth and, therefore, the unbalanced structure between large enterprises and those that are medium and small has worsened. In particular, this rapid industrialization causes after-effects such as polarization as well as anti-business sentiment, the collapse of the middle class, and hostility against the establishment. The consensus contends that it is difficult for Korea to be an advanced nation without resolving these problems. This paper attempts to suggest a co-prosperity model by limiting the focus to business relations with medium and small manufacturers (with regard to investment among the various co-prosperity institutions of POSCO). These co-prosperity institutions have been established in POSCO; however, it is thought that the development of a co-prosperity model regarding investment in medium and small manufacturers will help many needy investment manufacturers. Research design, data, and methodology - This study analyzes research on the co-prosperity model, using it to examine Korean cases and foreign cases. The co-prosperity model has been continuously extended but is determined to be seriously insufficient. The purpose of this study is to develop the Korean co-prosperity model by reinterpreting it in various aspects. In order to develop the Korean co-prosperity model, this study suggests the case of the establishment of the co-prosperity model by POSCO with medium and small manufacturers with regard to investment. This model is expected to be presented to many enterprises as the future co-prosperity model. Results - To date, analysis of the co-prosperity model itself and the co-prosperity model through the case of POSCO have been suggested. As empirical studies on co-prosperity in Korea are not sufficient, successful models of co-prosperity should be developed in various aspects in future. It is expected that through this study, medium and small manufacturers would have an opportunity to find various growth engines by actively using the cooperation platform and establishing optimized competitiveness of steel material through a steel business model. The ecosystem of enterprises may evolve and be healthier by making more joint products through productive business relationships between large enterprises and those that are medium and small. From the enterprises' ecosystem viewpoint, cooperation between such businesses rather than one-way support is identified as an essential element for the security of inter-competitiveness. Conclusions - Infrastructure should be established to form a dynamic industry ecosystem not by transient efforts in co-prosperity, but by an entire culture of co-prosperity across industries. In this respect, the leading role of public institutions needs to be intensified initially. In addition, the effects of co-prosperity should be extended to blind spots of policies such as third party companies and regions. A precise co-prosperity monitoring system should be established to continuously conduct and extend these efforts.

• Journal of Forest and Environmental Science
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• 제17권1호
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• pp.47-61
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• 2001

본 연구는 산림조합 조합원의 의식성향 분석을 통하여 산림조합의 발전방안을 모색하는 것을 목적으로 하였다. 연구결과를 요약하면, (1) 산림조합 조합원은 협동조합 교육의 필요성을 느끼고 있었으며, 특히 한국의 임업특성에 맞는 협동조합 연구가 이루어지기를 바라고 있었다. (2) 산림조합법 개정에 대하여 조합원의 59.9%, 산림조합이 국가 산림사업의 전담기관화에 대하여 39.5%가 부정적인 견해를 가지고 있는 것으로 나타나, 이에 대한 홍보가 시급한 것으로 조사되었다. (3) 조합원은 사유림 경영상의 가장 큰 문제점으로 운영예산의 부족과 임산물 공동판매망 등을 지적하였다. 또한 조합가입후 자신의 산림경영에 대하여 25.9%가 불만을 가지고 있었다. (4) 사유림 활성화를 위한 제도적 장치인 대리경영제에 대해서는 34.0%가 반대하고 있었으며, 대리경영제의 방식에 있어서는 48.8%가 부분위탁을 원하고 있었다. (5) 농산촌의 노령화에 따라 산림작업단의 육성이 필요한 것으로 조사되었고, 산림작업단은 국가나 산림조합에서 육성하여 적기에 임업노동을 공급해 주기를 바라고 있었다. (6) 산림조합의 조합원들은 품목별 전문조합의 설립을 필요로 하고 있었다.

• 한국전자거래학회지
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• 제25권2호
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• pp.127-146
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• 2020

해외 선진국은 연구장비의 중요성을 인식하고 연구장비 산업 활성화를 위해 많은 정책적 지원을 하고 있다. 그러나 우리나라는 연구장비산업 활성화를 위한 정책이나 관련 사업을 지원할 수 있는 법률이 없다. 따라서 연구장비산업 활성화를 위한 정책과 사업을 지원하기 위한 입법이 시급하다. 연구장비산업의 글로벌 시장에서 경쟁력을 확보할 수 있도록 별도의 연구장비산업 활성화 특별법을 제정할 필요가 있다고 판단된다. 본 바와 같이 연구장비 산업 육성을 위한 다양한 진흥정책이 개발될 수 있도록 관련 법률에 필요한 사항을 명시해야 한다. 연구장비 산업발전을 촉진하기 위해서는 법에 명시해야 할 필수항목이 세 가지다. 첫째는 연구개발 지원, 둘째는 인프라 개발, 셋째는 비즈니스 육성이다. 각 내용에는 다음과 같은 내용이 포함되어야 한다. 우선 '연구개발 지원'에는 연구개발사업 추진 및 지원 정책항목, 연구장비 개발동향 및 투자동향, 산학관 공동연구, 융·복합·사업화를 위한 연구개발 지원 등이 포함된다. 다음으로 '인프라 개발' 포함될 항목에는 연구장비 클러스터 구축, 관련 지원항목, 전문인력 양성, 연구장비개발기반지역 및 기관 등이 포함되어야 한다. 마지막으로 '사업 육성'에 포함되어야 할 항목은 우수기업 육성 지원사항(우선구매제도 등), 기술이전 및 마케팅 관련 사항, 지식재산 보호에 관한 사항, 해외진출 촉진에 관한 사항 등이다.

• 한국콘텐츠학회논문지
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• 제12권1호
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• pp.308-317
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• 2012

본 연구에서는 광주광역시와 제주특별자치도에 소재하고 있는 (예비)사회적기업의 네트워크구축 활동에 관한 사례연구를 실시하여, 현재 사회적기업의 지역 네트워크 실태와 미래 자원연계 방향에 대한 수요파악, 전략적 협력적인 네트워크구축 활성화 방안을 모색해보고자 하였다. 양 지역의 사회적기업이 맺고 싶은 지역자원은 기업과 공공기관, 지역언론사가 가장 많고, 다음으로 전문가 등의 프로보노, 민간단체, 자원봉사단체로 나타났다. 희망하는 연계내용으로는 제품구매, 인건비 및 재정지원, 홍보, 서비스구매, 마케팅, 공동사업 순으로 나타났다. 연계를 위해서 관련행사 참여, 정부기관의 도움, 관련단체 가입, 기관장의 역할 순으로 노력을 수행하고 있는 것으로 나타났다. 연구결과 사회적기업의 지역자원연계 활성화를 위해서는 지역사회내 영리기업과 대학 등과 1사 1사회적기업 협력체계를 추진하거나, 지역사회내 자원봉사자 활동을 발굴할 필요가 있으며, 윤리적이고 대안적인 소비자운동의 촉발과 연대, 사회적기업의 신뢰형성 등이 중요한 활성화 방안으로 도출되었다.

• 유통과학연구
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• 제13권6호
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• pp.97-104
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• 2015

Purpose - The distribution of agricultural products is changing due to recent shifts in environmental free trade. Specifically, the competitiveness of domestic agricultural products has weakened as a result of the Korea-China Financial Trade Agreement. Agricultural producers are faced with increasing difficulties and organized production centers are growing in importance daily. To overcome this crisis, agricultural producer organizations are vying for environment-friendly agricultural certifications, Good Agriculture Practices (GAP) and Hazard Analysis and Critical Control Point (HACCP). In particular, as consumer demand for higher safety grows, farmers are increasing their certification rates. Therefore, this certification system is expected to help strengthen the competitiveness of agricultural producer organizations. Research design/data/methodology - Organized production centers are classified by certification. A survey was conducted with 91 organizations using factor analysis and logistic regression analysis for the examination. The factor analysis results are as follows. Raw material procurement, education·specialization, marketing, joint business, organizing ability, business management, effectiveness, certification, and larger organizations were classified as the nine types of factors. These factors affect the organized production centers and are used in the logistic regression analysis. The purpose of such research and analysis is to suggest a direction for future production center policies. Results - The basic statistical results are as follows: analysis of the producer organizations of 91 sites, average number of members per site of 1,624, and average sales of 25,961 million won. Additionally, the average income per farmer is 175 million won, and the pooling system rate is 53.5%. The factor analysis results are as follows. Factor 1 consists of contract cultivation, ongoing shipment, selection subdivision, traceability, and major retailer management. Factor 2 consists of manual cultivation, specialty selection, education program, and R&D. Factor 3 consists of advertising, various dealers, various sales strategies, and a unified sales counter. Factor 4 consists of agricultural materials co-purchase, policy support, co-shipment, and incentives. Factor 5 consists of the co-selection and pooling system. Factor 6 consists of co-branding and operating by the organization's article. Factor 7 consists of the buy-sell ratio and rate of operation of the agriculture promotion center. Factor 8 consists of bargaining power in volume and participation rate of farmer certification. Factor 9 consists of increasing new subscribers. The logistic regression analysis results are as follows. Considering the results by type of certification, the environment-friendly agricultural certification type and the GAP certification type have a (+) influence. GAP and HACCP certification types affecting the education·specialization factor have a (+) influence. Considering the results for each type of certification, the environment-friendly agricultural certification types on the effectiveness factor have (-) influence; the HACCP certification types on the organizing ability and effectiveness factor have a (-) influence. Conclusions - Agricultural producer organizations should develop plans as follows: The organizations need to secure education for agricultural production; increase the pooling system ratio for sustainable organizational development; and, finally, expand the number of agricultural producer organizations.