• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.1
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• pp.22-32
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• 2009

The purpose of this study was to suggest the appropriate marketing strategies for Korean fashion companies wishing to enter the US market. In-depth-interview with documentary research were performed to investigate the seven Korean fashion companies launching in the US market as wholesalers or retailers. The interviews were executed from May to July 2007. The results of the study were summarized in accordance with Marketing Mix(4P's). In most cases, the brand targets are female customers of 20's to early 30's. The products carried by the companies are trendy with a tint of vintage and oriental feelings. The price ranges from middle to high level. Most brands are engaged in wholesaling through trade shows to sell the merchandise for department stores or specialty stores, but recently are trying to convert to retailing. Trade shows and show rooms are used as one of the promotion tools, but celebrity marketing has also been active for the promotions. Most companies suggested their superior qualities of the products as their strength, and the lack of experience and information as their weakness. Most companies forecast that the influence of FTA between Korea and the US may be limited because of Korea companies' overseas outsourcing system.

• Journal of Fashion Business
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• v.9 no.5
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• Journal of Korea Trade
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• v.23 no.6
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• pp.52-65
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• 2019

Purpose - This paper aims to study what is impacting the development of e-Government Procurement in China, the current strategies of developing Chinese Governmental e-Procurement, and to present some measures by which Korea's exporting industry could enter the Chinese procurement market. Design/methodology - This study is to provide a systematic literatures review on what is impacting the development of e-Government Procurement in China. Hence, based on western research, Chinese literiatures are used for this study. Findings - To penetrate the e-procurement of the Chinese government, the acquisition of government procurement certification is necessary. Secondly, the qualification of "Made in China" is one way to join the market. And finally for Korean companies to enter the procurement, it is necessary to provide products to the public institutions such as universities, hospitals and social organizations and to the state-owned enterprises. Originality/value - This paper aims to study what is impacting the development of the e-Government Procurement in China, the current strategies of developing Chinese Governmental e-Procurements, and to present some measures by which Korea's exporting industry could enter the Chinese procurement market. These originalities can be expected to give understanding of Chinese e-govenment procurement and insight for strategy for both Korean enterprise and relavant academic circles.

• The Korean Journal of Food & Health Convergence
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• v.10 no.3
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• pp.1-8
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• 2024

The global nutraceuticals market continues to grow due to rising income levels, increasing life expectancy, and a growing interest in personal health. Especially after the COVID-19 pandemic, the market for nutraceuticals has expanded rapidly with positive perceptions driven by increased attention to immune management for disease prevention. However, there is still a lack of research on the relationship between nutraceuticals and consumer behavior. This study aims to provide new insights into the dietary supplement market and help establish marketing strategies by analyzing consumer behavior toward dietary supplements in the post-COVID-19 era, focusing on Generation MZ. An online survey was conducted among consumers who have purchased dietary supplement products to test the hypotheses. The collected data were analyzed for validity and reliability using SPSS and AMOS programs. The results showed that the taste, price, brand, and design of dietary supplements significantly positively affect the satisfaction of MZ consumers. This study provides an in-depth understanding of the mechanisms of consumer behavior toward dietary supplements in the post-COVID-19 era, focusing on Generation MZ. By offering insights into consumers' health concerns and consumption behaviors, this study provides valuable perspectives on the future development of the market and helps companies develop effective strategies to meet consumer needs.

• Journal of the Korea Fashion and Costume Design Association
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• v.26 no.2
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• pp.87-99
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• 2024

Freediving, an underwater leisure sport that involves diving without the use of a breathing apparatus, has gained popularity among younger demographics through the viral spread of images and videos on social media platforms. This study employs prominent Big Data analysis techniques, including text mining, Latent Dirichlet Allocation (LDA) topic analysis, and opinion mining to explore the keywords associated with freediving suits over the past five years. The research aims to analyze the rapidly evolving market trends of freediving suits and the increasingly complex and diverse consumer perceptions to provide foundational data for activating the freediving suit market and developing strategies for sustained growth. The study identified the keyword 'size' related to freediving suits and conducted opinion mining on 'freediving suit sizes'. Although the results showed a higher positive than negative sentiment, negative keywords were also extracted, indicating the need to understand and mitigate the negative factors associated with 'size'. The findings offer vital guidelines for the advancement of the freediving suit market and enhancing consumer satisfaction. This study is important as it contributes foundational data for continuous growth strategies of the freediving suit market.

• Journal of the Korean Dietetic Association
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• v.30 no.4
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• pp.267-281
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• 2024

This study aims to provide basic data for developing home meal replacement (HMR) products and establishing marketing strategies in Thailand. A survey was conducted targeting Thai consumers who have experience using HMR regularly. The food consumption values were used to segment the Thai consumer market, and the differences in HMR purchase behavior were analyzed according to segment. Thai consumers were divided into three types: high, medium, and low interest in food habits. The main reasons for using HMR among Thai consumers were time-saving, convenience, and cost-effectiveness, with a strong preference for products with high convenience. Among the HMR selection attributes, items such as quality, expiration date, hygiene, safety, taste, nutrition, and freshness are generally important factors for consumers. Among the HMR selection attributes, the items that require improvement first were identified most frequently in the high-interest food lifestyle group and include quality, quantity, additives, ingredients, expiration date, and nutrients. This study is significant because it was conducted targeting the Thai HMR market, where research has been limited, and it revealed the characteristics of segmented markets by reflecting the food consumption value characteristics of Thai consumers. The characteristics of each market segment can be used to develop HMR and marketing strategies that fit the market.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.1
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• pp.67-72
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• 2012

This study describes the environment change of an internal and external medical device market to be entered to European market of an urinary incontinence treatment device, is aimed at suggesting a participation plan analyzing urinary incontinence and treatments, and characteristic of new products & European urinary incontinence market. In conclusion, to sell the urinary incontinence treatment device developed as the world's first in European market, the following strategies are needed. First, the strategies domestic firms make family doctors and urologists heighten awareness of the urinary incontinence treatment device developed in Korea through participation of associations and exhibition being held in Europe to increase a market penetration level are needed. Second, it may be necessary to emphasize the fact that this devices are a characterful products and treatments, and cost-effectiveness treatments reducing infection ratio. Third, the domestic production firms of the urinary incontinence treatment device should suggest quality, delivery, and price consistency through looking for ways to lower the price while maintaining the quality in an increasingly competitive market conditions.

• Journal of the Korean Society of Manufacturing Technology Engineers
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• v.6 no.1
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• pp.109-114
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• 1997

In the past few decades, the measuring instrument industries have made rapid progress with increase on the demand in industries such as precision instrument, chemistry, electronics, industrial measurement and automobile. Thus, development strategy and technical advancement are required for both securing the competitiveness on products in the world market and industrial development. Intensifying competitiveness of measuring instrument is needed in the world market. It can be achieved by development of measuring instrument holding comparative priority. A development strategy should be drawn up in the long-term point of view for coping with the increasing demand of measuring instrument and securing competitiveness in the world market.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2003.11a
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• pp.183-186
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• 2003

Customer profitability recognition is easier with CRM enabling technologies and the strategy of firing unprofitable customers prevails in the market. However, in the digital and Internet age, network externality is becoming more important. Therefore, the concern over firing unprofitable customers has increased. Our research is intended to develop strategic guidance for customer selection when firms implement CRM in the market with network externality.