• CRM연구
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• v.2 no.2
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• pp.41-51
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• 2009

VIP marketing has recently become the main concern in the field of marketing, which could increase customer loyalty and sales through providing customers in the top 20% with customized services. In this study, some cases of RFID (Radio Frequency Identification) technology based VIP channel management are introduced and analyzed in the technology point of view. As a result of case studies, it has been shown what the companies may consider when applying RFID technology in customer relationship management (CRM) and its general scenario. As one of the AIDC(Automatic Identification and Data Capture) technologies, RFID can enable to identify humans or objects with radio frequency and is being widely used to many industrial areas such as logistics, delivery, inventory management, and so on. If this technology is applied to CRM as a new channel for customer management, it will be possible to provide an individual customer with various types of intelligent services customized to his or her spending habits. RFID for CRM channel management is still in its early stages, but it is sure that RFID technology will be an useful tool to manage customers including especially VIP in many businesses and capture important information applicable to marketing campaign in the near future.

• Asia-Pacific Journal of Business
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• v.15 no.1
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• pp.131-143
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• 2024

Purpose - The purpose of this study was to analyze cases of big data-driven business in the financial industry, focusing on organizational structure and business processes using big data in banking industry. Design/methodology/approach - This study used a case study approach. To this end, cases of two banks implementing big data-driven business were collected and analyzed. Findings - There are two things in common between the two cases. One is that the central tasks for big data-driven business are performed by a centralized organization. The other is that the role distribution and work collaboration between the headquarters and business departments are well established. On the other hand, there are two differences between the two banks. One marketing campaign is led by the headquarters and the other marketing campaign is led by the business departments. The two banks differ in how they carry out marketing campaigns and how they carry out big data-related tasks. Research implications or Originality - When banks plan and implement big data-driven business, the common aspects of the two banks analyzed through this case study can be fully referenced when creating an organization and process. In addition, it will be necessary to create an organizational structure and work process that best fit the special situation considering the company's environment or capabilities.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.415-421
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• 2021

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.

• Asia Marketing Journal
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• v.26 no.1
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• pp.1-10
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• 2024

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. The study discusses theoretical and practical implications.

• Culinary science and hospitality research
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• v.6 no.1
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• pp.57-78
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• 2000

In the 21st century the size of sales of food service business in Korea will be 30 trillion won which means Food service business in Koreas is a mega market, but it is only quantitative growth and might face the limit of growth. At the same time it is predicted that from the academic world Food service business will develop endlessly after IMF condition. Of course I hope so as a member of national. Al though I propose that quantitative side is important, qualitative side must not be disregarded the present and future customer is needs should be met because the 1st goal of company is to achieve a management goal and pursuit profit. The present situation requires a peculiar and specific strategy of its own which can not be followed by competing hotels so that value can be created and buying intention can be occurred after buying. Until now the goal of marketing campaign has been transacted marketing just for closing a transaction, but it must be related marketing which is seeking mutual interests of customer and company. The strategies to attain these goals are : 1) to change from products and service management-focused to customer management and relationship building-focused. 2) to establish a core strategy which needs to be changed from market occupancy of volume expansion to customer occupancy. 3) to change from one-way communication to two-way communication. 4) to change from large scale marketing by company dimension to small scale marketing by sections. If companies focus on core benefit and augmented service to be sought by customers and make every efforts to create a value customer occupancy will increase automatically, the reduction of marketing cost will be followed, and marketing efforts will be much more efficient. In introducing a new product it is still easier to diffuse through the existing customers, and also important market information can be obtained from customers using this close relationship. If this close relationship maintains well customers will say even a trivial inconvenience and complaint and propose an idea of new product. Kotler divides relationship marketing into 5 stages such as Basic, Reactive, Accountable, Proactive, and Partnership. From the 1st stage to the last stage customer management is absolutely important and also in management strategy. The last stage, Partnership can come into the stage which is actively participated in service development and problem solving by customers. so more loyal customers have more successful performance the company attain.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.65-73
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• 2013

Outcome of election depends on which candidate of politics uses more original and creative idea for Ads and PR of election in election campaign strategy of political campaign. Especially, since political Ads and PR are the ways of capturing voters' sensitivities with one line of copy(slogan) and one image, Ads and PR are very important. This research analyzes unique and creative trend of political campaigns which are used in each unit election which is held four times(2010. 6 2 local election, 2011. 10 26 by-election, 2012. 4 11 general election, 2012. 12 19 presidential election) during 2010~2012. For analysis, search analysis of text and image used in video, internet, booklet type of Ads and PR material for election, and election campaign. Video is used in election campaign during election period. Unique and creative political campaign is customized micro-marketing election strategy trend which tries to fit for tendency of backing including gender, age group, social atmosphere, etc. This research excludes the degree of success of this election strategy from subject of analysis.

• Information Systems Review
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• v.11 no.1
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• pp.49-67
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• 2009

E-mail marketing is the cheapest channel in target marketing. The channel works amazingly well for marketers who know how to use it. The e-mail marketers are able to integrate transactional and behavioral data to improve the targeting content of e-mail marketing campaigns. The cost in e-mail marketing is low and e-mail marketing makes no pollution. But, the e-mail response rate is lower than all the other channels. So, it is very hard for companies to increase their sales volumes, though the companies are ready to execute e-mail marketing campaigns on the side of computer systems. Marketers can send messages easily to target customers compared to other channels. But, the possibility to be read by the customers is low. Normal e-mails are continually devalued by spam mails. This study shows the influence of e-mail marketing to increase sales used by credit cards, on the basis of the real data promoted by A bank, in the Republic of Korea. The analysis on the traits of the respondent can help marketers to target customers. If additional studies on the response prediction model on the basis of traits of potential respondents are done, the targeting method to increase the effectiveness of e-mail marketing will be better structured and organized.

• International Commerce and Information Review
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• v.7 no.2
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• pp.3-23
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• 2005

This paper object is application of electronic Customers Relationship Management(e-CRM) for buyer relationship commitment in korea export firms. So, I'd like to suggest some applications of e-CRM needed to strengthen the export firms in korea. These applications are as follows First, the export companies are required to e-CRM logical architecture that is needs to achievement of buyer relationship commitment. Second, Buyer data source is classify in to three large group by outside data, transaction data and support data. Third, a concept and function of buyer information database. Fourth, e-CRM campaign management for export marketing. Fifth, interaction of buyer and customizing. finally, a point to be considered of korea export companies are national character, data mining out of buyer information database, difference of data gathering and sustaining up date of buyer's new information.

• International Commerce and Information Review
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• v.7 no.3
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• pp.77-94
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• 2005

This paper object is application of electronic Customers Relationship Management(e-CRM) for buyer relationship commitment in korea export firms. So, I'd like to suggest some applications of e-CRM needed to strengthen the export firms in korea. These applications are as follows First, the export companies are required to e-CRM logical architecture that is needs to achievement of buyer relationship commitment. Second, Buyer data source is classify in to three large group by outside data, transaction data and support data. Third, a concept and function of buyer information database. Fourth, e-CRM campaign management for export marketing. Fifth, interaction of buyer and customizing. finally, a point to be considered of korea export companies are national character, data mining out of buyer information database, difference of data gathering and sustaining up date of buyer's new information.

• Journal of Digital Convergence
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• v.13 no.10
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• pp.569-578
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• 2015

With much changes in men's appearance style to pursue, beauty care activities, and pursuing value, it has been required to have researches on it. This study analyzed men's acceptance of information about beauty care and also the characteristics of each pursuing value. An online survey was conducted targeting about 500 male office workers in Seoul. In the results of the study, the pursuit of the practical value of five beauty care activities was the highest while the aesthetic value was very differently shown in accordance with the types of beauty care activities, compared to two other values. Contrary to other styles, especially, the acceptance of the skin care style was influenced by the sociocultural value, practical value, and aesthetic value. Especially, the passivity of the aesthetic value and the emphasis on the practical and sociocultural values were shown. The hair care was influenced by the practical value while the plastic surgery was influenced by the aesthetic value. In the care style area, the acceptance of skin care was only influenced by the pursuit of complex values. Regarding the marketing of each care style, the large-scale marketing campaign would be effective for the hair care while it would be necessary to seek for more aesthetic campaigns for the plastic surgery business.