• Archives of design research
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• no.18
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• pp.37-48
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• 1996

For succesful political advertisements the role of mutual communications between advertisers and their targets (i.e. voters) should be magnified, which must be based on the understanding of voter's life-style including the trends of daily life, their philosophy and attitude toward the contemporary matters. During the campaign period for the last parliamentry election the most important issue was nothing but who could be the best representer of their region without any political considerations compared to previous election and the decision made by voters has been evaluated as one of most brilliant ones so far. One thing to note from the last election is that many new faces have been high lighted and that could not have been possible if they could not differentiate their campaign from one of unchanged senior politicians by calling more attentions of voters to them by scrutinizing competitors' election pledges. The differentiation strategy in election campaigns is basically detecting small signs of changes in voters life\ulcornerstyle, bringing them into relief and provoking voters attentions to the election and advertiser. In this sense niche marketing strategy is the differentiating strategy itself and it can be a useful guide in political advertisement for the triumph of advertiser in elections as well as for heathy and fresh political environments on the basis increased attentions of voters. In this paper, aiming at further development of the niche marketing in political advertisements we propose questions whether the niche marketing in the last parliamentary election was introduced on the basis of concept of differentation by analysing last election's strategies targeted at voters specific dispositions.

• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.184-192
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• 2006

On this study, we are focusing on the spatial value of the flagship store as an effective way of experiential communication for a brand. The purpose of this study is to create effective methods for the spatial identity by connecting significance of experiential communication and strategic factors of experiential marketing. The process of this research is summarized as follows: First, we select some cases of the flagship stores realizing differentiated methods of experiential marketing and classify the types according to the marketing strategy. Second, we can analyze each function in the context of social, cultural life style. Finally, for the company flagship stores can be a tool to construct a sustainable brand image and tool differentiation, and at the same time for the consumer they can create relationships through customers' experience in the space expressing brand identity and style. Also, flagship stores can be valued as a place offering emotional experiences of cultural consumption as well as product consumption when planned given the style suitable for brand image and strategies.

• The Korean Journal of Franchise Management
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• v.2 no.2
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• pp.24-44
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• 2011

Many companies are increasingly using social network service(SNS) as an online marketing tool, and its marketing activation has been in the limelight as a differentiation strategy most recently. The purpose of this study is to analyze online marketing cases utilizing SNS and to apply it in Franchise Enterprise in order to activate its marketing activities. This study is more concerned with the cases of facebook, twitter, and blog among social network services and suggests some ways of utilizing them in Franchise Enterprise as follows: Based on the examples of facebook, firstly, we set up the role as a homepage in individul, Franchise Enterprise, and other organizations. Secondly, we also set up the role as an organizing tool in communities, and thirdly, setting up the role as a location map tool. Regarding some applications in marketing tool of Franchise Enterprise, we suggest the role as a public relation tool of the company and brand, and also propose the role of brand planning and development. Finally, we suggest a way of overcoming the limitation in offline operations.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.1
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• pp.52-63
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• 2019

Biased performance implications are common in conducting empirical analysis on leading firms in strategic management field. Venture businesses in which successful and failing firms in the future are mixed in the present could provide a better discriminative result for examining the determinants of performance. We suggest hypotheses on how competitive strategy, CEO characteristics, and their interactions affect firm performance. We examine these hypotheses through empirical analyses on the basis of a survey collected from 387 venture businesses in order to assure the validity of strategic management theories by using more deviated data. Empirical results show that innovative differentiation from competitive strategies affects firm performance and innovativeness and long-term orientation from CEO characteristics affect firm performance. According to the results of the interaction analyses between competitive strategies and CEO characteristics, cost-leadership and marketing differentiation strategies have combination effects with risk taking, innovativeness, and long-term orientation, while innovative differentiation strategy has no combination effects with risk taking, innovativeness, and long-term orientation. We conclude that cost-leadership and marketing differentiation strategies have no direct effect on firm performance but have combination effects with CEO characteristics, while innovative differentiation strategy has direct effect on firm performance but has no combination effect. Our primary contribution is that we test and confirm that the fit between competitive strategies and CEO characteristics are an important consideration to increase firm performance in venture businesses.

• Korean Journal of Poultry Science
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• v.22 no.3
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• pp.167-178
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• 1995

The purpose of this research was to get basic information for the development of Korean native chicken industry by reviewing the current native chicken farm management and marketing situation of native chicken products(meat and eggs). The research was carried on the basis of the farm field survey covering 210 native chicken feeders out of 9 different local areas, and the results were as follows ; 1. Average raising size of native chicken flocks of sample farms was 1,787 heads and about 50% of those farms raised less than 500 heads chickens for self-sufficiency or on the side. 2. Most farmers made the decision to start on feeding native chickens in small scale with small amount of capital without sound feeding program, and their decision was mainly influenced by recommendation of mass-media( 19.5%) and neighbors (17.2%). 3. The average income per farm earned by raising the native chickens was 13,719 Won, and income per head of chicken was 8,800 Won. 4. About 40% of feeders expressed that the poor marketing management and lack of capital were the bottleneck to native chicken farm management. 5. About 70% of feeders evaluated the prospect of native chicken industry positively and so, about 60% of feeders hoped to expand the raising size in the future. 6. Most farmers directry made a bargain with marketer including middleman and enduser in selling the chicken products because there was not established special marketing system for native chicken products. 7. The sales age of native broiler was about 16~20 weeks and average body weight of broiler was 1.5~2.0 kg. And farm recieved price was not decided on the basis of each body weight or meat quality but only number of heads. 8. The average first egg-laying age of chickens was about 165 days and average annual laying rate was only about 56%. 9. In order to develop the successful Korean native chicken industry, followings are recommended ; 1) Reducing the production costs and increasing the productivity of native chickens should be carried out through technological research and development for sound feeding program of native chickens and sufficient fund supply. 2) Orderly native chicken marketing and pricing system should be established to give good vision about native chickens to farmers and to delight the consumers. 3) The measures for product differentiation including meat quality and nutritional value of native chicken products against other improved chickens should be actively taken by feeders and government.

• Fashion & Textile Research Journal
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• v.16 no.3
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• Korean Management Science Review
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• v.17 no.3
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• pp.31-47
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• 2000

The widespread diffusion of Internet has enables companies to conduct business in quite a different way. marketing on the Internet becomes more important as firms adopt electronic commerce as a means to implement competitive strategies. One hundred and four BC shopping mall companies responded to an e-mail and web server survey about the anticipated benefits of electronic commerce and related strategies. The survey also asked about improvements in value chain activities and impediments to the implementation of electronic commerce in Korea. The results indicated that Korean shopping mall companies followed differentiation strategy significantly more than the other two strategies. In addition, six benefits factors were drawn from this study - information, productivity, cost savings, customers, management information, and applications. Productivity factor was related to cost leadership strategy, and customers factor was related with cost leadership, differentiation and focus strategies. Several benefits factors were also correlated with value chain activity improvements. The results of this study were compared with those of research conducted in the United States.

• The International Journal of Costume Culture
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• v.12 no.1
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• pp.101-105
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• 2009

With the acceleration of globalization, China accounts for a larger part in the world economy. The Korea fashion brands that have entered into China are becoming more diverse and various and China has become a major market of Korea fashion brands. More than 100 Korea fashion brands rushed into Shanghai, gaining a lot of attention. Korea fashion brands have market strategies such as differentiation strategy, high price and diversification. Korea fashion brands have gained a large market share in China owing to their diversity of products and successful marketing strategy. In order to get more profit, they should make more efforts to increase their brands' awareness, getting more potential consumers.

• Journal of the Korean Society of Environmental Restoration Technology
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• v.3 no.2
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• pp.1-9
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• 2000

Recently, the number of unsold apartments has been increasing, and apartment furnishing companies have tried a marketing strategy by utilizing the outdoor space for differentiation. There are many differentiation strategies. One of them is to improve the dwellings-on-ground space in apartment complex. Owing to the high density and high-rise of apartment buildings, the dwellings-on-ground apartment complex have been recognized as not good housing by residents in korea. The precedent study on the responses from residents showed the negative effects mainly due to sunlight, daylight, view and privacy and the positive effects from good accessibility and good environment for children and elderly people. The purpose of this study was to improve the dwellings-on-ground space and to suggest the most appropriate type of the dwellings-on-ground space through the residents' desires and preferences. In this point of view, this study shows three results for the design improvement: 1) Providing private gardens and individual accesses to the dwellings-on-ground. 2) Providing private garden with flower bed to intensify the visual aspect. 3) Furnishing variable transformation of unit plan in dwellings-on-ground, for example, maisonette, etc.

• Journal of the Korean Society of Costume
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• v.60 no.4
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• pp.1-17
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• 2010

There had been studied for a function of fashion illustration that has various capability of differentiation among fashion products since year 2000. A fashion products adopted the illustration is stand out not only to increase the goods profits by consumers who is willing to purchase the products with specified identity but also to execute differentiation strategy in a market. The aim of this study is the theoretical approach of fashion illustration and examined the development process of the products based on the supporting documents of cooperations, other records and actual application cases. Also, expression techniques of fashion illustration, image features and etc. are mainly studied and following representative results are projected through the data. First, the success of fashion commercialization using fashion illustration should have mutual organic function which requires three factors such as product project, marketing, the role of illustration. Second, An illustration of hand drawing expression technique is more helpful in differentiation of fashion product than using computer graphic, embroidery, collage technique and the fashion products vividly expressed with sensuous illustration tend to have higher preference. Third, the possibility of success the fashion products is often affected by the distinct identification and the precise positioning while the illustration is used.