• 수산경영론집
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• 제47권4호
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• pp.65-75
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• 2016

The purpose of this study was to analyze the production and marketing control effects of aqua-cultured flounder required for stable income growth of aqua-cultured household. We analyzed the supply and demand structure of cultured flounder using the partial equilibrium model approach. And we estimated the optimal yield of cultured flounder and analyzed the effect of marketing control through constructed model. The main results of this study are summarized as follows. First, the fitness and predictive power of the estimated model showed that the RMSPE and MAPE values were less than 5% and Theil's inequality coefficient was very close to 0 rather than 1. It was evaluated that the prediction ability of the aqua-cultured flounder supply and demand model by dynamic simulation was excellent. Second, dynamic simulation based on policy simulation was conducted to analyze the price increase effect of production and shipment control of cultured flounder. As a result, if the annual production volume is reduced by 1%, 5%, and 10% among 32,852~37,520 tons, it is analyzed that the price increase effect is from 1.2% to 12.5%. Finally, this study suggests that the production and marketing control can increase the price of aqua-cultured flounder in the market. In this paper, we propose a policy implementation of the total supply system instead of conclusions.

• 한국전자거래학회지
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• 제13권3호
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• pp.21-49
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• 2008

인터넷 쇼핑몰은 인터넷 기술에 대한 의존도가 다른 분야에 비해 크며, 대부분의 구매 관련 활동이 인터넷이라는 공간에서 일어난다는 점에서 정교한 마케팅 모델이 반드시 필요한 분야이다. 웹 2.0을 대표하는 기술들 중 하나인 RSS는 웹 브라우저를 통하지 않고 다양한 콘텐츠를 배포하기 위한 체계로서, 이미 뉴스와 블로그 등에서 활발히 사용되고 있으며 마케팅에서도 그 활용도가 클 것으로 기대된다. AISAS 모델은 기존의 AIDMA 모델이 검색과 공유를 중요시하는 최근 소비자들의 요구를 수용하지 못하는 것을 보완하기 위해 제안되었다. 본 연구에서는 AISAS 모델을 기반으로 하여 인터넷 쇼핑몰에 적합한 RSS 활용 마케팅 모델을 제안하고 그 프로토타입을 구현하였다. 이를 통해 인터넷 쇼핑몰이 AISAS의 각 단계에서 소비자에게 필요한 서비스를 빠뜨리지 않고 제공하며, 각 단계의 서비스 요소들 간의 유기적 결합을 통해 통합된 서비스를 고객에게 제공하도록 지원하고자 한다. RSS는 변화된 인터넷 환경에서 검색과 공유를 지원하는데 많은 장점을 갖고 있으며 이를 기반으로 본 연구의 마케팅 모델을 설계하였다.

• 한국전자통신학회논문지
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• 제18권5호
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• pp.885-894
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• 2023

본 연구는 1인 창업에 대한 경제적 어려움과 리소스(resource) 부족으로 극복할 수 있는 다양한 마케팅 모델을 조사하고 분석하였다. 이전의 연구에서는 통합 마케팅 커뮤니케이션모델에 중점을 두고 진행하였기에 융합적 논의가 부족하였다. 본 연구에서는 포괄적 분석과 시점의 변화를 고려한 역할을 파악하여 IT 콘텐츠 마케팅 커뮤니케이션 모델에 중점을 두고 진행하였다. 그 결과, IT 콘텐츠 커뮤니티 모델을 융합적 가치사슬(Value Chain)방식으로 통합하여 IT 콘텐츠 모델을 개선하고 브랜드 성장과 온라인 프레젠테이션 강화를 도모할 수 있는 새로운 전략적 접근법을 제안할수 있었다. 이를 통해 브랜드 인지도를 효과적으로 높일 수 있는 기반 시설을 마련하게 되었으며, 구체적인 가이드라인을 제공하여 1인 창업의 지속적 성장을 지원하는 방안을 제시할수 있게 되었다.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2000년도 추계학술대회 및 정기총회
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• pp.293-297
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• 2000

The purpose of this study is to define the main factors of marketing strategies in IT ventures, remodel types of marketing strategies in IT ventures by two core-marketing dimensions due to derived factors, and suggest marketing strategies by each strategic cluster.

• 정보기술과데이타베이스저널
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• 제6권1호
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• pp.89-101
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• 1999

Increasing number of companies recognize that the understanding of customers and their markets is indispensable for their survival and business success. The companies are rapidly increasing the amount of investments to develop customer databases which is the basis for the database marketing activities. Database marketing is closely related to data mining. Data mining is the non-trivial extraction of implicit, previously unknown and potentially useful knowledge or patterns from large data. Data mining applied to database marketing can make a great contribution to reinforce the company's competitiveness and sustainable competitive advantages. This paper develops the classification model to select the most responsible customers from the customer databases for telemarketing system and evaluates the performance of the developed model using LIFT measure. The model employs the decision tree algorithm, i.e., CHAID which is one of the well-known data mining techniques. This paper also represents the effective database marketing strategy by applying the data mining technique to a credit card company's telemarketing system.

• Asia Marketing Journal
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• 제22권3호
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• pp.87-105
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• 2020

With the development of Information Technology, customers require promptly higher quality products and services. Companies try to make newly digital marketing strategies, but there are no empirical researches on them. This article empirically presents a new perspective that companies can shape the customer decision journey ahead by coordinating customer experience. In this article, based on Elaborated Likelihood Model (ELM) theory, customer experience consists of the emotional or cognitive experience. We surveyed about 200 subjects (N = 217) in their 20s and 30s based on the International Music Industry Association's Music Listening 2019 report, then analyzed four different models (before personalization-cognitive experience, before personalization-emotional experience, after personalization- cognitive experience, after personalization-emotional experience) by JASP and R Studio. We conducted Structural Equation Model (SEM) and paired t-test. Personalization factors are about recommendation systems in Spotify. The results of survey represent that companies can shape the Customer Decision Journey (CDJ) ahead especially through enhance cognitive experience. It empirically proves Elaborated Likelihood Model (ELM). The conclusion can be drawn that 'pulling' customer experience can be a new marketing strategies in the digital era.

• Asian Journal of Business Environment
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• 제8권4호
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• pp.5-15
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• 2018

Purpose - The research aimed to reveal real decisional behavioral of management institutes in India for social media marketing usage, and analyses of empirical elements of social media consumption pattern. Research design, data, and methodology - The investigation was based around a research methodology using quantitative analysis with appropriate statistical techniques on random surveys of consumers, detailed exploratory and confirmatory factor analyses are applied to assess the empirical validity of the model and multiple regression employed using R studio edition to validate the reliability of the developed models. Results - A new conceptual framework is proposed - the management institutions decision model, providing a tool for effective and more focused decision-making strategies for developing better utilization techniques for social media. Management institutions have different requirements based upon objectives and resources available. The evidence suggests that the administrators need to be more aware of consumer indicators when targeting and designing social media marketing strategy. Conclusions - The research was based on samples and not the entire population of target consumers, providing limitations. As an inferential statistical method was chosen, the results might be susceptible to inaccuracy. The model developed from different age users, thereby providing rich perspectives into social media usage pattern.

• Asian Journal of Innovation and Policy
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• 제7권2호
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• pp.338-363
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• 2018

Mobile marketing is a brand new phenomenon. In Malaysia, marketeers do not seem to understand well enough the perceptions of consumers according to mobile marketing, especially to the mobile service users. This study analyses and evaluates any significant relationship between consumer perceptions and intentions with respect to mobile marketing, and seeks to determine the expectations, preferences, pattern and usage of the consumers of Mobile Marketing Product and Service (MMP&S). The data was obtained by convenience sampling in the big cities of Malaysia. A total of 500 questionnaires were distributed and a sample of 112 usable questionnaires was selected. The result of this research applying the Technology Acceptance Model (TAM) point to the fact that perceived usefulness, perceived ease of use, perceived innovative, social influence have a direct positive relationship with the intention to use mobile marketing. This, in turn, can shed light on the main factors determining consumer intentions to use mobile marketing that may control consumer adoption of mobile marketing.

• 한국농공학회지
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• 제38권2호
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• pp.87-96
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• 1996

General concepts and overall procedures of APMAG-Agricultural Products Marketing Analysis Model using GIS(Geographic Information System) techniques for appropriate allocation and management of agricultural products marketing facilities are introduced. In this study, modeling techniques and visual reporting skills are both emphasized. The APMAG enables to analyze the temporal and spatial flow of agricultural products marketing by the flow function that is proposed in this study. Results analyzed by proposed model for rice are displayed many different ways and show the use of the given model.

• 한국컴퓨터정보학회논문지
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• 제24권8호
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• pp.159-166
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• 2019

In this paper, we propose takes network marketing as a starting point for analysis, uses the theory of purchasing behavior and enterprise performance to analyze the network marketing strategy of artistic products, incorporates the practical problems encountered by some artistic products enterprises in Zhejiang Province in network marketing into theoretical research. The theoretical model of network marketing strategy acting on enterprise performance through the intermediary effect of purchasing behavior is constructed. This paper conducted an in-depth survey of three representative core domestic companies engaged in Internet marketing of artistic products, and analyzed the questionnaires of 357 respondents. The initial model was verified by statistical tools such as SPSS and AMOS, and three conclusions were drawn: Firstly, network marketing strategies of different dimensions have different effects on purchasing behavior: pricing strategy and product strategy have significant positive effects on impulse purchasing behavior, but channel strategy has no significant impact on impulse purchasing behavior; Channel strategy and product strategy have a significant positive impact on repeated purchasing behavior, but pricing strategy has no significant impact on repeated purchasing behavior. Second, user purchasing behavior has a significant positive impact on enterprise performance. Third, network marketing strategies of different dimensions have significant direct and positive impact on enterprise performance.