• 보건교육건강증진학회지
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• 제24권3호
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• pp.73-86
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• 2007

Objective: The purposes of this study are to understand the characteristics of the participants in a community walking campaign and to analyze the factors related to their participation based on the Transtheoretical Model (TTM). Methods: The study composed of the description of participant characteristics and comparison of them with non-participant characteristics in a walking campaign in K province. The data were collected through a survey of 2,590 participants and 258 non-participants from the same community. The survey instrument included questions about stages of walking and exercise, knowledge and attitude toward walking, and environmental condition for walking. Results: A majority of the walking campaign participants were in the action(24.8%) and maintenance(43.6%) stages of walking and exercise behavior. The non-participant group was split between maintenance(51.6%) and precontemplation (30.6%) stages. Among the participants, effective campaign promotion channels differed by age group while motivation for participation and participation patterns were associated with both age and gender. Favorable physical environment was a significant factor of participating in walking campaign(OR=1.396, CI=1.149-1.696). Although the campaign participants scored higher than the non-participants in most attitude toward walking questions, differences in knowledge scores between two groups were less significant. Conclusion: In conclusion, further social marketing to increase the awareness and to increase the concern of population in the community is needed based on the survey result. Transtheoretical model seems appropriate to apply to the evaluation and the planning the program of the behavior change in the community. Also, more organized and sustainable support in need to maintain the good habit of walking for the participants in walking campaign.

• 경영정보학연구
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• 제22권3호
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• pp.143-156
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• 2020

전통적인 마케팅 전략 중 하나인 가격 촉진은 소비자가 느끼는 상품의 가격을 낮추어 소비자의 구매를 유도한다. 기존 연구들에 따르면 제품의 특징, 가격 촉진 형태, 소비자의 특성과 같은 맥락에 따라 가격 촉진은 기업에 긍정적 영향을 줄 수도, 부정적 영향을 줄 수도 있다. 본 연구에서는 최근 많은 디지털 서비스들이 도입하고 있는 구독 기반의 비즈니스 모델 환경에서 가격 촉진의 효과를 살펴보고자 한다. 본 연구의 목적은 가격 촉진이 소비자의 재구매에 미치는 긍정적 효과를 확인하고, 소비자의 인구 역학적 특성과 행동 특성에 따라 그 효과가 어떻게 달라지는지 확인하는 데 있다. 국내 한 음악 스트리밍 서비스의 사용자 기록 데이터를 이용해 가설을 검증하였으며, 분석 모델로는 로지스틱 회귀분석을 사용하였다. 연구결과 소비자의 재구매에 대한 가격 촉진의 긍정적 효과를 확인하였고, 가격 촉진의 긍정적 효과는 연령이 낮은 소비자와 여성 소비자에게서 상대적으로 더 크게 나타났다. 본 연구는 구독 경제에서 가격 촉진의 효과를 확인하고, 성공적인 가격 촉진을 위해 어떤 요인을 고려하여 마케팅 전략을 수립해야 하는지에 대한 방향성을 제공한다는 점에서 연구의 시사점이 있다.

• 마케팅과학연구
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• 제20권1호
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• pp.89-97
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• 2010

本文研究共同特性对于无选择权的影响, 并涉及到了调节焦点理论. 本文主要着眼于这三个因子以及他们之间的关系. 之前的研究已经广泛涉及到这三个方面. 第一, 共同特性影响已经被广为研究. Tversky (1972) 开创了这个理论, EBA 模型: 通过消除方面. 根据这个理论, 消费者在比较的过程中更易于注意特殊的特性, 而忽略共同特性. 最近, 更多的研究开始针对于此模型对于消费者行为的影响. Chernev (1997) 认为增加共同特性可以减少选择距离. 但是, 随后Chernev (2001) 的研究指出共同特性可能是消费者认知上的负担, 所以他们更喜欢启发式的过程而不是系统式的过程. 这些研究提出了一系列问题: 共同特性是否影响顾客选择? 如果是的话, 这些影响是什么样子的? 第二, 一些研究指出没有选择的状况是消费者最好的选择, 他们在犹豫不决时用这种方法回避选择. 其他关于这一理论的研究是时间的压力, 消费者自信, 以及可供选择的数量. 第三, 调节聚焦理论在目前非常流行. 消费者有两个焦点目标: 促进和制止. 促进聚焦主要和希望, 野心, 成功, 获得等有关; 而制止聚焦和责任, 职责, 安全, 规避等有关. 调节聚焦理论预测了顾客的感情, 创造, 态度, 记忆, 表现, 和判断. 而这些都是市场营销研究的领域这些文献为本文的研究提供了一些理论支持. 特别是增加共同特征而不是忽略他们可以增加选择过程中克制消费者的没有选择状况的比重, 其对于促进消费者的作用确实相反的. 本文通过两个试验进行验证. 第一个是2 X 2 组间的设计(共同特性X调节聚焦), 数码相机作为相关的客体. 特别的是, 调节聚焦变量是从11个问题中取得的. 共同特性包括焦距, 重量, 记忆卡, 电池, 而像素和价格作为独特特性. 结果证明了我们的假设, 那就是增加共同特性增加了克制消费者的无选择比重, 而对促进消费者没有作用. 第二个试验被用来复制第一个实验的结果. 这个实验和之前的基本相同, 只有两个方面不同—主要控制和研究客体. 在促进的前提下, 研究对象必须一些词例如: 利润, 野心, 高兴, 成功, 发展等. 在克制的前提下, 他们必学写下坚持, 安全, 保护, 规避, 损失, 责任等词. 实验证明我们假设是成立的. 本研究说明了共同特性对于顾客选择的二重效果. 增加共同特性可以提高或者降低无选择状况. 本文对于理论研究和实践上都有着贡献. 对于市场营销人员来说, 他们可能需要根据顾客的划分来考虑产品的共同特性. 理论上, 研究结果支持共同特性和无选择状况的调节变量. 最后, 本文也有一些不足, 例如过于强调态度的重要性等. 我们希望本文能够为未来的研究做出抛砖引玉的作用.

• 간호행정학회지
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• 제11권1호
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• pp.1-12
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• 2005

Purpose: The purpose was to analyze the effects of internal marketing activity factors on nurse's turnover intention, nursing task performance and nursing productivity. Methods: The subjects were 355 nurses who were working at the 3 universities hospital over 1 year. The instruments were used of internal marketing activity factors(Lee, 2001), turnover intension(Lee, 1995), nursing task performance(Park, 1988) and nursing productivity(McNeese-Smith, 1996). Results: The mean score of internal marketing activity factors was 2.79, education and training 2.97, individualization 2.93, communication 2.87, promotion 2.76, work environment 2.63, reward system 2.62, and management vision for employee 2.61. The turnover intention was 3.12, nursing task performance 3.49, and nursing productivity 3.38. The internal marketing activity factors were negatively correlated with turnover intention(r=-0.37, p<0.0001), and positively correlated with nursing task performance(r=0.29, p<0.0001) and nursing productivity(r=0.30, p<0.0001). The key predictor of turnover intension was reward system, education and training, communication, and salary. They explained 35.0% of the total variance. In nursing task performance, communication, management vision for employee, salary and unit explained 26.0% of the total variance. In nursing productivity, communication, reward, education and training, salary, and position explained 24.0%. Conclusions: To increase nurse's nursing task performance and nursing productivity and to decrease turnover intention, it is necessary to concentrate on improving communication and reward system in the internal marketing activity factors. Through these activities, the effectiveness of internal marketing strategies will be enhanced and finally, nursing organizational outcome will be increased.

• 복식
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• 제66권8호
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• pp.109-122
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• 2016

This study is to explore the ways to increase the export performance of start-up companies, as opportunities are rising along with more companies entering the global market. Thus the study analyzed the factors affecting export performance of the start-up company by mainly looking at the international marketing capabilities of enterprises type of marketing strategy and internal environmental capabilities. The following were derived as factors for marketing 4P strategy: innovation of product, flexibility of export price, differentiation of distribution channels, diversity of promotional activities, and positive-ness of promotion. For internal capabilities of enterprises, innovation of CEO, initiative of CEO, risk susceptibility of CEO, information power of export market, and information power of competitor were derived as factors. Two types of performances were considered for export performance, financial and non-financial. Among innovation of product and risk susceptibility of CEO the non-financial performance of export performance, and only differentiation of distribution channels of marketing 4p strategy the financial performance. It showed that since performance was different depending on the entrepreneurship of the CEO, only innovative products differentiated from small and medium enterprises. risk susceptibility of CEO increased export outlook by corporate acknowledgment and image, creation of potential customers, and financial performance affected only differentiation in distribution channel rather than entrepreneurial spirit, information power, or organizational flexibility because of short business career and insufficient period enough to gain trust. Therefore, start-up companies need to improve their non-financial export performance by increasing innovation of product and risk susceptibility of the CEO. The companies need to widen the differentiation of distribution channels in the financial export performance.

• 한국콘텐츠학회논문지
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• 제10권11호
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• pp.352-362
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• 2010

본 연구는 스포츠단체의 프로퍼티(property)를 갖고 사업을 하는 스포츠마케팅 전문 회사를 대상으로 이들의 사업 전략 분석을 통해 한국의 스포츠마케팅 에이전시의 비즈니스 성격과 비즈니스 모델의 특징을 규명하고 이러한 특성이 우리나라 스포츠마케팅 에이전시 산업 발전에 어떤 시사점을 주는지 고찰하였다. 스포츠마케팅 에이전시의 비즈니스는 단순히 프로퍼티 권리의 획득이나 대행만이 아니라 권리의 대행을 통해 사업의 기회를 늘리고 파생 상품을 개발하여 이윤을 극대화시키는 능력이 스포츠비즈니스의 핵심 역량임을 나타내고 있다. 한국에서의 스포츠마케팅 사업은 BTL위주의 프로모션 사업을 하는 광고회사와 스포츠콘텐츠 위주로 사업을 하는 스포츠마케팅 에이전시의 이원화된 구조를 보이고 있어 이는 한국 스포츠마케팅 에이전시가 기회와 파생의 극대화 역량을 키우는데 논의해야 할 과제로 남고 있다.

• 복식
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• 제51권5호
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• pp.29-43
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• 2001

Database marketing is a series of marketing activities based on the customer database for increasing the customer's life-time value. In this thesis. we applied database marketing to the sales promotional strategies of Casual Korean Traditional Clothes to activate wearing of Casual Korean Traditional Clothes. To achieve this goal, we surveyed the consciousness of wearing and purchases for Casual Korean Traditional Clothes. and extract information that can be utilized in the sales promotional strategies. According to the result, the proposed sales promotional strategies for Casual Korean Traditional Clothes are summarized as follows : (1) Useful information for the customer should be stored in the database and utilized in the marketing. (2) It is necessary to shorten the cycle of repeated purchases by emphasizing daily-life clothing of Casual Korean Traditional Clothes especially for the aged 20-40. (3) Since Casual Korean Traditional Clothes are usually weared as a ceremonial clothes in the fall, direct mail, fashion show, and advertising in the mass media should be concentrated on this season. (4) Value-added marketing should be derived by cross-selling of items harmonized with Casual Korean Traditional Clothes. (5) To guarantee fixed customers and increased usage of Casual Korean Traditional Clothes, - give point score, discount, or selling on an installment basis for the customers who use credit cards or department cards. - select privileged customers by analyzing purchase history and provide multiple services for these customers. - let the customers rent Casual Korean Traditional Clothes in an appropriate cost, and make customer cards for the construction of elaborated customer database. (6) To increase the acknowledgement of Casual Korean Traditional Clothes, not only Persistent publicity, but also fashion show, visual merchandising, and advertisement in mass media should be conducted as well.

• 산업경영시스템학회지
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• 제42권3호
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• pp.184-192
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• 2019

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

• International Journal of Computer Science & Network Security
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• 제22권2호
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• pp.47-56
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• 2022

The article defines the principles of formation of digital marketing strategy of enterprises in the conditions of intensification of competition on the international market. The stages of development of digital marketing strategy of enterprises in the conditions of intensification of competition in the international market are substantiated, which includes: setting goals, which envisages observance of the principles of SMART-scheme; product or service analysis; monitoring of competitors; analytics of definition and segmentation of the target audience of the enterprise; selection of digital marketing tools and channels for promotion on the international market of products or services; formation of a unique, unique trade offer, selection of indicators for evaluating the effectiveness of digital marketing strategy and its tools. It is proved that according to the principle of SMART method of goal setting it is necessary that the goals have: specificity, measurability, achievability, relevance, achievement of the goal should be limited in time, have specific deadlines. To increase the effectiveness of digital marketing strategy, it is necessary to analyze the internal and external environment using the method of SWOT-analysis, the advantage of which is a comprehensive assessment of the company, competitors and the industry as a whole in the face of competition in the international market. The main indicators of evaluation of the effectiveness of digital marketing strategy in the conditions of intensification of competition on the international market are substantiated.

• International Journal of Computer Science & Network Security
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• 제22권7호
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• pp.206-212
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• 2022

Strengthening global geopolitical instability in the world leads to an aggravation of international conflicts; it destabilizes the domestic political situation in countries, violates the rights and freedoms of man and citizen, and also activates economic crime. The full-scale invasion of the Russian Federation on the territory of Ukraine and the deployment of military operations in a large territory of a sovereign country have created a number of destabilizing factors in the development of digital technologies and negatively affect the state and trends of digital marketing, which allows establishing interaction with a wide audience and facilitating the search for new customers in various places. The purpose of the research lies in substantiating the theoretical and applied principles for studying the features of digital marketing in the conditions of wartime posture in Ukraine. In the course of the research, general and special methods of economic analysis have been used and applied, namely: analysis and synthesis; analogies and comparisons; generalization and systematization; graphic and tabular methods. Regarding the results of the research of digital marketing in the conditions of wartime posture in Ukraine, it has been established that the intensification of the development of digital marketing is caused by the crisis phenomena of social-economic, social-political and military nature, as well as exacerbated by the challenges of the COVID-19 pandemic. It has been proven that highly developed countries use innovative digital technologies more effectively in the field of marketing, which indicates the importance of the Multidimensional Index of Digitization (the USA - MID: 0,92-0,92; the UK - MID: 0,80-0,97; Japan - MID: 0,80-0,88; Canada - MID: 0,78-0,81; Germany - MID: 0,78-0,88; France - MID: 0,72-0,76), however, the developing countries record much lower values (Ukraine - MID: 0,22-0,48). Accordingly, the level of cybersecurity in highly developed countries is also significantly higher than in transitive countries, in particular, in the United States (GCI: 0,919-0,999); Great Britain (GCI: 0,783-0,995); Canada (GCI: 0,818-0,978) and in Ukraine (GCI: 0,501-0,661).