• Journal of the Korean Society of Fashion and Beauty
• /
• v.3 no.1 s.4
• /
• pp.20-28
• /
• 2005

As the size and the diversity of the beauty industry grow, the need for systematic marketing strategy in beauty shop also increases. This study aims at finding 1)how to segment the market of beauty industry based on lifestyle variable and 2)how to set up the corresponding mix strategy on target market. The case of 'B beauty shop' shows that the validity of lifestyle-based segementation model is verified as the shop has posted a drastic financial outcome during last 5 years. In addition, this study implies that the corelation research between lifestyle variables and marketing mix strategy should be included as an important factor in launching a beauty-related business in segmented market.

• 한국IT서비스학회:학술대회논문집
• /
• 2008.11a
• /
• pp.112-115
• /
• 2008

CRM is one of fields that come into the spotlight in academic circles. A Marked changes of business environment makes it get a various information about competitive products unlike in the past and makes it understand the customer needs. Also, Market boundary become to be uncleared. Insurance industry is lied in the age of limitless competition due to uncleared market boundary. Channels for getting customer information and understandings become to be various. In this study, we collect the customer information using various channel and we analyze out a primary factor. Using this results, we present the method that cluster target customers. It is the object of this paper that analyze out the effects when we execute the One-to-One-Marketing using clustered target customer based customer pattern.

• Journal of Intelligence and Information Systems
• /
• v.9 no.1
• /
• pp.179-193
• /
• 2003

Clustering is a data mining method which help discovering interesting data groups in large databases. In traditional data clustering, similarity between objects in the cluster is measured by pairwise similarity of objects. But we devise an advanced measurement called item similarity in this paper, in terms of nature of clustering transaction data and use this measurement to perform clustering. This new algorithm show the similarity by accepting the concept of relationship between different attributes. With this item similarity measurement, we develop an efficient clustering algorithm for target marketing in each group.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.9 no.3
• /
• pp.702-709
• /
• 2008

In this paper, Developed u-Marketing system prototype based on location base service could offer because this treatise combines personalized and mobility. It is u-Marketing system takes advantage of u-LBS base skill to support marketing that is old Mobile more efficiently u-marketing call center. If it was marketing in spam way that marketing to be Mobile passes public information contents one-sidely to unspecificness many customers so far, u-Marketing system takes advantage of u-LBS base skill-marketing system is u-marketing system of location base that can take advantage of subscriber's location information through portable phone or GPS with transfer telegraph operator adulterating member's distinction of sex, age, residential district, profession and support satisfied article ordered style Target marketing.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.11
• /
• pp.6472-6477
• /
• 2014

This study examined the trends of an illustration artist's art marketing widening its area in recent years and proposes a design concept of color cosmetics. Art marketing is a type of culture marketing and means marketing through exhibitions, performances and other artistic activities. Free artistic sensibility expression in which the artistic motif is melted into a product beyond the works of a particular artist, and the product, in turn, can be reflected in the canvas, has attracted attention. The works of illustrators are widening their area into the item in life not canvas. This paper proposes the color cosmetics design that reflect art marketing. The main target who proposed the design concept was trend-oriented and in their early to mid-20s with a strong personality, showing a strong tendency of attracting attention and being recognized. To emphasize the design concept of color cosmetics packaging design, the progressive image of the target class was reflected through brilliant and intense color combination. The cultural value and meaning are provided as the artistic mood becomes a part of life.

• Journal of Distribution Science
• /
• v.18 no.11
• /
• pp.15-22
• /
• 2020

Purpose: A marketing strategy for private institutions requires marketers to leverage consumer behaviors and educational psychologies when advertising and promoting product portfolios. Indeed, understanding consumers can make marketers more effective, and the purpose of this research is to tackle private institutions' education marketing by combining marketing theories and learning theories. Research design, data and methodology: The content analysis used in this study will be suitable because there exists numerous prior studies regarding marketing strategy and educational theories. Therefore, the current author could obtain and collect adequate textual facts from much of the literature review. Results: Marketing strategies that are mixed with educational theories increase consumer enrolment due to perceived usefulness, and this implies that an adequate marketing model could help improve sustainability and income as a result of enrollment in private educational institutions. The research also identified that marketing is connected to psychology and that marketers can exploit educational and psychological theories to increase successful enrolment in private educational institutions. Conclusions: Most importantly, the target market for private educational institutions is diverse, and institutions can use direct marketing to appeal to specific audiences. Also, the research implies that diversification strategies can increase enrolment if marketers exploit behavioral learning theories in the marketing process.

• Journal of Distribution Science
• /
• v.13 no.7
• /
• pp.5-10
• /
• 2015

Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

• International Commerce and Information Review
• /
• v.11 no.4
• /
• pp.153-182
• /
• 2009

This paper intends to increase the performance of export support programs for small-to-medium sized firms promoted by Korea government. A research construct is suggested for effective government support program targeted on the global marketing capability. The data is collected from the firms received the support more than once by Korean governments. The results are shown as follows. First, it is found that those firms who have high propensity to be involved in export business have shown high performance. Second, the firms with high global marketing capability have shown good performance. To be more specific, organizational commitment, strategic initiative, business differentiation, and market knowledge for target markets are found to be critical factors in successful export support program. The business differentiation strategy in target market is very critical. Finally, the degree of program management effectiveness is found to be important in high performance firms. It means that for those firms, much more advanced programs need to be developed. The government should develop diversified programs by considering the degree of global marketing capability.

• Proceedings of the Korean Institute Of Construction Engineering and Management
• /
• autumn
• /
• pp.543-548
• /
• 2002

The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.

• The Journal of Information Technology
• /
• v.5 no.3
• /
• pp.157-168
• /
• 2002

This study examined the present condition of convention of convention in Korea and the establishment of strategies for the convention marketing. It is defined as establishing a direction of decision-making for the achievement of efficiency in the convention activities and consists of the following steps; firstly, to set up a target market through the analysis of the convention market and the itemization of the market, and then to draw up a budget and adopt a strategy of convention marketing. Based on this plan of convention marketing, I think the 7P strategy variables such as product, price, passage, and promotion, as well as the participant, physical proof, and process of service assembling should be fixed to attain the target market, for the convention industry is a field of service industry.