• 한국인터넷방송통신학회논문지
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• 제14권3호
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• pp.185-190
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• 2014

최근 급속한 스마트폰 이용자의 증가와 무선인터넷 서비스의 확장과 함께 SNS 이용자도 급증하고 있다. 많은 SNS 중에서도 트위터(Twitter)는 대한민국 내 SNS 시장을 주도하고 있다. 트위터 이용자들은 트위터를 통해 자신의 생각과 감정을 표현한다. 본 논문에서는 유통업체 인근의 트윗을 오피니언 마이닝을 통해 분석하고 긍정, 중립, 부정의 정도와 트윗의 개수를 이용한 관심도의 분석을 통해 마케터에게 마케팅 메시지를 전달한다. 그 결과, 우리는 해당 유통업체의 마케팅과 운영에 인근 고객의 요구를 반영하는 시스템을 제안한다.

• 유통과학연구
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• 제22권5호
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• pp.39-57
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• 2024

Purpose: Various policies continue to be strengthened to develop Micro, Small and Medium Enterprises (MSMEs), which have a strategic role in the economy through the pillars of corporatization, capacity and financing to support strong and inclusive economic growth. Efforts to transform MSMEs marketing strategies are undertaken through eco-friendly digitalization to increase resilience and more productive and innovative capacity. Research design, data and methodology: This research is an exploratory qualitative approach taken to investigate the transformation of eco-friendly marketing strategies for MSMEs to increase competitiveness at the global level. The samples obtained were 425 MSMEs assisted by the DKI Jakarta, Bali, Java, Borneo, and Sumatera. The data collection technique used non-probability sampling (snowball sampling). Data is analyzed through collection, reduction, analysis, validity testing, presentation and conclusion. Results: This research shows the transformation of eco-friendly digital-based MSME marketing strategies occurred through four stages, namely production and institutional activities, expanding market share, digitalization and financing, and export market access. Conclusions: Eco-friendly digital transformation allows MSMEs competencies to be refined to improve business processes and business competitiveness at the international level. The contribution of this marketing strategy transformation is expanding MSMEs access to financial institutions (fintech), marketplaces, and QRIS (QR Code Indonesian Standard) digital payments.

• 한국유통학회지:유통연구
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• 제1권1호
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• pp.65-81
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• 1996

Despite the impressive economic growth over the past several decades, Korea's distribution sector has remained quite underdeveloped. Until recently, management of the marketing channels also has been staying at an unsophisticated level. The Korean marketing channel system is largely characterized by 1) undifferentiated channel types among the competing manufacturers, 2) dominance by the manufacturers over the other channel members, 3) high level of conflicts among the channel members, 4) inefficient marketing information system, and 5) lack of managers properly trained in channel operation and management. Currently, major change factors emerged and has begun to directly affect the Korean marketing channel system. The most salient changes surrounding the Korean marketing channel system are 1) complete opening of the marketing channels for the foreigners, 2) emergence and spread of new types of channels 3) adoption of advanced information technology by the various channel members, 4) increase in flexibility in production and supply systems, 5) shift of power toward the retailers away from the manufacturers, 6) growing trend for cooperation and alliance among the traditional marketing institutions. To these changes the manufacturers have been reacting, rather than proacting, mostly using defensive measures. The proactive measures that are recommended on behalf of the manufacturers include 1) installation of the strategic channel management system, 2) development of the skills for efficient interorganization management, 3) investing in efficient system for marketing information and logistics management, 4) more efficient management of brands, and 5) maintenance of price-competitiveness.

• 산경연구논집
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• 제12권10호
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• pp.19-30
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• 2021

Purpose: Dairy marketing cooperatives operate in the agricultural sector of the Ethiopian economy and are supposed to increase the efficiency of the marketing system. This paper aims to study factors affecting the participation of farm households' in dairy marketing cooperatives. Research design, data, and methodology: The research has focused on one primary question. What are the possible factors that affect farm households' participation in dairy marketing cooperatives? The survey questionnaire was developed and an interview was made using enumerators. A total of 1500 sample households were selected randomly using the method of sampling with probability proportionate to size. Descriptive and inferential statistical analysis (binary logit model) was used for analysis. Results: The study result revealed that among thirteen explanatory variables hypothesized to affect dairy producer farmers' participation in dairy marketing cooperatives; eleven were found to be statistically significant. From these findings, it is observed that members of the dairy cooperatives have significant advantage over nonmembers. Conclusions: Both internal and external intervention measures are suggested. Internally, the cooperatives' board of directors should design appropriate strategies to attract nonmembers to improve future participation, and, externally, government, NGOs, and other stakeholders need to emphasize methods that increase nonmembers' participation in dairy marketing cooperatives.

• 유통과학연구
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• 제19권9호
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• pp.101-111
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• 2021

Purpose: This study discusses and discovers the important role of fashion product coolness in affecting consumers' perceived value and consumers' value creation behavior. Accordingly, fashion product coolness exerts a direct effect on perceived value while perceived value has a direct impact on value creation. Besides, fashion product coolness has an indirect effect on value creation through perceived value. Research design, data, and methodology: This study adopts the quantitative research approach by cross-sectional technical on a sample of 319 respondents in Vietnam. PLS-SEM has been used to analyze the survey data. Results: The result indicates that the proposed direct and indirect effects are significant. Specifically, utilitarian "coolness" and hedonic "coolness" have positive impacts on perceived value. The perceived value poses an impact on consumers' value creation behavior, including customer lifetime value and influencer value. Finally, the perceived value links utilitarian "coolness", hedonic "coolness" with customer lifetime value and influencer value. Conclusions: Fashion distribution is playing an increasingly important role in the retail sector of the economy. Fashion distribution activities are greatly influenced by the perceived value of consumers. The findings are supposed to strengthen the beliefs of fashion brands and retailers in the promotion of value creation and consumers' perceived value in the field of fashion distribution.

• 경영과정보연구
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• 제6권
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• pp.291-308
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• 2001

The results of this study are as follows. 1. The essential qualities of marketing ethics are that the processes which commodities and services are transferred to consummers should be made equally after they are produced. 2. The ethics of marketing management are come up with in the fields of the managements of purchasing, distribution, sales and advertising. 3. The ethics of purchasing, distribution, sales, advertising is that each management activities should be done honestly. 4. The ethics of marketing research includes the right of examiners and examinees, the attitudes of research ethics, marketing ethics platforms. 5. The right of examiners and examinees should be respected, and research attitudes should be based on conscientiousness. 6. The enactment of marketing ethics platform and the education about marketing ethics are necessary in order to keep the high level of marketing ethics.

• 유통과학연구
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• 제11권11호
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• 수산경영론집
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• 제47권4호
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• pp.15-30
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• 2016

Changes in marketing environment have made it feasible for functions and roles of marketing subjects who participated in marketing routes to be changed. However, there has not been a study to prove it or to deal with newly required functions. Hereupon, this study has specifically investigated and analyzed marketing functions and performance on marketing associates for seafood in Busan in order to identify how marketing functions influenced on marketing performance. Marketing function might differently influence on the performance depending on the difference of business type. Results of verifying the hypothesis are as follows. As for variables that influenced on wholesaler groups, marketing, product development+investment, information-sharing, and trade functions turned out to be influential. Among wholesaler groups, marketing, sorting, collection, market frontier+product development, integral distribution, information-sharing, and finance functions turned out to be influential. In addition to these basic results, another difference industries, restrictive range of activities, the differences in handling goods, such as by correspondence of the results to changes in the distribution environment, from the results of the present study it is possible to guess.

• 한국유통학회지:유통연구
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• 제3권1호
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• pp.7-29
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• 1998

Manufacturers want brand promotions at the stores. In contrast, retailers want promotions for the stores rather than for the brands since better store promotions can attract customers from the competing retail stores. In this paper, three scenarios are assumed for the promotions in terms of the allowances or the side-payments form the manufacturer to the retailer and the pass-through rate for the allowances being used for the brand promotions by the retailer. An analytical model for the marketing channel distribution is used for the analysis. Then, several marketing implications are suggested based on the findings.

• 한국유통학회지:유통연구
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• 제2권2호
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• pp.7-25
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• 1997

Building the competitive advantage of Korean multi level marketing(MLM) companies is an important task when American multi-level marketing companies has successfully made inroads into Korean market. In this study, we search for the efficient marketing strategies for the MLM companies through a survey of distributors and consumers. The results indicate that the MLM companies must first deal with their image problem and improve their product quality and physical distribution system.