• 수산경영론집
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• 제23권2호
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• pp.101-128
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• 1992

How to distribute fisheries catches from producer to consumer is very important for everybody joined fisheries marketing channels (FMC), because most people are influenced their revenue and expenditure through marketing channels. Many institutions in Korea after 1960's have tried to develop the rationalization of FMC, but they have not gotten the satisfactory results in general in spite of a lot fruits. Comparing with general manufacturing industry, the fisheries industry has some specializations in the marketing channels. It makes them unique structure included wholesale market system similiar to fresh (perishable) food market with expertised technology. Wholesale market collects, distributes the fisheries catches and evaluates in by auction or bidding without consideration of producer's opinion. It is very necessary institution to make a decision to equatible price for fresh food and to play an important role for marketing effectiveness with minimum total transation and with massed reserve among institutions. But it has two weak points to increase the marketing cost and to make products bad fresh (perishable). Therefore, both Producer and consumer want to find the direct channels not to pass through wholesale market and to get more profit. I wanted to explain what problems of traditional FMC are and why the direct channel is necessary as follows in this paper. Chapter II : The types and specialization of FMC Chapter III : The structure and problem of fisheries wholesale market channel Chapter IV Marketing cost of FMC and direct channel I suggested when the direct channel in FMC is designed, new planner must carry out marketing functions which are performanced by wholesaler, middle man and the joined members of auction at wholesale market. In view of consumption area, these functions are : (1) the finding of production partner to make a business ; (2) communication of information ; (3) collecting ; (4) distribution ; (5) selecting and grading ; (6) evaluating ; (7) financing and payment ; (8) organization, in view of consumption area. The government must support also the group or individual of new direct channels to succeed it with (1) furnishing of market information (2) supplying of land and facility (3) financing (4) feed-back of dierct channels totally (5) making an opportunity of communication between producer and consumer. I want to emphasize again wholesale market is necessary and important institution for equatible price of fresh food in spite of the its weak points. At the same time. the direct channels are necessary to reduce the marketing cost and to keep better fresh food.

• 한국유통학회지:유통연구
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• 제2권1호
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• pp.59-85
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• 1997

The automobile industry in Korea has grown to the fifth in the world in terms of production capacity. In spite of the production growth, the marketing aspects such as distribution and customer service in the auto industry are still behind the world-class. Thus, the major purposes of this paper are as follows. The first is to analyze competitive structure of the industry and to compare distribution strategies of the major auto firms(Hyundai, Daewoo, and Kia). The second is to theoretically explain the transition from the vertical marketing system to the dealer system using transaction cost analysis. The third is to compare auto distribution channels in Korea with those in the U.S. and Japan. Finally, an optimal channel stucture in the auto industry is suggested after reviewing five alternative channel structures such as corporate-owned VMS, sales-specializing firm, multiplex system(VMS+limited dealer system), dual sales channel, and advanced dealer system. In the short-run, sales-specilizing firm was suggested as an optimal channel system to enhance customer satisfaction by integrating sales and customer service. In the long-run, advanced dealer system through regional differentiation was desirable for an optimal channel structure by organically integrating new car sales, used car sales, and after service to provide total marketing service to customers.

• 경영정보학연구
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• 제20권4호
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• pp.59-78
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• 2018

다양한 디바이스 유형과 마케팅 커뮤니케이션의 등장으로 온라인 환경에서 고객들의 탐색 및 구매 행동은 더욱 세분화 되었다. 하지만 기존 연구들은 고객 구매여정에서의 마케팅 채널 효과를 분석하는 과정에서 디바이스 종류에 따라 드러나는 UI(User Interface)와 UX(User Experience) 특성을 반영하지 못하였다. 본 연구는 글로벌 쇼핑몰의 대규모 클릭스트림 데이터를 활용하여 다양한 디바이스를 사용하는 고객들의 유입 채널 효과를 분석하였다. 온라인 쇼핑을 활성화 시키는 디바이스 유형을 구별하고, 디바이스 유형에 따라 방문을 증진시키는 유입 채널 간의 차이를 비교하였다. 고객의 과거 쇼핑 누적 경험과 유입 채널 전환 행태를 통해 방문과 구매액 미치는 직접효과 간접효과를 판별하였다. 그 결과 동일한 고객이더라도 디바이스 선택에 따라 활용하는 마케팅 채널이 달라지는 것을 발견할 수 있었다. 온라인 소매업체는 이러한 결과를 통해 디바이스 유형을 고려하여 멀티 마케팅 채널 환경에서의 고객 의사결정과정을 더욱 잘 이해하고 최적의 전략을 세울 수 있을 것이다. 본 연구는 실제 글로벌 빅 데이터를 분석하여 얻어진 유의미한 결과를 기반으로 경영학적 시사점을 도출하고, 계량 경제 모델을 활용하여 의미 있는 이론적립에 학문적으로 기여한다. 실제 온라인 쇼핑 마케팅 담당자들이 시도할 수 있는 전략적 통찰력을 제시한다는 점에서 실용적으로 활용할 가치가 있다.

• 디지털융복합연구
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• 제10권8호
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• pp.119-133
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• 2012

소셜미디어는 기업과 소비자와의 관계와 커뮤니케이션에 있어서 일대 혁신을 가져옴으로써 기업의 마케팅 활동을 급속히 변화, 발전시키고 있다. 블로그와 SNS 는 고객과의 커뮤니케이션 효과를 극대화하기 위한 새로운 크로스미디어 플랫폼으로, 국내 기업들도 포탈검색, 블로그, SNS 등, 다양한 채널들을 활용하여 마케팅 하는 사례들이 증가하고 있다. 본 연구는 마케팅 활용 관점에서 포털 검색 광고와 블로그, SNS 채널들의 특징과 기대되는 성과들을 국내 기업 사례 분석을 통해 비교 분석하고, 마케팅 활동 목적과 방향에 따라 각 채널들을 어떻게 독자적, 혹은 통합적으로 활용하여 마케팅 성과를 극대화시킬 수 있을지에 관한 전략적 틀과 시사점을 제시하고자 하였다. 포탈검색 광고 채널은 관계지향성, 운영독창성 측면에서 우수한 것으로 평가되었으나 채널차별성, 내용적합성, 고객활용성, 네트워크성 측면, 특히 협업과 사회공헌 활동에의 참여 부문에서는 성과가 낮다고 판단되었다. 블로그 채널은 공개적절성, 질적수월성, 정보관리, 협업, 사회공헌활동 측면에서 높은 성과가 있다고 평가되었다. SNS 채널은 관계지향성, 고객지향성, 내용충실성, 고객활용성, 브랜드 이미지 강화, 비용절감, 홍보 및 광고 효과 등에서 높은 성과를 보였다. 따라서 기업은 시장 및 타겟 고객 조사활동, 홍보, 고객관계관리 강화, 신제품 테스트 및 입소문, 이벤트 진행 등, 마케팅 활동의 목적을 분명히 정의하고 각 채널의 상대적인 장점과 단점을 이해하여 각 채널을 독립적, 혹은 유기적으로 연계하여 상호 보완하면서 통합 마케팅 커뮤니케이션 전략을 수립하여야 한다.

• 수산경영론집
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• 제17권1호
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• pp.77-106
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• 1986

In the field of fisheries, there is at the apex Central Federation of Fishery Cooperatives, established under the Fishery Cooperatives Law(1962), It is a multipurpose organization with a membership of 105 cooperatives, 87 regional cooperatives, 15 business-type cooperatives and 3 manufactures' cooperatives. Accordingly, this thesis examines the marketing of fishery cooperatives in Korea, and in particular considers the marketing channel strategy of fisheries products. No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firms to get the job done. Thus marketing channel firms of the fisheries products include primarily the fishery cooperatives, the licensed In the field of fisheries, there is at the apex Central Federation of Fishery Cooperatives, established under the Fishery Cooperatives Law (1962). It is a multipurpose organization with a membership of 105 cooperatives, 87 regional cooperatives, 15 business-type cooperatives and 3 manufactures' cooperatives. Accordingly, this thesis examines the marketing of fishery cooperatives in Korea, and in particular considers the marketing channel strategy of fisheries products. No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firms to get the job done. Thus marketing channel firms of the fisheries products include primarily the fishery cooperatives, the licensed dealers and the merchant middlemen. The goal of marketing is in matching of segments of supply and demand. Every producer seeks to the link the marketing channel firms that will help it accomplish its objective best. This thesis tries to attempt to improve the present Korean Fishery Cooperatives marketing activities. The purpose of the operation of fishery cooperatives is to guarantee the profits of fisherman as well as the interests of general consumers by eliminating the inordinate profits of middlemen and by narrowing other market margins. Fishery cooperatives marketing activity functions forming a self-helf organization for economic protection of producers themselves, and acting as a market reformational institution through its transaction by group. The following are the characteristics of fishery cooperatives marketing. \circled1 Fishery cooperatives is organized with an economic factor and a personnel factor. \circled2 Fishery cooperatives is non-profit organization. \circled3 The members of fishery cooperatives is independent constitution of economy, but they are closely connected with the cooperative. \circled4 Fishery cooperatives is a mutual aid organization. The objective of an efficient marketing strategy may be well described by the common saying provides the right product at the right time, the right place, and the right price. But it is quite true that the Korean Fishermen's Cooperative can be said to owe its development to the successful implementation of the marketing system. The use of the marketing system has resulted in the following marketing strategy. 1. The direct marketing system. \circled1 The cooperation between the fishery cooperatives and the other cooperative through the collection and delivery center. \circled2 The selling between the fishery cooperatives and the large scale retailers through the process industry. 2. The vertical marketing system. \circled1The fishermen's cooperative to be nominated by wholesaler in the terminal market. \circled2 Contracted vertical marketing system. \circled3 Abolition of selling by double auction in the landing and the terminal market. 3. The physical distribution system. \circled1 The need for adoption of cold chain system to connect production directly to consumption. \circled2 The need for more expansion of landing markets and terminal market facilities. Solutions to the problems of the Korean fishery are made possible through effective functioning of cooperative marketing activities of fishery products. The marketing concept of fishermen's cooperative lies in the satisfaction of consumer needs. According to the marketing concept fishermen's cooperative should try to satisfy customer's needs through a coodinated set of activities that allows the organization to achieve its goal. Providing satisfaction to customers is the major trust of the marketing concept. To do this, a business must find out what will satisfy customers. With this information the cooperative sells to the greatest possible number of customers through the most efficient sales and marketing channels. Economic rationality of fishermen's cooperative marketing lies in reduction of marketing cost and elimination of intermediate institutions. Cooperative marketing and direct marketing are both indispensable marketing factors for a new cooperative organization among the manu ways. The cooperation between the fishermen's cooperative and the others cooperative, and vertical marketing system are the most necessary ones. Propulsion of cooperative marketing system could not be successful without the support of the marketing instituion's help. Consequently, successful cooperative marketing ought to lead to the necessity not only for the improvement of marketing organization, but for the application of a new marketing concept in the fishermen's cooperative.

• Asia pacific journal of information systems
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• 제12권2호
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• pp.25-44
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• 2002

The internet-based electronic commerce is considered as a new strategic alternative to boost competitiveness for small and medium-sized enterprises(SMEs). However, very little research about them has been reported. Meanwhile, the cyber shopping shops in Korea are growing rapidly in their numbers, scales, and diversity of business models. The primary purpose of this study is to investigate the factors influencing outsourcing decisions in the implementation of small and medium-sized cyber shopping shops. Based on the previous studies on IS outsourcing, marketing channel, and their related theories, three areas of determinants(IT & organizational, product, marketing channel characteristics) were identified. Responses of 125 cyber shopping shops from e-mail survey indicate that IT capability, technical specificity of shop implementation, degree of product customization, average amount of order, marketing capability are negatively associated with outsourcing of cyber shopping shop implementation. The results also indicate that the outsourcing decision on systems implementation and marketing channel selection(direct/indirect selling) is performed separately.

• Asia Marketing Journal
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• 제19권4호
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• pp.37-59
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• 2018

This study investigates the effects of the distribution channel structure on quality decisions under duopoly competition. I considers a set-up in which two retailers compete on product quality and retail price. In the set-up, the integrated retailer has the power to determine the quality of its exclusive product, while the decentralized retailer does not. For the decentralized retailer, the supplier determines product quality. I find that asymmetric pairs of a decentralized channel by one retailer and an integrated channel by the other retailer can be a Nash equilibrium in a simultaneous-channel-choice model. The two retailers select different levels of quality, and this quality competition benefits retailers by softening price competition. In a sequential-channel-choice model, I find that the leader can obtain a first-mover advantage. From the perspective of the supplier, which can decide the distribution channel structure and level of quality, both suppliers choose the decentralized channel in equilibrium.

• 한국유통학회지:유통연구
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• 제12권3호
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• pp.49-67
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• 2007

본 연구는 인터넷 경로 도입으로 인한 경로배제위협이 여행사의 대응에 어떠한 영향을 미치는 가를 검토하기 위하여 진행되었다. 우선 여행사가 취할 수 있는 대응방안을 경로역량의 강화, 거래분산화 경향, 그리고 사업영역변경 의도로 구분하였다. 그리고 전통적인 경로상의 대응과 인터넷을 활용한 대응이라는 측면을 추가하여 가설을 도출하였다. 주된 논의는 경로유형 간 경쟁에 근거를 두었으며, 재중간상화의 논의를 추가하여 인터넷을 활용한 대응에 대한 논의를 제시하였다. 결과에서 전통적인 판매역량 강화는 여행사의 경로배제위협의 인식에 영향을 받지 않는 것으로 나타났으며, 나머지의 가설들은 기대와 같이 지지되었다.

• Asia Marketing Journal
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• 제15권1호
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• 복식문화연구
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• 제26권1호
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• pp.109-124
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• 2018

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.