• 지식경영연구
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• 제10권3호
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• 한국실내디자인학회논문집
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• 제23권3호
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• pp.193-203
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• 2014

In a rapidly changing market, the companies are applying a variety of elements for promoting sales for the inflow of consumers. For the elements of sales promotion, the tendency to apply the experiential marketing that provides a positive recognition centering on the customers, and in such tendency, the consumers places the values on the experience obtained from the spatial elements of sales promotion provided by the companies. As it is reflected on the life style of consumers, the drugstores applied with the experiential marketing as a mean of sales promotion is rapidly growing in the distribution market. In this study, the elements of sales promotion was picked out and 5 types of experience such as sense, feel, think, act, relate of Bernd H. Schmitt was investigated. The spatial composition of drugstores were classified into destination, assortment, convenience and occasion, and through self experienced visual research, the experiential marketing strategy applied to drugstores and the elements of sales promotion applied with experiential marketing was analyzed. The streets of Hongik University as a strategic point of beauty, by selecting four H&B stores which were recently opened, a future direction is proposed by conducting the case analysis on the elements of sales promotion of drugstores and the spatial composition of drugstores applied with experiential marketing. In conclusion, in overall space, the behavioral experiential elements are weak. The behavioral experiential elements are a marketing that induce the intuitive behavior added with expertise and considered difficult to be maintained. Although the consumers think that the biggest value of drugstores is 'free and convenient product test' but in the other hand, they tend to think most positively about the consulting of experts. Therefore, the space emphasized with expertise should be more highlighted but such space should consider the convenience of consumers.

• 디자인학연구
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• 제18권2호
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• pp.15-26
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• 2005

최근 디자인 분야의 두드러진 특징 중의 하나는 마케팅과의 결합이다. 그러나 전통적인 마케팅의 영역과 디자인마케팅의 영역에는 차이가 있어 기존의 마케팅 개념을 디자인 분야에 그대로 적용시키기보다는 새롭게 재구성되어져야 할 필요가 있다. 따라서 본 연구에서는 디자인 환경에 맞는 디자인마케팅의 개념 구성요소들을 재정립하여 디자인마케팅의 구성요소와 활용방안을 제안하는데 그 목적이 있다. 연구의 내용으로는 첫째, 디자인마케팅의 등장배경과 현황을 디자인의 학제적 특성과 관련하여 살펴보고 둘째, 전통적인 마케팅의 기본적인 개념구성요소들을 고찰하였으며 셋째, 그를 바탕으로 디자인 환경에 맞는 디자인마케팅의 개념구성요소로써 4Cs를 제안하였다. 마지막으로 새롭게 제시된 개념구성요소들을 유기적으로 재구성하여 디자인 개발 프로세스 상에서 효율적으로 활용할 수 있는 4C Mix를 제안하였다. 이론적으로 디자인마케팅의 구성요소를 전통적인 마케팅의 구성요소를 바탕으로 새롭게 재구성하였고, 실무적으로 디자이너들이 디자인 프로세스 상에서 활용할 수 있는 시장 지향적인 프레임웍을 제시했다는데 의의가 있다.

• 예술인문사회 융합 멀티미디어 논문지
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• 제8권10호
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• pp.71-79
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• 2018

사물인터넷은 하드웨어와 소프트웨어로 구성된 사물이 인터넷에 연결을 통해 서로 정보를 주고받는 것을 가능하게 하는 기술로써 사물의 서비스화를 촉진시키고 있다. 최근 IoT 디바이스와 웹 서비스로 구성된 IoT 서비스는 마케팅 분야에 적용되어 고객의 니즈를 충족시킬 수 있는 수단으로 활용되기 시작했다. 하지만, IoT 서비스에 적절한 마케팅 요소를 적용하는 것은 쉽지 않다. 따라서 IoT 서비스에 마케팅 요소를 적절하게 적용하기 위한 분석 도구가 요구된다. 이에 본 연구는 IoT 서비스의 마케팅 평가를 위한 분석 모델을 구축하는 것을 목적으로 한다. 본 연구는 문헌 연구를 통해 IoT의 기술 요소 및 마케팅 요소를 도출하고, 이를 통해 서비스 청사진 기법을 기반으로 각 요소 간의 관계성 조사를 통해 IoT 서비스의 마케팅 평가를 위한 분석 모델을 구축했다. 또한 구축된 분석 모델의 검증을 위해 실제 사례를 적용했다. 본 연구는 IoT 서비스를 평가하기 위한 도구 개발에 공헌할 것으로 기대된다.

• 한국실내디자인학회논문집
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• 제21권2호
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• pp.133-140
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• 2012

Our government finally understood the true meaning of this wisdom and is attempting to revive the rural area by establishing local produce exhibition hall. This is to allow different regions to promote their specialties and provide diverse experience to the public. However, the reality is that unstructured marketing and PR is not achieving much. Marketing in the past was a paradigm of function and benefit. As we passed 20th century, this was challenged, leading to experiential marketing. Customers' cultural urge and interest in experience and participation are getting stronger. With the facilitation of Promotion Center for local special products, local special products and relevant local communities will be promoted, and the distribution business will grow further. This research was performed to establish basic research materials for planning information center in order to invigorate regional products. This study brought about the following results: first, the Promotion Center for local special products can acquire emotional elements by associating the elements with local special products; secondly, the Promotion Center for local special products can acquire cognitive elements by harmonizing local communities' unique identities with their own other special products; thirdly, the Promotion Center for local special products can acquire behavioral elements by enjoying various experiences and events; fourthly, the Promotion Center for local special products can acquire relational elements by integrating other new spaces.

• 한국실내디자인학회논문집
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• 제20권4호
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• pp.118-125
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• 2011

Despite the recent economic depression, the beverage industry is becoming as big as the bakery industry, reaching 3 trillion in scale. With the national income exceeding twenty thousand dollars, the consumption of coffee has greatly risen, of which professionals say that the coffee craze is only in the beginning stage. With this growth, the number of coffee shops is also increasing, and in order to increase competitiveness and to secure profit in the market economy, design marketing is being perceived as a very important factor. By examining domestic coffee shops and their space design, and deducting their marketing strategies and expressive elements of space design through SWOT analysis and 4P analysis, this research aims to analyze domestic coffee houses and their marketing strategies by case studies. This research shows how important expressive elements are through comparison of the various expressive elements of space design used in the individual types of coffee houses. Future research might investigate in depth about each element and their adequateness for the space types.

• 한국멀티미디어학회논문지
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• 제21권2호
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• pp.323-332
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• 2018

Today, the life cycle of mobile games is getting shorter. In order to overcome this problem, we tried to summarize the strategies and marketing types of game marketing. Recently, I considered the TV advertisement that used the star of the marketing form of mobile game. In this research, user survey was analyzed based on correlation between star marketing and mobile game TV advertisement. And, through an interview with Delphi experts, I summarized the important elements of TV advertisement for mobile games. In conclusion, this research presented a total of five elements on a successful mobile game marketing strategy.The direction of mobile game advertising can promote a successful game that needs to set effective advertising marketing strategy, based on the basic nature of the game and main target.

• 보건의료산업학회지
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• 제7권1호
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• pp.69-82
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• 2013

The initial approach to this study is to focus on pharmaceutical companies' internal marketing activities for organizational diagnosis. By analysing the influence of internal marketing elements on the job satisfaction, organizational commitment, and turnover intention of pharmaceutical salespeople, this study aims at coming up with ways to strengthen the sales capacity and competitive edge of pharmaceutical companies through the salespeople's satisfaction. For 32 days between November 10th and December 12th of 2012, a total of 210 copies of questionnaires were given to the respondents and 203 of them except 7 with insufficient answers were used for the final analysis. The analysis result showed that internal communication, delegation of authority, and reward system among the elements of internal marketing activity had a positive influence on the workers' job satisfaction. The internal marketing activity elements did not influence the respondents' organizational commitment. Job satisfaction had a positive influence on their organizational commitment, while it had a negative influence of turnover intention. The conclusion section encapsulated the results of empirical analysis and proposed practical lessons regarding pharmaceutical companies' internal marketing.

• 한국실내디자인학회논문집
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• 제19권2호
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• pp.73-80
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• 2010

The introduction of coffee business means adapting new culture more than coffee business itself as you see if from the trend of brand coffee stores in Korea now days. This 'new coffee culture' is popular among the adults from university students to business people and it has settled as a trend not only for drinking coffee but also for a place where they can take a rest and enjoy the culture. For that reason the elements which organize space to space takes great deal of weight in Marketing. Customers are looking for spaces such as business room, studying room, parkinglot, smoking area and also want comfortable seats and good atmosphere. It shows how important marketing is in Space design. Following study is to study about the key space design elements which is getting luxurious and individual in brand coffee stores. The aim of this essay is to broden variety and creativity of the space design in the market from now on.

• 한국실내디자인학회논문집
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• 제14권6호
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• pp.132-139
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• 2005

Selling Environment is very important space in this era of sensitive consumption, which facilitates direct contacts with consumers. Interests of consumers in the 21st centuries, lie in the higher quality of life, and they wart to create their own lifestyle through purchasing of goods in the marketing environment. A company can hold dominant position in the changing marketing environment, in case it differentiate with other competing companies and keep consistencies of identity. Finishing materials of interior design elements, play an important role in making a visual images of department stores, and the usage of finishing materials transfers the images of department store to consumers This study aims to introduce theoretical backgrounds of interior materials composition, which provides important tools for decision of images of department stores, and also aims to propose design guidelines for interior finishing materials as an elements of visual marketing, through the case studies of major department stores. Depending on these intentions, present conditions of interior finishing materials are analyzed, and a fundamental planning directions of interior materials are proposed, as the strategic elements of a department visual marketing.