• 유통과학연구
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• 제18권8호
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• pp.47-54
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• 2020

Purpose: Through strategic marketing, art galleries can help retain the artistic value in an extensively urbanized world and also provide a means to showcase aspirational messages that artworks attempt to portray. The purpose of the current study is to analyze a marketing strategy for an art gallery based on prior marketing theories. Research design, data and methodology: Scant research is available to guide regarding what elements of marketing theories should be applied to accomplish customer satisfaction in an art gallery business plan. Thus, the present authors suggest more specific marketing strategy using four traditional marketing theories for practitioners who conduct business planning strategy in an art gallery. Results: The current study suggests the synthesized model for a successful business plan of an art gallery and figured out that two distinctive segments through marketing mix and SWOT analysis are ideal because it would be easier to meet visitors' aesthetic tastes while still meeting organizational objectives. Conclusions: As all other businesses, art galleries have to adapt to survive by innovating some of the components of the marketing mix to create a competitive advantage. It also requires a strategy for that combines targeting and segmenting with the incorporation of the marketing mix to attain competitiveness.

• 동굴
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• 제81호
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• pp.25-34
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• 2007

These days cities are in the stage of inter-competition and emboss the placeness which they have. The marketing is emphasized for urban regeneration in backward cities and the dominant position in the urban competition. This study focuses on the place marketing with potential factors which the places have. In addition, this study intends to research the marketing through showing centers and the method to commercialize the places with the factors to success, Planning-Group, Place Identity and Place Image, and Public-private Partnerships, in the case of the Dongdaemun Market. Finally, the study intends to show politic significance for preferable objects of place marketing for the network of the fashion-cluster, differentiation of the rapid productivity, the foreign information centers, the dongdaemun sewing association, and the merchant association as the consequence of comparable analysis.

• 농촌계획
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• 제3권1호
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• pp.41-53
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• 1997

In the study it is assumed that regional characteristics of each Ri within a Myeon are different in certain degrees. This assumption implies that in some case of rural planning, Goon(county) or Myeon may be inadequate as a planning unit. because regional characteristics within Myeon will vary in a considerable degree. The objective of this study is to obtain knowledge relevant to ascertaining planning units by classifying entire number of Ri in Ansung Goon according to the components of regionality, namely the degree of sustaining agriculture and the degree of urbanizing. There was a significant variation among Ri within a Myeon the degree of sustaining agriculture as well as in the degree of urbanizing. In this study it is implied that rural program planning of Goon as a whole seems to be irrelevant. And planning Myeon level programs needs eventually adjustments in such a way of eliminating areas(Ri) which are of inconsistent character. Some planning such as farming cooperation may be efficient if they are to be undertaken at Ri basis. If the program planning include such activities of marketing and cooperative use of facilities, a group of Ri in consistent nature of regionality can be a unit of planning.

• 복식문화연구
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• 제27권2호
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• pp.109-122
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• 2019

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

• 한국병원경영학회지
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• 제4권2호
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• pp.106-130
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• 1999

The main objective of this paper is to perform an empirical analysis on the relationship between various marketing activities and financial performance of Korean hospitals. A survey was conducted through structured questionnaire for 495 hospitals, and data from 218 hospitals were utilized in the final anaylsis.(response rate: 44%) Survey items include general characteristics of the hospitals(size, type, location), degree of competition, financial performance. marketing organization! budget, and level of various marketing activities in service development, access improvement, promotion, and pricing. We examine descriptive statistics of the response scores on marketing activities to evaluate the current status of marketing management of Korean hospitals, compare the results across hospital size, type and location, and perform regression analysis to investigate the relaionship between marketing and financial performance. Major findings are as follows: 1) About 46% of the responding hospitals have marketing departments although they are named as 'planning' or 'PR' departments, and the marketing budget on average represents 1.74% of the total expenditures. 2) Average level of marketing activities is calculated to be about 3.32 on 5-point scale, meaning that Korean hospitals implement their marketing programs 'somewhat actively'; however, the scores on the areas of marketing plannning and strategy are relatively low. 3) Large hospitals tend to be more active in marketing than small hospitals, and public hospitals' activities in marketing are not lower compared to private hospitals. 4) Level of overall marketing activities is positively related with financial performance measured by various finacial indicators except for profitability, implying that marketing is successful in revenue generation but needs to be more cost-effective. Also, when the marketing variables are separately included in the regression, no significant relationship is found, which means that various marketing activities are more effective when they are collectively implemented.

• 한국조리학회지
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• 제12권2호
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• pp.121-136
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• 2006

This study conducted a survey on 290 employees in 6 theme western restaurants, proposing differences in the menu planning of western food enterprises based on the factors that influence on the inside and outside of western restaurants as well as the theme industries in order to clear up the characteristics peculiar to and factors related to the menu planning of western food enterprises. The results are as follows. According to the results, even with same foodservice industries, they have to search for their own exclusive menu from a marketing aspect because of the full of ups and downs based on the dealing items: for six western restaurants by theme, it showed that there is a significant difference in marketing factors. Particularly, they have to plan these points- considered menu, given that general flavor is the most important point, followed by environment or atmosphere and service. In the result, it should not only apply the developed menu according to industries and dealing items differently, but also arrange a comfortable atmosphere and kind services, centering on health food in the select menu of mid and low prices verified above, through a sufficient location survey in advance and a firm preparation accompanied by consumers.

• 농촌지도와개발
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• 제4권1호
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• pp.97-120
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• 1997

This study intends to develop a computer software for an efficient swineherd production and management. Current softwares are concerned on the sow management and ignore the actual farm environment. This study focuses on the farm environment in developing the software and covers the production management financial management, marketing management, and business planning for swineherd farm. The FSR(Farming Systems Research) analysis and interview survey aye applied to collect the data for the system planning, farmer's demand and analysis on the system, system design and program development. The systems are designed to meet the needs for the progressive swineherd farmers. Visual FoxPro 5.1 is used to develop the system. The developed system includes pig farm financial records keeping and management, pig farm production management program, pig farm marketing management program, and pig farm business diagnosis and planning program to meet the scope of the study. The weekly maintenance records and financial records are adopted for the input interface since most of farmers use their computer less than 5 hours a week. Pulldown Menu systems are adopted and designed for easy use by structuring to meet the pig farm and system demands. The manu system allocates the input-output screen based on the sectors, scopes, users, frequencies, importances, and the usages of the information. The GUI(Graphic User Interface) method is used to develop input-output screens for easy use. Backward Chaining mechanism fo the Expert System is used in the diagnosis of the pig farm management and the Systems Simulators Approach is used in the pig farm management planning.

• 경영과정보연구
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• 제3권
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• pp.257-285
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• 1999

Korea Postal Service(KPS) nowadays lies in competitive environment with alternative business such as door-to-door delivery service. Customers began to complain about postal service quality and ask the government to reform a public firm through management innovation. But, Korea Postal Service has not met the break-even point between it's revenue and expenditure because the service is under the government system and cannot independently make major decisions on products, pricing, services, personnel management, financial policies and etc. The objective of this study is to provide marketing planners and practitioners with some guidelines when they establish marketing strategies and to help marketers on theories and practical instructions about postal service marketing when they interact with customers. I. A field survey on both customer satisfaction and internal staff satisfaction was conducted to get some ideas for the marketing strategy planning. II. Practical guidelines and instructions were made for marketers to communicate with customers in various areas such as pricing, product, service demand, marketing channel, promotion, and etc. III. Some suggestions on marketing policies for planners and mangers in the marketing strategy were described including personnel resource as well as physical resource. IV. Special issues on small packet market and direct mail market were discussed and some alternative solutions were proposed. V. Database marketing strategy was emphasized to get new business opportunities such as direct mail, and to provide differential services to customers as much as their contribution into the profitability for KPS. VI. Cyber Post Office should be constructed on Internet to provide new services which are combined with physical material flow and information technologies.

• Asia Marketing Journal
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• 제15권1호
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• pp.169-188
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• 2013

Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, 'one brand-shop' of cosmetic market since 2008, after overcoming the crisis of 'going out of business' in a couple of early years. Within a relatively short period of time, TONYMOLY's performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and overseas sales. In this case study, we have examined TONYMOLY's recent marketing activities which may explain the plausible reasons behind the substantial growth of a small but smart cosmetic company. Above all, the first key success factor of TONYMOLY would be found in its adherence to the clear philosophy of the customer value proposition and/or the differentiated position of TONYMOLY as a brand of providing value. Second, this brand concept of value was first penetrated and welcomed among the foothold customer target group of mid and late teens with appropriate products, while the target groups were later expanded into the age group of twenties along with expansion of relevant products. Third, its differentiation efforts have been concrete and meaningful by utilizing unique ingredients in its product development and marketing efforts, unique fun packaging, and continuously introducing new hit-selling products as well as managing steady-selling products. Fourth, TONYMOLY has been smart enough to use its limited marketing money efficiently and effectively in its marketing communication activities. Viral marketing, PPL, and concentrated media planning and execution turned out to produce effective and efficient market-based performances such as awareness, word-of-mouth, and sales. Lastly, the marketing leadership of CEO and top management, emphasizing communications and interactions, was confirmed in the relationship quality with and trust level of its franchisees and internal employees. These key success factors may explain the recent phenomenal market performances of TONYMOLY. Despite recent successes, the major issues are presented for TONYMOLY to consider for maintaining its sustainable advantages and growth. The first issue concerns TONYMOLY's choice of growth philosophy between product/brand-centric marketing and customer-centric marketing. The second challenging issue relates to how TONYMOLY can cope with 'growing pains' plausibly accompanied with the rapid growth.

• 패션비즈니스
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• 제7권2호
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• pp.107-121
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• 2003

The purpose of this research is to enchance the understanding of color marketing, to support the efficient color informatiom which is useful in color planning and is suitable for brand image, and to suggest future implementation strategy on the fashion web sites. To do so, First, the concept, requirements and the current situation of color marketing are suggested. Second, various cases of color marketing on fashion web sites are analyzed. Third, the future implementation strategies for fashion web sites are suggested.