• Journal of Service Research and Studies
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• v.8 no.3
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• pp.97-114
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• 2018

This study was intended to empirically examine the influence that the omni-channel brand experience would have on omni-channel brand relationship formation and achievements. All hypotheses were adopted, except for 1 hypothesis(Hypothesis 5), among 12 hypotheses. Specific results were as below: First, omni-channel brand experience had a positive(+) influence on brand trust(Hypothesis 1), brand identification(Hypothesis 2), and consumer-brand relationship(Hypothesis 3) as a whole. The brand trust had a positive(+) influence on brand identification(Hypothesis 4), but did not have statistically significant influence on consumer-brand relationship(Hypothesis 5). Meanwhile, brand identification had a positive(+) influence on consumer-brand relationship(Hypothesis 6). Second, consumer-brand relationship had a positive(+) influence on re-purchase intention(Hypothesis 7), word-of-mouth intention(Hypothesis 8), and brand extension acceptability(Hypothesis 9) as a whole. Finally, omni-channel brand showed the following relationship with and achievements. re-purchase intention had a positive(+) influence on both word-of-mouth intention(Hypothesis 10) and brand extension acceptability(Hypothesis 11) while word-of-mouth intention had a positive(+) influence on brand extension acceptability. The results of this study may provide theoretical and practical implications for marketing managers' understanding and strategy planning in connection with consumer experience and relationship formation promoted recently by omni-channel brands of distribution companies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.7
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• pp.520-527
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• 2019

In this study, the technical level and competence of Chungbuk region manufactures were diagnosed and implications for efficiency improvement of cooperation with local universities were derived. The results are as follow. First, in Chungbuk area, 75% of the skilled workers are medium-skilled and high skilled workers. And the life cycle of production products was found to have entered middle/old age. In addition, the industries were overestimating its technology capabilities, including marketing and sales technology, and management technology. Therefore, local universities should develop differentiated program such as technology transfer and commercialization support so that companies can nurture new industries and it is necessary to improve understanding of reality and future prediction ability through various education and seminars. Second, universities in Chungbuk province have failed to meet the practical demands of industry by providing general educational programs such as lifelong education curriculum, rather than the practical training required by industry. First of all, industries needed the practical training programs such as human resource empowerment, technical education and workers' retraining for local industry development. In addition, industries were expected to provide relevant knowledge and infrastructure such as testing, analysis, participation in technology development such as commissioning and joint research. Therefore, universities should prepare customized Industry-Academia Cooperation Programs through industry demand survey in planning. Also, it is necessary to establish various connection points with industry to ensure that industry-academia cooperation will continue and achieve results. Third, the technology of the industries in Chungbuk province was found to be very unrelated to the next generation regional strategic industries. This is not shared vision between industry and local government, Industry-Academia Cooperation Programs will serve as a platform to organize various community entities. Universities will be able to play a key role in between industries and local governments.

• The Journal of the Convergence on Culture Technology
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• v.7 no.3
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• pp.321-334
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• 2021

In this study, in order to analyze the effect of the consumption value of goods on the purchase intention of corporate brand products, the model was tested using SPSS 21.0 and Smart PLS 3.0 by receiving questionnaires from 457 men and women who have purchased goods. After examining the consumption values of goods, such as limited, functional, aesthetic, hedonistic, innovative, and social ego values, and product satisfaction, the effect on purchase intention of corporate brand products was analyzed. All were found to be significant except for innovative value, and product satisfaction had a significant effect on brand attachment and purchase intention of corporate brand products. We have recently redefine goods according to the trend of the times, and put an academic significance on the first classification of goods into four categories: human brand goods, brand goods, tourism goods, and character goods. It was confirmed that there was a partial difference in consumption value and satisfaction according to the type of goods. Through research, it is intended to broaden the understanding of goods and suggest the possibility of effective and useful marketing by suggesting planning and development directions according to the target.

• Knowledge Management Research
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• v.24 no.1
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• pp.147-172
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• 2023

This study aims to review the competitiveness of 'TVING', a Korean OTT player in Korean market. For this, this study extracts core business resources of TVING focusing on resource-based theory, and analyzes their competitiveness under VRIO framework. TVING has 4 tangible and intangible resources respectively and 1 human resource. Tangible resources of TVING are technology(recommendation, compression), content(original, exclusive, discriminative non-exclusive), production studio, and paid-subscribers. Intangible resources are content planing capability, distribution network(local, global), marketing promotion·PR, sales), brand preference. And human resource of TVING creates IP professionalism of the company. As a result of VRIO analysis, discriminative non-exclusive content, production studios, and domestic service channels are the most powerful resources of TVING to 'sustain competitive advantage'. Technology, original content, planning capability and IT professionalism bring 'temporary competitive advantage', while exclusive content, the number of paid-subscribers, global service network, and promotion capabilities are not core resources with staying in competitive rank stages. By the way, TVING has potential users for sales of KT and LGU+ thanks to partnership and M&A, but this is not effectively used at the organization level yet. The meaning of this study can be found in that this evaluated competitiveness by each resource of TVING and arranged its implications.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.97-109
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• 2022

This study analyzed successful cases of using metaverse in a reality where interest in metaverse is increasing. The use of Metaverse is mainly used in companies to explore its industrial potential or government agencies strive for policy support, but the possibility of application in educational institutions has another meaning. We tried to find the success factors and future implications by analyzing actual cases of using metaverse at university entrance ceremonies. As a result of analyzing the case of S University in Asan, Chungcheongnam-do's metaverse entrance ceremony, it was determined that the university's first metaverse entrance ceremony could be counted as a very meaningful success story. Specifically, on the technical level, it stood out that the existing metaverse technology and the new technology for the event were properly harmonized. At the organizational level, it is meaningful that the internal organization's resources were efficiently utilized based on previous experiences. On the environmental level, the COVID19 environment and the MZ generation. It was analyzed that the social change of going to college contributed to the planning and success of the metaverse entrance ceremony. As a result, it is judged that the successful use of the resources possessed by a clear goal is the success factor of the metaverse entrance ceremony.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.47-57
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• 2019

New product innovation is a key component of a company's survival and sustained growth. With the rapidly changing market environment and global infinite competition, The importance of innovative new product development is growing. In the domestic entertainment industry, Competition is intensifying, and many companies are focusing on developing innovative new products in order to secure continuous competitive advantage in the era of global infinite competition. The problem is that as the intensity of competition increases and the idol production system develops more and more, The costs of planning and marketing are increasing. The fair trade commission estimated the cost of creating an idol group to be about 1 billion won, and some large entertainment companies claim that the investment cost is about 20 ~ 3 billion won. Lean startup is attracting attention as an innovation framework for sustainable competitive advantage of companies. But, there are not many related studies in Korea despite the growing interest. In particular, Case studies that can help to establish specific strategies are limited. Therefore, this study analyzed the successful case of JYP Entertainment's idol singer TWICE who succeeded in new product innovation and suggested practical implications. Theoretically, This study extended the Lean startup to the entertainment industry and suggested practical implications as the basic data for establishing the innovation strategies for the idol singers of domestic entertainment companies.

• 한국노년학
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• v.29 no.1
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• pp.21-35
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• 2009

The aim of this study is to make clear the characteristics of elderly comsumer behaviors and to provide information for the organ and company preparing aging friendly industry. This information is actual data which analyzed elderly consumer behaviors according to sociology of Population criterion. The first survey was conducted to 600 elderly about the degree of products preference, the criterion of products selection, actual purchaser, the preferring medium. To compare elderly consumer behaviors to young consumer behaviors, the second survey was conducted to 400 elderly and young persons. The results are in following. First, the crucial factors of elderly consumers making select products is the function of products. Second, when planning marketing for elderly consumers, company needs to investigate factors affecting elderly consumers behaviors, for instance the educational level, a monthly income level, age, sex, and so on. Third, elderly consumers were the most interested in health products. Specially, male elderly consumers in leisure sports and tour products. Fourth, elderly consumers is active for economic respect and independent for social respect.

• Korean Business Review
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• v.17
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• pp.153-183
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• 2004

The Gaisong Merchants can be regarded to playa pioneering role to activate the Korea's trade with foreign countries. In the early period of Yi-Dynasty, the Gaisong Merchants focused on personal trade, but in the middle period of Yi-Dynasty, they entered to the realm of governmental trade. Furthermore, their business activities widened to various forms of trades, for example, smuggling. Utilizing accumulated capital, Gaisong merchants expanded their trading activities to their neighboring countries such as Japan and China. In recent times, it is necessary for modem Korean companies to diversify risks through the establishment of corporations for production, marketing and R&D abroad or through joint venture, M&A and strategic alliance with foreign companies in order to reduce the risks originated from volatile economic and political situations. In this study, we utilize tools of comparative study to compare Gaisong Merchants' foreign trade strategies with those of modem companies such as AMOREPACIFIC, HANILCEMENT and SHINDORICO. The purpose of the paper is to test the hypothesis that modem Korean companies grew up by following the cases of Gaisong Merchants' business activities. We summarize our main findings as follows. First, both Gaisong Merchants and modem Korean companies have common functional core capability in the field of marketing, manufacturing technology, R&D, and human resources development. Second, both Gaisong Merchants and modem Korean companies have common organizational core capability. Third, both Gaisong Merchants and modem Korean companies have common infrastructures such as planning, finance, accounting and MIS. It constitutes the infrastructure of Korea's foreign trade sector. Fourth, both Gaisong Merchants and modem companies have common organizational culture in the field of management policy and philosophy. Actually, those factors are evaluated to be driving forces of Koera's success in foreign trade. In conclusion, the business activities of Gaisong Merchants who represented the peculiarity of Korean business spirit are partially inherited to current Korean business management. The value system and behavior pattern of modern Korean companies is succeeded from the spirit of Gaisong Merchants and it playa major role to specify the identity of Korean business administration.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.1 no.2
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• pp.193-224
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• 2006

When we look into the market economy of our country recently, we learn that the mind of consumption after IMF crisis is very shrunk and the market is led into a serious slump of consumption. For an approach to survive the contraction of the market and the market competition, enterprises command a variety of sales promotion strategy, out of which presentation is a sales promotion strategy to give the same product. The price-discounted strategy through the provision of donation commodity may induce the temporarily-discounted commodity not to be sold to the consumers or make a damage of the images of the brand, or arouse the price war against other companies, or lower the sense of the quality of the commodity. Therefore, it is necessary for a company to meet the end users' demand and also maintain the evaluation of the quality on the consumers' products highly. Therefore, in this study, we have attempted to study and analyze the consumers' satisfaction level and reliability on the donation goods in order to suggest the orientation of the presentation promotion strategy in accordance with the changes of the sales market. In addition, we tried to understand how the recognition, consumers' satisfaction level and reliability on the presentation goods had on the repurchase. With such objectives in this study, we could make an analogy of the following significance and suggestion of study. Firstly, in order to survive a serious competition market, enterprises must execute the product presentation along with diverse events instead of commanding the sales promotion strategy through a simple product presentation. This strategy can be an alternative to lower the danger a person-to-person product presentation may bring about. That is to say, we shall not lower the quality and value of the products but enhance a new image to customers through a product donation occasion together with an event as a new marketing pioneering method. Secondly, during the period of the current economic depression, if a company provides the consumers with an opportunity free of charge through the present special event period and the practical events, it will affect the advertising effect of the goods, the introduction of the customers and customers' repurchase. For this purpose, the company has to heighten customers' preferences by selecting the items customers are liable to prefer and closely analyze the consumers' response and market for such an objective. Thirdly, with the internet age, as the market has a tendency to increase In the number of consumers who do shopping in the internet, the marketing strategy has to build up the strategy of the presentation product instead of a simple offline strategy. For example, a company shall have to draw attention or attraction from end users who intend to do shopping through the online by a product planning expo or a presentation product corner. Fourthly, the excessive sale promotion strategy of presentation products may bring about even a reverse effect on the value of the goods or consumers' attitude as seen above. Therefore, a company has to relay' the value as to the price' to the consumers instead of the sales promotion strategy of donation products just for a temporary sales volume. Conclusively, even if we put the value with a reasonable price through the presentation product strategy in the past, we shall have construct the strategy by providing some plus factors in the price such as the provision of the upgraded products or services instead of just presentation, or the invitation of the events related to diverse events or culture arts from now on.

• Journal of the Korean Institute of Landscape Architecture
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• v.36 no.2
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• pp.80-98
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• 2008

In the past, the purpose of urban landscape planning was to beautify cities. Now, that is changing as cities with their own characteristic identities and images are focusing on the making of livable cities. The subject of international competition is turning from a country objective to that of individual cities. To increase the attraction of the urban image will, therefore, be the most important and urgent policy in all cities. A city without global competitiveness will be demoted to a sub-city. This study intends to suggest strategic ways to improve the urban image suitable for Korean cities by the analysis and classification of the advanced cases in other countries. This study can be summarized as follows: 1. The image of cities is promoted by diverse strategies such as establishing landmarks, making meaningful places, hosting festivals and sports events, and making cultural policies. These strategies can be classified by three factors: the landscape and ecological factor, the historical and cultural factor, and the administrative and economic factor. 2. Korean cities are making efforts to promote their images through a variety of ways. Mega cities in Korea are steadily carrying out projects to use the administrative and economic factor such as expanding the infrastructure, supporting enterprises, advertising and marketing with accumulated capital. However, local small cities mainly depend on festivals and simple events or programs that are of interest but which lack characteristic identity. 3. Cities of advanced western countries are upgrading their images by finding and applying strategic methods to reflect characteristic identity and to keep in step with the changes of the times. On the other hand, cities in Japan try to promote urban image with traditional native festivals and with the making of livable places based on resident participation. The central government in Korea needs to establish a master plan considering the regional balance to improve the image of each city. Local governments should carry out these diverse strategic methods. The task after benchmarking advanced cities with beautiful landscapes will be to find an 'All-Korean Style' and apply it to cities with characteristic image.