• 정보학연구
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• 제3권4호
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• pp.89-105
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• 2000

오늘날 e비즈니스에 관련된 여러 가지 새로운 개념과 툴이 등장했지만, e비즈니스를 전략적으로 수행하게 도와줄 수 있는 체계를 주지는 못하고 있다 f비즈니스를 위한 초기의 시스템 구축이 어느 정도 궤도에 오르자, 이미 구축된 e비즈니스 시스템을 어떻게 전략적으로 고객의 가치창출을 위해서 활용할 것인가에 대한 마케팅 이슈들이 점차 중요시되고 있다. 또한 O마케팅 또는 고객중심이 아니라 기술 또는 시스템 중심으로 치우쳐 e비즈니스 본연의 취지에서 벗어나므로 고객중심의 e비지니스 마케팅 추진 전략을 연구하고, 효율적인 전개방안을 제시하고자 한다.

• 한국정보시스템학회지:정보시스템연구
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• 제26권4호
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• pp.355-378
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• 2017

Purpose As elderly people are increasing rapidly in the world, consumption of elderly people is also increasing. However, there have been only marketing strategies for elder citizens centered on off-line. Therefore, apply marketing strategies to e-commerce suitable for the elderly in the future through online. This research was conducted to propose some marketing strategies relevant to elder people in the e-commerce context. Design/methodology/approach This study, for the preliminary research, firstly implemented the in-depth interviews based on prior studies, through preliminary research and analysis of previous research and then some research questions were set. With the research questions, we conducted a survey for elderly people and empirically validated the research model, testing given hypotheses. Findings Among the seven hypotheses, three hypotheses were supported by data analysis. Based upon the findings of this study, in order to do this, we have established a marketing strategy that utilizes e-commerce for elderly people who have purchasing power according to the principle of market economy.

• 한국식생활문화학회지
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• 제23권5호
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• pp.572-581
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• 2008

The principal objective of this study was to determine how the internal marketing of the contract foodservice management company affects job satisfaction and organization immersion, as well as the influence of the satisfaction of internal customers (employees) has on job satisfaction and organization immersion, and the function as a preceding variable that improves service quality. T-test, ANOVA, and linear regression analysis was conducted to analyze the hypotheses of the study. The summary of study as per the result of this corroborative study is presented as follows: It was verified that internal marketing affects organizational immersion and the job satisfaction of employees, and job satisfaction plays a crucial role in organizational immersion. Moreover, it was also confirmed that the higher the internal marketing is, the higher the job satisfaction and organization immersion will be, thereby improving the service quality provided by employees. If enterprise regards employees as internal customers and constantly and efficiently conducts internal marketing activities such as internal communication, training, welfare, compensation, delegation of power, supporting the management, etc, the organizational immersion and job satisfaction of employees will be heightened, thereby enhancing loyalty and pride in the organization to provide services with better quality.

• 기본간호학회지
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• 제19권4호
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• pp.519-527
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• 2012

This study was done to identify the factors influencing customer orientation of nurses. Method: The participants were 505 nurses who were working in 13 hospitals. Data were collected with structured questionnaires in Feb., 2012, and analyzed using descriptive statistics, t-test, one way-ANOVA, Scheffe test, correlation coefficient, and hierarchical regression with PASW (SPSS) 18.0 program. Result: The average score for internal marketing was 3.07 points, for job satisfaction, 3.06 points, for organizational commitment, 3.25 points, and for customer orientation, 3.53 points. Customer orientation was positively correlated with internal marketing, job satisfaction and organizational commitment. The significant predictors of customer orientation were professionalism, interaction with job satisfaction, affective commitment, continuous commitment to organizational commitment and length of career. These variables had an explanatory power of 45.2%. Conclusions: The study findings suggest that internal marketing, job satisfaction, and organizational commitment should be reinforced to improve the customer orientation of nurses.

• 산업경영시스템학회지
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• 제17권31호
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• pp.125-139
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• 1994

The purpose of this paper is to study the problems to be solved in the marketing strategy aspect by domestic pharmaceutical industry under the competitive market circumstances with multinational pharmaceutic enterprises. The major concern has been paid to the key ideas and practical methods to be needed in strengthening the competitive marketing power of domestic pharmaceutical industry against multinational pharmaceutical enterprises. In this article, the researcher is to analyze the current situations and problems of domestic pharmaceutical industry and finally the researcher is to provide the major ideas concerning the problems to be solved in the marketing strategy aspect by domestic pharmaceutical industries.

• 패션비즈니스
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• 제26권6호
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• pp.116-132
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• 2022

Fashion marketing activity performed by social media influencers (SMIs) has grown exponentially in the past years. Research regarding their marketing power is often discussed in the context of sponsorship disclosure, in order to overcome obstacles of impending regulations that may endanger the authenticity SMIs are perceived to have compared to traditional marketing agents. Upon recent heterogeneous findings, a netnographic approach was taken to examine the actual sponsored posts of SMIs on Instagram. Based on two representative cases that received media coverage, a qualitative analysis of 1,058 comments on Instagram showed customer inspiration and informational social influence regardless of sponsorship disclosures present. Regarding customer inspiration, high frequency of comments including choice imitation intentions was observed. Under certain conditions, customer responses were focused on the SMI's expertise irrespective from the brand being endorsed. Findings show future implications from both an academic and industry-focused perspective for future potential of SMIs in fashion marketing.

• Asia Marketing Journal
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• 제6권3호
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• pp.99-121
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• 2004

본 사례에서는 섬유유연제 시장의 장수·파워 브랜드인 피죤이 지난 25년간 수행해 온 마케팅 및 브랜드관리 활동들을 Keller가 제시한 고객기반 브랜드 자산 프레임워크(customer-based brand equity framework)를 바탕으로 현대적인 관점에서 조망해 보고자 하였다. 본 연구결과에 의하면, 첫째, 피죤은 브랜드 체계(브랜드 비젼 - 브랜드 미션 - 브랜드 아이덴터티)의 구축과 브랜드 요소(브랜드 이름과 로고)의 선정, 이를 전달하고 실현하기 위한 구체적인 마케팅활동을 일관적이고 보완적으로 계획하고 실행한 것으로 밝혀졌다. 둘째, 피죤은 끊임없는 연구개발 노력과 세밀한 고객욕구분석의 결합을 통하여 고객들에게 최고의 품질과 탁월한 가치를 지닌 제품들을 지속적으로 제공할 수 있었다. 셋째, 피죤은 전략수립과 실행에 있어서 조사와 분석에 기반을 둔 과학적인 접근법과 경험과 직관을 바탕으로 하는 예술적인 접근법을 조화롭게 사용하여 왔다. 넷째, 최고경영자의 파워리더십과 인재에 대한 교육과 투자 역시 피죤의 성공에 중요한 기여를 한 것으로 분석되었다.

• 산경연구논집
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• 제11권5호
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• pp.27-34
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• 2020

Purpose: North Korea is a very close country geographically and culturally, but the nation has been one of the most secretive countries in the world. However, in recent years, North Korean society has been known to rapidly change its economic environment as well as its diplomatic and political environment. Since the gaining power of Jong-un, Kim in 2012, the North Korean government has implemented a new set of economic policies. North Korea has embraced limited market systems and mechanisms that have become a part of the formal planned economy. This study is concerned with the recent changes in the market and marketing activities of the communist country. It also seeks to gain an understanding of the changing market behavior of North Korean consumers. The purpose of this study is to enhance understanding of the market environments of North Korea and to provide appropriate implications for practitioners and researchers. Research design, data and methodology: Academic access to information that can understand North Korea's reality is minimal. Therefore, this study was conducted based on a qualitative analysis of secondary data. The existing literature on North Korea, related news and reports were the basis of the analysis. Analysis of secondary data related to North Korea was the main methodology of the study. Results: The official ideology of North Korea rejected most aspects of marketing, and yet there were marketing activities in North Korea. This article focuses on the development of market and marketing activities in North Korea during the recent years. This study indirectly confirmed that the market function is being activated in North Korea, and the basic functions of marketing such as advertisement, price, and distribution are being formed. In this process, the activation of the 'Jangmadang(market)' played a significant role. Conclusions: Research shows that North Korea is rapidly developing its own market function. In addition, marketing activities such as advertising and pricing strategies seem to be unprecedentedly active. However, due to changes in the political environment, the future development of North Korea's marketing is still in flux. Efforts to improve mutual understanding through continuous research are required.

• 유통과학연구
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• 제14권2호
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• pp.93-101
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• 2016

Purpose - This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics(technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology - The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results - The results of this study are as follows. First, as industry structure variables influencing on performance(technical, financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions - This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology-marketing.

• 복식문화연구
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• 제13권3호
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• pp.452-468
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• 2005

The major aim of this study was to find factors that effectively improve the satisfaction of apparel firms' employees who are the internal customer and how these factors affect customer satisfaction. The subjects of the study was salespeople working at major women's apparel retail outlets and their customers located in Seoul. A data from 192 questionnaire were used for the final analysis. Descriptive statistics, factorial analysis, Cronbach's a, Person's correlation coefficient, and multiple regression were conducted. The results indicated that factors influenced by internal marketing were recruitmenteducation training, power endorsement, internal communication, CEO's management style and human resource management Regression analysis results indicated that recruitmenteducation training and power endorsement significantly influenced internal performance of the organization (employee's commitment to and satisfaction with the organization). Employee's commitment significantly influenced external performance of the organization, consumer satisfaction where as employees' satisfaction with the organization did not have significant effect.