• 마케팅과학연구
• /
• 제19권3호
• /
• pp.37-48
• /
• 2009

市场营销的标准化已经成为有关国际市场营销的研究中最为关注的焦点之一. 全球营销这个术语常被定义为以国外市场的共同性为前提的国际标准化的营销战略. 营销标准化仅在传统的实体市场交易场所的背景中被讨论. 自从上个世纪90年代起, 联网上的电子市场交易场所开始兴起, 并成为全球化过程中为全球营销活动标准化开拓新机会的最重要的动力之一. 另一方面, 消费者由于更大程度的接受互联网而可能产生与标准化相比更高水平的定制化和产品的差异化, 这样的观点也很流行. 考虑这个分歧, 在全球电子商务的背景下关注营销标准化的综合的研究不能达到一定高度的这种情况值得注意. 在这个背景下, 本研究提出了两个基本研究问题: (1) 在国际电子商务中公司多大程度标准化了他们的营销? (2) 营销的标准化对公司的表现（或成功）有没有影响? 根据文献回顾提出了下列研究假设: H1: 从事国际电子商务的公司为营销标准化做了更多的准备. H2: 营销标准化在帮助公司在国际电子商务中获得成功的方面发挥积极的作用. H3: 在国际电子商务中, 营销组合标准化在公司获得经济的和非经济的成功方面比营销过程标准化发挥更积极的作用. H4: 国际电子商务公司获得非经济的成功越大, 获得经济的成功也越大. 本研究的数据是通过在2005年2月到4月间进行问卷调查获得的. 本调查包括了德国各种产业中的国际电子商务公司和国外电子商务公司驻德国的所有总部和分公司. 801家公司中的118家回复了问卷. 本研究为结构方程模型, 使用PLS‐Graph3.0版本中的偏最小二乘法. 数据分析结果支持所有的4个研究假设. 结果表明, 从事国际电子商务的公司在商标, 网页设计, 产品定位和产品项目上的标准化很高. 这些公司打算未来在营销组合标准化方面加大努力. 另外, 他们想提高营销过程标准化的水平, 尤其是和信息系统, 企业语言和在线营销控制程序一起. 在本研究中, 营销标准化对企业在国际电子商务中的表现起到了积极全面的影响. 营销组合的标准化在非经济的成功方面比营销过程的标准化发挥更积极的影响. 相反, 营销过程的标准化在经济的成功方面发挥了较积极的作用. 另外, 我们的结果明确的支持了在国际电子商务中非经济的成功和经济的成功是高度相关的这一假设. 实证结果表明, 国际电子商务公司的成功与营销标准化高度相关. 但营销组合和销售过程标准化以不同的方式帮助企业的经济和非经济的成功. 结果表明, 公司在互联网上使营销组合的众多因素标准化. 这种做法在一定程度上违背了 "划分标准化" 的经营理念, 认为营销组合的一些因素应该适应本土化, 其他的应该国际标准化. 而且, 发现表明, 相比一个特定的营销组合元素的标准化, 整体标准化营销为成功带来更积极的总体影响.

• 통상정보연구
• /
• 제16권2호
• /
• pp.69-88
• /
• 2014

본 연구는 표준화에 대한 기술변화 및 경쟁강도와 같은 외부환경요인들의 영향을 검증하였다. 연구프레임워크의 타당성에 대해 한국기업의 샘플을 통해 실증적으로 테스트하였다. 검증결과는 외부환경요인들이 마케팅표준화와 기술표준화의 가능성을 증가시킨다는 것을 확증하였다. 연구결과는 기술변화와 글로벌표준화간에 상관관계가 있음을 보여주고 있다. 즉, 데이터는 빠른 기술변화에 직면한 기업들이 마케팅과 기술의 표준화를 강조하고 있음을 지지하고 있다. 또한 실증적결과는 경쟁강도가 마케팅표준화에 직접적으로 영향을 주고 있음을 확인하여 주었다.

• Journal of information and communication convergence engineering
• /
• 제9권2호
• /
• pp.135-140
• /
• 2011

The purpose of this study is to examine the factors influencing performance of software companies. This model tests various theoretical research hypotheses related to innovation, standardization and technology marketing strategy and software type. Smart PLS (Partial Least Square) 2.0 and SPSS 15.0 have been utilized for deriving the study results. The result of hypothesis testing is as follows. First, standardization and technology marketing strategy positively influence financial performance. Second, innovation, standardization and technology marketing strategy positively influence technical performance. Finally, mobile and non-mobile software companies was shown that innovation, standardization, and technology marketing strategy has different effects to financial and technical performance.

• 통상정보연구
• /
• 제16권4호
• /
• pp.103-123
• /
• 2014

수출성과는 수출마케팅 연구의 핵심적인 주제이다. 본 연구는 기업이 해외 수출시장전략으로 선택한 적응화 전략과 표준화 전략이 실제로 마케팅 변수에 실행된 수준과 그 결과 획득된 수출성과 사이에 어떤 상관성이 있는지를 탐구함으로써 적응화와 표준화의 전략적 활용성을 높이는데 도움을 주고자 하였다. 본 연구의 실증분석은 우리나라 수출시장으로 진출하고 있는 뉴질랜드의 수출기업을 대상으로 하였다. 적응화와 표준화는 전략 실행의 정도와 수준을 의미하는 연속적인 개념으로 각각 강점과 약점을 가지고 있다. 실증분석 결과 적응화 전략의 경우 수출성과(만족과 불만족한 수출사업)의 차이는 제품 변수보다는 가격, 장소, 촉진 변수에서 유의미하게 나타난 반면, 표준화 전략의 경우 가격, 장소, 촉진 변수보다는 제품 변수에서 수출성과의 차이가 발견되었다. 이는 기업이 해외 수출시장을 공략할 때 제품 변수는 표준화 노력을 그리고 가격, 장소, 촉진 변수는 적응화의 노력을 기울일 때 만족한 수출성과를 얻게 될 가능성이 높다는 점을 시사해주고 있다.

• 국제지역연구
• /
• 제14권2호
• /
• pp.229-248
• /
• 2010

본 연구는 한국 기업의 글로벌마케팅 프로그램의 표준화-현지화 정도를 결정하는 요인에 관한 실증적 연구이다. 특히 본 연구는 2가지 관점에서 기존 연구와 차별화하고자 하였다. 첫째는 모국-현지국의 환경 차이에 초점을 두는 기존 실증연구와는 달리 글로벌 관점에서 분석하고자 하였다. 두 번째는 본 연구는 상황접근론 관점과 자원기반 관점에서 결정요인을 설정하고 이들 요인의 효과를 검증하고자 하였다. 구체적인 결정요인으로 상황적응론적 관점에서 외부환경 요인인 글로벌 시장의 역동성과 복잡성을, 그리고 자원기반 관점에서 글로벌 마케팅자산을 설정하고 검증하였다. 이를 위해 국제마케팅을 수행하는 국내 기업 128개 업체를 대상으로 설문조사를 실시하였다. 연구 결과, 기업의 글로벌 마케팅자산은 글로벌마케팅 프로그램 표준화 정도와의 정(正)의 관계를 나타는 것으로 나타난 반면에, 글로벌 시장환경 요인은 통계적으로 유의한 관계가 없는 것으로 나타났다. 이는 기업의 글로벌마케팅 프로그램은 상황적응론적 관점보다는 자원기반 관점에서 결정되는 경향이 있음을 사사하는 결과이다.

• 한국식품저장유통학회지
• /
• 제3권1호
• /
• pp.61-75
• /
• 1996

Apple is most favorable fruit in Korea, and apple farmland has been increased before and after the agreements of Uruguay Round and apple is considered as one of strategic agricultural products. Especially expansion of apple farmland is concentrated in Kyungpook region because of the suitable climate and its market share is about 70 percents in 1992. The marketing channels of apples of Kyungpook region are widely classified by merchant, agricultural or horticultural co-op and large scale farmer's. Among them market share of merchant's occupy over 65 percent. In marketing margins, commercial profit is higher than cost in total marketing margins and, assembler and retailer's margin is not less than wholesaler's. The fluctuation of the price of apple is high in year. The marketing problems of apples are several, first, complex marketing channels, secondly, the high percentage of market share by growing district assembler, thirdly, low rate of package and quality standardization, finally, concentration of shipment of apple because of the shortage of apple processing, storage and marketing facilities, of newly produced apples. In conclusion, to increase apple grower's income with the stabilization of supply and quality upgrade, the improvement measures of marketing system are as follows, first, government level's support in marketing facilities and mechanism, secondly, the increment of supply by grower's cooperatives, thirdly, the establishment of a serious of marketing system to increase the efficiency, fourthly, the establishment of cold-chain system and quality standardization of apple, finally, production of various kinds of apple processing goods.

• 한국의류학회지
• /
• 제22권7호
• /
• pp.882-891
• /
• 1998

This study purported to analyze the condition of the degree standardization and types of global ads. in the multinational fashion brand corporations. The analyzed ads. were sampled from monthly magazines on same seasons in 1997. This study was done by means of checklists were modified other researcher's research measurments. Researcher counted of advertising message. Zero point meant perfect stan-dardization and 13 points meant perfect non-standardization. The types of advertising appeal were analyzed according to constituent unit's expression types. The results of the study proved that the degree of standardization was considerably high, which means that the multinational fashion brand corporations used the standardization strategy. In particular, the degree of standardization in sports wear and casual wear ads. was low compared with the degree of standardization in the other ads. Most of the global fashion ads. were composed of illustrations only. Besides, emotional appeal type was usually used in glabal fashion ads.

• 한국작물학회지
• /
• 제47권
• /
• pp.95-106
• /
• 2002

Soybean is one of the most important sources of protein and oil in the world. Recently, emphasis has been laid on the chemical composition of soybean seeds for the processing soybean foods. Improvement of soybean components has been expected to improve food-processing quality for the processed soybean products such as soymilk and various edible ingredients as well as fur the traditional soyfoods. In Korea, soybean breeding research programmes have been focused on the quality of the products derived from soybean with yield stability, and some new modified soybean varieties haying good food-processing quality were developed recently. So the efforts of establishing standard and standardization of products in soybean are important. Three main categories should be considered in view of soybean seed quality; the marketing value such as grain size, shape, and appearance; the eating and processing value such as dehulled ratio, water absorption rate, and benny flavor; the nutritional value such as protein, lipid, and carbohydrate contents. And the new frontiers in research are looking at the functional nutrients in soybeans and how to improve them. In case marketing value, mainly the appearance is evaluated, therefore, each country has an application of standard related to quality. Each determination of standard class, heat-damaged kernels, splits, and soybeans of other colors is made on the basis of the grain when free from foreign materials. But processing value and nutritional value for standardization were not studied in detail till now. In addition, soybean has potential roles in the prevention and treatment of chronic diseases, most notably cancer, osteoporosis, and heart disease. The functional nutrients include a protease inhibitor, phytic acid, saponins, and isoflavones, etc.. It is believed that standardization of soybean quality should perform to overcome the difficulties, relatively high price of domestic soybean products has weakened the competitive power, in the market related to WTO. So, we should focus on further research into the evaluation and establishment of quality-standard in soybean.

• 한국식품저장유통학회지
• /
• 제7권4호
• /
• pp.349-356
• /
• 2000

본 연구는 소비자와 생산자는 물론이고 유통종사자까지도 모두 이익을 볼 수 있는 과학적이고 합리적인 등급화 방안의 모색을 위해 복숭아 생산자, 유통종사자, 소비자의 등급화에 대한 실태 및 의향을 조사 분석하여 각 주체의 입장차이를 조화시킬 수 있는 방안을 도출함을 목적으로 하고 있다. 1997년부터 1999년까지 3년에 걸쳐 생산농가, 소비자 및 유통종사자를 대상으로 면접청취조사와 질문지법을 병행하여 복숭아 농가 등급화실태, 소비실태 및 소비의향, 유통실태를 조사하였다. 현행 등급 기준으로 가장 중요시하는 것은 생산농가에서는 무게를, 유통종사자 및 소비자는 색깔로 나타났으며, 무게와 색깔은 복숭아를 먹어보기 전에 맛을 예측하는 방법으로 향후 비파괴 당도선별이 가능할 경우에는 생산농가, 유통종사자, 소비자 모두가 당도를 1순위로 선택하였다. 특히 소비자는 당도를 가장 중요시하며 소량구입 및 소포장 상자규격을 가장 선호하는 것으로 나타났다. 그러므로 소비자를 비롯하여 생산자 및 유통종사자들 모두가 이익을 얻을 수 있는 바람직한 복숭아 표준화, 등급화를 이룰 수 있는 세부포장규격을 신설하고 등급을 당도와 무게 범위로 표시하는 이원적인 체계가 시행될 수 있도록 등급을 세분화할 필요성이 대두되고 있다.

• 수산경영론집
• /
• 제30권1호
• /
• pp.31-50
• /
• 1999

The purpose of this paper is to offer policies or laws governing the future of Korean seafood markets in view of societal marketing concept. The environment surrounding those markets is changing quickly and constantly. The proposals in this paper are meant to help the Korean seafood market coping with this swiftly changing environment. This paper sorts this changing environment in terms of institutional side and secio-economical side. The institutional side involves the enforcement of international and domestic seafood trade standards, the increase of seafood importation, the adoption of optional seafood sales system, the openness of distribution market, and the adoption of TAC system. The secio-economical side involves the development of telecommunication and transportation, and the changing of seafood consumption pattern. The forecast about the future of seafood market could be classified into three fields, that is, the production field, the distribution field, and the consumption field of seafood. In the production field of seafood, the stabilization of supply of seafood and the production management oriented seafood market could be forecasted. In the distribution field, the formulating of enforced trade standards, the dispersion of marketing function among fisher, wholesaler and retailer, the development of marketing skills, and the promotion of marketing information system could be forecasted. Finally, in consumption field, the promotion of standardization and diversification, the appearance of intellectual consumers could be forecasted. This paper seeks to offer policies or laws fur the three categories of the seafood market-the government, the fisher, and the distributor-coping with the changing environment on the above three fields, thereby benefiting the consumer's long-term welfare. For the government, this paper suggests the construction of a Seafood Transaction Information Infrastructure, a Seafood Dealer License System, and a Seafood Safety Security System. For the fishers, this paper proposes an Eco-labelling System, a Sustainable Production System, and a Real Naming System in dealing seafood. Finally, for the distributors, this paper offers a Seafood Production Controlling System, a Nature-friendly Marketing System, and a Consumer-oriented Marketing System.