• 제목/요약/키워드: Marketing viewpoint

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백화점 특약매입 거래에서 판매수수료의 결정요인 : 거래비용, 힘-의존이론과 자원기반이론의 통합적 관점 (Determinants of Department Store Sales Commissions Under Consignment Contracts: An Integrated Perspective)

  • 이호택;염민선;서헌주
    • 유통과학연구
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    • 제13권11호
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    • pp.47-58
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    • 2015
  • Purpose - This study aims to seek determinants of department store sales commission rates under consignment contracts based on transaction cost theory, the power-dependence view, and the resource-based view. A consignment contract is a unique contract where the retailer, over a given period, takes possession of goods owned by a supplier, promotes the sales of these goods, and receives a profit share from their sales. Under this contract, the supplier owns the goods until they are sold. In department stores in South Korea, over 70% of overall sales comes through consignment contracts. In other words, this is the most popular contract agreement between large retailers and vendors in South Korea. Consignment contracts yield high profits to department stores with minimal sales uncertainty, stock cost, and marketing investment. Many suppliers believe the consignment contract commission rates are too high. However, department stores disagree. They state that the commissions are not high as they generate new value for the suppliers by accumulating up-to-date merchandise and supporting various marketing programs on their behalf. Recently, consignment contracts have been critically examined and scrutinized by politicians, mass media, and the public of Korea. This study further intends to derive implications reflecting both buyer and seller perspectives as well as offer insights to policy makers in making appropriate decisions. Research design, data, and methodology - To verify the proposed research model and test hypotheses, the authors selected 164 suppliers, which currently have relationships with department stores. This study carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed using SPSS 18.0 and AMOS structural equation modeling program Results - For the transaction cost theory and the power-dependence view, the results indicated that product diversity and demand volatility had a positive impact on the sales dependence on a department store. Dependence in turn had a positive effect on the sales commission under the consignment contract. Based on the resource-based view, the department store's marketing capability, the supplier's perception toward merchandising, and supporting activities could enhance the department store's channel leadership in the buyer-seller relationship. Subsequently, the channel leadership had a positive effect on the sales commission. However, product complexity had no relationship with department store dependence. Conclusions - This is the first empirical research that investigates the determinants of sales commissions under consignment contracts in the domestic retail industry. This study reveals several theoretical and practical implications for both marketing scholars and marketers. In terms of theoretical implication, this study integrated and enlarged certain theoretical background, such as transaction cost theory, the power-dependence view, and the resource-based view, to explain the determinants of sales commissions under consignment contracts that include sales revenue. From a business management viewpoint, this research offers useful insights for policy makers by applying two different perspectives, both the manufacturer and the retailer, in terms of the sales commission issue under a consignment contract.

"삼국유사" 기이편 '수로부인'조에 근거한 헌화가(獻花歌)와 해가(海歌) 배경지 추정에 관한 연구 (The Estimation on the Background Place of Heonhwa-ga(獻花歌) and Hae-ga(海歌) Based on the Suro-buin(水路夫人) Item, Giyi(紀異) part in Samgukyusa(三國遺事))

  • 전영권
    • 한국지역지리학회지
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    • 제20권1호
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    • pp.92-100
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    • 2014
  • "삼국유사" '수로부인'에 나오는 '헌화가'의 배경 설화를 토대로 헌화가와 해가의 배경지를 다양한 관점에서 추정해보고 다음과 같은 결론을 얻었다. 1) 헌화가 배경지는 경북 영덕군 남정면 부경리 지경천 골곡포(骨谷浦) 부근 암석단애지 일대로 판단된다. 2) 해가 배경지(임해정 옛터)는 헌화가 배경지인 골곡포에서 이틀거리(약 60km)에 위치하는 울진의 월송정 일대로 판 단된다. 3) 일부 지자체에서 주장하는 헌화가 배경지와 해가 배경지는 지자체들의 장소 마케팅(place marketing) 차원에서 설정된 경향이 강해 설득력이 없다.

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체면 관점에서 본 동서양 소비자들의 소비행동에 관한 고찰: 비교문화 접근방법 (An Investigation of Chemyon on Consumption Behavior of Asian and Western Consumers: Cross-Cultural Comparative Approach)

  • 김영두
    • 산경연구논집
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    • 제10권5호
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    • pp.37-47
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    • 2019
  • Purpose - It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology - Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results - First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions - Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

시스템 및 정보서비스 관점에서 항공사 소셜네트워크 서비스의 품질영향분석 (The Analysis of the Quality Impact of Airline SNS from the Viewpoint of System and Information)

  • 박현지;김정인;김영하
    • 한국정보통신학회논문지
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    • 제16권10호
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    • pp.2309-2315
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    • 2012
  • 본 연구의 목적은 항공사 SNS의 지속적인 사용을 유도할 수 있는 방안을 제시하고 새로운 SNS 비즈니스 모델 구축 및 마케팅 전략수립에 유용한 가이드라인을 제시하는 것이다. 세부적으로 항공사 SNS의 정보품질, 관계혜택, 만족 등의 요인 간 영향관계를 분석하였다. 실증분석 결과에 의하면, 항공사 소셜네트워크서비스의 시스템품질과 정보서비스품질은 사회적 혜택, 심리/고객화 혜택, 경제적 혜택에 유의한 영향을 미치는 것으로 나타났다. 관계혜택중에서는 사회적 혜택과 심리/고객화 혜택이 고객 만족에 유의한 영향을 미치는 것으로 나타났다.

수요자 관점에서 커피 전문점 종사원을 위한 교육 프로그램 (A Study on the Education Programs for Employees in Coffee Restaurants from the Employers' Viewpoint)

  • 민계홍
    • 한국조리학회지
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    • 제15권3호
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    • pp.271-283
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    • 2009
  • 본 연구의 목적은 수요자 관점의 커피 전문점 종사원을 위한 교육 프로그램은 어떤 교과목을 이수해야 하는지 알아보고자 현재 커피 관련 교과목을 개설한 대학의 외식경영, 외식 서비스, 커피 교과목에 대한 중요도와 수행도를 분석하는데 있다. 분석방법은 빈도분석과 T-test, IPA 분석을 실시하였다. 연구 결과는 첫째, 커피 관련 교과목에 대한 중요도와 수행도는 전체적으로 커피 전문점 종사원들이 인식하는 교육 교과목은 중요도 보다 수행도가 낮게 나타났다. 그 중에서 원가관리와 커피학 이론에서 큰 차이가 있는 것으로 나타났다. 둘째, 교육 교과목의 중요도와 수행도의 IPA 분석에서는 I사분면은 약점 항목으로 원가 관리, 외식마케팅, 커피학 이론 과목이 해당이 된다. II 사분면은 유지 항목으로 외식 서비스, 커피 추출 실습, 에스프레소, 카페라테와 카푸치노, 라떼아트 과목이 해당된다. III사분면은 필요성이 결여되는 과목들로 외식경영, 외식 프렌차이즈, 서비스 실무 영어, 커피 로스팅 과목이 해당된다. IV사분면은 중요도는 낮으나 수행도가 높은 과목들로 산업체 현장 실습 과목이 해당된다. 연구의 한계점으로는 선행 연구의 부족으로 인하여 커피 전문점 종사원의 특징적인 요소를 반영하지 못하였으며, 설문지역을 수도권으로 한정하였기 때문에 표본이 전체 커피 전문점을 대표했다고 할 수가 없다고 생각된다.

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지형자원 발굴과 활용방안 -영양 도엽을 대상으로- (The Excavation and Application of Geomorphic Resources: A Case of Yeongyang Map Sheet)

  • 전영권
    • 한국지역지리학회지
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    • 제15권3호
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    • pp.328-336
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    • 2009
  • 영양 도엽을 대상으로 자연환경조사를 통해 발굴한 주요지형경관들 중 1등급지형자원들은 감입곡류천의 특성을 보이는 반변천을 따라 발달하는 하식애, 폭포, 포트홀 등과 수정사계곡의 수려한 지형자원들(하식애, 타포니, 협곡, 폭포 등)로 나타났다. 1등급 지형자원들은 경상계 불국사 관입압류의 화강암 또는 규장암 기반상에서 주로 발달한다. 특히 영양군 임암면 신구리 선바위와 남이포 지역, 청송군 진보면 합강리의 풍호정과 하식애, 청송군 파천면 송강리 수정사 계곡 일대는 스토리델링 관광마케팅 관점에서 볼 때, 중요한 지역으로 판단된다.

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성격유형별 미디어 작품선호도 조사를 통한 도시의 빛 미디어 축제 가이드라인에 관한 연구 (A Study of Urban Festival Guideline of Light Media Considering Personality Type of Preference on Media Arts)

  • 김남효;김규정
    • 한국실내디자인학회논문집
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    • 제20권6호
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    • pp.282-290
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    • 2011
  • The public festival has a positive function to produce more pleasure and better life to urban residents on viewpoint of culture marketing. A research of relation between urban festival's media light environmental and personality type of audiences would give a design guide line on selection of festival media contents. The scope of study festival bounds three urban fesitvals from two thousand eight to two thousand ten. The personaliy indicator is used by self-mootioring scale called NEO-PI-R that Synyder, psychologist established in 1987. This indicator divides into five classes - N: Neutroticism, E: Extaversoon, O: Openness, A: Agreeableness, C: Conscientiousness. As a result, Anaysis of urban festival's media light environments considering five personality type of audiences are described, N type prefers the change a lot and low stability. E type prefers three dimensional video and dynamic production with passionate pressure. O type prefers radiates objects to promote the imaginative creatures with speculation. A type prefers contemplation arts with one way direction. C type prefers orderly art layout with accomplishing intention. The statistics datas anaynize ten factors to describe the urban complicated fesitival guide line clearly.

고속도로 휴게소의 아웃소싱 전략에 관한 탐색적 연구 (An Exploratory Study on the Outsourcing Strategies of Highway Rest Areas in Korea)

  • 전기흥;정영주
    • 한국조리학회지
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    • 제11권4호
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    • pp.102-117
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    • 2005
  • It was maintained that successful establishment and accomplishment of outsourcing might be possible only when those eating-out companies re-establish their concept of management strategy, identify core competencies through value-chain analysis, make a through cost analysis, select cooperative companies via overall screening, expand the area of outsourcing, enhance partnership to improve service quality, harmonize bilateral organization culture, remove the ambiguity of contract terms, protect core competencies of the rest area, continue with evaluation and control, and spinoff or invest to a new specialized business. Then, it was suggested that highway rest area business construct the core competencies and introduce outsourcing from a future-oriented viewpoint so that they can concentrate the competencies to competitive area and expand outsourcing scope to professional area such as finance and accounting, general affairs, personnel affairs, logistics, marketing, and R&D. They need to make out the problem of productivity reduction resulted from many years working employee's old age, refine human resource, and maintain the standards of skill so that they can improve service quality of the rest area, streamline each organization currently having so a large manpower, reduce manpower, and improve the productivity.

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종합병원 선택요인에 대한 내.외부고객의 중요도 - 성과도 분석 (IPA(Importance Performance Analysis) of Hospital Choice in Internal and External Customers)

  • 이현숙;이해종
    • 한국병원경영학회지
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    • 제17권3호
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    • pp.83-98
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    • 2012
  • The purpose of this study is to investigate IPA(Importance Performance Analysis) of the hospital choice factor between internal and external customers at S general hospital. This study was used 5 types of choice factors such as physical, interpersonal, accessibility, connection, and image. This study was used Importance Performance Analysis which can be applied to identify the strengths and weaknesses attributes from hospital customers' viewpoint. The sample was selected 116 patients and 97 internal employees for S hospital in Seoul. Data were collected with self-reported questionnaires from April 1 to 29 in 2012 and analyzed by paired t-test, scatter plot graph. The result of the study was that the perceptional gaps between internal and external consumers were existed in physical, connection and image factors, except interpersonal, accessibility. The "Keep up the good work" quadrant was interpersonal factor, and the "Low Priority" quadrant was accessibility. The findings of this study will be applied to make hospital strategic decision making and to improve marketing service quality in administrative department of hospital.

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전자상거래 경영측면의 전략과 경영실천유형 및 경영성과 간의 구조적 연구 (A Structural Study On The Relationships Among Business Strategies, Managerial Execution Types And Management Performances in the e-Business.)

  • 오상영
    • 한국산학기술학회논문지
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    • 제10권6호
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    • pp.1369-1375
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    • 2009
  • 본 연구는 전자상거래 사업을 추진하는 기업을 대상으로 연구하였다. 전자상거래 활성화를 위해 기업이 추진하는 경영전략, 마케팅, 구매/물류, 서비스 측면의 전략이 지식 경영 실천 유형인 시스템적 접근, 행동론적 접근 방식에 구조적으로 어떠한 영향을 미치는지 분석하였다. 또한 지식 경영 실천 유형은 경영성과에 어떠한 영향을 미치는지 분석하였다. 결과적으로 경영전략, 마케팅, 구매/물류, 서비스 측면의 전략은 시스템적 접근, 행동론적 접근 방식에 구조적으로 양의 영향을 미치는 것으로 나타났다. 또한 지식 경영 실천 유형도 경영 성과에 양의 영향을 미치는 것으로 나타났다.