• 한국실내디자인학회논문집
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• 제17권3호
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• pp.43-50
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• 2008

Commercial space, the types of which have been increasingly various and changing rapidly, has been generating new marketing concepts for space. Especially as the environmentally friendly lifestyle spreads around, the component of natural landscape such as plant, stone, or water has been used as an important part in space design, freshly imprinting the brand image beyond the idea of simple interior property. By combining commercial space design with 'the component of the natural landscape', we can improve the brand image, create the newness in the space, lead customers to stay longer in the space, and reinforce the decorative effect. The parts of the commercial space to which we can apply the element of natural landscape are facades, walls, floors, and show windows. Various examples of real application are found according to the areas of business and goods displayed. This thesis attempts to maximize the effect of commercial space by examining and analyzing various instances of space and provide the ways of applying the space that contains an aesthetic value. For the research, 60 articles, theses, reports that have the keyword related to interior landscape and marketing strategy in commercial space were used as references. From the references, 70 cases were selected and analyzed to find landscape application patterns. Also, 4 store cases that landscape application have been the key to their success were selected for the survey. In doing this, I presented the readers with the packaging technique which improves brand image, the effect of stage direction which helps sensitive communication with users, the application as interior structure and the effect of an object that is useful to aesthetic effect in the commercial space. Finally, I endeavored to provide possible problems to be produced when applying the natural element in the commercial space and matters to be attended to in the management.

• 경영과정보연구
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• 제31권3호
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• pp.185-222
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• 2012

본 논문은 이론적 공헌과 함께 실무적 시사점을 모색하기 위해 수행되었다. 연구의 목적은 강원도 택시회사의 택시기사들을 대상으로 내부마케팅활동이 택시기사의 직무만족과 조직몰입에 어떠한 영향을 미치는가를 파악하는 것이다. 즉, 내부마케팅활동의 주요 구성요소들인 교육훈련, 내부커뮤니케이션, 보상제도, 후생복지가 택시기사들의 직무만족과 조직몰입에 어떠한 영향을 미치는지를 분석함으로써 실무적 시사점을 찾으려는 것이다. 실증연구는 선행연구의 고찰을 통해 설정된 연구의 9가지 가설 및 연구모형을 바탕으로 195개의 표본을 통해 실행되었다. 연구의 결과를 살펴보면, 보상제도와 후생복지는 직무만족에 긍정적인 영향을 미치고, 교육훈련과 내부커뮤니케이션은 직무만족에 영향을 미치지 않는 것으로 나타났다. 택시 회사에서 직무만족에 가장 많은 영향을 미치는 내부마케팅의 요인은 후생복지와 보상제도 순으로 나타났다. 내부마케팅 활동이 조직몰입에 미치는 영향에 대한 분석 결과 교육훈련, 보상제도, 후생복지는 조직몰입에 긍정적인 영향을 미치는 것으로 나타났으나, 내부 커뮤니케이션은 조직몰입에는 유의한 영향을 미치지 않는 것으로 나타났다. 또한 직무만족이 조직몰입에 미치는 영향에 대해 분석한 결과 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과를 토대로 이론적 시사점 실무적 시사점, 연구의 한계와 향후 연구의 방향을 마지막 부분에 제시하였다.

• 한국콘텐츠학회논문지
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• 제13권2호
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• pp.263-276
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• 2013

본 연구는 근로능력 저소득층이 자활할 수 있도록 일자리 제공과 자활 능력 향상에 중요한 역할을 수행하고 있는 지역자활센터 종사자가 인식하고 있는 내부마케팅, 사회적 교환관계, 개인특성이 조직몰입을 매개로 하여 자활사업 성과에 미치는 영향을 검증하기 위해 수행되었다. 연구대상은 광주 전남지역의 지역자활센터 종사자를 대상으로 총 156부의 설문지를 분석에 사용하였다. 연구결과를 도출하기 위해 SPSS 통계처리 기법을 사용하였는데, 각 변수에 대한 요인분석과 신뢰도 검증을 실시하였고, 가설검증을 위해 위계적 다중회귀분석을 실시하였다. 연구 결과, 지역자활센터 종사자의 교육 훈련, 권한위임과 직무효능감이 감정적 몰입의 매개효과를 통해 사업성과가 극대화 된다고 나타났다. 이를 위해 종사자의 교육 훈련, 권한위임과 직무효능감을 향상시키는 방안을 제시하였다.

• 한국의류학회지
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• 제36권4호
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• pp.422-431
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• 2012

The influence of a marketing mix on the consumer purchasing process is well documented in academic fields; however, studies of when consumers purchase fashion brands or products in terms of the day-of-the-week effect and 10-days-of-the-month effect on various channels to a given brand in practice are limited in the fashion industry. This study empirically describes the purchase timing behavior for athletic shoes using daily sales data from a domestic brand in Korea from January in 2006 to December in 2010. The results show that Saturday and Sunday have significantly higher sales than weekdays. In addition, the first and third 10-days-of-the-month yield a higher sales volume than the second 10-days-of-the-month. The department store's sales volume (compared with discount and franchised stores) was higher in the first 10-days-of-the-month; however, the discount and franchised stores have a higher sales volume in the second 10-days-of-the-month. Three store types have no significant differences in sales volume for the third 10-days-of-the-month. Based on the results, in practice, marketers for a specific domestic brand can develop a new marketing expenditure plan, store supply plan, and cash-in and cash-out plan to maximize profits. This research can introduce constructs such as purchase timing distribution, the day-of-the-week effect, and the ten-days-of-the-month effect for the fashion industry.

• 동아시아경상학회지
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• 제8권4호
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• pp.1-18
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• 2020

Purpose - The current study attempts to reveal the causal relationship and identify the interrelationships among individual value, product selection attribute, and re-purchase intention of consumers when purchasing kimchi. Research design, data, and methodology - The surveys were distributed and retrieved to kimchi consumers in Seoul and Gyeonggi Province who were over 20 years old and who had purchased kimchi before. The current study utilized the self-reporting survey as the research method. Result - First, as a result of hypothesis 1 test, both internal value and external value had a significant effect. Second, as a result of hypothesis 2 test, while internal value had a significant effect, external value did not have a significant effect. Third, as a result of hypothesis 3 test, while internal value had a significant effect, external value did not have a significant effect. Fourth, as a result of hypothesis 4 test, all quality, brand, and price had a significant effect. Fifth, as a result of hypothesis 5 test, while internal value had a significant effect, external value did not have a significant effect. Conclusion - The current study aims to establish marketing and service strategies to maximize profits and secure competitive advantage in the kimchi industry through changes in the management strategy of the Korean kimchi industry.

• 패션비즈니스
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• 제4권1호
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• pp.1-12
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• 2000

The purposes of this thesis are to investigate characteristics, environment of characters through comprehensive approach to analyze its use and strategies in apparel brands. As a method to accomplish this research, fashion related articles, documents and magazines are used along with marketing references forecasting 21st century market changes. The character industry has diverse application to different medias and also intimacy and absorbtion beyond sex, age, generation, nationality. The cultural background of character fashion is based on casual clothing caused by wide spread pursuit of sports and leisure culture, indivisualization and diversification of clothing, customer-made marketing atmosphere and tendency of pursuit of fun and humor. In case of domestic young casual market, own characters are developed for creating differentiated it's own brand images. Characters are applied as an design details or cyber fashion models standing for the image of it's own brand and take a part in other events and visual parts as well. Characters not only limited to clothing items but also further usages of characters extended to stickers and other related stationary goods are necessary. A 'Character multi shop' can be one of good methods to maximize synergy effect.

• Asia Marketing Journal
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• 제16권2호
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• pp.39-57
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• 2014

There has been recognition of the increasing importance of cooperation as an element of marketing strategy. Such cooperation is confined to four levels based on product development, sales promotion, pricing arrangements, and place (or distribution) mechanisms as the usual marketing 4Ps mixed (Varadarajan 1986). At present, however, little is known about the nature of tie-in promotion as a cooperative sales promotion comparing three other levels. The primary goal of this study is to examine the effect of consumer - tie-in promotion relationship on loyalty. The construct of consumer - tie-in promotion relationship is based on the previous research on consumer-brand relationship. In addition, this study divides the concept of loyalty into host brand loyalty and partner brand loyalty to reflect the characteristics of tie-in promotion including program in order to determine the effect of the consumer - tie-in promotion relationship on loyalty. The results showed that the three dimensions of the consumer - tie-in promotion relationship (i.e., commitment, intimacy, and interdependence) had significantly positive effect on program loyalty. The effect of program loyalty is significantly on both host and partner brand loyalty. This study empirically tested the relationships among consumer - tie-in promotion relationship, program loyalty, host brand loyalty, and partner brand loyalty, and then compared with the difference in the suggested model for the target customers and non-target customers. As a result, for target customers, intimacy and interdependence among dimensions of consumer - tie-in promotion relationship had significantly positive influence on program loyalty. In case of non-target customers, however, commitment and interdependence among dimensions of consumer - tie-in promotion relationship had significantly positive influence on program loyalty. Also, program loyalty had significantly positive impact on host brand loyalty and partner brand loyalty in both target and non-target customers. This study has significance in that it addresses the need to identify research and academic implications by analyzing the consumer - tie-in promotion relationship to determine the relationship between tie-in promotion and loyalty, which has not been clearly described by previous studies. Furthermore, this study builds a foundation for firms and managers actively using tie-in promotion to establish tie-in promotion strategies that can maximize loyalty for both host and partner brands from the consumers' point of view.

• 품질경영학회지
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• 제40권4호
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• pp.615-630
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• 2012

Purpose: The purpose of this research is to identify the factors effecting on the software firm performance through RBV(Resource-Based View) perspective. Methods: The data have been analyzed via the multiple regressions between 3 performance indexes, which are revenue, operational income rate and employment, and 7 independent variables. Results: The results show that company age, capital intensity, training expense, marketing expense, and export revenue effect on the firm performance, whereas R&D expense and debt ratio do not so. Conclusion: This study can contribute the decision process of the investment priority of resources and competencies at the software firms to maximize the return on investment.

• 디지털산업정보학회논문지
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• 제15권3호
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• pp.197-206
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• 2019

Telemarketing has been used in finance due to the reduction of offline channels. In order to select telemarketing target customers, various machine learning techniques have emerged to maximize the effect of minimum cost. However, there are problems that the class imbalance, which the number of marketing success customers is smaller than the number of failed customers, and the recall rate is lower than accuracy. In this paper, we propose a method that solve the imbalanced class problem and increase the recall rate to improve the efficiency. The hybrid sampling method is applied to balance the data in the class, and the stacked deep network is applied to improve the recall and precision as well as the accuracy. The proposed method is applied to actual bank telemarketing data. As a result of the comparison experiment, the accuracy, the recall, and the precision is improved higher than that of the conventional methods.

• 한국콘텐츠학회논문지
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• 제13권5호
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• pp.396-407
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• 2013

입소문효과의 극대화를 위한 유력자의 역할은 트위터 네트워크에서도 매우 중요하다고 볼 수 있다. 본 논문에서는 기업 마케팅의 관점에서 트위터 유력자를 파악하고자 하였다. 기업의 마케팅 메시지가 가능한 한 많은 사람들에게 노출되기 위해서는 특정인의 팔로어 수뿐만 아니라 계속적인 리트윗을 통해 입소문이 많이 확산되어야 할 것이다. 즉, 팔로어 수는 많은데 리트윗되지 않거나 리트윗은 많이 되는데 소수자에게 주로 리트윗된다면 전체적인 노출의 정도는 미약하게 될 것이다. 트위터의 특정 검색네트워크 데이터를 이용한 그래프 비교를 통해 다음과 같은 사실을 확인할 수 있었다. 첫째, 리트윗이 없는 팔로어 유력자에 비하여 팔로어 유력자의 리트윗을 받는 상대적인 소수자들의 노출도가 크다는 것을 알 수 있었다. 둘째, 리트윗 유력자중에서도 팔로어 유력자에 의하여 리트윗을 받지 못하는 사용자의 노출도는 매우 미미하다는 것을 알 수 있었다. 위와 같은 사실은 노출도를 높이기 위해서는 실제 유력자도 중요하지만 그런 유력자의 리트윗을 유도하는 사용자의 파악이 더 중요하다는 점을 시사해준다고 볼 수 있다. 이와 함께 노출도의 경우 대부분의 중앙성 척도와 고른 상관관계를 유지하고 있어 노출도가 높은 이용자일수록 네트워크구조상에서도 중심적인 위상을 차지한다는 점도 살펴볼 수 있었다.