• 복식문화연구
• /
• 제27권5호
• /
• pp.449-460
• /
• 2019

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). "Digital Transformation" means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry's digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry's case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

• 한국게임학회 논문지
• /
• 제17권5호
• /
• pp.143-150
• /
• 2017

디지털 기술은 이야기 예술을 트랜스미디어 스토리텔링으로 진화시켰다. 특히 디지털 게임은 플레이어들의 적극적인 참여와 스토리 생성에 기대어 기획 단계에서부터 트랜스미디어 스토리텔링으로의 확장을 염두하며 IP를 개발하고 있는 추세이다. 미디어 융합을 통한 스토리 확장은 플레이어에게 새로운 미디어 환경에서 의미 있는 스토리텔링을 경험할 수 있게 한다. 뿐만 아니라 콘텐츠에 대한 높은 충성도로 게임 개발사들은 비즈니스의 확장과 혁신이 가능해진다. 이에 본 연구에서는 게임 미디어를 기반으로 하는 트랜스미디어 스토리텔링 전략을 살피기 위해 20여년이 넘게 다양한 미디어로 스토리를 확장해오고 있는 IP인 <워크래프트(Warcraft)>의 사례를 통해 게임 IP를 활용한 트랜스미디어 스토리텔링 전략을 살펴보았다. 최소 8개 미디어 융합, 48개 이상의 콘텐츠를 선보인 <워크래프트>가 작품 외적으로 정전을 확장하는 방식을 분석하고 작품 내적으로 서사를 구조화하는지를 분석한 결과 <워크래프트>는 매체별 특징을 중심으로 정전에서 부족했던 스토리 보강하는 방식으로 IP를 확장하고 있음을 확인할 수 있었다.

• 산경연구논집
• /
• 제13권7호
• /
• pp.27-35
• /
• 2022

Purpose: To entice new customers, companies attach their products to sports. From a pastime enjoyed by many to a multi-billion-dollar enterprise, the sport has evolved due to the growth in sports marketing spending. The purpose of this study is to illustrate the notion of sports media marketing using the prior textual data. Research design, data and methodology: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology was conducted to investigate previous literature to achieve the purpose of the study. This method includes searching for information sources, selection of articles, and results extraction relative to the objectives. Results: The findings from prior systematic review indicated that customers and the marketplace can be better understood with the help of well-executed marketing campaigns. Moreover, many different techniques are being utilized to describe sports marketing such as the use of media, advertisement, public relations, and direct sales. Conclusions: All in all, the present study concludes that the notion of associative competitiveness is one of the unique characteristics of the sports sector. As a result, sports leagues and federations must maintain a balance within the league and develop a shared marketing strategy to help promote their respective sports and competitions.

• 유통과학연구
• /
• 제22권6호
• /
• pp.115-122
• /
• 2024

Purpose: The main aim of this study is to analyze and suggest new online music distribution models targeted to facilitate the development of the Korean Wave (Hallyu) music market in all locations of the world. This study is conducted through a close analysis of the prevailing distribution models, the unique challenges of the K-pop market, and the trends in new technologies. Research design, data and methodology: To address the issue of how the online music distribution market could be domesticated for the Korean music industry, a systematic review of the previous studies was conducted. The use of the PRISMA approach was followed so that an accurate and transparent method for choosing the studies is ensured. Results: According to the investigation of literature analysis, the online distribution strategy may consist of four key plannings as follows, 1. Leveraging Social Media and User-Generated Content Platforms, 2. Embracing Immersive and Interactive Experiences, 3. Fostering Direct-to-Fan Connections and Monetization, 4. Harnessing Artificial Intelligence and Big Data Analytics. Conclusions: Finally, collaboration and strategic partnerships will be vital. The Korean music companies should seek to cooperate with the technology companies, social media platforms, and the global music streaming services so that they can grow their market, acquire new technologies, and to better their online distribution strategies.

• 전자통신동향분석
• /
• 제35권7호
• /
• pp.23-35
• /
• 2020

In this paper, we introduce ETRI AI Strategy #3, "Leading Future Technologies of Network, Media, and Content." Its first goal is "to innovate AI service technology to overcome the current limitations of AI technologies." Artificial intelligence (AI) services, such as self-driving cars and robots, are combinations of computing, network, AI algorithms, and other technologies. To develop AI services, we need to develop different types of network, media coding, and content creation technologies. Moreover, AI technologies are adopted in ICT technologies. Self-planning and self-managing networks and automatic content creation technologies using AI are being developed. This paper introduces the two directions of ETRI's ICT technology development plan for AI: ICT for AI and ICT by AI. The area of ICT for AI has only recently begun to develop. ETRI, the ICT leader, hopes to have opportunities for leadership in the second wave of AI services.

• 경영정보학연구
• /
• 제1권2호
• /
• pp.137-152
• /
• 1999

• 한국디자인학회:학술대회논문집
• /
• 한국디자인학회 2002년도 가을학술발표대회 디자인학 연구
• /
• pp.6-7
• /
• 2002

• Journal of Contemporary Eastern Asia
• /
• 제18권2호
• /
• pp.9-15
• /
• 2019

• 유통과학연구
• /
• 제13권5호
• /
• pp.33-44
• /
• 2015

Purpose - This study examined the Italian eyeglass industry and the status of the franchise market. Luxottica's global growth strategy was analyzed to provide insight into the strategy and development of the Italian eyeglass industry and its franchise business. Research design, data, methodology - Luxottica's annual report, public media material, and website were examined, in addition to data from professional institutions. For the domestic eyeglass industry and franchise business, data from professional organizations, franchise information disclosure documents of the Fair Trading Commission, media materials, and related papers were investigated. Results - The success factor turned out to be securing a global wholesaler with retailers in overseas markets. This successful strategy was based on the strong entrepreneurial spirit of the founder, innovative craftsmanship, and an excellent corporate culture including corporate social responsibility (CSR). Conclusions - Considering the current environment, for Luxottica to be a leading global company, it had to review and adopt a successful vertical integration strategy, from R&D to distribution, M&A of overseas wholesalers and retailers, creative design and technical development, and sustainable cultural development

• 한국게임학회 논문지
• /
• 제12권3호
• /
• pp.25-36
• /
• 2012

'크로스 미디어 스토리텔링(이하 CMS)'은 미디어적 재현의 새로운 형식으로서, 하나의 매체가 지닌 속성을 다른 매체 속에서 해당 매체의 계기를 이용해 재현한다. 디지털 시대의 '재매개'가 기존 미디어 콘텐츠의 새로운 기술에 기반한 재전유라 한다면, CMS는 각 매체가 지니는 고유한 형식 속에서 다른 장르 경험의 계기들을 사용한다. 기술의 가능성에서 경험의 가능성으로 재현의 초점을 전환한다. 그런 의미에서 CMS는 기술에 의해 일방적으로 주도되지 않는, 매체 생태계 속에서 발아된 생존 전략이다. 그 사례로서 뉴 미디어의 대표 장르로 각광받는 게임을 소재화하여, 올드 미디어인 스톱모션 애니메이션을 통해 메타적으로 재현한 아담 페사파네(Adam PESapane)의 <게임오버>(2006)를 살펴보고자 한다. 이 작품은 일상적 관찰력과 시각적 상상력을 통해 게임의 서사적 연쇄를 부각시킴으로써 올드 미디어의 형식과 뉴 미디어의 내용을 결합하여 CMS의 조건을 경험적으로 제시하고 있다.