• Asia Marketing Journal
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• 제11권3호
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• pp.185-203
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• 2009

한국의 유한양행과 미국 Kimberly-Clark사의 합작회사인 유한킴벌리는 1993년 풀업스 완전 팬티형 기저귀 제품을 출시하여 팬츠형 기저귀를 통한 프리미엄 시장을 개척하게 된다. 그러나 Kimberly-Clark사의 완제품을 수입한 팬츠형 기저귀 풀업스는 미국에서 높은 시장 점유율을 가진 제품임에도 불구하고 국내 소비자들의 기저귀 사용문화에 맞지 않는 포지셔닝으로 인해 한국에서 현지화에 실패한다. 그 후 유한킴벌리는 1996년에 팬츠형 기저귀 하기스 토틀러를 다시 시장에 선보이게 된다. 이는 Kimberly-Clark사의 제품력과 유한킴벌리의 마케팅능력이 결합하여 풀업스보다 뛰어난 신제품을 출시하는 계기가 된다. 그러나 이 또한 배변 연습에 대한 문화/환경/태도/습관차이 등과 같은 국내 소비자들의 라이프스타일에 맞지 않는 포지셔닝과 IMF 위기로 인한 수입원가 급등, 회사 내부에서의 신뢰도 미약, 20%대로 낮았던 시장 취급율, 기존 일반 기저귀보다 월등히 높았던 가격 등의 이유로 인하여 다시 시장에서 실패하게 된다. 2005년 유한킴벌리는 New Pants 사업전략을 다시 수립하기로 한다. 그것은 Winning Product 의 개발, Winning Communication 전략, 팬티시장 창출을 통한 시장구조 변화의 세 가지가 유기적으로 결합한 형태였다. 총 55회의 시장조사를 통해 소비자 Habit & Practice와 Usage & Attitude 를 조사하였으며 제품사용조사, 포지셔닝 조사, 광고조사를 실시하여 제품설계에서 디자인까지의 전 과정을 소비자의 관점에서 바라보고 기획하였다. 유한킴벌리는 출시될 신제품을 배변연습 기저귀가 아닌, 입히는 기저귀로 리포지셔닝하고, 기존 하기스 대비 25% 비싼 프리미엄 제품으로 <하기스 매직팬티>를 출시한다. 하기스 매직팬티는 국내 기저귀 시장에서 대히트상품으로 인식되며 2005년 출시 이후 2006년 376억, 2007년 572억, 2008년 900억의 매출액을 기록하였다. 이처럼 하기스 매직팬티가 성공할 수 있었던 이유는 고객의 사용특성을 정확히 파악해서 도출된 리포지셔닝 전략 덕분이었다. 국내외 많은 기업들이 치열하게 각축전을 펼치고 있는 유아용품 시장에서 살아남기 위해 진행했던 철저한 시장조사와, 그 시장조사를 바탕으로 한 명확한 포지셔닝, 그리고 그것이 효과적으로 고객의 마음속에 포지셔닝 될 수 있도록 만들어준 유한킴벌리의 공격적인 360도 커뮤니케이션 전략이 하기스 매직팬티의 성공전략이었다.

• 통상정보연구
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• 제12권1호
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• pp.203-224
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• 2010

With the launching WTO, the world economy has been changing new competitive environment. Agricultural exports should be pursued actively in the market of opening era to develop the foreign agricultural product market and to improve the domestic agribusiness quality and strengthen its competitiveness. The purpose of this is paper is to understand agricultural export status of Korea to detect challenges and matter for improvement, to find new measures of export strategy for the foreign market, recent emerging export promotion with high potential growth, and to increase Korea agricultural export to new world market by using a new method. The profit and loss status is volatile since the agricultural export is in its infancy. However, we have learned lessons from previous success and failure that prior analyzing of agricultural export feasibility, phased-in expansion of agri-food export volume, connection of agri-food export and agri-food market policy. In relation to this, this paper introduces Efficient and Effective Utilization of Communal Facilities in agri-food export. Consequently, First, Export promotion scheme for agri-food is to precise analysis of import countries and to collection agri-food export procedure and agri-food market system. Second, In order to expand export agricultural products to new world market, we need to direct 3rd support program to enhancing competitiveness in expanding export of agricultural export.

• Asia Marketing Journal
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• 제7권2호
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• pp.71-92
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• 2005

성공적인 신제품개발과 이에 따른 시장개발을 위해서는 신제품의 새로운 편익에 대해 소비자가 지각하고 있어야 하며, 이러한 편익이 소비자의 욕구를 해결해 줄 수 있어야 한다. 시장에 도입되는 신제품의 편익에 대해 새로운 가치를 부여하는 방법은 매우 다양할 수 있으나 무엇보다 새로운 가치가 소비자의 입장에서 혜택으로 여겨져야만 성공적으로 시장에 정착할 수 있다. 본 연구는 기존에 기술 중심적으로 설명되고 평가되어 왔던 와이브로 서비스를 소비자의 가치체계를 중심으로 서비스속성을 파악하고, 속성에 대한 부분가치를 추정해 이들의 상대적 중요도를 살펴보았다. 또한 부분가치를 기준으로 시장발전단계에 따른 표적고객집단을 선정하고 표적고객의 특징을 규명하는 동시에 적절한 마케팅전략을 제언하고자 한다.

• 무역상무연구
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• 제52권
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• pp.73-96
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• 2011

The economic globalization has contributed the easy interchangeability of goods and services worldwide and consequently this tendency gives a great impetus to the expansion of exhibition Nowadays there is no dispute that the exhibition industry contains Export Marketing, Sales, Market Research and New product launching. This paper is trade show strategy use for export firms. Therefore, paper discusses theory of exhibition, character and utility. Moreover study to basic strategy of participate in Trade show Participate in Trade show strategies are several point. First, Trade show goal accord to firm's purpose. Second, Devise of trade show competition strategy. Third, Support of government and relevant agency. forth, Trade Show insurance.

• 품질경영학회지
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• 제33권3호
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• pp.105-113
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• 2005

Six sigma has been the most influential management innovation program in a number of leading companies and its application has extended beyond manufacturing processes. Most companies have taken company-wide six sigma initiatives to also improve transactional and R&D processes. However, due to the limitation of existing methodologies, numerous difficulties arise during the six sigma application to non-manufacturing processes. In this study, a modified six sigma framework is proposed to facilitate six sigma implementation to transactional processes. The newly developed framework is applied to a six sigma project of the new product launching process of a marketing area.

• Asia Marketing Journal
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• 제8권3호
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• pp.161-186
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• 2006

빙그레는 국내 최초로 떠먹는 요구르트인 요플레를 출시한 후 지금까지 요구르트시장에서 요플레의 막강한 브랜드 파워와 함께 확고한 시장지위를 차지하고 있다. 본 연구에서는 더욱 치열해지고 있는 요구르트시장의 경쟁 속에서 빙그레가 시장선도자(떠먹는 요구르트시장)로서 또한 시장후발주자(드링킹 요구르트시장)로서 어떻게 시장을 개척하고 대응해왔는지를 분석하였다. 연구 결과, 빙그레 요플레는 기존의 경쟁논리에 얽매이지 않고 새로운 가치를 제공하면서 시장의 경쟁패러다임을 변화시키기 위해 시장을 선도하는 차별적인 신제품 마케팅전략을 실시하고 있음을 알 수 있었다. 앞으로도 빙그레 요플레는 장기적으로 요플레의 브랜드 자산을 관리하기 위한 보다 정교한 마케팅전략적 관리와 함께 시장을 이끌어가기 위한 지속적인 마케팅 노력이 병행되어야 할 것이다.

• 산업기술연구
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• 제28권A호
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• pp.71-74
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• 2008

Belt Integrated Seat(BIS) has many advantages compared to the existing seats. Due to the development of materials and manufacturing technology, BIS, which has been used restrictely in the past, has gone through a rapid growth. As a result, its advantages have gained attention and the possibility of replacing the existing seats has grown. The need to develop BIS has risen and presently joint development with associated industries is in progress. For its first goal, the development and research of Recliner sensor has been selected. Recliner sensor is an essential part of the BIS in which the belt is incorporated onto the seat. In seat-belts, there is an inclination sensor which locks the belt according to the angle of a car. Because the inclination sensor can change frequently depending on the back of seat, a device which can enhance the inclination sensor according to the angle of the back of seat. It is the Recliner sensor that play's this role. Studies on Recliner sensor within and outside Korea has not yet made a salient progress, and due to this fact, the joint development has made a start by benchmarking other company's products. Currently, in other to set the course of the development, a research in patents and various other information is being done. In addition, for the purpose of developing a product which will be compatible with the existing products, a prototype will be made and tested before a new product makes its launching on the market.

• 대한산업공학회지
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• 제31권1호
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• pp.56-67
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• 2005

The Processes of a new product design based on ergonomics and customer satisfaction have been studied for years. However, few attempts have been made to systematically include ergonomic design concept to communication service design. Service design can be regarded as a specific type of product design in a way that the processes of product design can also be employed to those of service design. However, a few difficulties may often arise in doing so. First, services have no explicit tangible features, which implies that a customer may not properly appraise contents, quality and functionality of newly designed services with a prototype before launching into market. Second, customer demands on services change more rapidly according to advances in related technology. In the study, we examined earlier studies of product design process and identified that a service design process must alos conform ergonomic methodology, extracting innovative values for creativitybased design and subsequently evaluate its level of customer satisfaction. In this study, we proposed a customer-centered ergonomic design process for communication services. This process includes a hierarchical structure of service requirement identification, customer-centered trend analysis, service scenario development and service evaluation. To prove the practicality of the design process, a case study of communication service design was conducted according to the procedure that follows.

• 한국문헌정보학회지
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• 제45권2호
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• pp.61-74
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• 2011

The author analyses the challenging activities of Japanese libraries in this decade by launching two keywords; "product-sharing" and "outcome generation." "Product-sharing" means that libraries share knowledge, skills, and records which are produced as the result of the services or in the process of activities. And "outcome generation" means that libraries generate any efficiency or effectiveness through their services to users. Using these concepts, reported are the current situation and aspects of Japanese libraries which try to make various contributions to the society; research and learning of the people, and education and training for professional librarians, and so on. In the analysis, the author shows some examples of "product-sharing" at first, including the records of reference transaction and the multi-functioned online public access catalogue. Especially, focused is on the various possibility and adoptability of the Collaborative Reference Database System of the National Diet Library of Japan. This system is one of digital reference service in Japan, and the database of reference transaction records is expected to be useful for research and academic studyies as knowledge-base of professional librarians. And the system is also expected to be a platform for LIS education and professional development in the e-learning environment. Secondly, as the examples of "outcome generation", explained are the problem-solving-type activities, and provision of the collection about books on struggling against disease and illness. A few examples of outcome in the problem-solving-type activities are these; increase of sales in the services for shop managers, business persons, and entrepreneurs, contribution to affluent daily life by providing the local information services to residents and neighbourhoods, and etc. And for both the patients with serious cases and their family or those who nurse them, books about other persons' notes or memorandum are the greatest support, and sometime healing. The author discuss the 'raison d'etre' of these activities focusing on public libraries in Japan.

• KSBB Journal
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• 제32권3호
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• pp.174-178
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• 2017

Fungal mycelium-based composite materials (FMBC) are a new biomaterial to replace the existing composite materials. To compete with lightweight, high-performance composite materials represented by fiber-reinforced plastic (FRP), various physical and chemical properties and functionality must be secured. Especially, the composite materials made by using mycelium of mushroom is called mushroom plastic. Currently, Ecovative, Grado Zero Espace and MycoWorks in USA and Europe are launching new products. Products utilizing FMBC can be launched in the market for construction materials, automobile interior materials and artificial leather substitutes. In spite of this high possibility, mass production using FMBC has not yet been reported. This review introduces the FMBC, a material that can replace existing plastics, inorganic building materials and animal skins in an environmentally and economically viable way, and looks at the possibility of future biomaterials by summarizing recent research contents.