• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• 지역과문화
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• v.8 no.1
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• pp.77-93
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• 2021

The importance of cultural goods marketing in the management of museums is increasing as the museum's cultural goods are taking an important part in the profit.This study analyzes the differences in cultural goods between the National Palace Museum and the National Palace Museum through the 4P strategy of marketing products, prices, channels and promotion. While the National Palace Museum emphasizes cooperation with other companies in terms of products, the National Museum of Korea focuses on developing its own products.In terms of price, the two museums have different strategies because of their different market share.In terms of space, the National Palace Museum sells cultural goods through a variety of electronic merchants, while the National Museum of Korea is distributed through a special website.In terms of promotion, the Palace Museum uses online social media marketing strategies, while the National Museum of Korea collects ideas and develops cultural products through open recruitment activities every year. This research is of new significance to the development of cultural products in China and Korea through comparison between the National Palace Museum and the National Museum of Korea.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.160-171
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• 2017

This study is intended to study the usage of augmented reality(AR) in the marketing field by classifying them into display and content types and analyzing the typical cases and characteristics. The market for AR has been on the increase and has been a big influence in the marketing field, resulting in the generalization of the term "AR marketing." By analyzing the marketing cases which use AR technology and organizing the frequency of use and characteristics, it is expected to contribute as a basic material for future studies on AR marketing. In this study, AR marketing cases are classified into different categories including display and contents. First, AR display category includes personal computers, mobile, public display, and projection display. AR contents category includes informative content, game contents, virtual experience, and visual effect. While investigating, it was found that the most used type of AR display was mobile, which has the advantage of not being limited by time and place and is also capable of one-on-one marketing with customers. The most used type of AR content was visual effect type, which evokes curiosity and is easily shared among people.

• Asia pacific journal of information systems
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• v.26 no.1
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• pp.124-142
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• 2016

Companies operating in social network platforms continue to improve and expand their marketing techniques. This study examines the practice of "gating", which involves virtual barriers between social network users and company content. Gates demand mandatory user endorsements, in the form of a Facebook "Likes", Twitter "retweets" etc., to gain access to company content, such as coupons and rewards,. Gating practices demand a mandatory endorsement before any content consumption takes place. Thus, while user endorsements are assumed to arise voluntarily from trusted known sources, gating practices would appear to violate this assumption. However, whether this violation lessens the effectiveness of gating practices still requires empirical validation. We investigate this question through the use of a unique panel data set that includes data on "like" endorsements obtained from a number of real-world Facebook business pages. Results of the study show that gating practices are effective for endorsement solicitation; however, gates may interfere with more traditional marketing activities.

• The International Journal of Costume Culture
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• v.9 no.2
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• pp.149-159
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• 2006

The purpose of the study is to compare the clothing purchasing behaviors between Korean and American college women and to gather a basic data to establish a clothing marketing strategy and effective world marketing strategy in the fashion marketing. 1,150 questionaries were distributed to 3 universities in Korea and 3 universities America from March, 15 to 30 in 2006 and a total of 800 questionnaires, 466 from Korea and 334 from American, were utilized in the final analysis. The SPSS 12.0 was used to analyze the technical statistics like average and frequency, t-test, X$^2$, factor analysis and multi-variate analysis of variance.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.603-606
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• 2015

The post-production of smart farming defines the stage that the final products are delivered from producer to consumers via market on ICT network. It deals with the process of product packaging and distribution from producer to consumer with marketing strategy. This focus on reference model for post-production service including specialization, centralization of product delivery, and just-in-time delivery, and marketing system on the network. It defines a significant function component on post-production stage. The producer plays a significant role in economy being one of the main contributors to the many customers. This articles suggest the effective product distribution service which requires delivering the right product, in the right quantity, in the right condition, to the right place, at the right time, for the right cost, and encompassing global marketing based on ICT network, will be provided[1].

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.536-544
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• 2020

Artists using exhibition spaces can select exhibition spaces considering marketing activities provided by operators or organizations of exhibition spaces, so it is necessary to study the relationship between marketing activities and satisfaction factors. This study examines marketing mix 7P factors, satisfaction, and prior studies as a theoretical background to demonstrate the decisive factors of the artist's exhibition hall satisfaction. As a result of analyzing the questionnaire collected from 144 artists used the exhibition hall, among the 7P factors of marketing mix, product, price, and progress process influenced the satisfaction of the exhibition hall, and the influence was in order of progress, product, and price. The suggestions are as follows. First, among the 7P factors in marketing mix, the fact that products, prices, and progress influencing the satisfaction of the exhibition place emphasizes factors related to the actual exhibition. Second, among the 7P factors in the marketing mix, the process had the greatest influence on the satisfaction of the exhibition hall, which means that the service delivery process is important.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.185-190
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• 2022

Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

• Fashion & Textile Research Journal
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• v.4 no.6
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• pp.517-523
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• 2002

This study examines whether there are differences in consumer's evaluation price zone on the clothing clue (the type of clothing, brand, time of fashion, place of origin, material. submaterial, place for sale) according to consumer purchasing behavior. Therefore the ultimate goal is to offer help in fixing price when establishing marketing of the clothing industry by grasping the actual price set by consumers under the IMP system. The female consumers of 20s and 30s were chosen as study subjects for their sensitivity to the purchase of clothing. The tests carried out in this research are: SPSSIPC+ is used for frequency Analysis. The Results of this study are showed as the following: It was analyzed that 4 types of consumer are the reasonable consumption oriented consumer, fashion oriented consumer, the no care of fashion consumer and high price oriented consumer Among the several kinds such as the type of clothing, brand, time of fashion, place of origin, material, submaterial, place for sale, only on the type of clothing, there are difference in the type of the consumers, on the time of buying clothes, in the behavior of buying clothes and also on the degree of fashion and the place of origin among such kinds.

• Journal of Internet Computing and Services
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• v.21 no.1
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• pp.147-157
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• 2020

The purpose of this paper is to examine how mainstream international media cover a major political event like the 2018 North Korea-U.S. Summit and how place branding effect is manifested on the Internet. A quantitative content analysis was conducted. A total of 1,990 relevant Internet news stories were collected from May 9 to June 17, 2018 and the types of media mentions Singapore as country and brand received were analyzed. As expected, Singapore garnered worldwide media coverage which in turn helped promote the island-nation's brand. International media reported on Singapore as a Summit location while also highlighting it as an important and attractive, cultural, historical destination. The study's findings indicate that global broadcasters such as CNN and BBC played the biggest role during the Summit in disseminating images of Singapore and landmarks as attractive places. Finally, the visual aspect of the event coverage also served as a formidable marketing instrument in bolstering the nation's brand.