• 한국식품조리과학회지
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• 제25권5호
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• pp.531-544
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• 2009

Strategic alliance is increasingly becoming a popular strategy in the family restaurant industry. In general, strategic alliance can be defined as several brands collaborating in technology development, marketing, or production while keeping their independence as separate business entities. This study identified segments on the basis of sales promotion resulting from strategic alliances between family restaurants and card companies. This study further investigated how brand image, brand value, price fairness, customer loyalty and demographics are different among the segments. From the statistical analysis, three segments were found; 'short-period benefits oriented' segment, 'intangible and discount benefits oriented' segment and 'free benefits oriented' segment. Among the three segments, the 'free benefits oriented' and 'intangible and discount benefits oriented' segments had greater perceived brand image, brand value and customer loyalty than the 'short-period benefits oriented' segment.

• 지역과문화
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• 제8권1호
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• pp.77-93
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• 2021

博物馆文化商品在博物馆收益中逐渐占据重要部分, 因此, 在博物馆经营中, 文化商品营销的重要性日益增大。本研究通过对中国故宫博物院和韩国国立中央博物馆的文化商品营销战略进行比较分析, 来探索两国博物馆文化商品营销的发展方向。为此, 通过产品, 价格, 渠道, 促销等营销4P战略分析, 分析了韩国国立中央博物馆（以下称中博)和中国故宫博物馆（以下称故宫)的文化商品的差异。研究结果表明, 在产品(product)方面, 故宫重视与其他企业的合作战略, 但中博主要以"企划展文化商品"为中心, 将重点放在自身的商品开发上。价格（price)方面, 中博的文化商品比一般产品的价格定价要高。与此相反, 故宫的部分文化商品与市面上类似产品比较, 以相对低廉的价格出售。据分析, 这是因为不同的市场占有率而采取的战略。从渠道(place)方面来看, 故宫利用多种电商销售文化商品, 而中博则通过特定网站进行集中销售。另外, 故宫的线下卖场位于故宫正门出入口等位置, 但中博的线下文化商品店则设立在中博内部。在促销(promotion)方面, 故宫主要利用网络社交媒体营销战略, 而中博会每年通过公开招募活动收集人们各种各样的想法, 开发文化商品。本次研究通过中国故宫博物院和韩国国立中央博物馆的博物馆文化商品营销方式的比较, 对中国和韩国博物馆文化商品的发展具有新的启示意义。

• 한국유기농업학회지
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• 제31권1호
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• pp.29-44
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• 2023

The activation of consumption of environment-friendly agricultural processed foods means not only the growth of environment-friendly agriculture, but also the development of related industries. Therefore, it is necessary to identify and apply the needs and purchasing attributes of environment-friendly agricultural processed food consumers. For this, survey was conducted to adult men and women in their 20s and 60s and a total of 200 copies were used for empirical analysis. In this study, the average difference between importance-satisfaction for purchase attributes of environment-friendly agricultural processed food was verified, and the IPA Matrix was prepared based on this. As a result, in terms of purchasing importance and satisfaction, it was found that those with no experience in purchasing environment-friendly agricultural processed foods regarded product, price, place, promotion as more important than those with experience in purchasing. In case of IPA, product and price factors were all important and satisfactory regardless of purchasing experience. On the other hand, it was found that the key factors for promotion were neither important nor satisfied with consumers regardless of their purchasing experience. Therefore, it is mainly necessary to focus on marketing and mass media promotion. At the same time, various domestic and foreign best practices should be benchmarked and a 4P marketing strategy should be established and promoted.

• International Journal of Internet, Broadcasting and Communication
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• 제14권4호
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• pp.206-211
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• 2022

Recently, the world is facing many difficulties in all areas as a result of price instability and the Russian-Ukraine war. Personally, as many jobs disappear, household income is declining sharply. In particular, the possibility of such bankruptcies is relatively increasing in small and medium-sized enterprises (SMEs), and it is highly likely that this will continue for the time being. In this situation, countries around the world are continuously making efforts to improve corporate productivity. In Korea, the smart factory support project implemented by the Smart Manufacturing Innovation Promotion Team has been continuously promoted for the past several years, providing opportunities for SMEs in need to improve productivity and change the corporate structure. In this study, the current status of smart factory promotion at home and abroad was examined, and problems and improvement measures were studied for the insufficient efficiency in the smart factory promotion system implemented in Korea.

• 유통과학연구
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• 제9권1호
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• pp.39-48
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• 2011

본 연구는 가격할인이 관여도의 수준에 따라 가치지각 간에 미치는 영향의 경로가 서로 상이하다는 가정 하에 관여도에 따른 지각가치와 구매의향 및 탐색의도 간의 관계를 실험적으로 검증하였으며, 그 결과는 다음과 같다. 첫째, 고관여의 경우는 지각거래가치가 지각획득가치에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 또한, 고관여 구매자의 지각획득가치는 구매의향에 긍정적인 정(+)의 영향을 미치는 것으로 나타난 반면, 지각획득가치가 탐색의도에 미치는 영향은 통계적으로 유의하지 않은 것으로 나타났다. 둘째, 저관여의 경우에도 고관여와 같이 구매자의 지각거래가치는 구매의향에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 반면, 지각획득가치가 탐색의도에 대하여 부(-)의 영향을 미치지 못한 것으로 판단된다. 이는 가격할인에 따른 거래가치 향상에도 불구하고 지각품질 수준이 하향되면서 품질에 대한 의심이 생겨 추가정보 탐색의 필요성이 생김에 따른 것으로 풀이된다. 이러한 연구결과는 소비자는 관여도에 따라 획득가치 또는 거래가치에 대하여 중요하게 인지하지만 소비자가 어떤 지각가치에 더욱 의존하여 구매행동을 결정짓는가에 따라 이에 부합하는 가치 향상전략을 수립해야 한다는 시사점을 제시하고 있다.

• 한국산림과학회지
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• 제97권1호
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• pp.118-126
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• 2008

본 연구는 마케팅 관점에서 국립자연휴양림의 객실가격 전략을 개발하고자 실시하였다. 분석방법은 객실유형(숲속의집, 산림문화휴양관) 및 객실규모(4, 5, 6, 7 인실)에 따른 가격민감성(PSM) 분석을 적용하였으며, 6개 국립자연휴양림에서 236명의 객실 숙박이용객을 대상으로 현지설문조사를 실시하였다. 그 결과 자연휴양림 객실규모에 있어서는 객실규모가 클수록 가격민감성이 높았으며, 객실유형별로는 숲속의 집이 산림문화휴양관 보다 가격민감성이 높은 것으로 나타났다. 또한 현재 성수기 객실가격은 6인실과 7인실 산림문화휴양관을 제외한 모든 객실에서 가격수용대 내에 포함되어 있는 것으로 나타났다. 이들 객실의 판매를 촉진시키기 위해서는 적정수준의 가격 인하를 검토하거나, 가격인하가 용이하지 않을 경우 고객이 지각할 수 있는 객실시설물 고급화 등 가격 이외의 다른 가치를 높이기 위한 전략이 필요할 것이다.

• Preventive Nutrition and Food Science
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• 제17권1호
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• pp.71-77
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• 2012

Hangwa is a traditional food, corresponding to the current consumption trend, in need of marketing strategies to extend its consumption. Therefore, the purpose of this study was to analyze consumers’ consumption patterns and perception of Hangwa to increase consumption in the market. A questionnaire was sent to 250 consumers by e-mail from Oct 8~23, 2009 and the data from 231 persons were analyzed in this study. Statistical, descriptive, paired samples t-test, and importance-performance analyses were conducted using SPSS WIN 17.0. According to the results, Hangwa was purchased mainly 'for present' (39.8%) and the main reasons for buying it were 'traditional image' (33.3%) and 'taste' (22.5%). When importance and performance of attributes considered in purchasing Hangwa were evaluated, performance was assessed to be lower than importance for all attributes. The attributes in the first quadrant with a high importance and a high performance were ‘a sanitary process’, ‘a rigorous quality mark’ and ‘taste’, which were related with quality of the products. In addition, those with a high importance but a low performance were ‘popularization through advertisement’, ‘promotion through mass media’, ‘conversion of thought on traditional foods’, ‘a reasonable price’ and ‘a wide range of price’. In conclusion, Hangwa manufacturers need to diversify products and extend the expiration date based on technologies to promote its consumption. In terms of price, Hangwa should become more available by lowering the price barrier for consumers who are sensitive to price.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.1349-1359
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• 2021

The electronic money market in Indonesia continues to experience an increase in the number of users and volume of transactions. However, the electronic money market, especially server-based, in Indonesia is becoming concentrated into a few issuers. Electronic money issuers compete in price and promotion wars to gain new customers and maintain their existing ones. This paper presents an analysis of the orientation and factors that influence the loyalty in electronic money products. The research model variables in this study are adopted from the E-Service Quality and Marketing Mix categories. These variables are hypothesized to affect the perceived value and then customer loyalty. The research population consists of all Indonesians who use server-based electronic money, with a sample of 400 individuals. The results show that, in the E-Service Quality group, reliability, responsiveness, and security significantly affect perceived value, while the perceived price and perceived promotional benefits significantly affect perceived value in the Marketing Mix group. The perceived price has the highest effect on the perceived value and customer loyalty, while the perceived value has a significant effect on customer loyalty. Finally, it was found that the customer is more sensitive to the price than quality in using electronic money.

• 복식
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• 제51권7호
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• pp.49-62
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• 2001

The purposes of this study were to find out the catalogue and online-order apparel shoppers' impulsive purchase orientation and impulsive purchase stimuli. Self-administered questionnaires were distributed to women over than 20 years, and collected from middle to the end of November in 2000. Frequencies, percentages, and mean were calculated. One-way ANOVA, chi-square test, factor analysis, and cluster analysis were used, and Duncan's Multiple Range test was followed. 1. Factors of impulsive purchase orientation were relax from negative moods, design property, inducement from neighbors, taste congruence, price property of apparel, positive moods, and loose-control, and were segmented into the low impulsive purchaser, the reasonable purchaser, the fulfilled with positive moods, and the high impulsive purchaser. The factors of impulsive purchase stimuli were apparel property, consumer service, sales promotion on the point of sales, and low price. 2. The low impulsive Purchaser was affected little by impulsive purchase stimuli, spent a little money on apparel, and the married with high education level were the most. The reasonable purchaser was affected by sales promotion on the point of sales or low price, spent a little money on apparel, and students or house-wives were the most The fulfilled with positive moods was affected by low price, and students or career women with high education level were the most, but spent less money on apparel. The high impulsive purchaser was affected by various impulsive purchase stimuli, the young unmarried with high education level were the most, and spent more money on apparel. 3. The younger, the unmarried, students or career women, and shoppers with higher income or apparel expenditure showed a higher impulsive purchase tendency for relax from negative mood, design property, for inducement from neighbor, taste congruence, and positive moods. 4. The older, the married, house wives, and shoppers with higher apparel expenditure were stimulated by apparel property or consumer services.

• 경영과정보연구
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• 제31권1호
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• pp.247-272
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• 2012

본 연구는 온라인에서 이루어지는 판매촉진 메시지의 대표적인 유형인 수량한정 메시지와 시간한정 메시지가 조절초점과 가격할인 유무에 따라 판촉태도와 구매의도에 어떠한 조절 역할을 하는지를 실증적으로 검증하고자 하였다. 연구 결과, 첫째, 수량한정 메시지의 경우 촉진초점 보다는 예방초점 메시지에 대한 판촉태도와 구매의도가 높게 나타났다. 둘째, 희소성 메시지가 단순히 조절초점 뿐 아니라 가격할인과 같은 판촉 활동에 의해 다양하게 조절될 수 있다는 점이 확인되었다. 즉, 수량한정 메시지의 경우 가격할인이 제시되지 않은 메시지보다는 가격할인이라는 메시지가 제시되었을 때 판촉태도와 구매의도가 증폭된다는 점이 증명되었다. 그러나 시간한정 메시지의 경우에는 이러한 가격할인이라는 추가적인 가치가 판촉태도와 구매의도에 거의 영향을 미치지 않는다는 점이 발견되었다.