• 디자인학연구
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• 제17권4호
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• pp.385-396
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• 2004

1950년대부터 시작된 한국의 디자인 진흥은 국가 경제의 발전과 맥락을 같이하며 발전되어왔다. 초창기에는 주로 외국의 디자인 진흥 전략을 베끼는 모방자 수준이었으나, 점차 수정자와 개선자를 거쳐 선구자로서의 위상을 점하고 있다. 이 연구는 이처럼 빠른 기간동안에 후발국의 불리함을 극복하고 디자인선진국을 지향하고 있는 한국의 디자인 진흥 전략을 고찰하였다. 디지털시대를 맞아 나타나고 있는 환경의 변화, 디자인 진흥 본질, 세계디자인 진흥의 발전과정 및 현황 등이 다각적으로 다루어졌다. 이를 토대로 디자인산업기본법(가칭)제정, 한국디자인진흥원(KIDP)의 자생력 강화, 한국디자인진흥재단(가칭)의 설립, 한국디자인단체총연합회(KFDA)의 위상 강화 등 새로운 도약을 위한 과제가 도출되었다.

• 한국디자인학회:학술대회논문집
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• 한국디자인학회 2004년도 추계 학술발표대회 논문집
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• pp.246-247
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• 2004

• 경영과학
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• 제34권2호
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• pp.15-33
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• 2017

This paper considers a Bayesian Network analysis for understanding the heterogeneous cross-category effects of different promotion activities and developing an efficient overall promotion strategy for a large retail store. More specifically we differentiate price reduction promotion and floor promotion and study their heterogeneous effect on consumer purchase behavior under a market basket setting. We then utilize Bayesian networks in identifying complex association structure in market basket dataset by analyzing the effects of different promotional activities and also include the effects of time, family income and size. We find from our Bayesian network analysis that the dominant cross-category promotion effect of price promotion is the indirect effect whereas the dominant cross-category promotion effect of floor promotion is the direct effect. Also, among the demographic variables we find that family size of the household is linked with more product categories compared to income and see that there are differences in the extent of the effects by product category. Finally, we also show the existence of products acting as a network hub and how they can be utilized by retailers faced with a limited marketing budget and suggest a more efficient promotion strategy.

• 통상정보연구
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• 제10권3호
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• pp.391-406
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• 2008

Recently, U.S. beef completely is opened and a point of present time, beef import market is increased, the high branding and high quality of Korea's beef cattle is urgent for a brand-name of Korea's Meat got competitive superiority in world market. Also, for that situation, Producers and Distributors request successful marketing strategy establishment and in the concrete, I present a counterplan strategy based on 4P(price, product differentiation, sales promotion, distribution) strategy.

• 한국의상디자인학회지
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• 제10권2호
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• pp.163-178
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• 2008

The purpose of this study is to search the characteristics and strategy of sales promotion in on-line fashion SOHO (Small Office Home Office) shopping malls. 87 of these shopping malls have been selected through a ranking service called 100HOT (http://www.100hot.co.kr), and 906 cases of sales promotion activities have been executed on web-sites of these shopping malls. The cases have been analyzed by descriptive statistics and chi-square analysis. The results are as follows: First, on-line fashion SOHO shopping malls have frequently used sales promotion tactics such as demonstration, display, viral marketing, sale, event, customer compensation, community marketing, experimental marketing, coupon, premium, reserve fund and delivery service. Second, there are significant differences between shopping malls for men and women in sales promotion tactics such as demonstration, viral marketing, sale, and community marketing, but there is no significant difference in tactics such as demonstration, event, and customer compensation. Third, the shopping malls have used various sales promotion strategies such as maximizing the sales, characterizing product features, procuring new customers, preserving existing customers, enhancing customer loyalty, improving customer relationship and controlling returns.

• 수산경영론집
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• 제51권3호
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• pp.33-47
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• 2020

This study is aimed to prepare the promotion strategy to spawn snow crab resources and create their habitats using SWOT-AHP analysis. Currently, the creation program of spawning and habitat ground (CPSH) of various fisheries resource is a continuing process, however, none of these CPSH can be labeled as being effective in Korea. In order for CPSH to be effective, it must be planned systematically. Therefore, it is necessary for establishing promotion strategy on the CPSH. SWOT-AHP analysis is used to improve explanation ability of SWOT analysis. In this research, we suggested three strategies and 15 implementation plans of the CPSH using SWOT-AHP analysis. It is expected that the economic feasibility, ecosystem and recovery of fisheries resources will improve significantly. Consequently, to increase the performance of CPSH, it is necessary to focus on the developing an efficient and executive promotion strategy on the CPSH.

• 복식
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• 제54권4호
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• pp.15-26
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• 2004

The study was done to provide domestic fashion multi-shops with basic Information about the distribution and the promotion strategies through an investigation the marketing strategies for domestic multi-shop dealt with imported product only. Data were collected from Interview with a buyer or a staff of marketing department of Domestic Fashion Multi-shop dealt with Imported Product only. The results were as follows： For the distribution strategies, these fashion multi-shops as chosen were all placed in department stores. Their distribution channels were diverse like road shop, shop in department store and shop under direct management of department store. In case of shop in department store, it was common that the shop paid a definite commission to the department store. But S shop was managed directly by a department store as an advanced buying system that department store bought and sold goods and held themselves responsible for overstock. For the promotion strategies, these fashion multi-shops didn't make a definite budget for advertising and publicity contrary to other one-brands. But they attached importance to visual merchandising (VMD) because they had to harmonized the concept of a shop with various brands. Also they concentrated on seasonal fashion show, management of their customers and personal sales.

• 한국컴퓨터정보학회논문지
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• 제10권5호
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• pp.251-258
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• 2005

본 논문에서는 용인지역 IT산업 육성을 목표로 용인지역 IT산업 육성 성공요인 분석 결과 및 중요도를 기반으로 IT산업 성공요인인 창업지원, 기술지원, 경영지원, 법 $\cdot$ 제도적지원을 위한 IT산업 육성전략을 IT산업 지원시설의 집적화, IT산업 지원네트워크 구축, 지역착근 선도기업 발굴 및 육성, 마케팅 및 유통 선진화로 구분하고, 어떤 성공전략을 우선적으로 고려하여 일관성 있게 추진해야 하는지를 IT기업, 행정 공무원, 교수 및 연구원의 측면에서 AHP통계분석 기법을 적용하여 분석하였다. 본 연구결과는 용인지역 IT산업 발전을 위한 정책수립 자료로 다양하게 활용될 수 있을 것으로 판단된다.

• 보건교육건강증진학회지
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• 제32권4호
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• pp.13-23
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• 2015

Objectives: his study was performed to examine whether a community organization strategy had been driven by core values explicit in Ottawa Charter and to give some suggestions for using values in health promotion practice in Korea. Methods: We searched literature online with key words of 'values', 'health promotion', and/or 'Ottawa Charter', etc, and reviewed published papers on design, implementation, and evaluation of Health Plus Happiness Plus Projects in Gyeongsangnam-Do, a community organization strategy. Results: Evident core values since Ottawa Charter had been holistic definition of health, empowerment, community participation, addressing the impact of broader determinants of health, reducing social inequities and injustice, and intersectoral collaboration. A community organization strategy was good at realization of most values. Some ways for value-driven health promotion practice were suggested. Conclusions: More discussion and debate on values in health promotion are needed in Korea.

• 한국의상디자인학회지
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• 제25권2호
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• pp.17-29
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• 2023

The digital environment, which has been rapidly developing since the beginning of the 21^st century, has become more specific due to COVID-19, and marketing strategies are rapidly changing to suit purchasing activities of Generation MZ, whose online purchases are becoming the center of their lives. A public relations agency is generally responsible for all aspects of making a client's product or service visible to the public through various forms of media. Among them, a company that performs only fashion-related tasks is called a "fashion PR agency". Now, the fashion industry is also centered on the e-commerce environment, and various digital marketing strategies have been developed and directly related to sales. This study examined the current status of online media and digital marketing, analyzes the aspects of fashion brand promotion strategies and methods in the e-commerce era, focusing on the work of fashion PR agencies, and suggests the direction of new online and offline promotion methods based on marketing and technological aspects. As a result of the study, first, theories on strategies for online media and digital marketing were examined, and found that the amount of online promotion has recently increased and become more specialized. Second, this study examines the concept of fashion PR agencies and analyzed their main tasks through interviews with fashion PR professionals. Third, based on successful online fashion promotion cases, the study analyzed fashion promotion strategies and methods that are being integrated online and offline in the e-commerce era. The main methods included SNS strategy, content strategy, performance strategy, influencer strategy, and event strategy, and it is suggested that integrated management is necessary for consistent brand image management, and an IMC (Integrated Marketing Communication) strategy, which intensively manages all strategies, should be employed.