• 지식경영연구
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• 제16권4호
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• pp.109-132
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• 2015

We examine offline and online channel sales of experience goods, and compare and contrast the sales patterns of existing products and new products between channels. To this end, we obtain the channel-specific time-series sales data from the leading company selling beauty products, both offline and online. By applying the Vector Autoregressive Model, we empirically find out how the relationship between existing products and new products changes between the shopping channels. Our empirical findings are as follows. First, the sales effects from existing products to new products are significantly positive at both offline and online channels, and this positive effect is greater in the offline channel than in the online channel. Second, the influence of new products on existing products is more positive in the offline channel than in the online channel. Third, the impact of existing products sales on new products sales is greater than that of new products on existing products. Lastly, the inertia effect, the effect within the same shopping channel and the same selling product, is significantly positive in the offline channel but not in the online channel, and this asymmetric inertia effect emerges as we focus on experience goods. Moreover, the impulse response function analysis provides the three important implications. First, companies should pay attention to the same channel but different types of products. Second, the offline channel is more vulnerable to market shock than the online channel. Third, new products sales vary by existing products sales to the greater extent, compared to the opposite relationship. We believe our study contributes theoretically and practically to the fields of marketing and knowledge management.

• 지식경영연구
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• 제17권3호
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• pp.45-64
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• 2016

As the digital retail environement becomes prevalent, consumers are given greater opportunities to make purchases across physical and digital boundaries. Prior research emphasizes that the attractiveness of the digital or online channel is relatively determined by spatial specifics of physical locations. The overall market trend combined with prior research suggests that understanding spatial specifics becomes a key to managing both offline and online sales performance together. In this study, we focus on geographic variation in sales performance through offline and online channels and aim to investigate the channel-level sales difference between central and subsidiary areas. To this end, we obtain sales data of skincare and makeup products from a leading cosmetic company. Next, we examine spatial autocorrelations in data and then employ the spatial error models to study the effects of spatial specifics. The empirical findings are as follows. First, there are significant differences in category-specific and channel-level sales between central and subsidiary areas. Second, Moran's I statistics demonstrate the spatial autocorrelations of each variable. Third, spatial error models outperform simple regression models with lower AIC values. Finally, spatial specifics play a greater role in understanding online sales in subsidiary areas whereas they exert greater influence on offline sales in central areas. We believe our study advances the related theory and knowledge of multi-channel retailing and also contributes practically to location-dependent multi-channel strategies and sales data analytics.

• 한국유통학회지:유통연구
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• 제2권1호
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• pp.59-85
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• 1997

The automobile industry in Korea has grown to the fifth in the world in terms of production capacity. In spite of the production growth, the marketing aspects such as distribution and customer service in the auto industry are still behind the world-class. Thus, the major purposes of this paper are as follows. The first is to analyze competitive structure of the industry and to compare distribution strategies of the major auto firms(Hyundai, Daewoo, and Kia). The second is to theoretically explain the transition from the vertical marketing system to the dealer system using transaction cost analysis. The third is to compare auto distribution channels in Korea with those in the U.S. and Japan. Finally, an optimal channel stucture in the auto industry is suggested after reviewing five alternative channel structures such as corporate-owned VMS, sales-specializing firm, multiplex system(VMS+limited dealer system), dual sales channel, and advanced dealer system. In the short-run, sales-specilizing firm was suggested as an optimal channel system to enhance customer satisfaction by integrating sales and customer service. In the long-run, advanced dealer system through regional differentiation was desirable for an optimal channel structure by organically integrating new car sales, used car sales, and after service to provide total marketing service to customers.

• 유통과학연구
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• 제18권1호
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• pp.5-13
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• 2020

Purpose: The purpose of this study is to examine the growth and change process of Korean cosmetic market that has grown more than three times since 2000. It also examined how the growth and decline of the cosmetics brands are related to the change of the cosmetic distribution structure. Research methodology: This study tried to classify the change of the Korean cosmetics market into four stages based on the market sales information. It analyzed the sales information of Korean cosmetic companies and the relationship with the sales of the brands by distribution channel. Results: One-brand store channel had played a leading role in the market growth, and multi-brand stores have grown and a number of brands also grew through that channel since 2013. Since 2016, multi-brand stores have continued to grow and have dominated the market beyond one-brand store channel. Conclusions: The changes in sales of domestic cosmetics companies have been classified based on the distribution channel type in four stages: the emergence of one-brand store, the growth of one-brand store channel, the growth of multi-brand store channel, and the decline of one-brand store channel. In conclusion, multi-brand store channels have recently grown in the Korean cosmetics market, and this trend is expected to continue.

• Asia Marketing Journal
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• 제21권2호
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• pp.73-98
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• 2019

As information and communication technology continue its remarkable development, the exchange of information online becomes as prevalent and frequent as face-to-face communication in daily life. Therefore, the management and application of WOM (word of mouth) practices will become more important than ever to companies. Currently, there are various types of communication channels for online WOM, and each channel has its own unique traits. Most of the previous research studies online WOM by examining the information inside a single communication channel, but this research chooses two different communication channels and analyzes the effects of online WOM with each channel's unique characteristics. More specifically, this research focuses on the expectation that the effects of information from Twitter and blogs on product sales may differ because Twitter and blogs, two different communication channels for online WOM, have their own unique traits. Our particular aim is to perform an in-depth examination on the effects of communication channel's volume and valence on product sales, two important attributes of online WOM. Furthermore, while most of the empirical research focuses on online WOM and analyzes its effect on markets of temporary experience goods, such as movies and books, this research highlights focuses on the automobile market, a durable goods market. The results of our analysis are as follows: First, regarding blogs, a positive valence significantly and positively affects the sales of products, and this result indicates that consumers are influenced more by the emotional aspect of a product presented in a post than by the number of blog posts. Second, regarding Twitter, the volume of online WOM significantly and positively affects sales, an indication that as the number of posts increase, the sales increase. Through this research, we suggest that even those firms that sell durable goods can increase sales through the management and application of online WOM. Moreover, according to the characteristics of communication channels, the effects of online WOM on sales differ. As a practical implication of this research, we suggest that companies can and should create marketing strategies appropriate to their targeted communication channels.

• The Journal of Asian Finance, Economics and Business
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• 제7권5호
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• pp.205-216
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• 2020

This study seeks to empirically analyze the effects of core self-evaluation and adaptive selling behavior on sales performance for female salespersons engaged in door-to-door sales through the face-to-face channel in the wellness industry. This study seeks to examine the importance of adaptive selling, through, salespeople derive appropriate strategies in response to market changes. For female salespeople who use face-to-face channels, this study empirically investigated the relationship between core self-evaluation and adaptive selling, and effects on sales performance. A 31-item survey was constructed, based on prior research. We selected six door-to-door sales companies in South Korea and conducted one-to-one interviews with female salespeople in the Seoul metropolitan area and analyzed 208 pieces of significant data. Results demonstrated that among the core self-evaluation factors for female salespeople, self-esteem, self-efficacy, and neuroticism had an effect on adaptive selling factors, while locus of control did not. These factors were found to affect sales performance through the mediating role of adaptive selling. Improvements in the adaptive selling capabilities of female salespeople in charge of face-to-face channels positively affected sales performance. Management efforts are required to enhance self-esteem, self-efficacy, or neuroticism. These results suggest that companies should support enhancing individual adaptive selling capabilities of their salespeople.

• 한국의류학회지
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• 제25권6호
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• pp.1122-1130
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• 2001

Recently the importance of distribution channel design has been focused on due to a turbulent environment. The channel design strategy involves the choice of an optimal channel arrangement including channel width, channel depth, the types of intermediaries to be used, and the specific responsibilities of each channel member. The purpose of this paper is to investigate changes of distribution intensity in the infant & children's wear brand from 1997 to 1999, when Korea has faced changes before and after IMF intervention that influenced the Korean economy greatly. Thus, this study provides channel managers with some guidelines for establishing and adjusting the infant & children's wear channel strategies. The data is collected by the Korean Fashion Brand Annual published by Apparel News Co., from 1997 to 1999. infant & children's wear brands are selected and analyzed with Pearson correlation. Statistic analysis has shown different results in the type of brands in terms of distribution intensity. The type of brands between infant's wear and those for children differ in price and launching period. In the case of infant's wear brands, the launching period and total sales should be considered in designing channel distributions, while for children's brands total sales are significant. As the price increases, children's wear brands are significantly linked to their distribution intensity only in certain times at the starting point of IMF intervention. IMF intervention do not seem to influence the distribution intensity of infant's wear brands much as it did children's wear brands. It seems that the infant's wear industry is more stable than the children s wear industry. As a result, the marketer who plans distribution intensity for the infant's and children's wear brands should consider total sales, the launching period and the price according to the type of brands he deals with.

• 한국유통학회지:유통연구
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• 제17권4호
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• pp.29-53
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• 2012

제조업체와 유통업체의 판매촉진 구사가 증가하면서 이들 사이의 바람직한 판매촉진 비용 분담 방식에 대한 관심도 증가하고 있다. 특히 유통업체 점포를 방문하는 소비자의 비계획구매 요소는 유통업체에게 명시적 잉여를 제공하지만 제조업체에게는 그렇지 않다는 점에서 이를 고려한 판매촉진 비용 분담의 방향 제시가 필요한 것이 현실이다. 문제는 유통업체 방문 소비자의 점포내 비계획구매 요소가 있을 때 제조업체가 어떻게 대응해야 하는지에 대해서는 충분한 설명이 이루어지지 못하고 있다는 점이다. 이러한 문제의식에서 본 연구에서는 유통업체 점포내 비계획구매 요소가 있을 때 제조업체가 구체적으로 공동 판매촉진 행동을 어떻게 전개해야 하는지 조명하고 있다. 본 연구의 주요결과는 다음과 같다: (1) 유통업체 점포 방문 소비자의 비계획구매 수준이 증가할수록 채널 전체의 판매촉진 수준은 높아지고, 제조업체의 비용 분담액도 커진다. (2) 유통업체 점포 방문 소비자의 비계획구매 수준이 증가할수록 채널 전체 판매촉진 비용 중에서 제조업체의 판매촉진 비용 분담 비중은 낮아지고, 유통업체의 판매촉진 비용 분담 비중은 높아진다. (3) 제조업체 이익은 유통업체 점포 방문 소비자의 비계획구매 수준인 b의 증가함수이다. (4) 유통업체가 소비자의 비계획구매 대상 제품을 조달하는데 소요되는 비용 수준이 증가할수록 유통업체 점포 방문 소비자의 비계획구매 수준 증가에 따른 채널 전체의 판매촉진 수준 증가 정도, 제조업체의 판매촉진 비용 분담액 증가 정도, 유통업체의 판매촉진 비용 분담 비중 증가 정도, 제조업체 이윤 증가 정도가 낮아진다.

• 패션비즈니스
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• 제22권5호
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• pp.83-95
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• 2018

As the paradigm of fashion retail industry moves rapidly to the multi-channel, the role of shop master has changed as well. Therefore, the purpose of this study is to examine in-depth the changing role of shop masters in multi-channel retail paradigms. In-depth interviews were conducted, and all interviews were recorded with permission. Seven shop masters participated in in-depth interviews. All of them were sales specialists, with more than 10 years working experience, at department stores. Results of this study are as follow: First, the roles of a multi-channel shop master include store management, management of sales associates, customer relationship management, and management in relation to the headquarters and suppliers. Second, the most important competencies of shop masters are to forecast future demand, establish information networks, communicate well with others, and create a work environment resulting in higher productivity.

• 한국정보과학회:학술대회논문집
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• 한국정보과학회 2003년도 봄 학술발표논문집 Vol.30 No.1 (A)
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• pp.785-787
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• 2003

오늘날 기업의 판매형태는 Channel Partner를 통한 간접판매가 50%이상을 점유하고 점차 증가 추세에 있다. 이러한 판매형태를 지원하고 기업의 이익 극대화를 위해 Internet 기술을 이용한 가망 수요정보의 효율적 관리가 중요한 이슈로서 대두되고 있다. 본 논문은 Web을 통해 포착된 Sales Leads를 Channel Partner들을 통해 실제 판매로 연결시켜주는 기능을 담당하는 Lead Management 시스템 (LM)의 기능을 Rule기반으로 구축하여 Dynamic Market에 신속하게 대응함으로써 Vendor 와 Partner간의 상호 Win-Win 결과를 얻을 수 있는 방안을 제공하고자 한다.