• 유통과학연구
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• 제7권1호
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• pp.35-53
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• 2009

본고는 홈네트워크 시장에 대한 관심이 증대되고 있는 가운데 이미 건축된 주택(기축시장)을 대상으로 영상전화기(비디오폰)의 판매활성화 방안을 찾는데 목적을 두고 있다. 최근 가전, 네트워크장비, 통신서비스업체들은 새로운 시장을 보며 홈 네트워크에 관심을 가지고 있는데 대부분의 홈네트워크 시장은 신축 고급아파트를 중심으로 활성화되고 있다. 신축시장의 경우 최종고객의 선택권이 없기 때문에 건설 회사를 통해 영업.마케팅을 해야 한다. 그래서 신축시장은 개별적인 수요파악이 어려워 판매활성화를 통해 수익을 창출하는데 에는 한계가 있다고 판단하여 기축시장을 대상으로 향후 수요가 서민주택으로까지 확대될 것에 대비해 기능이 단순하고 가격이 저렴한 보급형 비디오폰 시장개척에 더 많은 노력이 요구된다고 할 수 있다. 이러한 이유로 본고에서는 비디오폰의 개념과 시장동향을 분석하고, 유통경로형태와 A/S 처리시스템을 파악하며 기축시장에 적합한 비디오폰 판매활성화 방안을 모색하는데 그 목적이 있다.

• 통상정보연구
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• 제7권3호
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• pp.195-212
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• 2005

International trade has been changed from traditional trade to e-trade due to the fast expanding of information technology like e-marketplace, EDI (Electronic data interchange) using Internet since mid of 1990's. e-Trade, as a new trade method, could handle every trade procedure such as market research, contract, customs clearance, logistics and payment using IT like internet without restriction of time and space. The evolution of transaction-based business model is upon us. The business models of many e-Marketplace in their early stages have typically been based on transaction fees. Many e-Marketplaces have even called out transaction revenues as a core element of their business plans. The transaction business represents the most simple of business models, but it does not provide a long-term sustain able advantage. For buyer's convenience, wide selection and test price hold appeal. For suppliers, the extended global market reach and direct access to customers and consortiums of customers is powerful. To maximize leverage of these new e-marketplace, you must from both a buyer perspective as well as a supplier perspective. Also required is a strategy that takes in account all of the various e-Marketplace transaction standards and one that allows the easy accomodation to new e-marketplace as the market change. These new e-marketplace will need to be factored into the sales channel strategies. To be successful, integration with these e-marketplaces should occur at a complete business process level. This study would suggest on the role of buyers and sellers for e-trade which could maximize effect of e-trade in order to cope with rapid changing IT environment and global trade environment. Therefore, this study suggests top priority tasks for implementing on the specialization strategy of e-trade process.

• 한국의류학회지
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• 제30권1호
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• pp.1-11
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• 2006

The purpose of this study was to analyze the current CRM situation in Korean apparel industry. Specifically, research purposes were 1) to examine the concepts and benefits of CRM, 2) to examine CRM strategies, 3) to analyze CRM system(i.e., customer relationship management service, customer segmentation criteria, DB management system), and 4) to analyze the potential problems and CRM adoption plan. The subjects for this research were thirty CRM managers in Korean apparel firms classified by the company type(woman's wear, man's wear, casual wear, children's wear, retailer) interviewed from December 2003 to March 1004. The results of this study were as follows: First, the concept of CRM represented the prime customer relationship, continuous consideration, and customer management system. The benefits of CRM reflected re-sales, improvement of profit share, and acquisition of customer's data base. Second, concerning the CRM strategies, most companies focused on persistent customer management through mileage program, membership cards and also implemented product strategies such as demand forecasting, customization based on customer data analysis. We also found that industry preferred to use pricing strategies, for example, segmentation of customer through discrepancies of price in which customers are provided by discount and gift voucher services. Regarding distribution strategy, channel diversification, localized service, and convenient delivery system were used. As promotion strategies, they chose celebrating customers' personal events and promoting cultural events and issuing coupons. Third, regarding CRM system, information service was the most frequently adopted, important and highly beneficial category. Also POS/web-POS, homepage were main sources of information. RFM is the mostly commonly used customer segmentation criteria. Fourth, potential problems in CRM adoption were lack of CRM knowledge and performance measurement of CRM. Future CRM adoption plan included CRM education and development of CRM performance measures.

• 한국컴퓨터정보학회논문지
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• 제15권6호
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• pp.147-152
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• 2010

인터넷이 주요 마케팅과 영업의 통로로 사용됨에 따라 검색 엔진 결과의 상위 순위가 웹 사이트들 사이의 핵심경쟁대상이 되어가고 있다. 검색엔진에서 웹사이트의 상위 순위를 유지하기 위해 다양한 방법이 존재하며 일반적으로 유기적인 코딩이나 검색엔진 최적화에 많은 비용을 투자한다. 본 논문의 목적은 웹사이트 가시성을 충족하지 못할 경우 검색엔진색인에서 순위가 뒤떨어지거나 완전히 제거될 수 있기 때문에 검색엔진 최적화(Serch Engine Optimization : SEO)를 위해 웹사이트 가시성을 고려하여 웹페이지를 설계할 때 부정적 요소로써 제거되어져야 할 요인들을 인식하여 순위를 제시하고자 한다. 본 논문에서 제안한 웹사이트 가시성의 부정적 요인을 인식하고 순위를 결정한 실험은 기존의 웹사이트 가시성 분석 모델을 기반으로 이론과 실험을 통해 제공되어졌다. 본 논문에서 분석된 모델들은 각 모델의 방법론을 기반으로 점수로 표현되거나 계량화되었으며 실험을 통해 부정적 요인으로 10개의 항목이 선정되어 높은 점수로 순위가 결정되었다. 따라서 웹사이트를 설계할 때 부정적인 요인들인 높은 순위의 항목들을 배제하여 설계함에 따라 웹사이트가 검색엔진 색인 대상에서 제거되지 않도록 고려되어져야 한다.

• 한국식품저장유통학회지
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• 제16권4호
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• pp.490-498
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• 2009

This study attempted to examine the profitability and marketing costs of seed potato under contract farming system of BADC (Bangladesh Agricultural Development Corporation) with the help of primary and secondary data. Total 45 contract farmers were randomly selected. Attempts were made to calculate costs, returns and profitability of seed potato production under contract farming system, and to identify marketing channels of seed potato. The field level data were collected by a farm survey during the months of April 2005 through direct interviews with contract farmers and registered dealers using a structure survey questionnaire. The results showed that the gross return per hectare was Tk. 252,464 for all categories of farms. Cost of seeds, fertilizers, pesticides, irrigation and human labor were critical inputs for profitability of seed potato. Cobb-Douglas production function analysis was used to determine the effects of the key variables to seed potato production under contract farming system. The elasticity of seed potato production was at 0.727 for all categories of farms. The findings exhibited that the summation of elasticity of different inputs for seed potato production was less than one, implying that the production function exhibited decreasing returns to scale. Registered dealers and Upazila Sales Centers were involved in seed potato marketing formed a straightforward marketing channel. The total marketing costs of registered dealers were Tk. 759.49 per ton of seed potato. The net marketing margin of registered dealers was estimated at Tk. 465.51 per ton of seed potato. The selected contract farmers and registered dealers faced a number of problems and some of recommendations were suggested.

• 정보보호학회논문지
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• 제18권6A호
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• pp.151-162
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• 2008

인터넷 기술과 멀티미디어 기능의 발달로 인하여 디지털 콘텐츠는 새로운 성장 산업으로 주목받으며 다양한 경로를 통해 빠르게 보급되고 있다. 한 예로, 국내 디지털 콘텐츠 산업의 매출 규모 또한 2003년 이후 연평균 14.7%의 높은 성장률을 기록하고 있음에도, 정보 공학의 역기능 측면(저작권 침해, 부적합한 콘텐츠의 범람, 명예 훼손과 프라이버시의 침해)이 주요 문제로 대두되고 있다. 본 논문에서는 앞서 제시한 디지털 콘텐츠 유통 시 문제점을 해결하기 위하여 인터넷 환경 내 신뢰할 수 있는 디지털 콘텐츠 유통 아키텍처 (TDCDA)를 제시하였다. TDCDA는 콘텐츠 배포 시 신뢰성 확보와, 디지털 콘텐츠의 무결성 및 저작권 보호 메커니즘을 통한 안전한 콘텐츠 유통 방안을 소개하였고, 마지막으로 TDCDA의 알고리즘과 적용 방안을 제시함으로써, 실 웹 기반의 컴퓨팅 환경 내 활용 방안을 타진하였다.

• 복식문화연구
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• 제30권2호
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• Journal of Korea Trade
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• 제25권3호
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• pp.153-168
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• 2021

Purpose - In this study, we aim to explore new distribution strategies for sustainable growth in the era of the 4th industrial revolution, focusing on SMEs (small and medium-sized enterprises) in Korea, and suggest ways to upgrade the government's official distribution channel to the next level. Design/methodology - First of all, this paper explored the prior research, the current status of sales support for SMEs, and the changes in the distribution industry due to COVID-19 pandemic. Based on Moon (2016)'s ABCD strategic model - Agility, Benchmarking, Convergence, and Dedication, the study then derived directions in which official distribution channels should move and the new distribution strategy for Korean SMEs to secure competitive advantage. Findings - First, in terms of 'Agility', in order to upgrade official distribution channels, which are currently at some competitive disadvantages compared to private distribution companies, we must quickly introduce technologies for the 4th industrial revolution, such as AI, Big Data, etc., and establish precise strategies to strengthen the capabilities of SMEs. Second, in terms of 'Benchmarking', the use of "Chamelezones" has been increasing to enhance the competitiveness of offline stores in line with recent ontact trends. Therefore, official distribution channels should also benchmark such cases, strengthening their competitiveness by utilizing offline spaces more efficiently and effectively. Third, in terms of 'Convergence', in line with the rapidly changing trend of the times, official distribution channels should also promote active partnerships with media commerce, e-commerce and ICT platforms, as well as cooperation with private retailers, and focus on creating synergy effects through them. Finally, from the perspective of 'Dedication', digitalization should be promoted step by step, finding the sector that can accelerate digital among the value chains of official distribution channels, and continuing to discuss how to digitize it realistically. Originality/value - Based on this analysis, we have presented strategies and implications for innovating official distribution channels for SMEs, which will contribute to enhancing the competitive advantage of official distribution channels in the post COVID-19 pandemic era.

• 패션비즈니스
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• 제26권4호
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• pp.64-82
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• 2022

This study aimed to explore fashion technologies for small-scale designer brands and reveal the priorities of the derived fashion technologies. Interviews were conducted with owners of 15 designer brands to explore fashion technologies needed in the field based on the business operation stage (study 1), and an online survey of owners of 61 designer brands was conducted to verify their priorities (study 2). A total of 12 fashion technologies were derived from study 1, including 2 market analysis stages, 6 season planning stages, and 4 product operation stages. In study 2, importance and satisfaction were measured with 12 fashion techniques derived from study 1, and importance-performance analysis (IPA) was performed. The technologies of product management with image tagging and sales channel matching were considered to be the fashion technologies that should be developed first. Second, in the case of maintenance, demand prediction and price determination were applicable. Third, over-effort avoidance was revealed through market analysis and design generation. Finally, in automatic product detail page creation and digital marketing, development was the lowest priority. The results of this study are expected to provide insight into priority areas for fashion technology developers and policy departments providing emerging brand support.

• Asia Marketing Journal
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• 제14권3호
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.