• 한국조리학회지
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• 제11권3호
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• pp.56-69
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• 2005

The world is changing so rapidly and being globalized and competitive. Also, food service companies in Korea have been making a speedy growth. In order that food service companies ran take long-term viability, they should introduce the market-orientation concept. Because market-orientation requires to investigate the factors of ever-diversified market environment on a regular basis, they can build up more detailed, practical and differentiated strategies than before. Thus, this study aimed to establish that the strategy of competitive edges based on the concepts could yield excellent marketing performance.

• 정보관리학회지
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• 제13권1호
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• pp.187-203
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• 1996

공공도서관은 비영리 조직으로서 현대의 시대적 조류에 대응하는 도서관의 존재 양식과 사회적 효용으로서의 가치와 새로운 모색이 요청되어 왔다. 본 연구는 공공도서관이 급속한 경쟁 상황에 변화와 극제화 속에서 지역사회의 이익을 극대화하기 위하여 역동적인 정보 봉사로 새로운 서비스 영역 개발 및 미래 공공도서관의 과제를 외국의 사례를 통하여 제시하고자 한다. 비영리조직인 공공도서관에 마케팅 개념을 도입함으로써, 선진 각국에서의 재정적 현상을 극복, 공공도서관이 지향하여야 할 영역을 제시하고자 한다.

• 한국조리학회지
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• 제6권1호
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• pp.57-78
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• 2000

In the 21st century the size of sales of food service business in Korea will be 30 trillion won which means Food service business in Koreas is a mega market, but it is only quantitative growth and might face the limit of growth. At the same time it is predicted that from the academic world Food service business will develop endlessly after IMF condition. Of course I hope so as a member of national. Al though I propose that quantitative side is important, qualitative side must not be disregarded the present and future customer is needs should be met because the 1st goal of company is to achieve a management goal and pursuit profit. The present situation requires a peculiar and specific strategy of its own which can not be followed by competing hotels so that value can be created and buying intention can be occurred after buying. Until now the goal of marketing campaign has been transacted marketing just for closing a transaction, but it must be related marketing which is seeking mutual interests of customer and company. The strategies to attain these goals are : 1) to change from products and service management-focused to customer management and relationship building-focused. 2) to establish a core strategy which needs to be changed from market occupancy of volume expansion to customer occupancy. 3) to change from one-way communication to two-way communication. 4) to change from large scale marketing by company dimension to small scale marketing by sections. If companies focus on core benefit and augmented service to be sought by customers and make every efforts to create a value customer occupancy will increase automatically, the reduction of marketing cost will be followed, and marketing efforts will be much more efficient. In introducing a new product it is still easier to diffuse through the existing customers, and also important market information can be obtained from customers using this close relationship. If this close relationship maintains well customers will say even a trivial inconvenience and complaint and propose an idea of new product. Kotler divides relationship marketing into 5 stages such as Basic, Reactive, Accountable, Proactive, and Partnership. From the 1st stage to the last stage customer management is absolutely important and also in management strategy. The last stage, Partnership can come into the stage which is actively participated in service development and problem solving by customers. so more loyal customers have more successful performance the company attain.

• 수산해양교육연구
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• 제24권6호
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• pp.862-871
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• 2012

The purpose of this paper is to find out the applicability of relationship marketing concept in a professional ship management context primarily on ship management service business. The dramatic growth in ship management industry leads to the intensified competition among professional ship management companies in the world. Thus they have tried to find out ways of ensuring competitiveness to be a market leader in this industry. The fundamental base of marketing is that it involves exchanges. Professional ship management involves a series of transactions and exchanges between client and ship manager. Ship management companies will ensure competitiveness by applying the concept of relationship marketing to real practices.

• 패션비즈니스
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• 제15권1호
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• pp.158-170
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• 2011

The purpose of this study was to examine how recently fashion corporate did use SNS applications for their product promotion strategies as case studies, and to provide what kinds of SNS marketing strategies would be developed for fashion corporate. Specifically, this study was focused on Twitter among SNS applications. For this study, Internet webs, news paper, articles, and other press work were used for resources. Five fashion corporate such as Buckaroo, MLB, North Faces, Kolon, and ABC Mart were analyzed. As the results, first, fashion corporate used Twitter as the marketing tool for their product promotion. Second, they tried to make an increase the numbers of Twitter follower from their customers. Third, Twitter was used for making higher customer loyalty by fashion corporate through a variety of program such as special events, game, music, or viral marketing. However, there were still some limitations on fashion corporate's Twitter usage, compared to other non-fashion corporate. Thus, fashion corporate needs to provide more creative and unique Twitter marketing strategies. Therefore, based on these results, fashion brand merchandising marketing strategies of fashion products would be provided from this study.

• 한국생활과학회지
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• 제18권1호
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• pp.237-245
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• 2009

The purpose of the study is to investigate how much customers' environmental consciousness and perception of environmental marketing in the fast food company affect their purchasing intention. Out of 420 questionnaires, 394 were analyzed by SPSS/WIN12.0 for the study. The results are as follows: the more environmental consciousness customers have, the more consumers understand environmental efforts of fast food companies. Second, consumers agree that fast food companies have a responsibility for environmental problems. Third, significant factors related to environmentally friendly marketing are found out. In other words, social psychological factors are more useful than demographic factors drawn from previous studies. Therefore, the empirical study would provide evidence for customers being interested in environmental marketing and valuable data for marketers who will approach environmentally friendly fast food market in the future.

• 한국병원경영학회지
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• 제20권3호
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• pp.64-73
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• 2015

Medical tourism in Korea has been rapidly grown for last couple of years, based on exclusive support from Korean government. About 60,000 foreign patients received medial services in 2009, an initial stage of entering medical tourism business, and the number of foreign patients received medical services in Korea hiked to more than 266 thousands in 2014, which is showing 34.7% of annual average increase between 2009 and 2014. Diversification of target markets and service areas contributed on this remarkable growth. This paper describes current status of medical tourism in Korea as well as various supports from government for the growth of medical tourism. In addition, the paper presents approaches for brand marketing, by utilizing 7Ps, the marketing mix (a.k.a. service mix), in order to increase awareness and competitiveness of medical services of Korea in global market.

• 벤처창업연구
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• 제2권1호
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• pp.109-131
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• 2007

본 연구는 위탁급식전문업체의 내부마케팅 활동에 대한 실태를 조사하고, 또한 현재 수행하고 있는 내부마케팅 전략의 효과를 분석하고자 하였고, 조사는 위탁급식전문업체 10곳(대기업 6곳, 중소기업 4곳)을 대상으로 2002년 10월 12일부터 11월 2일까지 수행되었다. 내부마케팅 전략에 대한 효과 즉 중요도 및 수행도 조사결과, 중요도는 높으나 수행도가 낮았으며 위탁급식전문업체에서 중점을 두어야 할 항목은 휴직제도와 고충처리제도였다. 내부마케팅 전략에 대한 중요도 분석결과, 직급(점장, 영양사, 조리사)에 따라 내부마케팅 유형별로 유의적인 차이를 보이지는 않았지만, 서비스 교육과 위생교육, 정기면담제도, 우수사원 포상제도, 성과급지급, 휴일근무수당지급, 직책수당지급, MBO실시 항목에서 직급 간에 유의적인 차이를 보였다. 기업규모에 따라서는 내부마케팅 유형중 휴가제도에서 대기업과 중소기업간의 유의적인 차이 가 있는 것으로 나타났고 나머지 유형은 유의적인 차이를 보이지 않았다. 내부마케팅 세부항목중 유의적인 차이를 보인 항목은 외부위탁 교육후 실적반영, 병가, 권한위임에 대한 항목들이었고, 중요도에 대한 평균점수는 중소기업 종사원들이 대기업 종사원들에 비해 더 높은 것으로 나타났다. 교육수준에 따라서는 내부마케팅 유형 중 교육제도와 보상제도 부분에서 유의적인 차이를 보였고 교육수준이 낮을수록 내부마케팅 전략에 대한 중요도 인식이 높은 것으로 나타났다. 내부마케팅 전략에 대한 수행도 분석 결과, 직급에 따라서는 내부마케팅 유형중 교육제도, 휴가제도, 보상제도, 복리후생제도 부분에서 유의적인 차이가 나타났고, 직급간의 수행도 인식에 대한 평균점수는 점장, 조리사, 영양사군의 순으로 나타나 영양사군에서 수행도에 대한 인식이 가장 낮은 것으로 나타났다. 기업규모에 따라서는 내부마케팅 모든 유형에서 대기업과 중소기업간에 유의적인 차이를 보였고, 대기업에서 가장 수행도가 떨어지는 유형은 커뮤니케이션이었고, 중소기업은 복리후생 부분이었으며, 아직까지는 중소위탁급식전문업체가 대기업에 비해서 내부마케팅 전략의 수행도가 많이 떨어지는 것으로 나타났다. 위탁급식전문업체는 기업규모별로 종사원들의 특성에 따른 요구도를 분석하여 세분화된 내부마케팅 전략을 기획하는 것이 필요할 것으로 사료된다.

• 정보관리학회지
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• 제28권4호
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• pp.221-242
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• 2011

본 연구를 위하여 공공도서관의 경영과 서비스에 영향을 미치는 대학 입시제도의 변화와 국내 사교육시장의 실태를 분석하였다. 분석결과 우리나라에서는 미국, 유럽 등 선진국에서는 사례를 찾아보기 어려운 다양한 경쟁적 요소가 도서관서비스 시장에 존재하고 있음이 밝혀졌다. 이들은 도서관 입장에서 보면, 소속된 지역과 업무현장에서 자연스럽게 경쟁관계가 성립되어 상호 조직의 발전이 제한될 수 밖에 없으며, 결국 도서관 마케팅 측면에서 새로운 관계 정립이 필요하다. 도서관의 '영어도서관프로그램'을 새로운 서비스 확장 사업으로써, 마케팅레버리지(marketing leverage)로 활용하여 도서관이 공공기관으로서 의 단단한 입지와 도서관서비스 품질에 대한 만족도를 한층 더 높일 수 있도록 도서관 2곳을 선택하여 장서개발과 프로그램 운영 경험을 통해 모형을 고안, 제시하였다.

• Asia Marketing Journal
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• 제2권3호
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• pp.90-103
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• 2000