• 한국유기농업학회지
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• 제15권1호
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• pp.25-42
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• 2007

Hansalim is a cooperative organization dealing with environmental-friendly/organic products(EFOP), which is pursuing both movement and business. Hansalim consists of producer's organizations and consumer's organizations, and always talks over organization structures and management directions all together. Hansalim has the movement goal of values and a world view for all lives, and so produces, distributes and consumes the EFOP as a way of achieving the goal. Hansalim was founded in 1986, and has about 130,000 members, the total sales of about 93.6 billions, 19 regional hansalims and one logistics center in 2006. Product strategy and promotion strategy are remarkable among green marketing mix of hansalim. Product strategy focuses safety, the environmental intimacy, differentiation and superiority of products. And the characteristics of promotion strategy are spontaneity, the self-control, cooperative spirit, mutual trust and close relationship among producers, consumers and staffs in charge.

• 디지털융복합연구
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• 제6권3호
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• pp.65-73
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• 2008

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

• 한국유기농업학회지
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• 제12권3호
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• 경영과학
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• 제12권2호
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• pp.1-14
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• 1995

Recently Korean textile industry has been in the phase that requires its strategy change from the less-develped country style of the labor-intensive products to the developed country style of the technology-intensive products. It needs to make more efforts to develop the value-added products to meet the customer's various needs. In addition, development of technology, equipment, and design is required to implement its corporate strategy successfully. Although Korean textile companies have currently kept skillful labor and advanced equipments, they are losing their share in the international textile markets. This is mainly because corporate management has not been involved with efficient strategy. Strategy is an adoption of a company to environment by its corporate members, thus leading to the requirement of coordination of the main functions such as manufacturing and marketing. In fact, the coordination of the two departments toward reaching the corporate goal is not easy since the two are interested in different areas, respectively. Manufacturing people show their interests in production capacity, equipment layout, process technology, quality, purchasing, and labor while marketing people, target customer, product mix, advertisement, product specification, and customer service. For this reason, conflicts sometimes happen between the two departments. There are, however, many area that need a horizontal cooperation, for instance, in layout, process technology, product mix, and potential demand. Therefore, reciprocal coordination is necessary for achieving the firm's common objectives. This study was concerned with determining the factors that enhance the competitiveness of textile firms so that they could reach the common goal of the two departments with a horizontal collaboration.

• 안보군사학연구
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• 통권9호
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• pp.141-190
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• 2011

Defense industry as 'a new dynamics of economic growth' policy implies driving policy of defense products' export. The purpose of this study is to suggest suitable strategies to meet with such policy in terms of region and individual nation. The strategies towards advanced region are joint sale strategy for the third countries, extension strategy of trade-off and development strategy of products to exploit niche markets. The strategies towards non-advanced regions are package strategy including exchange of economic development know-how, strengthening strategy of relationships to leading groups in national decision-making processes, exploit strategy of sales market through transfer discard and surplus equipments to other nations, government to government sale strategy towards countries holding low leveled equipment maintaining and management abilities. Finally, successive strategies require leaders' will, active sales diplomacy and active international cooperations of defense industry.

• 유통과학연구
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• 제20권1호
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• pp.109-114
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• 2022

Purpose: The purpose of this study is to confirm that multichannel distribution strategies may be used for cultural and artistic products such as musicals, just as for general consumer goods, through a case study on the distribution strategy for a musical title. In addition, a distribution strategy for cultural and artistic products is proposed based on the analysis of the case. Research design, data, and methodology: Qualitative research methods, such as case study research and in-depth interviews, were used in this study. Results: The case study of the Korean musical Myeongdong Romance confirmed that multichannel distribution strategies may be used for musicals, including performances at theaters, Naver TV screenings (a service linked to an Internet portal), LGU+ screenings (an IPTV and OTT media service), DVD releases, and screenings of recordings of Romance Hall performances. Conclusion: For cultural and artistic products such as musicals, distribution channels can be diversified to incorporate the simultaneous use of multiple channels. New cases involving other cultural and artistic products and services to which this distribution strategy is applicable may be identified, and the strategy may be implemented along with new technologies to reduce costs further.

• 유통과학연구
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• 제18권5호
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• pp.15-23
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• 2020

Purpose: This research focused on the fact that the Internet platform is integral to IoT products such as Smart home and studied consumer buying decisions when products are sold bundled with internet service. Contrary to the sales strategies of telecommunication companies, some companies sell IoT products alone, for example Google, Kakao, and Naver. In this market situation, the sales strategies of Korean telecommunication companies were analyzed with bundling theory and technology acceptance model, then it was conducted to figure out which sales and distribution strategies could affect consumers' purchase behavior. Research design, data, methodology: Data was collected by149 questionnaires from groups who are familiar with IoT smart home systems, then exploratory factor analysis and regression were used to analyze the research model. Results: The results revealed that the perceived ease of use and the perceived usefulness affect the purchase intention of IoT-based products; however, this effect was not found in the case of bundled products. In other words, it is found that selling and distributing Internet services and IoT products together does not affect consumers' purchases. Conclusion: It is suggested that Korean telecommunications companies' existing sales and distribution strategies for IoT products need to be changed according to its characteristics.

• 기술혁신연구
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• 제6권1호
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• pp.128-162
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• 1998

A continuous development of new products is the lifeblood for firms that hope to maintain competency in competitive environments. Ongoing success in these environments is dependent on whether the management can choose or can't chose the proper mix of new product development strategy, new product development process, and organizational structure. Rather than considering the interrelationship among these success factors, however, most previous studies of new products development have examined these issues individually. Moreover, because past research has been unidimensional in nature, there is a lack of knowledge about how new product development strategy, process, and structure could be linked up each other. Consequently, we have no complete perspective of the linkage among new product development strategy, process, structure, and performance. The purpose of this study is to examine the new product development strategy, process, and structure of firms, and explore the effect of each on performance as well as linkage among strategy, process, strategy and structure.

• Asia Marketing Journal
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• 제6권2호
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• pp.69-87
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• 2004

본 사례는 신규 정보통신 서비스인 KT 네스팟의 태동과 첨단기술 기반의 틈새적 서비스로부터 대중적 서비스로 변화하려는 2003년 초까지의 약 1년 6개월에 걸친 마케팅 활동을 소개함으로써 첨단 정보통신 기술상품의 마케팅 전략을 살펴보았다. 첨단 정보통신 기술상품은 제품의 특성상 시장 진입기에서 성장기로 넘어가는 전략이 특히 중요하며, 이를 성공적으로 수행하기 위해 실시한 실제 마케팅 사례를 살펴보았다.

• 한국항만경제학회지
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• 제22권1호
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• pp.105-124
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• 2006

We, in this paper, suggest the Yeosu internationalization strategy for holding the 2012 World EXPO in Yeosu successfully, First of all, we analyze some problems that hinder the internationalization of Yeosu. Our analysis, also, provides several strategic solutions to those problems by foreign direct investment, international trade, hub port development, and international tourism. first strategy is to create a more favorable business environment for foreign investors. Foreign direct investment is the most effective way to internationalize the specific district. Second strategy is to expand the export of small and medium-sized firms in Yeosu. Especially, local firms with agricultural/fishery products have to develop various new products and introduce the effective international marketing strategy. Final strategy is to develop the hub port in Yeosu and the new tourist resources to attract foreign tourists.