• Asia Marketing Journal
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• v.15 no.1
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• pp.1-22
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• 2013

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product 'luxurious' in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as "the ambassador of modern Chinese style". It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the "Paris of the East", and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became "souvenir-like" must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofitable. Revitalizing: After its purchase by Richemont in 1998, Le Masne de Chermont was appointed to lead the company, reposition the brand and undertake some major strategic changes such as revising the "Shanghai Tang" designs to appeal not only to Westerners but also to Chinese consumers, and to open new stores around the world. Since then, Shanghai Tang has become synonymous to a modern Chinese luxury lifestyle brand.

• International Journal of Aeronautical and Space Sciences
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• v.12 no.2
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• pp.156-162
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• 2011

The preliminary design stage of helicopters consists of various operations and in each operation design several detailed analysis tasks are needed. The analysis tasks include performance and the required power estimation. In helicopter design, those are usually carried out by adopting the momentum theory. In this paper, an explicit form of computational analysis based on the blade element theory and uniform/non-uniform inflow model is developed. The other motivation of the present development is to obtain trim and required power estimation for various helicopter configurations. Sectional and hub loads, power, trim, and flapping equations are derived by using a symbolic tool. Iterative computations are carried out till convergence is achieved in the blade response, inflow, and trim. The predictions regarding the trim and power estimation turn out to be correlated well with the experimental results. The effect of inflow is further investigated. It is found that the present prediction for the lateral cyclic pitch angle is improved with the non-uniform inflow model as compared to that by the uniform inflow model. The presently improved trim and power estimation will be useful for future helicopter sizing and performance analysis.

• Korean journal of communication and information
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• v.46
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• pp.420-448
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• 2009

This paper aims at advancing the understanding of human communication by reflecting the role of the consciousness of time in television communication. As the past, the present and the future are not independent realities, but co-exist in the human consciousness, the 'experience' and the 'expectation' are used as two essential conceptual tools which explain the mechanism of operation of the consciousness of time. The man anticipates the future based on the experience updated in the present, and chooses a present action and feels an emotion according to the expectation. The consciousness of time is extended to the symbolic instrument of time and the dominant vision of the world in the process of the socialization. The role of the consciousness of time in television communication is analyzed in both genres of information and fiction based on the media characteristics of television. The information and the fiction genres oppose to each other according to their relationships to the reality, but it turned out that their effects of communication such as enjoyment and novelty depends in common on the way of using the televiewer's consciousness of time.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.3
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• pp.560-570
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• 2016

A landmark is a representative image of a given region that impresses distinct regional characteristics upon visitors. As such, there is a need for each local government to develop a symbolic landmark. We investigated examples of landmark development intended to promote regional revitalization in hopes to provide a basic guideline for developing future landmarks, related tourism products, and tourism promotion policy. Aomori prefecture in Japan was selected as a site for a field study. For a long time, Japan has tried to internationalize and revitalize its provincial regions by establishing various tourism policies. In order to foster the tourism industry in rural areas that are behind in development, Aomori prefecture sought to promote local revitalization through the development of tourism products and cultural space centered on a landmark. Based on this example, we can summarize the conditions for successful landmark development as follows. First, in deciding on the symbolism or the design of a landmark, we must fully investigate and understand the given region and invest sufficient time and funds. Second, we must consider the accessibility of the landmark and make sure its surroundings can also serve as a tourist attraction element. Third, in order to increase the value of visiting a landmark, it is important to provide a variety of things to see and enjoy both inside and outside of the landmark, which can be achieved through continuous operation and management of amenities and diverse programs.

• Convergence Security Journal
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• v.13 no.2
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• pp.3-13
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• 2013

School violence that have occurred recently, showing a tendency to collectivization and diverse types of violence, as well as the quality and increase the damage levels. School violence in the home, school, and social factors, but is caused by the lack of awareness about the violence and the reporting of consciousness due to poor acts of violence indirectly assisted. The only place violence has caused the school to establish the legal and institutional arrangements in order to minimize school violence have no choice but to limit its effectiveness is negligible. The problem of school violence in connection with the problem of juvenile crime prevention and control, and punishment should be made of the complex and layered. Operation and School police system, School safety keeper system, school sheriff system since 2005, each municipality in order to minimize school violence, but have no practical help to limit the visible and symbolic effects. Nonexistent professional staff of the institution or school safety monitors emphasis on monitoring the physical state of the system in the form of 'guards' departure inherently have limitations. Also, to prevent criminal acts or violence in the state is not given special privileges and the appropriate role for the school keeper is a problem with the system. Report no other role can not be expected. Should therefore be preceded by a systematic improvement and training of experts in order to prevent school violence, and home and school, in terms of social support and measures.

• Journal of architectural history
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• v.16 no.6
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• pp.67-86
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• 2007

Choseon Dynasty, from many aspects, saw the institutional establishment of its royal palaces in the 17th and 18th century, with 'donggwol (east palace)' as the most representative form in the era. In that period, palaces were managed in the best way that fits the royal etiquette and order to maintain the Confucian framework of the times. While the royal palace was the place for the king to conduct state affairs, it was also a compound for the royal family to lead a life in. Since the royal family was also based on the Confucian system, women in the royal palace seldom revealed their existence to outside world. Yet daebi,(a Queen Mother) who was often called 'dongjo,' enjoyed the highest level of honor not only as a member of the royal family but in the hierarchical order of the dynasty. As they often engaged themselves in political affairs, daebi raised their reputation through rites and rituals. So, in the 16th century, they largely used Changgyeong-gung palace in the eastern part of the royal compound since they sometimes had to go out of the royal residence. While it was called 'dongjo' because it was seated in the eastern part, it was also used as a word symbolizing daebi. And, therefore, it has become a general principle of royal palaces to build the palace for daebi in the eastern wing of the compound. However, the residence for daebi was not always built in the eastern part in the 17th and 18th century and, instead, edifices for daebi were sometimes erected in several points within the royal compound. Beside, daebi's residence in this period had additional spaces for ceremonies since they had a number of official events there. Construction of daebi's residences in this era was not confined to the symbolic institutions and they became the peculiar palaces with specific characteristics for official ceremonies of the queen mothers. Consequently, it could be said that the architectural style of dongjo, which was the place of the supreme female in the hierarchical order, stemmed from donggwol where daebi spent the longest time of the royal life.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.779-785
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• 2023

In the creation of non-verbal dance performance, stage costumes are an important element of visual expression and serve an expanded role in addition to its fundamental decorativeness, representation of status reflective of the historical setting of the act and functionality for the dance movement. We intends that the purpose of this research is to analyze the expanded role of the costumes in the creative ballet <'That' Girl>, and through this exercise, provide foundational data on and suggest new future directions for stage costume design. <'That' Girl> is composed of two acts, offering condolences and eliciting empathy by conveying the fear experienced by the victims of the time. The second dance act representing freedom and "Haan" requires this expanded application of costume design. The costume design was inspired by the "Statue of Peace" representing comfort women, and completed through three draft designs and material experiments testing the ease of operation of the strings and fabrics installed in the costumes as well as the functionality of the associated ballet movements. In conclusion, expansion of time & space, expansion of form and expansion of symbolic expression were shown in the dance of liberation using strings wrapped around the arms and through the cloth embodying 'Haan' hidden in front of the costume.

• Korean Journal of Heritage: History & Science
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• v.55 no.1
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• pp.281-304
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• 2022

Heungdeokjeon was the first pavilion built on the site of Sueocheong during the expansion of Gyeongungung. In this study, we tried to clarify the specific construction process of Heungdeokjeon, which was used for various purposes such as the copy location for Portraits of ancestors, temporary enshrinement site, and the funeral building for the rest of the body, which is Binjeon. In addition, we tried to confirm the historical value based on the characteristics derived by the history of the building and the rituals performed. Heungdeokjeon began to be built in the second half of 1899, and is estimated to have been completed between mid-February and mid-March 1900. It was a ritual facility equipped with waiting rooms for the emperor and royal ladies as an annex. The relocation work was planned in April 1901 and began in earnest after June, and it was closely linked to the construction of attached buildings of Seonwonjeon. In addition, comparing the records on the construction and relocation cost of Heungdeokjeon with those related to the reconstruction of Seonwonjeon, it was confirmed that annex buildings of Heungdeokjeon were relocated and used as annex buildings of Seonwonjeon. The characteristics identified in the process of Heungdeokjeon used as a place to copy portraits are as follows. First, it was used as a place to copy portraits twice in a short period of time. Second, it was the place where the first unprecedented works were carried out in relation to the copying of portraits. Third, the pavilion, which was specially built for imperial rituals, was used as a place to copy portraits. Since then, it has been used as a funeral building for the rest of the body, and features different from those of the previous period are identified. It was the building dedicated to rituals for use as Binjeon, and was also a multipurpose building for copying portraits. In other words, Heungdeokjeon, along with Gyeongbokgung Taewonjeon, is the building that shows the changes in the operation of Binjeon in the late Joseon Dynasty. Characteristics are also confirmed in portrait-related rituals performed at Heungdeokjeon. The first is that Jakheonlye was practiced frequently in a short period of time. The second is that the ancestral rites of Sokjeolje and Bunhyang in Sakmangil, which are mainly held in the provincial Jinjeon, were identified. This is a very rare case in Jinjeon of the palace. The last is that Jeonbae, jeonal, and Bongsim were implemented mutiple times. In conclusion, Heungdeokjeon can be said to be a very symbolic building that shows the intention of Gojong, who valued imperial rituals, and the characteristics of the reconstruction process of Gyeongungung.