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시장공사적협동책략화소비자태도(时装公司的协同策略和消费者态度) (Collaboration Strategies of Fashion Companies and Customer Attitudes)

  • Chun, Eun-Ha;Niehm, Linda S.
    • 마케팅과학연구
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    • 제20권1호
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    • pp.4-14
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    • 2010
  • 协同策略需要信息共享和其他各种对公司和股东都有利益的形式. 本文强调了在时装产业中运用到的特别形式的协同. 并且测试了对时装公司最成功的策略和消费者所感知到的协同的好处. 在本研究中, 我们定义了作为协作方的时装公司和品牌以及他们的合作方或股东. 我们定义协同为发生在至少两个公司, 品牌或个体之间, 在平等的基础上利用他们各自的竞争优势从而获得更大利益的合作关系. 协同策略需要信息共享和其他各种对公司和股东都有利益的形式. 本文强调了在时装产业中运用到的特别形式的协同. 通过合作, 时装公司一直都追求有形的差异例如设计和技术, 以及无形的差异例如对消费者情感和生理的好处. 结果就是, 时装产业中的合作已变成一个重要的创造价值的概念. 本文是一个定性研究, 使用案例研究和深度访谈来测试消费者对时装产业中协作的态度. 从1998年到2008年12月, 在韩国和国际市场中共有173个协同案例. 我们通过文件数据收集案例. 这些文件数据包括网站和产业数据和顶级门户搜索网站. 例如Rankey.com, Naver, Daum, 和Nate. 以及时装信息代表网站Samsungdesignnet 和Firstviewkorea. 我们搜集从2008年11月到2009年2月为止的个案. 个案用来分析有一个或多个合作方的时装产品生产(不包括纺织产品), 零售时装产品或设计服务. 其他在先前研究中的协同案例来自于新闻稿件, 期刊, 互联网门户网站和时装信息网站. 我们共选择了173个案例来进行分析. 清楚的显示了时装公司和股东的协作执行和策略所带来的产出和利益. 结果显示对所有参与协作的合作方(企业和顾客)来说, 最大的好处是通过共享资源降低了成本和风险. 例如设计能力, 形象, 成本, 技术和目标. 并且创造了协同作用. 考虑到协同产出的种类, 产品/设计是最重要的(55%), 紧跟其后的是推广促销(21%), 价格(20%)和地点(4%). 这个结果说明协同对给予产品和设计生命力有重要的作用. 尤其是在追求创造和新颖的时装产业里. 为了使协同可以成功, 本研究中深度访谈的结果确认了时装公司应该对为什么要进行这个协作有清晰的目标. 在设定目标之后, 时装公司应该选择符合产品形象和目标市场的合作方. 使得合作的产品有一定的概念和差异因素. 同时时装公司还要关注提升品牌知名度. 通过对消费者的深度访谈, 相互的利益可以分类为6个因素: 追求个人风格、追求品牌、追求稀有性、追求时尚、追求经济效率和社会性. 在访谈中顾客同时也强调了形象, 声誉和品牌信任. 然而, 在子范畴中, 本研究中的专家和顾客在成功因素认知方面有不同的结果. 因此, 从不同纬度研究目标客户和目标市场从而为成功的协作发展合适的策略.

기공학(氣功學) 발달(發達)에 관한 문헌적(文獻的) 연구(硏究) (A Documentational Study on the Development of Chi-Kung-Hak)

  • 김우호;홍원식
    • 대한의료기공학회지
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    • 제1권1호
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    • pp.13-59
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    • 1996
  • Dep. of Classics &Medical History, College of Oriental Medicint, Kyung Hee University Today, many people are more interested Today, many people are more interested in preventing the disease than curing it. Chi-Kung(氣功) is the way of Life-Cultivation(養生法) peculiar to the orient, it is reported in china that Chi-Kung has an excellent curative value not only in curing the disease but also in preventing it. But the full-scale study of Chi-Kung is not be made up to now in Korea, so I studied the developmental history of chinese Chi-Kung through the oriental medical books. From this study, I reached the following conclusions; 1. Chi-Kung is naturally derived from the self-preservation instinct to adapt oneself to circumstances of the nature, but in the investigation from the documentational records, it is originated in the treatment method of the Sam-Huang-O-Jae(三皇五帝) period to cure the abnormal circulation of the vital force and blood caused by damp(濕). 2. As the principle and the method of the Life-Cultivation of the Chun-Chu-Jeon-Kook(春秋戰國) period were recorded in Huang-Jae-Nai-Gyung(黃帝內經) detailly and the remedy examples by ancient Chi-Kung such as Tao-Yin(導引), Haeng-Chi(行氣) were presented, we considered that theoretical basis of the development of Life-cultivation and Chi-Kung study was furnished in that period. 3. A famous doctor, Hwa-Ta(華引) lived in Han dynasty, researched the theory and practice of Tao-Yin transmitted from the former generations, as that result, he formed a kind of medical, gymnastics what is called O-Keum-Hi(五禽?). It is considered that 'O-Keum-Hi' is a Tao-Yin method developed more practically and systemetically than the Tao-Yin appeared in the 'Jang-Ja'(莊子) or 'Hoy-Nam-Ja'(淮南子). 4. In Wui-Jin-Nambook-Jo(魏曺南北朝) periods, the contents of Chi-Kung were more abundant under the influence of Buddhism(佛敎) and Taoism(道敎). Galhong(葛洪), the author of 'Po-Bak-Ja'(抱朴子) arranged the ancient Chi-Kung method systematically first of all, Tao-Goeng-Gyung, the author of 'Yang-Seong-Yeun-Myung-Rok'(養性延命錄) recorded the 'Yook-Ja-Geul'(六字訣) first time. 5. There is a new development of Chi-Kung therapy in Soo-Tang-Odae(隋唐五代) periods, especially So-Won-Bang(巢元方), the author of 'Jey-Bang-Won-Hwu-Ron' collected almost all of the Chi-Kung method, for curing the disease formed before Soo(隋) period. From that fact, we supposed that Chi-Kung was utilized more widely in curing the disease. 6. 'So-Ju-Cheon-Hwa-Hu-Peob'(小周天火候法) was adopted as the best orthodox approach under the influence of Nae-Tan-Taoist(道敎內丹學波) in Song-Keum-Won(宋金元) periods, especially in the song dynasty, 'Pal-Dan-Geum'(八段錦) was appearde and assignment of six-Chi(六氣) for bowel and viscera in the 'Yook-Ja-Geul'(六字訣) was decided firmly, that is to say Lung-Si(肺-?), Heart-Kha(心-呵), Spleen-Hoa(脾-呼), liver-Hoe(肝-噓), Kidney-chui(賢-吹), Three-Burner-shi(三焦-?). 7. In Myung-Cheong(明淸) periods, The general practitioner applied the principle of 'Byun-Jeng-Ron-Chi(辨證論治) to the Chi-Kung field, and after Myung dynasty the style of doing 'Yook-Ja-Gyel'(六字訣) was developed to the moving style. 8. Today, in china, the study on the Chi-Kyung is being progressed constantly under the positive assistance of government, Chi-Kung-Hak(氣功學) has taking its place as a branch of study step by step. It is considered that the establishment of Chi-Kung-Hak Classroom(氣功學敎室) and Medical Chi-Kung Center(氣功療法室) for special and systematic research are needed, at the same time the settlement of institutional system for training the Chi-Kung technician(氣功師) is also needed.