• 디자인학연구
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• 제19권1호
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• pp.5-14
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• 2006

본 논문은 씨름복 디자인의 미학적 고찰에 관한 후속 연구로서, 씨름복 개발에 대한 실질적인 디자인 전개에 관한 내용이다. 연구의 과정 및 내용은 기초연구의 결론을 토대로 진행하였으며, 구체적인 사례로 전통 씨름을 문화 상품으로 승화시켜 부가가치를 누리고 있는 일본의 씨름 및 씨름복에 관한 문화 마케팅 전략에 대하여 고찰하고, 이를 우리나라의 씨름복과 비교 분석하였다. 또한 실질적인 디자인은 컨셉을 중심으로 색상, 소재, 스타일로 나누어 연구하였다. 씨름복 디자인에 있어서 가장 중요한 요소는 전통성과 현대성의 조화이다. 민족적 정서가 내재되어 있으면서도, 현대적인 시대정신이 잘 표현되어 있는 디자인, 현대적인 스포츠마케팅과 조화된 체계적이고 일관성 있는 디자인의 운용과 관리가 무엇보다도 중요하다. 본 논문은 앞서 고찰한 씨름복의 미적 요소를 근간으로 하나의 일관된 컨셉을 통해 씨름복 디자인을 전개함으로써 전통 국기복은 물론 전통 문화상품 디자인에 관한 표본적 예시로서 의미를 지닌다고 하겠다.

• 디지털콘텐츠학회 논문지
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• 제13권2호
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• pp.205-211
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• 2012

본 논문은 기업의 마케팅 캠페인 실행 성과를 향상시키기 위한 디지털 마케팅 모델에 대한 연구 결과를 제시하고 있다. 최근 ERP, CRM, SCM 등 비즈니스 가치 사슬 프로세스를 개선하기 위한 프로젝트를 마친 기업들은 마케팅 프로세스를 전사적으로 개선하기 위한 작업을 진행하고 있다. 기존 마케팅 기법의 한계를 극복하기 위해서 디지털 마케팅 기법을 활용하기 위한 시도가 많다. 특히 마케팅 프로세스의 실행 단계인 캠페인 수행성과를 향상시키기 위해 디지털 마케팅 기법들을 적용하고 있다. 이에 본 논문에서는 디지털 마케팅 연구 모델과 연구 가설을 수립하고, 마케팅 전문가 설문 조사를 통한 통계적 분석 방법을 통해 검증하고자 하였다. 연구를 통해서 디지털 마케팅 모델 중에서 웹 분석, 소셜 분석, 개인 맞춤형 고객 관계 분석, 캠페인 실행 자동화, 실시간 캠페인 관리 등의 기법이 기업의 마케팅 캠페인 실행 성과에 영향을 미치는 것을 실증적으로 검증하였다.

• 한국식생활문화학회지
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• 제34권5호
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• pp.534-542
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• 2019

This study aimed to provide insight into methods for activating management of traditional markets by understanding differences in merchant perception according to whether or not the merchant has participated in management activation education. Analysis of merchants' levels of perception of market activation found that educated merchants had a higher perception of pre-post modernization satisfaction, promotion of traditional market revitalization projects, and post-support changes in sales. In a co-marketing context, educated merchants showed significant differences in onnuri gift certificates, bargain sales, festivals and events, and advertisement promotions. With regards to perception of management performances, educated merchants showed statistically significant higher responses for items such as satisfaction with the current vendor, increased sales, and increased customer awareness. The results in this study may be incorporated into the policy-making processes of the government or local governments in order to revitalize traditional markets, and merchant education for activation of management is deemed to be continuously necessary.

• ETRI Journal
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• 제37권2호
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• pp.317-327
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• 2015

A reliable analysis of consumer preference from a large amount of purchase data acquired in real time and an accurate customer characterization technique are essential for successful direct marketing campaigns. In this study, an optimal segmentation of post office customers in Korea is performed using a subspace projection-based clustering method to generate an accurate customer characterization from a high-dimensional census dataset. Moreover, a traditional temporal mining method is extended to an algorithm using the MapReduce framework for a consumer preference analysis. The experimental results show that it is possible to use parallel mining through a MapReduce-based algorithm and that the execution time of the algorithm is faster than that of a traditional method.

• 마케팅과학연구
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• 제7권
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• pp.167-179
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• 2001

In Internet age, traditional transaction concepts are being examined in new perspectives. Electronic commerce, as a new transaction paradigm, is being paid attention to reexamine traditional marketing theories. In this study, equity is adapted to electronic commerce. We add Navigational Equity to existing equity concept: Payment and Service (Huppertz et al 1978). The research model of this study consisted of three major constructs such as equity, normative comparison of equity and consumer satisfaction in electronic commerce. Additionally, the environments of Internet navigation, which include system quality, easy for use, social pressure, playful aspects, and security check, etc. were analyzed. The propositions were drawn from the research model of this study. These propositions will be used to generate hypotheses constructing simultaneous equation model. More empirical study of future is expected.

• 한국의상디자인학회지
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• 제3권2호
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• pp.23-34
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• 2001

This study aimed to investigate the Bobos style which represents new upper class in the information age and has influence on fashion world, and present the marketing strategy for that. As a result, Bobos' buying behavior of fashion goods and marketing strategy for that were as follows. The first, Bobos fashion style and their characteristics of buying behavior were 1. the pursuit of luxury and high quality 2. the pursuit of blending taste and of the traditional bourgeois and the bohemians 3. the pursuit of utility and practical thing 4. the pursuit of self expression and sense 5. the pursuit of natural and antique taste 6. pursuit of cultural and artistic aspect. The second, marketing strategy for Bobos' buying behavior of fashion goods were as follows. 1. Blending of the traditional prestige and freedom should be reflected on fashion goods. 2. The utility and natural style of fashion goods are needed. 3. The non-conspicous self expression and artisticㆍcultural taste should be reflected on fashion goods.

• 마케팅과학연구
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• 제17권2호
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• pp.99-110
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• 2007

The widespread use of self-service concepts in retailing has resulted in increased attention to the design of retail environments and to stimuli operating at the point of sale. One such merchandising technique, the "bundled presentation", i.e., related products are presented in close proximity to each other, is widely used by retailers but has rarely been investigated by academic consumer researchers. This study presents the results of a field experiment into the effects of presenting products in their usage context. Customers' attitudes towards the same product displayed in different ways are compared with each other. The results show that related products, i.e., products that are used together, should be presented in a coordinated display. Furthermore, the bundled presentation enhanced consumers' attitudes of the product when they saw it first in a bundled presentation and then evaluated it in front of a traditional presentation.

• International journal of advanced smart convergence
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• 제8권3호
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• pp.13-19
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• 2019

In this paper, we propose and implement VVVV base interactive advertisement. It has now expanded from the traditional marketing methods of television, radio, newspapers and magazines to become a digital marketing era. However, it is still in the form of infusion-type advertising, similar to traditional marketing techniques. For more innovative we put story and design elements into digital technology. Consumers will feel fresh excitement as they experience advertising. Emotional stories and image will also provide an element for customers to talk to each other. The propose advertisement is design to recognize the movement of people in the corridor by using Arduino and ultrasonic sensor installed in the passageway where many people pass. Arduino and VVVV takes people's movements for a values. This values change the advertising image. In this case, we applied the mask in VVVV so that the image to be reproduced and the image of the background role are displayed when the person passes the sensor. By realizing this interactive advertisement, the objective is to increase the buyer's purchasing power by approaching the buyer more effectively than the existing advertisement.

• 만화애니메이션 연구
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• 통권40호
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• pp.243-260
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• 2015

안동 지역에서의 '원이엄마'를 모티브로 제작된 특수 영상 콘텐츠 애니메이션은 전통소재의 지역 콘텐츠의 발굴과 지적 재산권의 활용에 주요한 사례 연구로서의 가치를 가진다. 한국적 콘텐츠 개발의 과정에서의 사실 요소(FACTOR)와 픽션(FICTION)의 결합은 디자인 개발과 콘텐츠 연구에 중요한 부분으로서 작품 개발에 가장 큰 영향을 미치는 것이며, 전통 문화 캐릭터 개발 과정에서의 창의성 및 독창성과 함께 프리 프로덕션(Pre-Production)의 과정에서의 원화 기획의 핵심 역할이다. 한국적 콘텐츠는, 개발과정에서 한국적 캐릭터 개발과 함께 지속적으로 심도 있게 다루어 할 연구 과제이다. 여기에 각 캐릭터 디자인 구상과 기획에서의 과정의 고찰이 필요하며, 본 연구의 방향은 콘텐츠의 각 캐릭터 중 주요 주인공 캐릭터 개발의 과정을 통해 전통 문화 캐릭터가 개발되는 과정에 대한 이해와 사항들에 대한 디자인 결과물 연구이다. 의상과 고증을 통한 객관적 캐릭터 개발과정을 제시하여 전통문화 캐릭터 개발에 대한 이해과 방향을 제시하였다. 본론과 결론으로서는 전통적 문양 등의 개발 전체의 기획이 주인공 캐릭터에 어떤 형태로 적용되는지에 대한 과정과 도출, 그리고 세대 연령별에 따른 주인공 각 캐릭터에 대한 디자인이 드로잉 되었고, 안동시와 전통 캐릭터가 전통콘텐츠 창출에 어떤 의미를 가지는 것인지를 제시하였다.

• Journal of Information Technology Applications and Management
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• 제11권2호
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• pp.125-148
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• 2004

It is quite sure that e-commerce through internet has significant impacts on consumer behavior and marketing activities as well. In this context, the concept of 'Internet Community' has been emerged and highlighted in consumer marketing. Internet community means social relationships and linkages which can be established through continuous and iterative internet-mediated communications among people with homogeneous interests and concerns. It has been a current trend to exchange product information among consumers by forming internet communities, which would affect sales performance directly or indirectly. It, therefore, is necessary to study the community's behavior and its impact on its marketing performance. This article focuses on the following points : ① the structural concept and factors of forming traditional consumer community and internet community : ② the role of trust and commitment as mediating variables between the internet community formation and marketing performance : ③ the performance and implications of the internet community on marketing.