• 한국의상디자인학회지
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• 제9권3호
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• pp.59-73
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• 2007

The purpose of this study is to find out the promotion methods for successful management of 'the fashion saho internet shopping mall' with a small capital. This study analyze the research reports, the news items, the documents on the internet shopping mall and data on promotion method which are offered by the hosting companies of the internet shopping mall like 'Cafe 24', 'Make shop', 'Whoismall' and the promotion consulting companies like 'Whoisad', 'Naver keyword shop'. And also analyze the data that interviewed the administrator of internet shopping mall and directly observed the famous internet shopping mall sites. Generally speaking, the promotion mix, marketing communication program can classify 'advertisement', 'publicity', 'personal selling', and 'sales promotion'. This study analyze the research materials on the basis of advertisement, publicity, personal selling, and sales promotion. The result are as follows. 1. The promotion methods at the stage of information the shopping mall site to the consumer are advertisement, and publicity. ${\bigcirc}$ The methods of advertisement are 'searching engine registration', 'advertisement of key word', 'advertisement of overture', 'advertisement of banner', 'advertisement cooperation marketing', 'advertisement of e-mail'. ${\bigcirc}$ The methods of publicity are using 'cafe', 'blog', 'Naver information site', 'community bulletin board', 'the fashion magazine or a press report' and 'cosponsorship'. 2. The main promotion methods at the stage of inducing the purchase are 'personal selling', and various 'sales promotion'. ${\bigcirc}$ 'Personal selling' at the shopping mall have an effect on the communication at bulletin board over the internet and the telephone. ${\bigcirc}$ 'Sales promotion' are attempted by 'VMD', 'deposit system', 'sale', etc.

• 디자인학연구
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• 제19권5호
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• pp.151-160
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• 2006

조선시대 회화를 보면 산수화나 풍속화 등도 유행을 하였지만 서민층에서부터 사대부층까지 다양한 계층에게 사랑을 받은 것은 민화이다. 민화는 허세와 가식이 없고 애써 기교를 부리지 않아 소박한 매력을 제일로 꼽고 있고, 자연스러우면서도 솔직하고 회화적인 맛 또한 일지 않고 있다. 이러한 민화 가운데에서도 책거리 그림은 유교적 토대 위에 자연과 인간과 그 환경이 조화를 이룬 삼의 공간의 소우주를 표현하고, 인간의 삶을 예술의 중심에 놓은 근대지향성이 엿보인다. 본 연구에서는 책거리 그림 중에서도 '쌍폭 책거리' 그림을 대상으로 선정하여 그림에 대한 색깔, 사물들의 배치, 사물의 위치, 서로간의 상관관계, 사물의 방향, 다소점에 대하여 분석하였다. '쌍폭 책거리' 그림이 가지고 여는 특유한 공간감과 현대의 공간 배치구조와의 상관관계를 연구 한 결과 다소점, 원근의 무시, 역원근법, 평행투시법 등의 표현방법은 평면의 그림에 입체감을 표현하고, 배치되어있는 사물들에 생동감을 더 해준다는 것을 알 수 있었다. 본 연구를 통하여 조선시대 '쌍폭 책거리' 그림의 구도배치가 현대적인 구도배치에 모티브로 적용될 수 있음을 알 수 있었다.

• 복식문화연구
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• 제28권4호
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• pp.527-543
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• 2020

The aim of this study is develop a state-funded education and training curriculum to contribute to the development of the fashion industry infrastructure. This will be achieved based on the service sector by the competitive clothing sales personnel and fashion startups. The study was conducted using a qualitative research method. The participants were 20 representatives of fashion-related companies and employees from one traditional market and two fashion outlets in Seogu, Gwangju. Data was collected from September 2015 to January 2017 by demand surveys and in-depth interviews. These were conducted on the same day at each clothing store office. In addition, existing literature was also reviewed. The collected data were first summarized into 64 meaning units from which three themes were derived by arranging, classifying, and analyzing the data. The findings of the study are as follows. First, the education and training curriculum for fashion job creation is aimed at job-oriented field-types with the objective of cultivating professional skills for online to offline fashion professionals. Second, the curriculum for fashion advisors was developed to consisted of 8 courses of 150 hours, including job knowledge, a foreign language, fashion-specific knowledge, fashion marketing & VMD, store management know-how, clothing repair, field trip, and internship. Third, the curriculum for fashion entrepreneurs consisted of 8 courses of 106 hours, including entrepreneurship, fashion practice, startup, field trip, finance & taxation accounting, marketing, social enterprise course, and internship.

• 한국프랜차이즈경영연구
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• 제9권3호
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• pp.19-29
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• 2018

Purpose - Due to the increase in coffee consumption and competition, domestic coffee franchise companies are currently entering the overseas market. Therefore, coffee franchise companies are pursuing a variety of marketing strategies to meet customer needs and gain competitive advantage in overseas markets. From this perspective, overseas franchise companies need to ensure that their servicescapes meet the needs of their overseas customers. For these purposes, the study is to identify the impact servicescapes on customer satisfaction and customer loyalty focused on Global Coffee Franchise Company "C", which extended its business worldwide in Mongolia. Research design, data, and methodology - The data were collected from customers who had visited the stores of 'C' company in Ulaanbaatar, Mongolia. 435 valid questionnaires collected through online survey coded and analyzed using frequency, confirmatory factor analysis, correlations analysis, and structural equation modeling with SPSS 24 and SmartPLS 3.0. Result - Firstly, seating comfort, facility aesthetics, and cleanliness, ambient conditions among servicescapes influenced customer satisfaction. Secondly, servicescapes didn't affect the loyalty directly. Third, customer satisfaction had positive effect on loyalty. Fourthly, cleanliness which was ranked lower in Korea had a great effect on customer satisfaction in Mongolia. Fifthly, IPMA(Importance-performance map analysis) shows that the importance of servicescapes is higher for women than for men, and facility aesthetics for female and cleanliness is the most important for male. Conclusions - The results of this study show that there is a positive (+) effect on customer satisfaction in order of cleanliness, ambient conditions, aesthetics, and seating comfort. Therefore, franchise companies considering or advancing into Mongolia should consider importance in order of cleanliness, ambient conditions and aesthetics when entering Mongolia market. For example, franchise managers should select Monday as a "clean day," and all merchants should spend all of their open hours and keep their stores clean in accordance with the head office manual. In addition, franchise managers need to hire a VMD (visual merchandising) experts to build up a physical environment that will effectively highlight the space-specific display of the store so that Mongolian local customers can have a satisfactory climate and aesthetics. And, the IMPA analysis between servicescapes and customer satisfaction shows that women are more susceptible to servicescapes than men. Especially, in the case of women, the importance of esthetics is high, but the performance is low. Thus, if the aesthetics are actively improved, customer satisfaction can be effectively increased.