• 산업경영시스템학회지
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• 제43권3호
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• pp.135-142
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• 2020

In this study, the case of brand IMC communication of LG Hausys' total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer's purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys' products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

• Journal of Information Technology Applications and Management
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• 제23권4호
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• pp.55-70
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• 2016

Recently, development of indoor positioning system and IoT such as beacon makes it possible to collect and analyze each customer's shopping behavior in off-line shopping malls. In this study, we propose a realtime brand recommendation scheme based on each customer's brand visiting history for off-line shopping mall with indoor positioning system. The proposed scheme, which apply collaborative filtering to off-line shopping mall, is composed of training and apply process. The training process is designed to make the base brand network (BBN) using historical transaction data. Then, the scheme yields recommended brands for shopping customers based on their behaviors and BBN in the apply process. In order to verify the performance of the proposed scheme, simulation was conducted using purchase history data from a department store in Korea. Then, the results was compared to the previous scheme. Experimental results showd that the proposed scheme performs brand recommendation effectively in off-line shopping mall.

• Industrial Engineering and Management Systems
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• 제15권4호
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• pp.324-334
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• 2016

Manufacturers and retailers are interested in how prices, promotions, discounts and other marketing variables can influence the sales and shares of the products that they produce or sell. Therefore, many models have been developed to predict the brand share. Since the customer choice models are usually used to predict the market share, here we use hybrid model of Probabilistic Neural Network and Artificial Bee colony Algorithm (PNN-ABC) that we have introduced to model consumer choice to predict brand share. The evaluation process is carried out using the same data set that we have used for modeling individual consumer choices in a retail coffee market. Then, to show good performance of this model we compare it with Artificial Neural Network with one hidden layer, Artificial Neural Network with two hidden layer, Artificial Neural Network trained with genetic algorithms (ANN-GA), and Probabilistic Neural Network. The evaluated results show that the offered model is outperforms better than other previous models, so it can be use as an effective tool for modeling consumer choice and predicting market share.

• Journal of Information Technology Applications and Management
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• 제22권2호
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• pp.123-148
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• 2015

Today the mobile devices including smart phones have influenced on the users' daily activities in the mobile internet society, and the expansion of social media has also affected on the purchasing behavior of consumers. This study examines whether the quality of corporate twitter, a typical social network service for call centers influences on the customer satisfaction, and brand loyalty. In order to achieve the research goal, the quality of twitter has been divided into four variables; information quality, service quality, system quality, and social quality. The results of our empirical analysis show that the three variables except service quality have significantly influenced on the customer satisfaction and the customer satisfaction also significantly has a casual effect on the brand loyalty. The empirical results are expected as a guideline to contribute on the practical improvement of customer service, satisfaction, and brand loyalty through corporate social network services such as corporate twitters in the future.

• 한국조리학회지
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• 제9권3호
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• pp.1-21
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• 2003

Domestic hotel businesses are confronted with new market circumstances. Clear accounting and moral management in company which have been reserved or ignored during the past high economic growth period were emphasized. As global standard such as international standard of accounting system, clear accounting, international standard management, and flexibility of employment are emphasized, which is different management is now accomplishing. During these system changes, organization member's identity was threatened a lot. So organization members were required to adopt new environment. Hotel have influence on organizational accomplishment, thought and behavioral response of organization members according to cultural type and share of organization culture. This study are focused culinary team culture as subculture in hotel. What kind of culture more effective to the culinary group\ulcorner What kind of culture are grouped each hotel, include difference imported brand hotel and domestic brand hotel.

• 감성과학
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• 제11권1호
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• pp.57-68
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• 2008

소비 시장이 감성 소비 환경으로 바뀌면서 브랜드의 역할이 더욱 중요해졌고, 이를 위한 브랜드 이미지 전략으로서 디자인의 역할이 확장되고 있다. 브랜드와 소비자가 소통하는 지점인 소비자 접점은 체험을 통한 브랜드 이미지가 형성되는 경로이므로, 기업이 지향하는 이미지로 각인시키기 위해서는 소비자 접점에 대한 총체적인 기획 및 관리가 필요하게 되었다. 위와 같은 배경에서, 이 연구의 목적은 변화된 시장 환경에서 성공적인 브랜드 이미지를 구축하기 위한 통합 디자인의 구성 방법을 정의하는 것이다. 이를 위해 브랜드 이미지의 특성, 소비자 체험의 조건, 감성의 역할을 이해하고, 이미지와 감성 처리 모형과의 상관성을 해석하여, 이미지의 3가지 특성을 도출하였다. 이미지의 특성은 1) 경험적 판단에 근거하며, 2) 감성적 내용을 표현 전달하고, 3)관념적 공감에 의한 심리적 가치를 만드는 것이다. 이러한 이미지를 창출하는 디자인의 조건을 성공적인 브랜드의 사례연구를 통해 분석하여, 강력한 이미지를 구축하기 위한 브랜드 아이콘의 역할과 이를 위한 통합 디자인의 필요성을 밝혔다. 이 통합 디자인을 구성하는 방법은 1) 브랜드 이미지 포지셔닝에 의한 이미지 집중화, 2) 브랜드 이미지 플롯에 의한 시각적 주제 활용, 3) 이미지 통합 관리를 위한 Total Identity Program, 4) 브랜드 이미지각인을 위한 Brand Icon 개발 등이다.

• 한국실내디자인학회논문집
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• 제26권3호
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• pp.101-112
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• 2017

Based on an analysis of the characteristics of "Ecute" of the East Japan Railway Company (JR East) that planned the world's first large scale commercial facilities inside a ticket gate (paid-area including waiting room and platforms), the present study proposes a brand development of commercial facilities inside aged railway stations, where only basic railway business have been provided focusing on passenger transportation, by renewing the definition of railway commercial facilities and presenting a detailed planning and the direction of the operation system. A list of practical tasks that can be carried out in academia, planning and operation / management to facilitate the revitalization of the use of commercial facilities inside railway stations are as follows: 1) the setting of a wide scope for the revitalization of railway commercial facilities around the railway station focusing on private-funded stations in addition to existing stations; a setup of the direct scope of commercial development in the practical railway operation for passengers and stations in terms of external research, and a corresponding shift in thinking in terms of internal research 2) development of under used spaces such as the transfer area (Gongdeok Seoul Wangsimri Station are first target stations where more than four subway lines intersect) 3) brand establishment through improvement strategies for image and symbolism specialized for railway stations 4) rent of suitable business stores and layout of commercial facilities by analysis of passenger move pattern 5) development of commercial facilities which can attract customers by displaying various products, as well as finding a way to develop them in to a base facility that connects to local infrastructures 6) providing advertisement and management system for continual maintenance, and 7) brand specialization through unique storytelling and design plan that stimulates sensibility. The above study results can be utilized as a starting point for design brand awareness about commercial facilities in railway stations in Korea, which can be developed further to improve station image and passenger convenience, as well as to increase the revenue of railway businesses.

• 농업과학연구
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• 제39권1호
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• pp.43-51
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• 2012

Hanwoo, Korean cattle, is traditionally an important livestock to farmers and also important meat to consumers. Recently, to make more efficient production system and provide cheaper and high-quality hanwoo meat, the scale-up via brand is emphasized. However, the price of hanwoo is getting higher and the price increase is considered to occur due to marketing margins in the distribution process. In this study, factors affecting the hanwoo marketing margin are analyzed using 2004-2009 monthly data. In the Cochrane-Orcutt estimation of marketing margin, hanwoo production, other domestic production and import, income, output index, market share of major retailers, and market share of hanwoo brands shows statistical significance in the result. The results shows basic factors of the marketing margins to hanwoo and gives some implications to the management system of hanwoo brand like a sophisticated market segmentation and a differentiated promotion.

• 아태비즈니스연구
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• 제12권3호
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• pp.235-250
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• 2021

Purpose - This study analyzed the correlation and influence between social support, trust (seller, brand), and continuous purchase intention in C2C social commerce in China. Design/methodology/approach - To test the hypothesis, SPSS and Smart PLS 3.0 statistical packages were used based on the collected data. Findings - First, it was confirmed that social support (emotional support, informational support) had a positive effect on trust in sellers. Second, it was found that trust in sellers had a positive effect on brand trust. Third, both seller trust and brand trust have a positive effect on consumers' continuous purchase intention. Research implications or Originality - When consumers gain emotional and informational support from sellers, trust in sellers will be effectively improved. Companies wishing to improve brand credibility of their products will have to outsource the sale of their products to trusted sellers. The C2C social commerce platform should build its own trust rating system, recommend sellers with high reliability ratings, and encourage sellers to provide consumers with a lot of information about their brand.

• 지능정보연구
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• 제21권2호
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• pp.113-129
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• 2015

장소 브랜딩은 특정 장소에 대한 의미 부여를 통해 장소성의 정체성 및 공동가치를 생성하며 가치 창출을 하는데 중요한 활동이며, 장소 브랜드에 대한 이미지 파악을 통해 이루어진다. 이에 마케팅, 건축학, 도시건설학 등 여러 분야에서는 인상적인 장소 브랜드의 이미지를 구축하기 위하여 많은 노력을 기울이고 있다. 하지만 설문조사를 포함한 대면조사 방법은 대부분 주관적인 작업이며 측정에 많은 인력 또는 고도의 전문 인력이 소요되어 고비용을 발생시키므로 보다 객관적이면서도 비용효과적인 브랜드 이미지 조사 방법이 필요하다. 이에 본 논문은 텍스트마이닝을 통하여 장소 브랜드의 이미지 강도를 객관적이고 저비용으로 얻는 방법을 찾는 것을 목적으로 한다. 제안하는 방법은 장소 브랜드 이미지를 구성하고 있는 요인과 그 키워드들을 관련 웹문서에서 추출하며, 추출된 정보를 통해 특정 장소의 브랜드 이미지 강도를 측정하는 방법이다. 성능은 안홀트 방법에서 평가에 사용하는 전세계 50개 도시 이미지 인덱스 순위와의 일치도로 검증하였다. 성능 비교를 위해 임의로 순위를 매기는 방법, 안홀트의 설문방식대로 일반인이 평가하는 방법, 본 논문의 방법을 사용하되 안홀트의 방법으로 학습한 것으로 유의한 것으로 추정되는 평가 항목만을 반영하는 방법과 비교하였다. 그 결과 제안된 방법론은 정확성, 비용효율성, 적시성, 확장성, 그리고 신뢰성 측면에서 우수함을 보일 수 있었다. 따라서 본 연구에서 제안한 방법론은 안홀트 방식에 상호 보완적으로 사용될 수 있을 것이다. 향후에는 장소 브랜드 이미지를 형성하는 속성 별로 등장횟수를 계산 한 후에 장소 브랜드에 대한 태도, 연상, 그리고 브랜드 자산과의 인과관계를 자동으로 파악할 수 있는 부분까지 구현하고 실증적 실험을 할 예정이다.