• Journal of Fashion Business
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• v.2 no.4
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• pp.21-27
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• 1998

This study is regards to merchandising in terms of paradigm shift on marketing and cost reduction. All research was done to trace the change of customer's purchasing trend taking examples through two of major women fashion brand, Katharine Hamnett and Cynthia Rowley since Korea has been in IMF controlling. The conclusion is as following; 1. After IMF controlling, young character casual and middle-low priced unisex mode have mainly been in '98 fashion trend. On item terms, cross coordination with reasonable prices was formed as main stream. 2. Shortened production lead-time made it possible to reduce its cost. Also new types of fashion business has been introduced to customers. 3. Speedy action are more emphasized through the benefits of simplified marketing channel and shortened payment terms. 4. It used to be a typical style to enjoy the high margin with an famous overseas brand paying license fee. Currently, the trend is extended to re-export to overseas for the licensed OEM goods.

• Korean Institute of Interior Design Journal
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• v.16 no.6
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• pp.144-151
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• 2007

The idea of shopping is changed from a purchase of merchandise to an experience of pleasure. This study is a space composition analysis for the introduction of theme in multi-plex shopping center design to reflect variable consumer trend and company marketing strategy, The study progressed through theoretical consideration and substance analysis about the shopping centers which had been designed by Jerd Partnership In Japan since 2000. The following is result. The path is a sole main street that is made of curve form, parallel and vertical circulating rout and movement of human being. It leads continuity. The node and landmarks have a circular court with typifier as powerful center, character of transition space and event for experience. It makes locational quality. The districts are composed of retail shops, restaurants and culture facilities and the edge is represented by closed vertical wall and parapet. It induces a domain. The characteristic of Jerde shopping center is an experience of theme environment through the path as betweenness with a story based on a main theme. It is mostly related nature or exotic element and is obviously represented at path and node. The node takes a round shape and bring about event as a court. The application of theme to the shopping center by Jerde has a significant meaning for place marketing.

• The Journal of Economics, Marketing and Management
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• v.8 no.3
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• pp.1-8
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• 2020

Purpose: Korea has a long history of kid's content industries. Also, Korea's kid's content market has been thriving for a long time, but recently, a company called Smart Study has sharply raised Korea's status because of its competitive advantage and capability in the kid's content industry. Research design, data and methodology: This research has explored and examined how Smart Study was successful in kid's content industries. Also, the research examined the present and potential competitors in the kid's content industry. Results: We investigated and explored how they were different from other Korean kid industries through value, rare, inimitability, and organization (VRIO) framework. Conclusions: One of the primary reasons for their success is because Smart Study has strengths in marketing that brand character and making consumers loyal to the company. Lastly, this paper attempted to explain how they have promoted their company and investigated how other companies promote themselves in the kid's content industry. This paper has limitations. We could not explain all the fields of kid content. The kids' content has developed tremendously, but there are many hidden parts. It has been successful in Korea and is still growing and proliferating. Also, there is a slight lack of scarcity in distribution methods.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.57-72
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• 2013

This study carried out an empirical analysis on the long-term effects of a marketing communication strategy used as a means of promotion(advertisement, free gift) of Christmas cake despite its high costs. Such verification results were considered to provide as important core elements for successful management in the bakery industry. By utilizing SPSS and AMOS, exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) were conducted for the validity of the measurement items, and Structural Equation Model(SEM) was performed to verify the hypothesis. The analysis result is as follows. First, advertisement attribute(${\beta}$=0.269, t=4.512, p,<0.001) and free gift attitude(${\beta}$=0.293, t=5.043, p<0.001) had a positive influence on trust. Second, trust had a positive influence on purchase intention(${\beta}$=0.513, t=8.677, p<0.001). Third, advertisement attribute(${\beta}$=0.104, t=1.966, p,<0.05) and free gift attitude(${\beta}$=0.204, t=3.817, p<0.001) had a positive influence on purchase intention. Lastly, advertisement attitude appeared different by advertisement types(actors and animation), and ads with an actor were evaluated high than animation ads. Also, gift attitude appeared different by gift types(speaker doll/character hat and turtleneck muffler), and a turtleneck muffler was evaluated high than a speaker doll or a character hat.

• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.417-425
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• 2017

The goal of this study is analysing a box office success of The Handmaiden in terms of modified space-time and character. The movie which has original novel induces desire of watching by decreasing property of experience good of movie based narrative of novel. Contrary to novel that is set in Victorian age, the movie changed contents that make a character who realizes masculine of colonialism and women oppressed by man escape through transcending class by adopting period of Japanese occupation. It hereby decreases negative effect by substituting growth and solidarity of women for the element of homosexuality. Also the gender discussion about crimes against female when the movie was running increases factor of sympathy of characters and accord with subject of the movie. Beside that, The reasons of success are detector, star system of actor, effective public marketing of movie trailer and selection of movie won the award for best picture at a film festival.. Movie through adapting novel enhances ability of various creation and blow up appreciation of spectator. The differentiation of adapted hit movie is that the altered content is creative, has subject that corresponding with universal awareness transcending space-time and expresses property of media effectively.

• Journal of the Korean Society of Costume
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• v.64 no.5
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• pp.18-29
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• 2014

Modern male has displayed an increased desire to express their social influence and image, and the male fashion market has had to provide various styles and images to fill these needs. The current domestic menswear market, however, is unable to satisfy the needs of male consumers who have a need for diversity in a rapidly changing society; more segmented fashion images and styles are needed. The purposes of this study are to classify fashion images and to establish character of the types. This study was done by performing a literature review and a survey. This study proposed 10 categories of fashion style images. Men's fashion style is classified into the classic image, sophisticated image, urban casual image, chic modern image, mods modern image, basic casual image, ethnic image, avant-garde image, active & outdoor image, and street-kitsch image. In the case of the classic images, common in formal setting, men's formal wear is the main focus with the classic suit. The sophisticated image is that of a colorful formal wear seasoned with elegance. Urban casual image is contemporary image, and therefore is meant for city life wear. Chic and modern image conveys an urban image by seeking a simple and chic feel. Mods modern image is retro yet dandy, giving off a sense of youthfulness compared to the other classic images. Ethnic image expresses the exotic quality of folklore as the main representatives of the character casual wear. Avant garde image portrays strong character casual wear with oversized silhouettes or exaggerated details. Active & Outdoor image is leisure life wear conveying active, functional images. Street Kitsch image is men's street casual wear with graphic patterns such as pop art and graffiti. This study's significance lies in its presentation of fashion style data, which can be utilized in the design and marketing of fashion targeted to males.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.296-304
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• 2019

The Amazon Go was the catalyst of O4O era. O4O is an advanced business model from O2O, which is the integration of offline service to online, especially through smart phone network. We also find the O2O strategy of digital contents companies such as Kakao and Line. This study examined the relation between online character experience and offline purchasing intention on related character products. The SEM was designed on the former study that based on the theory of user experience and brand attitude. The result of this study shows that the users' online experience have influence on the purchasing intention of offline related products and there exist the mediating routes of satisfaction of user experience, brand preference and brand reliability. There are no statistical support to the relation between satisfaction of user experience and purchasing intention. These points illustrate what marketers better to focus on transmedia strategies.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.599-612
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• 2008

Today, communication trend of financial brand has changed fast with more foreign financial brand's introduction, emerging financial brands through the openness. With the trend of changing, companies are introducing various marketing methods to differentiate its brand image. And color marketing becomes an important tool for the differentiation. However, except a few brands, brand color which expresses management character of a company is different from the customer's preferred color which is based on investors' investment tendency. This may be related to the brand Image which is final goal of communication. Therefore, this study suggests effective communication method between company and customers by analyzing preferred color of customers by their investment tendency and comparison analysis security firms' color marketing strategy. As a result, it was found that Roland Barthes symbolic meaning of colors is different from the symbolic meaning of the groups of investor tendency. For example, I assumed that aggressive investors preferred strong color like red or orange, but the survey result was far from my assumption. I hope this study can be a good foundation for logical and scientific marketing in communication between security companies and customers in more open market with introduction to the Capital Market Consolidation Act.

• Journal of the Korea Society of Computer and Information
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• v.8 no.3
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• pp.188-196
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• 2003

The hazardous enterprise has been increasing its relative importance day by day in the economy of our country and the world. However, it's mostly true to have been relatively neglected in the field of technical strategy. This is to provide for methodological frame about the research in this field in the future by researching on what kind of technical and marketing strategies make what kind of effect on the result of hazardous enterprise together with the strategy for success by meeting the necessity of this research. Therefore, the individual variable within this research was divided into three parts like technical strategy, marketing strategy and industrial environment. It used the type division of venture-company(High-tech type, Superior enterprise type, Boutique type, General enterprise type) as a controllable variable and the result of hazardous enterprise as a subordinate variable. The result of this research is that the technical strategy of hazardous enterprise has lots of possibilities to raise the financial result if it raises technical reform and supplementary character and technical integration level in case that newly-established hazardous enterprise with relatively lower capital power than big enterprise pursues technical strategy.

• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.