• 농촌계획
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• 제25권2호
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• pp.119-130
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• 2019

In a situation in which rural areas are declining, local governments are seeking to revitalize areas by place marketing. Place marketing, defined by various efforts to promote the image of a place, has been used as an economic tool. As a result, the image has been over-promoted and marketing has been driven in a perfunctory manner, so individual residents' lives and experiences have been ignored. Thus, in addition to the traditional types of cultural place marketing and economic place marketing, this study established a 'project for rural revitalization of Hwayang-eup' so that it could be applied to political place marketing aimed at inducing internal investment and improving the welfare of local residents. To implement this project, the concept was set up as building network organization, sustainable development and symbiotic relationship, and various H/W and S/W plans were developed. First of all, in terms of political place marketing, the Hwaeyang Oulim Center was constructed to strengthen the capacity of local autonomous organizations. In terms of cultural place marketing, we explored cultural resources at the village level and created a small community space. In terms of economic place marketing, the landscape around the main street and the township was reorganized to create a cultural business space for urban and rural exchanges. The reinterpretation of place marketing seen through this project was first, it was more process-oriented than results, second, it was important to induce the community-participating village-making project, and finally, the role of experts was important to expand the community movement.

• 품질경영학회지
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• 제29권3호
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• pp.18-38
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• 2001

This paper attempts to identify variables which affect Korean electronic commerce(EC) venture's strategies for the international market entry decision making. Especially in the perspective of quality management perspective, it is highly relevant question which factors are critical when the industry has high technology driven characteristics such as EC, product quality related factors or environmental factors. Technology competence, operational competence, local marketing competence, psychological barriers, domestic competition level, and local infrastructure level are included to generate the explaining model for international market entry decision. The result is that the higher technology competence and local marketing competence are the significant factors. The higher the perception in these factors, the higher the intention to enter the international market in EC industry. These factors play a pivotal role in determining to go abroad the foreign EC market. Our finding implies that the subjective confidence on quality of EC solution(technology competence) and venture's capability of maintaining it(local marketing competence) are the important factors, when EC ventures make the decisions to enter the foreign markets.

• 한국식품조리과학회지
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• 제26권1호
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• pp.72-78
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• 2010

This study aimed to obtain basic data toward fostering understanding and interest in local foods, to the overall end of enhancing development and popularization of such foods. It also gives direction toward promotion of local food by researching attitudes toward local foods and viewpoints on requirements for improvement of such, among university students living in the Daegu-Kyungbuk area. The results of analyzing perceptional scores for native local foods in Kyungbuk by characteristics t showed statistically significant differences according to sex and duration of residence in Kyungbuk. Obstacles to the promotion of local foods include lack of marketing, lack of specialized restaurants, lack of knowledge, lack of menus, lack of generalization, and high price. The results of analyzing viewpoints on requirements for improved perception of local foods, there were statistically significant differences in active advertisement and marketing, diversity of local foods, and duration of dwelling.

• 문화기술의 융합
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• 제4권1호
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• pp.225-230
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• 2018

지역 브랜드는 지역의 인지도와 지역 농산물의 마케팅에 매우 효과적인 방법으로 많은 지방자치단체들이 지역 브랜딩이 관심을 갖고 추진하고 있다. 지역 브랜드는 지역의 매력을 가장 정확하고 뚜렷하게 나타내 줄 수 있는 대표성, 선명성이 있어야 하며, 지역의 특성과 이미지를 가장 잘 연상, 전달할 수 있는 지역성과 차별성을 갖추어야 한다. 지역브랜드는 그 유형에 따라 지역정체성 브랜드와 지역산물 브랜드로 구분이 가능하며, 자연자원형, 문화자원형, 상품자원형, 서비스자원형으로도 유형이 구분되기도 한다. 충청남도의 경우 많은 지역산물에 포커스를 맞춘 지역브랜드를 육성하고 있다. 그러나 충청남도의 지역산물 브랜드의 경우 아직 그 인지도와 신뢰도가 낮아서 지역의 대표성, 이미지를 충분히 커뮤니케이션 하기에 한계가 있으므로 이를 극복하는 것이 앞으로의 지역브랜드 성공을 위한 과제로 대두된다.

• 한국IT서비스학회지
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• 제14권4호
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• pp.31-44
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• 2015

Local governments in Korea are involved in three types of online shopping sites : 'direct operation', 'outsourced operation', and 'sales agency.' They are different in terms of the site operator and the charging mechanism among a local government, the site operator, and local producers. This study analyzes their differences in site traffic, local producers' participation, promotion, and partnership. The results from the investigation of 72 shopping sites are the following. First, shopping sites of the 'direct operation' type and the 'outsourced operation' type show significantly higher participation of local producers. Second, the 'marketing agency' type has significantly higher number of promotional activities than the 'oursourced type' which has significantly higher number than the 'direct operation' type. Third, the number of partnerships in the 'marketing agency' type is the highest. The 'direct operation' type is the second and significantly higher than the 'outsourced type.' On the basis of the analysis results, this paper suggests an incubation ecosystem model as a better way of involvement by local governments in online shopping sites.

• Asia Marketing Journal
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• 제17권4호
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• pp.63-88
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• 2016

K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this study aims to demonstrate that K-pop will provide its audience with a unique and engaging experience if it thinks globally and acts locally in its marketing and communication strategies. A survey of K-Pop's world fan base was carried out online with 1,074 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global and intercultural strategies to local markets with increasing brand awareness through utilizing digital marketing. For example, to increase K-Pop's popularity and market share in Brazil, it is not required to sing in Brazilian Portuguese, contrary to what might be perceived but fully singing in English would help breaking into the market dominated by domestic music as songs would have a higher probability to be included in the international soundtrack of a Brazilian telenovela and promote the K-Pop artist not only across Brazil but also give the artist exposure in all the markets the Brazilian telenovela is exported to, opening an entry door to those markets. K-Pop audience segmentation and psychographic profiling is crucial to the understanding of each market's consumer's preferences, likes, dislikes and their buying habits as it was proven through Brazil's digital media, social media, digital music market and K-Pop market analysis within the global context of the study. It should be also considered that brand extensions are not standard everywhere and that there are cultures where different product categories are not directly associated with its main corporate owner which requires extensive local market knowledge to succeed. The primary and secondary data research that we conducted for this study intended to demonstrate that K-Pop can be successful in Brazil and in Latin America and increase their local and regional market share if digital marketing and communication strategies are tailored to each individual market.

• 한국콘텐츠학회논문지
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• 제21권4호
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• pp.111-122
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• 2021

본 연구는 우리나라 대표적인 지역화폐인 동백전과 인천e음 앱 사용자 리뷰를 분석하여 지역화폐 사용자의 긍정/부정 요인을 파악하고, 이를 바탕으로 마케팅 전략을 수립하였다. 앱 사용자 리뷰를 별점을 기준으로 하여 긍정과 부정으로 분류하고 각각 워드클라우드, 토픽모델링, 소셜 네트워크 분석을 수행하였다. 그 결과, 동백전과 인천e음 부정 리뷰에서는 공통적으로 앱 사용과 카드 발급에 대한 불만이 주로 나타났으며, 긍정 리뷰에서는 '캐시백'에 대한 만족감과 함께 '지역경제'와 '소상공인'과 같은 키워드의 출현으로 지역화폐 사용자들은 자신의 소비가 지역경제 활성화에 도움이 된다고 인식하여 지역화폐를 사용하는 데 있어 만족감을 느끼는 것으로 나타났다. 본 연구의 분석결과로 파악된 만족/불만족 요인을 기반으로 개선해야 할 점과 더욱 강화해야 할 점을 파악하고, 이에 적절한 마케팅 전략을 도출하였다. 본 연구에서 활용한 텍스트 마이닝 방법과 연구 결과는 실질적으로 지역화폐 담당 공무원들과 마케터들에게 지역화폐에 대한 유의미한 정보를 제공해 줄 수 있다.

• 무역학회지
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• 제42권2호
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• pp.77-96
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• 2017

본 연구는 중국에 진출한 글로벌 소매상을 대상으로 실증분석을 통해 서비스 마케팅믹스 요인이 현지고객의 만족도와 충성도에 미치는 영향력을 규명하고자 하였다. 이를 위해 선행연구를 근거로 3개의 연구가설을 설정한 후 구조방정식모형을 이용해 가설을 검증하였다. 분석결과, 서비스 마케팅믹스 요인이 고객만족에 직접 영향을 미치고, 고객만족은 충성도에 긍정적 영향을 미치는 것으로 나타났다. 하지만 서비스 마케팅믹스 요인이 충성도에 직접 영향을 미치지 않음으로써, 고객만족이 서비스 마케팅믹스와 충성도 간의 중대한 매개 역할을 한다고 판단할 수 있다. 또 서비스 마케팅믹스 7Ps 가운데 촉진을 제외한 다른 요인들은 모두 통계적으로 유의하게 나타났다. 비록 촉진요인의 신뢰도가 낮게 나타났지만, 글로벌 소매상들이 중국시장에 성공적으로 진출하기 위해서는 촉진을 포함한 서비스 마케팅믹스 요인을 현지 소비문화에 맞춰 적응 및 차별화할 필요가 있다는 점을 본 연구결과가 시사한다.

• 패션비즈니스
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• 제9권5호
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• 융합경영연구
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• 제2권2호
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• pp.1-9
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• 2014

This study investigated solutions of not only weak organization but also poor communication with customers from point of view of SNS such as Naver blog, Naver band, Kakao Talk and Facebook to promote local business market. The study gave strategies: First, SNS marketing strategy shall be used to do public relations and communicate in accordance with features of each SNS. Naver Blog that is opened SNS shall be used to do public relations and to invite new customers, and Kakao Talk that is closed SNS shall be used to increase customers having high loyalty, and Facebook that has both properties of SNS, that is to say, openness and closure, shall be used to raise effects of word-of-mouth to make use of new sales window. The communication can find out customers' needs to provide customers with customized services. Second, Naver Band and/or cafe shall be opened to increase link and friendliness and to have community consciousness realizing common goal and to destroy merchants' helplessness and individualism and to make change of the market for the place of community. Changes among the merchants may get better ideas to do events continuously and to get more SNS marketing effects and synergy. Third, the merchants shall make change not momentarily but continuously by making efforts steadily. Good communication in and out of the market may create inherent brand value to differ from super chain and/or SSM and to increase sales as well as traditional market image and to attain customers' loyalty.