• 통상정보연구
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• 제10권4호
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• pp.277-298
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• 2008

This study develops the market attractiveness assessment model and draws the strategic target markets and their corresponding exporting strategies through identifying the market positions in the dimensions of market attractiveness scores and market positional strength to achieve the innovative export promotion of Korean heavy electric industry and the resulting improvement and reversal of comparative-disadvantage position. In chapter 2, we analyze the stages of selecting target markets, the constructs and their measure variables of market attractiveness models, and the components and strategic policy implications of directional policy matrix. And in chapter 3, we identify the comparative advantage positions of Korean heavy electric industry in the global market through analyzing its trade structure, trends, balance, ratio-balance, and specialization index by the item and the region respectively. We find that the Asia/Pacific region is the most attractive export market of the Korean heavy electric equipment industry, the following important strategic target markets are the America, MENA, CIS/East Europe Regions in the order of their attractiveness and competitive position dimensions. In the mean time, the sub-Sahara Africa and West Europe region is shown to be the long-run-viewpoint target market requiring the innovation or divest strategies owing to their low attractiveness and the low market share of Korean exports.

• Journal of Information Technology Applications and Management
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• 제21권1호
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• pp.137-150
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• 2014

The following study specially aims to market platform in the mobile circumstance. The characteristics of customers and infrastructure are handled by market platform under the new media. These characteristics will be revealed based on the unification of organizational structure and interaction of information structure in the relationship marketing. This study investigates what characteristics and impact of infrastructure of Market Platform will affect the cognitive impact on both buyers and sellers to clarify the impact on Perceived integratedness and Interactive Accessibility of the shopping process. Through this investigation, modeling for the impact that new media environment will attract Market Platform will be developed from the investigation of attractiveness of mobile market platform environment. Changes in the technical media environment gave the characteristics of the customer in the market platform, so consumers could involve not only consumed, but also manufactured. Thus, it is possible to increase the attractiveness if market must be able to not only for the convenience of shopping, but also make people to enjoy the experience of value co-creation. In other words, the new media, as a result of affecting the marketing system, mobile market platform is organized on the base of the market communication. Perceived integratedness and Interactive Accessibility, 2 properties of new media increase the co-creation experience and perceived convenience in the market platform of their customers. Therefore, the structure of market platform that enhance the co-creation experience and perceived convenience has higher attractiveness. They create beneficial experience to the customers and productive values to the producers as well.

• Journal of Information Technology Applications and Management
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• 제20권4호
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• pp.315-338
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• 2013

As a result of New media that affects the marketing system, it is appeared a new marketing system called Market Platform in terms of market governance of trading. Market Platform is a new marketing system for ideal market system through the community structure from a hierarchy structure. It is determined that Market Platform as the role of adjustment of each side of market, buyer and seller, developed an existing marketing system. In this study, to target the Market Platform has recently emerged as the center of the market management in the new media environment. This study investigates what characteristics and impact of infrastructure of Market Platform will affect the cognitive impact on both buyers and sellers to clarify the impact on the self efficacy of the shopping process. Through this investigation, modeling for the impact that new media environment will attract Market Platform will be developed from the investigation of attractiveness of mobile market platform environment. Changes in the technical media environment gave the characteristics of the customer in the market platform, so consumers could involve not only consumed, but also manufactured. Thus, it is possible to increase the attractiveness if market must be able to not only for the convenience of shopping, but also make people to enjoy the experience of value co-creation. In other words, the new media, as a result of affecting the marketing system, mobile market platform is organized around the market of communication base. Network centrality, visible openness, ubiquitous multiplexity, 3 properties of new media increase the market self-efficacy of their customers. Therefore, the structure of market platform that enhance self-efficacy has higher attractiveness.

• 유통과학연구
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• 제19권7호
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• pp.75-85
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• 2021

Purpose: This study is focused on analyzing the key reasons why One-brand Shop has been shrinking and Multi-brand shop is rising from the perspective of the trend changes of customer behavior and distribution channel in the Korean cosmetic market. The purpose of this study is to examine the factors influencing the attractiveness of cosmetics distribution channels from a store perspective and a consumer perspective. Research methodology: This study conducted a survey to define the factors that influence the attractiveness of cosmetics distribution channels. A total of 300 samples were investigated. Results: The store factors that influence the attractiveness of the cosmetics distribution channel were product quality, shopping convenience, and store accessibility in the group of single-brand store preferences, and product diversity and store experience in the group of multi-brand store preferences. Conclusions: Core competing factors of One-brand shop include product value, shopping convenience and accessibility. In contrast, Multi-Brand shops offer core competing factors of diversified product portfolio and shop function experience. A new trend has been found that the customer segments of the price-oriented group and the pleasure-oriented group have become the mainstream segments in the Korean cosmetic market. In conclusion, Multi-brand Shops are suggesting better overall customer experiences in terms of distribution channel attractiveness and customer values.

• Agribusiness and Information Management
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• 제4권1호
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• pp.41-47
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• 2012

The Asian food market has been growing recently, due to the role played by major Asian countries, which include Korea, China, and Japan. This study is purposed to investigate the potential of the food market in these Northeast Asian countries and to suggest future direction for global food companies. For in-depth analysis, this study is limited in scope to the confectionery market and analyzes that market within two frameworks: first, the 'Market Attractiveness Matrix' which transforms the 'BCG Matrix' to fit into the food market in order to analyze the flow in the Asian confectionery market; and second, analysis of the potential growth of the market using a Category Development Index (CDI), which aids in understanding the growth potential of a market. The European food market has recently reached its capacity and is now experiencing a low growth rate (Data Monitor, 2011). It is time for food companies to find a new 'blue ocean' to avoid fierce competition in the mature markets of Europe. Therefore, this analysis of the confectionery market, using the Market Attractiveness Matrix and CDI will suggest opportune directions for global food companies.

• 통상정보연구
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• 제9권4호
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• pp.41-66
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• 2007

This paper develops a model of the export timing and export performance of venture firms by drawing by resource based view and born-global firm theory. The model aims at explaining the role of internal resources of small new venture firms and environment factors in accelerating the firm's export timing and achieving export growth. Hypothesses were developed around the following factors: management characteristics in terms of CEO's foreign experience and export commitment; organizational characteristics in terms of technological competence and marketing competence, and inter-functional cooperation; and finally environmental factors in terms of domestic and market attractiveness and foreign market attractiveness influence both the export timing and export performance. Structural equation modeling analysis by using 214 small new ventures provides a partial supports for the hypotheses. The result showed that technological competence have an influence on early export timing and that CEO's foreign experience and export commitment, technological competence and foreign market attractiveness are related export performance significantly. It also showed the significant relationship between export timing and export performance.

• 한국정보시스템학회지:정보시스템연구
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• 제15권4호
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• pp.99-124
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• 2006

The development of IT has made it possible to use various terminal systems for financial transaction and demands for financial survices are getting more and more diversified at the same time. Among others, mobile banking service market based on IC chips has been expanded its service areas and the number of mobile banking users has been increased. The study analyzes and tests the dynamic effects of the inflow of potential customers on mobile banking market condition by using system dynamics methodology to identify the dynamic structure of mobile banking market. The simulation model is designed to track the variation in the number of subscribers of mobile banking servides according to two scenarios, and the results are as follows; First the effect of word of mouth by customers who have used the service already is significant. The satisfactory level of early adopters is reflected in WOM, and as a test result shows, increase in word-of-mouth causes the growth of potential customers' demands for mobile banking service. Second, perceived attractiveness of mobile banking service market is another important construct. Factors such as convenience, mobility, time saving, security, and various services explain the construct perceived attractiveness of the service, and it makes the potential customers adopt the service, causing the increase of demands.

• 산업경영시스템학회지
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• 제42권3호
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• pp.184-192
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• 2019

Focusing on the emerging influencer market of SNS (Social Network Service), This study attempts to clarify the priority of Influencer characteristics when the customer decided to purchase products through the promotion of influencers. Since the influencer marketing differs from the Online information source marketing, this study has an academic implication in that integrated the influence of the characteristics of the Online information sources and the characteristics of SNS contents. For this purpose, through the literature research on Information sources and Influencers, the characteristics of influencers were reconstructed and priorities were derived using the AHP (Analytic Hierarchy Process) technique. The upper layer of the AHP structure was set to expertise, trustworthiness, social attractiveness, and content attractiveness, and the lower layer structured the model with 13 subfactors. The results are summarized as follows. First, in the result of combining the importance of the $1^{st}$ and $2^{nd}$ classes, the detailed factors of expertise and trustworthiness, ranked from the top to six, are largely influenced in purchasing decisions in influencer marketing. Second, content attractiveness is the third rank in the $1^{st}$ layer. Influencer marketing shows that content is more important than social attractiveness. Besides, the $7^{th}$ to $9^{th}$ positions of the overall rankings accounted for visual information, storytelling, and external attractiveness, which are the details of content attractiveness, and it is confirmed that it is more effective for influencer marketing to emphasize content attractiveness than social attractiveness. Although the influencer marketing differs from the existing information marketing, this study has an academic implication in that integrated the influence of the characteristics of the source and the characteristics of the contents.

• 무역학회지
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• 제46권2호
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• pp.141-160
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• 2021

The scale of global FDI has been decreasing since 2016 due to the ongoing US-China trade dispute, the strengthening of FDI inflow screening regulations with concern over strategic technology leaks, and the spread of reshoring trends due to the reinforcement of national preferences. Eventually, the competition to attract FDI between countries is expected to become more intense. Therefore, in order to attract high-quality FDI for Korea that will contribute to the development of the national economy, it is pressing to evaluate and improve the domestic FDI attraction environment. This study aims to analyze which areas of Korea's economic and non-economic environments need improvement for gaining advantage amid the fierce competition to attract FDI between countries, by the relative comparison between Korea and the U.S., and based on the ranking indicated in key FDI attractiveness indices. As a result, improvement is needed in the following areas. First, according to IMD's "World Competitiveness Ranking 2020," Korea was inferior to the US in terms of business efficiency, productivity, finance and business legislation in terms of government efficiency. Second, according to INSEAD's "Global Talent Competitiveness Index 2020," Korea was inferior to the US in terms of internal openness, external openness, employability, lifelong learning, access to growth opportunity, and business and labor landscapes. Third, according to WEF's "Global Competitiveness Index 2019", Korea was inferior to the US in terms of product market, labor market, business dynamism and workforce skills.

• 유통과학연구
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• 제15권3호
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• pp.39-47
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• 2017

Purpose - The purpose of this study is to measure the effect of brand awareness by color marketing to purchase and revisit intentions in Traditional Markets. Research design, data, and methodology - For this study, 5 point Likert-scale was used based on previous research. Used SPSS ver.22, factor analysis and Cronbach's alpha, regression and correlation were tested. 254 samples were used for the analysis. Results - The three attributes of color marketing(symbolism, identifiability, association) exerted significant effects on brand awareness of traditional marketing explained 38.7% of the variance. Thus, , , and were supported. However, was not supported. Conclusions - Colors play important roles in establishing new images in consumers' minds. The visual sense affects emotions and attitudes and most of the visual sense is affected by colors. Colors that we see move people's heart and induce atmospheres thereby greatly affecting humans' physical and mental activities. To increase traditional market brand awareness, it is necessary for traditional markets to display a level of attractiveness through the use of colors and visuals. So to use color marketing in traditional market is very important for brand awareness which can cause purchase and traditional market revisit intension.