• Asia Marketing Journal
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• 제15권2호
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• pp.29-47
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• 2013

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu's new marketing channel from two perspectives: i) from customers' perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company's perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu's strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers' understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers' demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

• 유통과학연구
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• 제18권1호
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• pp.5-13
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• 2020

Purpose: The purpose of this study is to examine the growth and change process of Korean cosmetic market that has grown more than three times since 2000. It also examined how the growth and decline of the cosmetics brands are related to the change of the cosmetic distribution structure. Research methodology: This study tried to classify the change of the Korean cosmetics market into four stages based on the market sales information. It analyzed the sales information of Korean cosmetic companies and the relationship with the sales of the brands by distribution channel. Results: One-brand store channel had played a leading role in the market growth, and multi-brand stores have grown and a number of brands also grew through that channel since 2013. Since 2016, multi-brand stores have continued to grow and have dominated the market beyond one-brand store channel. Conclusions: The changes in sales of domestic cosmetics companies have been classified based on the distribution channel type in four stages: the emergence of one-brand store, the growth of one-brand store channel, the growth of multi-brand store channel, and the decline of one-brand store channel. In conclusion, multi-brand store channels have recently grown in the Korean cosmetics market, and this trend is expected to continue.

• 수산경영론집
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• 제12권2호
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• pp.61-71
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• 1981

This essay examines the marketing of Fishermen's Cooperative in Korea, and in particular considers the marketing channel of fisheries products, No company can perform by itself all the activities involved in the production and distribution of its products and services to its final markets. It must work with other firm to get the job done. Thus marketing channel firms of the fisheries products include primarily the Fishermen's Cooperative the licensed dealers and tile merchant middlemen, The goal of marketing is in matching of segments of supply and demand. Every producer seeks to the link the marketing channel firms that will help it accomplish its objective best. Therefore this study surveys the three types of marketing channels through tile central market That. is, they are a marketing channel through the terminal market, a marketing channel through the fishermen's cooperative terminal market, and a marketing channel through the private fish market. Consequently the Fishermen's Cooperative can choose to improve in any of tile marketing channel as follows: \circled1 The Fishermen's Cooperative is nominated wholesaler in the terminal market. \circled2 It is abolished to sell by double auction in the production district terminal market and the consuming city terminal market of Fishermen's Coopertive. \circled3 The steady wholesalers in private fish market are entitled to the licensed dealers. \circled4 The Fishermen's Cooperative sponsored voluntary chains join with retailer, supermarkets, consumers' society. Therefore the study of marketing channel of fisheries products can appropriately referred to satisfying needs and wants through exchange process.

• 유통과학연구
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• 제14권11호
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• pp.91-102
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• 2016

Purpose - The objectives of this study are as follows. First, it aims to suggest an analysis model that has integrated the relationship between the two factors and export performance and conduct an empirical analysis of the factors. Second, the study seeks to analyze the mediating effect by setting direct channel governance as a specific activity to connect market orientation, a cultural asset, to export performance. Third, through these analyses, the study intends to apply the relationship between market orientation and direct channel governance that the existing studies have failed to observe comprehensively on SMEs in Korea. Based on these analyses, the study expects to expand the discussion of previous researches by analyzing the mediating effect of direct channel governance. Research design, data, and methodology - This study developed a model that has integrated market orientation, direct channel governance, and export performance. It established 7 hypotheses including the mediating effect of direct channel governance. Market orientation was consisted of customer orientation and competitor orientation, and 4 latent variables were measured by 18 questions. LISREL, an analysis tool of structural equation model, was used for hypothesis test and there were 183 sample for analysis. Results - The analysis results showed that customer orientation has a positive influence on direct channel governance, but competitor orientation did not have a statistically significant effect. On the contrary, export performance showed an opposite result. That is, customer orientation did not have any influence but competitor orientation had a significant influence on export performance. It was also confirmed that there was a significant influence in the relationship between channel governance and export performance. According to the analysis of mediating effect, direct channel governance had a full mediating effect between customer orientation and export performance. Conclusions - The study results demonstrated that it is important to build a direct channel governance on the export SMEs in Korea, especially since the direct channel governance complements the influence of customer orientation that does not directly influence export performance among market orientation activities. This implies that Korean export SMEs must strive to build an effective direct channel governance.

• 한국유통학회지:유통연구
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• 제16권2호
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• pp.119-138
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• 2011

지난 십년동안 인터넷을 통한 전자상거래는 빠른 속도로 성장해 왔다. 이러한 인터넷의 발달은 기업들의 사업방식에 많은 변화를 유도했으며, 그 중에서도 마케팅경로의 구조와 경로 구성원들 사이의 관계에 중요한 변화를 초래하고 있다. 각 기업이 처한 시장환경은 다양하며 이 다양한 시장 환경은 인터넷 경로가 각 시장에 미치는 효과를 조절하는 역할을 한다. 이러한 시장의 다양성에도 불구하고 지금까지의 선행연구들은 각기 특정한 하나의 시장상황(unique setting)을 상정하여 인터넷경로 도입이 그 시장에 미치는 영향을 분석하는데 그쳐왔다. 이러한 기존 연구의 공백을 채우기 위해 본 연구는 시장의 다양성을 소비자의 지리적 분포, 시장의 인터넷 수용도의 측면에서 살펴보고 이러한 시장 환경이 인터넷 경로 도입 효과에 미치는 영향에 관하여 조사해 보고자 한다. 이를 위해 본 연구는 다양한 소비자들의 지리적 분포, 경쟁강도, 소비자의 인터넷 상거래에 대한 수용도 등을 포함한 다양한 시장 환경을 수요모형에 반영시켜 그 영향력 분석을 가능하도록 하였다. 그러나, 다양한 시장 요소를 모형에 반영하는 과정에서 수요모형이 복잡한 구조를 가지게 되었다. 이 문제를 극복하고 게임이론의 균형해를 도출하기 위해 Newton-Raphson algorithm을 사용한 numerical search 방법을 사용하였다. 분석결과 두 종류의 경로에 대한 소비자선호의 분포에 따라 생산자의 가격차별정도, 생산자와 독립소매상 간의 경로이윤 배분율, 그리고 인터넷경로 도입이 각 경로주체의 이윤 향상에 도움이 되는지의 여부, 소비자잉여 등이 달라질 수 있음을 발견하였다. 끝으로 연구의 학술적, 실무적 시사점과 한계점 및 향후 연구방향도 논의되었다.

• 국제지역연구
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• 제21권2호
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• pp.121-141
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• 2017

세계 미백화장품시장은 복합된 기능을 포함한'복합기능성화장품'시장으로 빠르게 넘어가고 있다. 또한 고기능성화장품시장인 코스메슈티컬시장은 복합기능성화장품 시장과 함께 성장하고 있다. 더불어 복합기능성화장품 시장에서 미백기능을 포함한 천연화장품 시장은 전세계에서 성장하고 있다. 전세계 기능성화장품 유통채널은 '미용과 디지털(Beauty and Digital)'을 통한 디지털 커뮤니케이션(digital communication)이다. 글로벌 기업들은 브랜드와 소비자 사이에서 새로운 공간에 관계를 추가하고 있다. 그렇기에 전세계적인 미백화장품 유통 채널의 변화현상은 기존과 다른 공간에서 고객과 소통될 수 있어야 한다는 중요성을 시사를 할 것이다. 국내 미백화장품시장은 2015년 기준 연평균성장률 -3.61%로 감소하고 있다. 반면에 복합유형시장은 연평균성장률 33.28%로 지속적인 성장을 나타내고 있다. 국내 미백화장품시장은 2008년 이후로 기존의 방문판매 중심의 유통채널에서 변화되었다. 특히 온라인채널은 오프라인채널 대비 약1/6 수준이지만, 2014년 기준으로 온라인쇼핑의 전년대비증가율이 27.1%를 나타냈다. 향후에는 오프라인의 판매비중과 비슷해지거나 뛰어넘을 것으로 예측된다. 미백화장품의 유통채널은 변화하고 있고, 온라인 유통채널은 성장하고 있어, 국내 기업들은 새로운 미백화장품 유통채널과 기존의 오프라인 채널을 동시에 공략하는 전략이 필요할 것으로 사료된다. 신규기업의 미백화장품시장 진출 시, 기존의 미백화장품시장보다 복합기능성화장품 내의 천연화장품으로의 진입을 고려해야 할 것으로 판단된다. 국내 미백화장품 시장 경쟁력을 확보하기 위해서는 브랜드 차별성을 확보하거나 유통채널의 변화를 추구하여 기업과 고객이 새로운 공간에서 커뮤나케이션을 구축할 수 있는 진출방안을 모색할 필요가 있다.

• 패션비즈니스
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• 제20권2호
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• pp.134-148
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• 2016

In this study, we determined the characteristics and importance of market maven to today's fashion retailers. Market maven is defined as an individual who is highly involved in the marketplace and takes a role as an information diffuser. In order to identify market maven, a total of 415 data were collected from 30-40 consumers who purchased fashion items from the various types of retailers. The data were divided into three groups based on the average score of summated market maven's scale, and the high group was referred to as "market mavens." Results suggested that the market mavens existed in the fashion retailing market and presented the differences from the other two groups. The market maven group spent more and purchased more fashion items than the other groups. With respect to shopping behavior, the market maven group was more likely to browse and bargain hunt when shopping, and showed higher mean scores on impulse buying and overall satisfaction. In addition, market maven tended to purchase fashion items from different types of retailers including online channel. Accordingly, market mavens seemed to present common characteristics with heavy browser, recreational shopper, and/or multi-channel shopper. Market mavens showed shopping enjoyment characteristics when searching for market-related information from various retailers, hence this segment should be the essential target market in the multi-channel retailing environment.

• 유통과학연구
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• 제21권3호
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• pp.113-121
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• 2023

Purpose: Online distribution channel alludes to the many different digital channels utilized in marketing and distributing goods and services to end users. The present research aims to explore and provide various retail strategy for the success of the art market within online distribution channel. Research design, data and methodology: The current author has conducted and investigate the qualitative textual methodology to take a look at carefully the current and prior literature dataset to achieve the purpose of the present research so that the present author could obtain total 27 relevant prior studies. Results: According to the comprehensive literature investigation, this research has found that there are six kinds of retail strategy for the prosperity of the art market within online distribution channel as follows: (1) Blockchain Technology, (2) Artificial Intelligence (AI), (3) Virtual Reality (VR), (4) Online Market Places, (5) Social Media, and (6) Regulations. Conclusions: The results of this analysis of the relevant literature show that the art market industry needs to adjust to keep up with the quickly shifting landscape of the digital world. In addition, although these technologies can be helpful in addressing difficulties linked to authenticity and transparency, they cannot eliminate the hazards of fraud and misrepresentation.

• 대한산업공학회지
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• 제28권4호
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• pp.379-389
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• 2002

In this paper, we study the competition between two kinds of suppliers, a bricks and mortars(B&M) and a clicks and mortars(C&M). Using the circular spatial market model, we derive and analyze the Nash and Stackelberg equilibria as a function of offline market share and efficiency of online channel of the C&M supplier. The result can be summarized as follows: (1) Stackelberg equilibrium is always superior to the Nash equilibrium, (2) Under certain conditions, the price of online channel can be higher than that of offline channel, (3) It is impossible for the C&M supplier to encroach on all of the B&M supplier's market, (4) In some cases, the C&M supplier has incentive to lower the efficiency of its online channel for more profit.

• Asia Marketing Journal
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• 제16권2호
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• pp.15-38
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• 2014

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.