• International Journal of Computer Science & Network Security
• /
• v.23 no.12
• /
• pp.137-144
• /
• 2023

The relevance of the research topic lies in the necessity to use social networks as innovative tools of marketing communications. A wide audience and the ability to segment the market for a specific consumer determine the construction of a corporate strategy, which will be based on using the social networking approach. The spread of the global coronavirus pandemic has led to the rapid development of remote communication channels between the company and the customer. The issue of using marketing tools in social networks acquires the most urgent importance in the modern world of the introduction and implementation of the company's marketing strategies. The purpose of the academic paper is to study the use of social networks as features of implementing the marketing campaign. Social networks are the result of the development of digital technologies and the processes of creating an information society involved in the digital space. The objectives of the research are to analyse the opportunity of using social networks as a tool for marketing communications and their implementation at the level of its widespread use by enterprises and establishments. It is significant to create an advertising campaign by defining the target audience and outlining the key aspects, on which the company is focused. The research methodology consists in determining the theoretical and methodological approaches to the essence of introducing social networks and their practical importance in the implementation of marketing activities of companies. The obtained results can significantly improve the quality of functioning of modern enterprises and organizations that plan to master a new market segment or gain competitive advantages in the existing one. The academic paper examines the essence of social networks as a tool of marketing communications. The key principles of the development of digital social platforms were revealed. The quality of implementing the advertising campaign in the social network was studied, and further prospects for the development of using social networks as a component of the marketing strategy were outlined. Therefore, the academic paper analyses the problems of using social networks as a marketing tool.

• Journal of Digital Convergence
• /
• v.10 no.8
• /
• pp.119-133
• /
• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• Journal of Agricultural Extension & Community Development
• /
• v.14 no.1
• /
• pp.197-230
• /
• 2007

The objectives of this study were to identify the cause of consumers for purchasing foods from various distribution channels, and to compare with characteristics of consumers by each distribution channel. The distribution channels as the basis of comparison were four types namely, the consumer cooperatives / environment－friendly specialized stores, large retail discount stores, direct marketing and parents / relatives. The researcher developed a questionnaires, and a total of 190 questionnaires were collected and 186 of them were analyzed. The data were analyzed utilizing the SPSS－WIN 12.0K program and major statistical technique were mean, percentage, t－test, Chi－square test, ANOVA. There were differences in the quality perception, demographical characteristics, relationship with rural communities and personal experiences of the consumers according to the distribution channels.

• Design Convergence Study
• /
• v.16 no.2
• /
• pp.63-81
• /
• 2017

Environmental change of consuming contents has led corporates to acknowledge the possibility of social media as being marketing platform. And as the importance of 'contents' is growing bigger at the same time, 'Content Marketing' is getting attention because 'Content' plays the key role in current marketing since it can deliver meaningful values to the companies and the customers both. Many companies are practicing contents marketing employing YouTube by not only creating their own YouTube channels and YouTube contents but also collaborating with YouTube creators. Purpose of this study is to figure out how domestic standalone beauty brands that are actively practicing content marketing, are exploiting the YouTube and to suggest design direction for future YouTube content marketing. 'Etude', 'Innisfree', 'Misha', 'The Face Shop' were selected for analyzing the content marketing cases using YouTube. As a result, this study could conclude that if the brand has inadequate number of subscribers, it is better to collaborate with the creators. Also, clarifying contents' purpose and distinguishing the way of delivering it is important.

• Korean Journal of Organic Agriculture
• /
• v.5 no.1
• /
• pp.1-17
• /
• 1996

As the conventional farming emphasizes the productivity and the quantity produced, large amount of agricultural chemicals have been used. As a result, natural environment and human health are critical issues in recent years in Korea. Reflecting these problems, many farmers have begun to practice the LISA(low input sustainable agriculture) voluntarily across the country. In this study, a survey was made to 13 apple producers who have been producing the fruits by practicing the LISA, and wanted to analyze the production and marketing information in order to suggest the improvement strategies for the sustainable agriculture. Some of the improvement strategies were suggested as follows ; First, advance payment to the LISA apple growers should be supplied in order to make it easier for the financially burdened producers. Also, some kind of means should be developed to prepare the equipments/machineries to make the organic fertilizers. Price differentiation should be utilized in marketing the products, and mass marketing channels for the LISA products should be provided for them. Public quality guaranty is badly needed in order to accelerate the marketing. Finally, stronger producer organizations should be organized and subsidized by the government because those organizations are playing an important role in developing the LISA.

• 지역과문화
• /
• v.8 no.1
• /
• pp.77-93
• /
• 2021

The importance of cultural goods marketing in the management of museums is increasing as the museum's cultural goods are taking an important part in the profit.This study analyzes the differences in cultural goods between the National Palace Museum and the National Palace Museum through the 4P strategy of marketing products, prices, channels and promotion. While the National Palace Museum emphasizes cooperation with other companies in terms of products, the National Museum of Korea focuses on developing its own products.In terms of price, the two museums have different strategies because of their different market share.In terms of space, the National Palace Museum sells cultural goods through a variety of electronic merchants, while the National Museum of Korea is distributed through a special website.In terms of promotion, the Palace Museum uses online social media marketing strategies, while the National Museum of Korea collects ideas and develops cultural products through open recruitment activities every year. This research is of new significance to the development of cultural products in China and Korea through comparison between the National Palace Museum and the National Museum of Korea.

• Journal of Distribution Research
• /
• v.2 no.1
• /
• pp.59-85
• /
• 1997

The automobile industry in Korea has grown to the fifth in the world in terms of production capacity. In spite of the production growth, the marketing aspects such as distribution and customer service in the auto industry are still behind the world-class. Thus, the major purposes of this paper are as follows. The first is to analyze competitive structure of the industry and to compare distribution strategies of the major auto firms(Hyundai, Daewoo, and Kia). The second is to theoretically explain the transition from the vertical marketing system to the dealer system using transaction cost analysis. The third is to compare auto distribution channels in Korea with those in the U.S. and Japan. Finally, an optimal channel stucture in the auto industry is suggested after reviewing five alternative channel structures such as corporate-owned VMS, sales-specializing firm, multiplex system(VMS+limited dealer system), dual sales channel, and advanced dealer system. In the short-run, sales-specilizing firm was suggested as an optimal channel system to enhance customer satisfaction by integrating sales and customer service. In the long-run, advanced dealer system through regional differentiation was desirable for an optimal channel structure by organically integrating new car sales, used car sales, and after service to provide total marketing service to customers.

• 한국IT서비스학회:학술대회논문집
• /
• 2008.11a
• /
• pp.112-115
• /
• 2008

CRM is one of fields that come into the spotlight in academic circles. A Marked changes of business environment makes it get a various information about competitive products unlike in the past and makes it understand the customer needs. Also, Market boundary become to be uncleared. Insurance industry is lied in the age of limitless competition due to uncleared market boundary. Channels for getting customer information and understandings become to be various. In this study, we collect the customer information using various channel and we analyze out a primary factor. Using this results, we present the method that cluster target customers. It is the object of this paper that analyze out the effects when we execute the One-to-One-Marketing using clustered target customer based customer pattern.

• The Journal of Economics, Marketing and Management
• /
• v.7 no.3
• /
• pp.29-43
• /
• 2019

Research Purpose - The purpose of this study was to investigate marketing stimulation and impulsive buying of Internet shopping mall. Research Question - Despite these unstable factors, the Internet shopping mall market has become more popular than traditional distribution channels such as department stores and discount stores due to the increase in the number of Internet users, a gradual increase in the consumption of high-priced items. Research Method - The data were collected from 301 women living in Seoul, Gyeonggi, Gwangju, Daegu, and Gyeongnam province in Korea on May 2018. Statistical methods used in the study were frequency, F-test, Duncan test, factor analysis, Cronbach's α, correlation coefficient, and multiple regression. Result - All The reliability of these questions is Cronbach's α =. 775. Factor 5, which is 12.367 % explanatory power, is said to consist of three questions: price, discount bag, and no-carrying; thus, the reliability of the question is Cronbachs' α. The ratio of the five factors in body random cases was 66.096 %, and the reliability of the questions was higher than. 770 as a result of the reliability analysis.

• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.213-222
• /
• 2014

MPC is a specialized CRM company providing one-stop service through contact centers and has built a No. 1 "MPC Brand" in the industry. Founded in 1991, MPC has expanded into CRM solutions and services by launching businesses with database marketing. On Dec. 12, 2005, MPC became listed as the first company in the CRM industry on KOSDAQ. Now, MPC reserves 2,932 seats nationwide. MPC provides inbound/outbound services through various channels, such as phone and e-mail, and analyzes operating results in various aspects to improve services and make suggestions. MPC offers specialized training based on analyses of customers' requirements. Also, MPC develops essential solutions for customer consulting and management. In this case, we describe how MPC succeeded in the Korean market and identify its key success factors. Also, we discuss the issues faced by contact centers and suggest solutions.