• 유통과학연구
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• 제9권3호
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• pp.55-64
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• 2011

본 연구는 소아비만 치료제 시장에 있어 중요한 마케팅 대상그룹인 구매 타켓, 주부들을 대상으로 한 설문조사를 통해 소아비만 시장에서의 구매의사 결정요인과 유통경로 결정요인 등을 분석해 효과적인 브랜딩 전략을 수립하기 위한 것이다. 최근 비만이 사회적으로 큰 문제로 떠오르고 있고 몇 몇 연구들을 통해 우리나라의 외식문화로부터 사회적 비만문제의 원인을 찾는 경우가 있어 외식프랜차이즈 산업에 있어서도 비만 문제는 관심 있게 바라보고 대처해야 할 관심사라 할 수 있다. 특히 소아비만의 경우 소아비만 환자의 80~85%가 성인비만으로 이어져 평생 비만과 씨름하면서 살아야 하는 심각한 문제를 야기 한다. 따라서 이러한 소아비만 문제는 부모들의 소비행동에 적잖은 영향을 미치고 있다. 이에 본 연구에서는 소아비만 시장의 구매의사 결정요인과 유통경로 결정요인 등을 살펴보고 이를 바탕으로 한 효과적인 브랜딩 전략과 브랜드 마케팅 커뮤니케이션 전략수립 방안을 제시하여 소아비만 치료제 시장 활성화에 기여하고 나아가 소아비만 문제해결에 일조하기 위함이다.

• 국제지역연구
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• 제12권3호
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• pp.293-319
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• 2008

중소벤처기업도 대기업인 다국적기업과 마찬가지로 해외진출시에는 비용이 수반된다. 이러한 외국비용을 해외진출시 당면하는 시간부족, 자금부족, 경험부족, 재무위험증가 등 장애요인과 정보획득비용, 네트워크구축비용, 마케팅비용, 유통비용, 모니터링비용 등 해외진출비용요인, 그리고 현지시장 예측과 조사, 현지기업과의 사전적 공조 등 국제화준비활동으로 정의하고, 이들 요인간 관계와 이들 요인이 경영성과에 미치는 영향을 검증하였다. 분석결과 대만과 한국기업 모두 장애요인이 중요하다고 지각할수록 해외진출비용이 크다고 지각하였다(H1). 그러나 가설과는 반대로 해외진출비용을 중요시할수록 국제화준비활동에 더욱 집중하였으며(H4), 경영성과의 향상에도 유의적인 것으로 나타났다(H5). 한국기업은 장애요인이 중요할수록 국제화준비활동에 박차를 가하는 것으로 나타난 반면, 대만기업은 정반대로 장애요인이 중요하면 국제화준비활동에 소극적인 것으로 나타났다(H2). 또한 대만과 한국기업 모두 해외진출장애요인과 국제화준비활동요인 모두 경영성과에는 유의적인 영향을 미치지 않는 것으로 나타났다(H3, H6).

• Management Science and Financial Engineering
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• 제13권2호
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• pp.117-139
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• 2007

This paper contributes by incorporating works addressing supply chain coordination and investing in setup reduction program. Consider a two-echelon, EOQ-like inventory system consisting of a supplier and a buyer. We assume that both the supplier and the buyer can invest in setup cost reduction programs in order to benefit from small order sizes. However, the costs of investing in setup cost reduction programs are different for the two parties, leading to mismatches in individually optimal setup costs and order cycle times. We propose a supply chain coordination contract that makes use of quantity discount as an incentive transfer scheme for supply chain coordination.

• 한국중재학회지:중재연구
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• 제18권3호
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• pp.71-89
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• 2008

International technology transfer(ITT) or technology trade is a very comprehensive term covering various mechanisms and channels for shifting technologies across borders. Thus, it refers to numerous complex processes, ranging from innovation and international marketing of technology to its absorption and imitation. It includes technology, trade, and investment. Markets for exchanging technologies are inherently subject to failure due to appropriability problems, spillovers, asymmetric information, and market power. Thus, there is strong justification for public intervention. Technology developers are interested in reducing the costs and uncertainty of making transfers, along with protecting their rights to profit from such transfers. On the other hand, technology importers are interested in acquiring knowledge at minimal costs, asking for restricting sharply the exclusive rights of foreign firms to exploit technology. The purpose of this paper is to review the characteristics, risks, legal issues and contractual check points of ITT, focusing on the avoidance of commercial disputes during the very complex processes of ITT.

• 융합경영연구
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• 제4권1호
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• pp.1-8
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• 2016

The purpose of this paper is to discuss the methodology of optimizing delivery route scheduling using a capacity integer linear programming problem model developed to a previous case study. The methodology suggests a two-stage decision: the first, automatic, where the manager will obtain guidance generated by the solution of the linear programming model, later they could use post-optimization techniques to fine tune to the best operational solution. This study has the goal to reduce the size of service companies' ground transportation fleets, aiming not only to reduce costs and increase competitive advantages but also to lower levels of air pollution and its consequences, traffic and, therefore, the levels of carbon dioxide, allowing for a reduction in envir onmental disasters.

• 유통과학연구
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• 제11권4호
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• 가정과삶의질연구
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• 제5권2호
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• pp.163-176
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• 1987

This paper was designated to review consumer complaining in the context of consumerism . For the purpose of this study, the literature in the consumer satisfaction/ dissatisfaction, complaining and noncomplaining behavior was reviewed. A conceptual approach to understanding why consumers complain or not when the dissatisfied was presented. It was suggested that regardless of how dissatisfied a consumer is , an action is taken or forgone only after the costs and benefits of the various alternative are considered and an assessment of the probabilities of success are made. It was suggested that aroused citizens through consumer education, government agency's effort to reduce the consumer's dissatisfaction and seller's marketing strategy in the view of consumerism are three main propositions for the enhancement of the consumer's quality of life in this study. Consumer complaining must be made in virtue of national economic systems( standard of living and the effectiveness of its marketing system, extent of government control and provision of consumer assistances) to achieve high levels of efficiency. Besides national economic systems. the third parties must be promoted for the efficient consumer complaining.

• 한국조리학회지
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• 제2권
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• pp.25-46
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• 1996

The clients of hotel desire to be recognized as special persons who have their own personality and self-consciousness. The other hand, The hotel concentrates upon marketing strategy which acts a part of expanding sales. Namely, They find out the need of client, satisfy the desired need, ensure and manage the existing regular customers and make new clients regular customers. So they gain an advantage over competitive hotels. They make strategics of Telemarketing technique which is one of the developed-marketing techniques, can provide distinctive and familiar service and have an hight effect at the low cost. The attractions of Telemarketing strategy can be explained as follows. 1. It is the medium that have cost efficiency. 2. It possesses attractions to do time management. 3. It has control cash flow. 4. It can improve cash flow. 5. Market expansion can be accomplished. 6. It is a medium fit for prospecting over long-term period. 7. It can improve customer relations. 8. It fits seasonality (seasonal sales) 9. It brings greater order volume. 10. It benefits from lower personnel costs. 11. High volume productivity is realized. 12. It has attraction of versatility. 13. It has ease of start-up.

• 한국의류학회지
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• 제27권11호
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• pp.1219-1228
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• 2003

This research was conducted to find out what the general globalization trends of Korean fashion enterprises are, and what the factors required the Korean fashion enterprises to improve the global competitiveness under the globalized circumstances are. The data were collected from the survey by questionnaire on Korean leading fashion enterprises and the Directory of Companies Branching out abroad in 2000/2001(Korea Trade-Investment Promotion Agency, 2000). The Results of the research are as follows: first, Korean fashion enterprises expanded evenly worldwide in the sales and distribution functions while relying heavily on Asian countries for manufacturing functions; Secondly, the globalization of Korean leading fashion enterprises was progressed, but still remains at the stage of the sales of manufacturing capability or the sales of low costs products rather than at the stage of manufacturing products of high added-value or the sales of design or marketing capability. Thirdly, the factors for the global competitiveness of the Korean fashion enterprises are related to capability of low cost, quick response, product development, marketing, internationalization and high value added.

• 한국의류산업학회지
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• 제18권5호
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• pp.617-624
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• 2016

The purposes of this study was to investigate impacts of loyalty program value on store loyalty through customer satisfaction and switching barrier. This study suggests some basis about the direction guidance for successful store-running marketing activities and beauty service related researches. A total of 986 usable questionnaires were obtained from female adults of Busan. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results suggested that, loyalty program value benefits(hedonic benefits and utilitarian benefits) had positive effect on customer satisfaction, and loyalty program value costs(hedonic costs and utilitarian costs) had oppositive effect on customer satisfaction. The impact of hedonic benefits of the loyalty program values was the largest. Customer satisfaction and switching barrier directly affect store loyalty. The customer satisfaction affected the store loyalty indirectly but the direct effect was bigger.