• 농업과학연구
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• 제23권2호
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• pp.330-341
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• 1996

As the agricultural marketing environments, which are consumers' tastes and preferences, producers' involvements in marketing business, government policy and liberalization of domestic market, have rapidly changed, current marketing systems are facing transitional periods. To cope with changing marketing environments, it is desirable to develop new marketing system that efficiently direct the flow of agricutlural products from producers to consumers. Cyber-marketing system, in which producers and consumers could conduct direct transaction with each other using computer internet system, would be suggested so that marketing stages and costs can be reduced. However, for cyber-marketing to be managed successfully, it is a need to establish data base and information network system for producers' group and consumers' group and to improve the marketing functional performances such as grading, packaging, and storage system.

• 디자인학연구
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• 제11권2호
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• pp.179-188
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• 1998

현재 사회는 커뮤니케이션(communication)의 과잉의 시대로 보여진다. 다양화된 상품과 정보통신의 발달로 언어적 특성의 사회는 시각적 환경으로 변화되었다. 이런 변화의 시대 속에 패키지가 소비자와 올바른 커뮤니케이션을 하기 위해서는 마케팅계획과 마케팅전략의 분석을 통해 소비자가 원하는 요구(needs)를 파악하고 형상화시켜 전달해야 된다고 보여진다. 이러한 올바른 커뮤니케이션 방법을 제시하기 위하여 본고에서는 마케팅 개념과 환경의 변화를 살펴보았으며, 마케팅 활동과 패키지 활동의 유기적 관계에 대해서 연구하여 패키지 프로세스로의 도입을 시도하였다. 본고의 목적은 현재 소비자 기호 변화에 따른 마케팅 환경 변화에 대응하는 커뮤니케이션 도구로서의 패키지 디자인을 개발함에 있어 마케팅 전략을 도입하여 이론적 프로세스를 개발하고, 또 시각화시키는데 있다.

• Asia Marketing Journal
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• 제17권2호
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• pp.1-13
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• 2015

It is becoming increasingly difficult for advertisers to reach target consumers because memory for an ad is inhibited in the presence of competing ads. While previous studies have focused on ad repetition as a factor that can reduce competitive interference, this study focuses on ad distinctiveness. We compare the effects of ad distinctiveness on recall for the ad and its competing ad in high competitive ad environments with those in relatively low competitive ad environments. Regarding the effect of ad distinctiveness on recall for the focal ad, the results show that when an advertiser makes its ad distinctive, recall for its own ad is enhanced in both high and low competitive ad environments although the positive effect is relatively weak in high competitive environments. The results also show that, regarding the effect of ad distinctiveness on recall for its competing ad, when an advertiser makes its ad distinctive, recall for its competing ad is enhanced in low competitive ad environments rather than in high competitive ad environments.

• 한국조리학회지
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• 제10권4호
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• pp.50-66
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• 2004

We defined life style as something that every members of society have in common. These social and cultural environments build up not only society group or every individual's expectation but also its own life style. In that way, these social and cultural environments leads to particular consumer behavior pattern in this food-service industry. So we regard next generation's trend which consists of rational consumers as important indicator when we make future's plan in foodservice industry. We consider smart map which needs rational and continuous consume pattern as the construction of next generation's main consumer class. Therefore, this study tried to develop of color and image marketing strategies to attract LOHAS and nomadic consumer.

• 통상정보연구
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• 제16권2호
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• pp.69-88
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• 2014

본 연구는 표준화에 대한 기술변화 및 경쟁강도와 같은 외부환경요인들의 영향을 검증하였다. 연구프레임워크의 타당성에 대해 한국기업의 샘플을 통해 실증적으로 테스트하였다. 검증결과는 외부환경요인들이 마케팅표준화와 기술표준화의 가능성을 증가시킨다는 것을 확증하였다. 연구결과는 기술변화와 글로벌표준화간에 상관관계가 있음을 보여주고 있다. 즉, 데이터는 빠른 기술변화에 직면한 기업들이 마케팅과 기술의 표준화를 강조하고 있음을 지지하고 있다. 또한 실증적결과는 경쟁강도가 마케팅표준화에 직접적으로 영향을 주고 있음을 확인하여 주었다.

• 산경연구논집
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• 제10권1호
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• pp.51-58
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• 2019

Purpose - Manufacturers in uncertain environments need to depend on governance mechanisms to reduce the inherent risk in these environments. However, few studies have examined which governance mechanisms a given manufacturers will develop in uncertain environments for managing the relationships with its vertical partner. This study explores how different governance mechanisms function under uncertain environmental circumstances. We also try to investigate the contextual effect of interfirm benevolence as moderator. Research design, data, and methodology - This research provide the conceptual framework of interfirm benevolence on which this research's propositions are predicted. The theoretical background for environmental uncertainty, governance mechanisms and interfirm benevolence will be discussed. Results - The expected results are as follows. Manufacturers in an uncertain environments rely on different governance mechanisms under conditions of high and low interfirm benevolence. In terms of role of interfirm benevolence, interfirm benevolence provides a better understanding of how governance mechanisms can develop in an uncertain supply markets. Conclusions - This research suggests several theoretical and practical implications between channel partners, particularly, this research offers that interfirm benevolence is a crucial competitive factor under environmental uncertainty situation. In future studies, it is necessary to investigate the effect of each governance mechanism structure on performance in an uncertain environment and various level of interfirm benevolence.

• 유통과학연구
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• 제3권1호
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• pp.91-111
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• 2005

As the environments of world economy have been changed so rapidly, the conditions of marketing and distribution also have been altered. In korea distribution industry has been changed according to the introduction of various patterns of distribution and marketing. Among them the emerging of network marketing, same meaning with multi-level marketing in this research, is a important phenomenon of distribution industry in Korea. Not only it contributes the progress of national economy, especially distribution industry, but also it includes some limitations and criticism from the dissenters. In this paper, the clear definitions and characteristics of network marketing are suggested. And the current situations of network marketing in this country has been analyzed and compared, The future perspectives and problems of this network marketing have been diagnosed and classified for the future development and contribution for national economy. The various alternatives for the future development of network marketing have been studied and suggested in terms of each role of this industry such as distributers, consumers and government. Though this paper has a small contribution, it contains many limitations for research. Therefore it suggest future directions for further research.

• Asia Marketing Journal
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• 제6권2호
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• pp.69-87
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• 2004

본 사례는 신규 정보통신 서비스인 KT 네스팟의 태동과 첨단기술 기반의 틈새적 서비스로부터 대중적 서비스로 변화하려는 2003년 초까지의 약 1년 6개월에 걸친 마케팅 활동을 소개함으로써 첨단 정보통신 기술상품의 마케팅 전략을 살펴보았다. 첨단 정보통신 기술상품은 제품의 특성상 시장 진입기에서 성장기로 넘어가는 전략이 특히 중요하며, 이를 성공적으로 수행하기 위해 실시한 실제 마케팅 사례를 살펴보았다.

• 마케팅과학연구
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• 제10권
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• pp.45-70
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• 2002

The purpose of this study is to obtain more insight into the explanation and prognosis of consumer behavior in real and virtual museums. The analysis focuses on the influence of the museum environment on the museum patrons (rather than on the influence of the art objects). On the basis of the emotional approach to environmental psychology by Mehrabian and Russell (1974), a behavior model has been developed for museums. The model, which is based on the emotional variables pleasure, arousal and dominance (PAD), is also enhanced by cognitive variabies (learning attractiveness, education standard and information demand). The enhancement of the classical model was necessary because cognitive variables play a major role in cultural institutions such as museums: One important objective of museums is the communication of cultural knowledge to visitors. The model is tested empirically using structural equation modeling. 301 visitors were interviewed individually. Two different museum environments were represented using visual stimuli. The theoretical model for museums can be proved empirically. The degree to which the model fits the empirical data was extensively tested. The model showed high compatibility with the data and could be accepted. The study proves that a model can be developed, which explains visitor behavior in museums. The model shows museum designers how museums should be designed to be both emotionally appealing and a learning environment. Based on empirical studies in virtual stores on the Internet, it is discussed whether the research findings in these environments may be applied to virtual museum environments. In order to create an emotionally appealing virtual museum, it is recommended that one uses a 3-dimensional representation to offer various possibilities for interaction and to create a multi-sensual environment that appears highly realistic.

• 한국정보컨버전스학회논문지
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• 제8권1호
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• pp.1-11
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• 2015

오늘날 현대 마케팅에서 고객관계 관리(CRM)와 마케팅 환경은 국제화, 세계화로 인하여 다양한 전략이 요구되고 있는 실정이다. 현대 마케팅은 상품이나 서비스만으로는 시장에서 생존하기 어렵다. 다양하고 다변화된 시장 상황에서 지속적인 성장을 이루기 위해서는 시장의 흐름을 파악하는 것이 무엇보다도 중요하다. 시장의 흐름은 고객과 고객관리에서 오는 관계이며, 그 과정의 연속선상에서 마케팅 전략으로 수립되어야 할 것이다. 이에 본 연구는 고객관계 관리에 대한 문헌고찰을 실시하고 방안을 제시하여 기여하고자 한다.