• Culinary science and hospitality research
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• v.7 no.1
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• pp.35-56
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• 2001

The purpose of this study is to found out that how well yield management, the element of Marketing mix possible to control, is composed and is conducted in strategic level in Italian Restaurant of domestic Hotel and that how much menu which is the element of Yield management contributes to growth of sales. As a result of this research, it is found out that all of three hotels have a different characteristic promotion hold by 10% in F/B. By that reason, out saucing is need to hotel management, but Restaurant should be activated continuously.

• Journal of Industrial Convergence
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• v.2 no.2
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• pp.101-125
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• 2004

Many studies on brand equity elements have explored factors influencing on marketing mix elements, but the results showed inconsistencies in their findings depending on the types of service. The purpose of this study is to investigate the effect of service on brand equity using service as an initial cause. More specifically, this study examined the effects of perceived quality, brand awareness, brand image, brand loyalty, and customer relationship which consist of brand equity.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2000.04a
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• pp.187-196
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• 2000

A lot of Internet shopping malls strive for obtaining a competitive advantage over others in an increasingly tighter electronic marketplace. To this end, understanding customer preference toward products (or services) and administering appropriate marketing strategy is essential for their continuous survival. However, only a few marketing researchers and practicioners focused on this issue, compared with academic and industry efforts devoted to traditional market segmentation. In this paper, we suggest a methodology of conjoint segmentation for electronic shopping malls. Traditional market segmentation methodologies based on customer's profile sometimes fail to utilize abundant information given while navigating around cyber shopping malls. In this methodology, we do not impose information overload to the customer for preference elicitation, but this methodology, we do not impose information overload to the customer for preference elicitation, but capture automatically generated surfing or buying data and analyze them to get useful market segmentation information. The methodology consists of 4-stages: 1) analyzing legacy homepages, 2) data preparation, 3) estimating and interpreting the result, and 4) developing marketing mix. Our methodology was to give useful guidelines for market segmentation to companies working in the electronic marketplace.

• Asia Marketing Journal
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• v.8 no.3
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• pp.141-159
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• 2006

On November 16th 2004, SK Telecom Co., Ltd. launched 'MelOn' , an ubiquitous music service, into the first time in the world. It, new business model in Korea, was a great success in domestic music industry. Its key success factors are not only differential features of service but also the superiority of technical know-how, customer-oriented spirit, and marketing mix activities compared to many competitors. The case shows how MelOn developed and then introduces what on-line music service is identifying the key success factors and presenting visible outcomes. Furthermore discussing its business implications and future challenges.

• Journal of Korea Port Economic Association
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• v.33 no.1
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• pp.31-46
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• 2017

With an increases in income levels and the establishment of a five-day workweek, the number of passengers using international passenger terminals around the world continues to grow every year. However, previous researches on port sector have focused on cargo, and neglected the study on the passenger attraction strategy of the international passenger terminal. Maximizing passenger attraction strategy of the international passenger terminal requires establishing and operating the port marketing strategy, which reflects port characteristics and the tourism marketing strategy, which reflects the hinterland characteristics in an integrated approach. Therefore, the study presents a marketing mix strategy for Daesan International Passenger Terminal based on existing literatures, and a tourism marketing strategy for Seosan city based on the "6A" factor. Recommendations for the Daesan Port include the grand image improvement strategy of Seosan city, utilization of marine tourism resources and development of various tourism products linked to the neighboring areas.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.2
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• pp.157-165
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• 2016

To provide the baseline for pricing, this paper proposes pricing-by-rating (PBR) as pricing model at micro-foundations level that can work as the baseline for all pricing models as well as an assessment criterion of business model in all circumstances. It sets up firstly WTP (willingness to pay/purchase) model from explicit needs and develops PBR based on the ordinal scale of the difference between the WTP and the WTS (willingness to supply/sell) by comparing individually the corresponding element/component of a firm's actual marketing mix 4P with that of the best SPEC (solution, price indicator by WTP, encouragement, channel) as an ideal 4P a customer expects and also by comparing the interaction between the 4P and the best SPEC as a whole collectively. And through illustrations it shows its applicability to evaluating business model in practice and finally asserts that PBR works as the baseline for pricing policy and as a criterion of business model evaluation in any circumstances.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.509-526
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• 2015

The study investigated the N-Screen strategies of paid digital contents of foreign newspapers belonging to advanced companies: USA, United Kingdom, and Japan. This research employed the time to launch paid digital content business, whether or not to segment market, and 4p marketing mix strategies for analyzing the strategies. The results show that the strategies, starting around the year 2000, had experience chasm, and then revived since the year 2010, when the penetration rate of mobile devices proliferated. Most newspapers still supply contents under the assumption that they paly in a mass market. The items of paid digital contents are mainly composed of e-paper and digital contents. Regarding the price strategy, soft paywall and combination paywall are largely used. Distribution strategy is subject to whether or not to discriminate the path of digital contents. As for promotion strategy, bundling strategy with newspaper is mostly utilized. The difference between western countries and Japan was found in term of the free trial service.

• Journal of Korea Port Economic Association
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• v.24 no.3
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• pp.101-123
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• 2008

This paper is intended to suggest a development device for Gwangyang Free Economic Zone(GFEZ) to strengthen the competitiveness of its maritime port of Gwangyang and promote the regional development in Gwangyang Bay Area. This study will evaluate the background, processes, and targets for foreign investment, I examined historical treatises as they relate to inducing investments to Free Economic Zones. I will explore good operation and inducing investment methods GFEZ within the 4P(product, price, promotion, place) framework. I tried to suggest a new management methodology for the Free Economic Zones as suggested by the central government from the regional view point. The purpose of this paper is to investigate the marketing strategies; compare them to the 4P for deploying an actual more efficient governing structure body for the GFEZ. As proposals to promote and activate GFEZ, I recommended in this paper several benchmarks. First, GFEZ must construct good clusters related to regional strengths as they relate to products. Second; to give more flexible incentives to foreign companies as compared with China, England, Ireland, India, Malasia, Thailand and Vietnam using prices as a guideline. Third, it is required to cultivate expert manpower who can communicate with foreign clients relate to promotion. A proactive public information system is also required in addition to marketing strategies for inducing investment. Lastly, GFEZ needs to became independent and separate from the central government and even from regional province.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.307-319
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• 2021

This reserch categorizes the workplace recipient into selection criteria and studies the difference of demographic characteristics, counseling usage characteristics, job burnout, and differentiation of counseling behavior according to the subtype criteria. The survey has been collected 398 employee's responses who have no experience in counseling, who belong to the companies deploying counseling program and the companies are located in Seoul and Kyunggi area. As a result of the cluster analysis, the group was divided into "People-Product Oriented Type", "People-Product-Place Oriented Type", "People-Product-Process of service assembly Oriented Type". Subtype differentiates demographic characteristic and counseling usage characteristic and it convinces that junior employees belong to "People-Product Oriented Type" and senior employees belong to "People-Product-Place Oriented Type" and "People-Product-Process of service assembly Oriented Type". "People-Product-Process of service assembly Oriented Type" is the cluster who takes counseling services most likely if the counseling requirements are raised. Each subtype shows the differentiation of job burnout and "People-Product Oriented Type" is more exposed in job burnout among the subtypes which required urgent counseling assistance. This research is meaningful to take differentiated marketing strategies in subtype basis by considering workplace counseling service selection and recipient characteristics. Furthermore, it discusses the meaning of this research and the proposal for the further investigation.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.361-372
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• 2023

In this study, three luxury fashion start-up platforms, Balaan, Trenbe, and Must-it, were selected as research subjects. The purpose of this study is to compare and analyze the marketing mix strategies of each of the three online sites. The results of our study are as follows. First of all, the product strategies of the three luxury platform companies are characterized by the composition of products from high-end brands to SPA brands, and product composition such as kids, home living, Used goods and art in addition to women's and men's wear. In addition, the pricing strategies of luxury platforms show price differences depending on the luxury platform even for the same product. It is shown as a structure that directly determines margin. Therefore, in order to secure an edge in price competitiveness, each platform provided discount coupons and savings that are not available in offline stores such as department stores, providing opportunities to purchase luxury goods at a lower price than offline stores.Lastly, the sales promotion strategies of the three luxury platform companies was used include price discount promotions such as price discounts, discount coupons, and regular sales, and value-added sales such as membership registration/review points, events, product information, delivery services, social contribution activities, and SNS utilization.