• Title/Summary/Keyword: marketing plans

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A Study on Library Marketing Strategies for Academic Libraries in New Normal Age (뉴노멀시대의 대학도서관 마케팅 전략에 대한 연구)

  • Lee, Yong-Jae
    • Journal of Digital Convergence
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    • v.20 no.2
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    • pp.185-190
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    • 2022
  • The purpose of this study is to suggest library marketing strategies for Korean academic libraries to provide sustainable services at COVID-19 pandemic situation. For this purpose, development plans of academic libraries in Korea were collected and homepages of academic libraries in and out of Korea were analyzed. This study found that academic libraries in and out of Korea had taken various measures to meet disastrous situation and had kept up services for users to make use of collection, facilities, services and programs of libraries without being disconnected. As a conclusion, this study suggests reinforcement of basics and value marketing, space marketing, blue ocean marketing as library marketing strategies for providing sustainable services. This study can be used as a reference for academic libraries and librarians to sustain or extend library services. The marketing strategies suggested in this paper can be helpful for academic libraries to overcome pandemic crisis in Korea. As follow-up studies, an in-depth case study about academic libraries which develop and activate new services and programs in and out of Korea to face COVID-19, a study on developing in-depth strategies of various library marketing to stabilize library services are needed.

A Case Study on Partnership Types between Network Operators & Netflix: Based on Corporate Investment Model

  • Minzheong, Song
    • International Journal of Internet, Broadcasting and Communication
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    • v.12 no.1
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    • pp.14-26
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    • 2020
  • We categorize partnership types between network operators and a global video streaming or over-the-top service provider, Netflix from 2011 to the first quarter 2018. The options are based on the integration of over-the-top (OTT), Netflix with pay TV and telecommunication operators in the form of carrier billing, access to over-the-top (OTT) via devices or the development of their tariff plans. Options of the Type 3, 'cooperation' or the Type 4, 'agreement' entails a kind of the technical involvement between two partners and commercial agreement. The types of partnership are evolving from one to others. Some partnerships have characteristics of more than one type. The majority of technical or service integration cooperation of Type 3 entail bundling and marketing promotion of Type 2 and Type 1. Similarly, the 'agreement' of Type 4, co-branded or white-label service initiative entail tariff or device user interface (UI) integration of the 'cooperation' of Type 3 and joint marketing initiatives of Type 1.

Influence of Advertising Attributions on Attitude toward Advertisement, Brand Attitude and Purchase Intention : Emphasis on Hotel Web Advertisement (호텔 웹 광고의 광고속성이 광고태도와 브랜드태도, 구매의도에 미치는 영향)

  • Kim, Yeon Mee;Han, Jin Soo
    • Knowledge Management Research
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    • v.12 no.1
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    • pp.1-16
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    • 2011
  • This study was motivated by consideration of advertising effects on purchase intention of hotel customers in the situation that people can experience in web advertisements more easily and quickly through four main media. We intends to propose strategic web advertising marketing plans by investigating the relation among hotel web advertising attributions, advertising attitude, brand attitude and purchase intention of customers. In conclusion, in the situation that hotel service industry endeavors a lot to attract young customers, according to gentrified consumption culture and changes in an environmental trend, these results are expected to be used as data to establish web advertising marketing strategies to show trendy brand images to hotel customers, especially consumers of N Generation using official websites of hotels.

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The Effect of Cognitive Gap on the Hotel Restaurant Performance (호텔.레스토랑의 서비스품질 인식 차이(Gap)와 경영성과 간의 상관성)

  • 나영선;박기안;이훈영
    • Culinary science and hospitality research
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    • v.8 no.2
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    • pp.37-58
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    • 2002
  • Up to these days, hotels are assumed to compete each other. Due to the spread of high quality the hotel restaurants have begun to face an intensive competition. Hotel food at Beverage have become the more competitive along with fund, good price, service, quality food, and management know-how. It causes the hotel restaurants confront with management difficulties. In order to overcome the management difficulties, hotel restaurants have to improve their marketing abilities and especially to improve their service quality. For this, it is necessary fur hotel restaurants to investigate how their service providers and receivers recognize their service quality. In this research, we examined the cognitive three types of cognitive gaps among customers, service providers, and managers both on the service quality and on the positioning of hotel restaurants. Their cognitive gaps proved negatively correlated with hotel's performance. This research suggests the following findings. Firstly, the competitiveness of hotel restaurant depends on the accurate communication and consensus among managers, service providers, and customers. Secondly, using the information about cognitive gaps recognized, each hotel restaurant should develop concrete marketing plans and strategies with a careful consideration about its current competitive position and management condition.

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Do CSR Activities Improve Short-Term Financial Performance? Competitive Mediating Effects of Job Satisfaction

  • JungWon Lee ;Cheol Park
    • Asia Marketing Journal
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    • v.25 no.2
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    • pp.71-83
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    • 2023
  • Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term financial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the firm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term financial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The findings indicate that CSR activities had a negative effect on short-term financial performance but a positive effect on job satisfaction; however, the larger the firm, the smaller the positive effect of CSR activities. Moreover, job satisfaction positively affects short-term financial performance, and this relationship is stronger in service firms.

Export Promotion Plan of Oriental Medicine Cosmetics

  • Seo, Min-Jun
    • Journal of Evidence-Based Herbal Medicine
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    • v.1 no.2
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    • pp.7-16
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    • 2008
  • The main purposes of this study investigate as a cultural brand Oriental Medicine Cosmetics which has identification what images building up and which brand strategies are enforced refer to brand images of market. Follow this purpose, we want to investigate a concept of "Oriental Medicine Treatment" can become a brand or not through the Cosmetics. According to this purpose, we want to investigate that a concept of "Oriental Medicine" will be able to be Brand through the cosmetics. The Brand is emphasized the cultural value more than price and quality of the product. In case of "Oriental Medicine Cosmetics", above-mentioned fact is more important. Because "Oriental Medicine Cosmetics" is hard to divide into it's physical property and cultural character. What we want to comprehend through this investigation is, point out limitations of traditional marketing and the strategy of brand marketing which is possible to apply both the character and the history of "Oriental Medicine Cosmetics". Most important facts for this model, first, search for intermediately meanings for identification of "Oriental Medicine Cosmetics". Second, make a detailed plans after included the strategy of marketing communication at the inner part of cultural meanings. Should have done that, brand strategy and public relation tactics are composed in order identifiably with cultural. Finally, brand selling is able to move through the dimensional class. But it is necessary powerful mega brand for making a different level exceeding it's class.

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An Empirical Study on Effect of Marketing Public Relation on Wechat Platform of China (중국 위챗 플랫폼의 MPR효과에 관한 실증연구)

  • Yang, Yu;Qing, Cheng-Lin
    • Asia-Pacific Journal of Business
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    • v.10 no.1
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    • pp.73-86
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    • 2019
  • Since its launch, WeChat has been changing the Chinese lifestyle, changing the traditional way of distribution, and changing the way companies market with the combination of information innovation and New Media. Now, WeChat plays an indispensable role in peopl's daily lives, not only in chatting software, but also in shopping, delivery, ordering, payment, and games. This study was centered on people who have used WeChat and around these backgrounds, planned study models. Through prior research, the purpose of the research is to explore the factors influencing the effects of the WeChat platform on MPR and explore the media effects of advertising attitude between WeChat platform features and MPR effects and provide basic material on its continued development. The research has shown that the reliability and diversity of the WeChat platform has a significant impact on both advertising attitude and purchase intention and propaganda intention of MPR effects. Advertising attitude has a positive impact on purchase intention and propaganda intention, and advertising attitude is shown to have a mediated effect between the WeChat platform and the MPR effects. The results of this study suggest the theoretical enlightenment of "continuous and stable development of the WeChat platform", and it is expected that marketing development plans of various social platforms will provide basic materials.

The Effects of Consumer Perception of Contactless Method on Shopping Switching Intention in Fashion Products Purchase-Focusing on the Experiential Value's Moderating Effects of Offline Fashion Stores- (패션제품구매에서의 콘택트리스 방식에 대한 소비자 인식이 쇼핑전환의도에 미치는 영향 -오프라인 패션매장의 경험적 가치의 조절효과를 중심으로-)

  • Jeong, Dayun
    • Journal of Fashion Business
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    • v.26 no.3
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    • pp.1-18
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    • 2022
  • The COVID-19 pandemic has not only increased customer preference for contactless methods but also created digital business opportunities in a variety of industries. Particularly in the fashion industry, contactless distribution and contactless shopping have increased significantly. This study identifies the changed consumers' perception of contactless shopping, which has been expanded due to the COVID-19 pandemic and analyzes specific factors that influence shopping switching intention to derive efficient marketing plans for post COVID-19 era. The study targeted Korean male and female consumers. The perceived value, usefulness, and alternative attractiveness of contactless shopping had a significant effect on shopping switching intention, and a moderating effect of offline fashion stores was confirmed. These results indicate that customers' experience in a fashion store influences their next online and offline shoping. This study, therefore, proposed the direction that the fashion industry should advance from a marketing perspective in the post COVID-19 era.

A Study of Mobile Services in Academic Libraries (대학도서관의 모바일서비스에 관한 연구)

  • Lee Ji-Hye;Chung Yeon-Kyoung
    • Proceedings of the Korean Society for Information Management Conference
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    • 2006.08a
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    • pp.93-100
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    • 2006
  • The purpose of this study is to improve mobile service in academic libraries that can support the real-time need of users. This paper consists of the literature research, present status research, case studies and questionnaire survey. Based on the literature review, present status research, case studies and survey, the managerial plans to expand mobile service are suggested as four aspects - development of service types, expansion of the facilities and collections, marketing and evaluation.

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A Study on Conversion of Seongnam Dandae Traditional Market into Wedding Market

  • Choi, Young-Gyu;Baek, Oun-Bae;Youn, Myoung-Kil
    • The Journal of Economics, Marketing and Management
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    • v.2 no.3
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    • pp.6-17
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    • 2014
  • In 2014, Seongnam municipal government announced Sanseongro Commercial Area Revitalization including Dandae traditional market with active support of Seongnam municipal government. This study investigated conversion of Dandae market into specialized market to overcome economic stagnation and to make success case of wedding market. The study suggested supplementation of current problems as well as incidental businesses. The study gave SWOT analysis and management reformation to make success case of specialized market and to suggest win-win strategies and development plans to produce wedding market.