• 한국식품조리과학회지
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• 제18권2호
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• pp.147-156
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• 2002

This study was conducted to compare and analyze the management status of internet homepage of catering companies in Korea for improving internet marketing. An evaluation tool with 6 categories consisting of contents, information update, user's convenience, design, provision of related information, and accessibility was developed and used for the analysis of 6 major catering companies. A five-point likert scale (1=very badly organized, 5=very well organized) was used for evaluating above six categories. The overall mean score for six categories was 2.91 out of 5, showing below the average. The categories received less than 3 points were information update (2.16), user's convenience (2.33), and provision of related information (2.83). The scores for design was the highest (3.66), followed by accessibility (3.33), and contents (3.16). These results suggest that the internet homepaee of the catering companies should be improved especially in the provision of enough information and its update in order to promote their internet marketing.

• 대한안전경영과학회지
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• 제14권2호
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• pp.245-252
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• 2012

The biggest difficulty the small and small business currently face is not to have the effective cusomer management system that is the computerization of management. This suggests their will to introduce data marketing in order to differentiate 'Customer Marketing' and 'One to One Marketing'. The potential needs as well as visible needs of customer should be considered in order to research and analyze the customer data. At this point mayor enterprises are paying much attention to Customer Segmentation and their related markets are expanding rapidly. I'll give a brief introduction to the Multi Criteria Importance-Performance Analysis and go into the problems that should be considered and which phase to emphasize when building this system.

• 한국디지털정책학회:학술대회논문집
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• 한국디지털정책학회 2005년도 추계학술대회
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• pp.45-60
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• 2005

The purpose of this study is to classify customer by e-mailing responsiveness on time-series analysis and testify the effectiveness of grouping by ROI analysis. Response recency, response frequency and Activity(RFA) of e-mailing systems were adapted for Customer segmentations. ROI analysis were consisted of open, click-through, duration time, personalization, conversion rate and email loyalty index of email systems. Major findings are as follows: RFA analysis is used for customer segmentations that is fundamental process of e-CRM applications. Customer segmentations were loyal customer, odds customer, dormant customer, secession customer and observation customer by RFA grouping. Loyal customer group has high point in all ROI index compared to other groups. These results indicated that customer responsiveness of e-mailing systems were appropriate methods to grouping the customer with demographic variables. Therefore, effective e-mailing marketing strategy of e-Biz have suitable active DB and Behavior targeting is best approach to enforcing the target e-mailing marketing.

• 마케팅과학연구
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• 제17권2호
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• pp.99-110
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• 2007

The widespread use of self-service concepts in retailing has resulted in increased attention to the design of retail environments and to stimuli operating at the point of sale. One such merchandising technique, the "bundled presentation", i.e., related products are presented in close proximity to each other, is widely used by retailers but has rarely been investigated by academic consumer researchers. This study presents the results of a field experiment into the effects of presenting products in their usage context. Customers' attitudes towards the same product displayed in different ways are compared with each other. The results show that related products, i.e., products that are used together, should be presented in a coordinated display. Furthermore, the bundled presentation enhanced consumers' attitudes of the product when they saw it first in a bundled presentation and then evaluated it in front of a traditional presentation.

• 수산경영론집
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• 제32권2호
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• pp.73-89
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• 2001

The market conditions of sea mustard is changing by overproduction, decreasing price, Import of blanched and salted sea mustard from China into Korea domestic market and increasing market share of sea mustard of China in Japan. In addition, the price support program in sea mustard aquaculture must be modified due to the restriction of domestic support by international organization such as WTO. There are two ways to solve those problems. First is that finding a way to solve the overproduction of sea mustard. One of possible ways is the production adjustment by Marketing Order. Second is that finding an alternative way to replace price support program. The possible way is Direct Payment instead of purchase stockpile system. To introduce marketing Order, outlook center, organization of self-management, production adjustment through output control measure, improvement of market structure, and education/publicity arc necessary. Also, to implement marketing order, setting a model business by government is required. There are two steps for implementation of marketing order. First step is to construct Order Committee including organization of producer, people related marketing. However, this committee must run by government for certain short-term. Second step is to improve quality of product and acceleration of demand. At visual point that enforcement of the first step is completed, government has process that government transfers Order Committees self-correcting. It is desirable that government only conduct the support acts such as quality improvement and acceleration of demand. Also, at early stage it is necessary to have aid system for marketing order For example, we can expect that income increase by production adjustment in long run. However, in short run the income of producer may decrease so, it is required to compensate his economic lose. For compensation, The useful means that can be utilized is direct payment. Direct payment is not continued policy. Also, when production adjustment policy such as Marketing Order has effective results, Direct Payment as an assistant measure must be reduced or abolished. Therefore, when production adjustment acts as an effective tool to control overproduction, Direct Payment system.

• 한국실내디자인학회논문집
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• 제21권3호
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• pp.119-127
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• 2012

In correlation to the rapid growth of Korea's economy and increased international exchange, hotel architecture in Korea has likewise evolutionized in its own distinctive style. Since hotels accomodate foreign visitors, they should be representative of the local architecture in which they reside, to add to the experience of the regions culture. City hotels provide not only primary housing functions but also many different varieties of services. Furthermore, city hotels operate as a focal point for their local communities. Seoul announced special measures for the expansion of accommodations for foreign tourists, and a large number of hotel construction entities have consequently propagated. Unfortunately, the designs for most of these new hotels have failed to reflect their local cultural characteristics, with most having similar designs and programs. As Korea enters an era seeing ten million foreign tourists annually, progressive reform is especially necessary. Space marketing, which is based on strategies of cultural experience, is a crucial element to city boutique hotel planning. It must be applied to satisfy both the cultural needs of its local communities and well as to vitalize the local economy through development of cultural tourism. To date, there have been numerous studies on boutique hotels and space marketing. However, most of these studies are limited to interior designs and artistic trends rather than focusing on the unique architectural and public aspects of their respective cities. In this thesis, the overall aim and strategies of space marketing for the city boutique hotel are analyzed, and the elements of strategies are used for further case analysis. The purpose of this study is to find applicability of Korean boutique hotel development through the result of case studies. Also, this thesis aims to advocate space marketing for Korea's forthcoming boutique hotels, as a means to showcase its unique cultural assets as well as to advance its international appeal and competitiveness.

• International Journal of Internet, Broadcasting and Communication
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• 제15권2호
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• pp.268-272
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• 2023

With the development of SNS, companies and individuals are actively marketing through social media to develop their own products. It is also important to post posts promoting on simple SNS or to show a lot of exposure using algorithms, but customers upload reviews or proof shots of the product on their own, naturally increasing the exposure of the product and increasing the purchasing power of potential customers. As the number of products that users want to purchase through SNS is increasing, they want to access and purchase not only tangible products such as goods and food, but also intangible services through SNS. In this paper, we would like to study exhibitions that have both tangible and intangible characteristics. SNS accounts that mainly introduce these products by searching for reviews have been created while spending leisure time such as exhibitions and fairs, reducing the hassle of searching for personal interests on search engines, and providing prices and reviews from the exhibition's schedule, lowering entry barriers and increasing purchasing power. Using this point, many exhibitions not only display works, but also open various experience centers, and create a photo zone or a unique exhibition hall atmosphere to attract many customers. In this study, we study the impact of SNS on the leisure culture of exhibition. The marketing direction in the situation where SNS marketing is becoming the mainstream is presented, and the change in the form of exhibition is described and presented as an academic approach.

• 한국콘텐츠학회논문지
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• 제12권2호
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• pp.208-221
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• 2012

본 연구는 관광산업의 대표인 지역축제 참가자를 대상으로 고객시민행동 요인과 사회교환관점 요인들 간에 어떠한 관계가 있는지 실증적으로 조사하여 지역축제의 활성화에 기여하고자 하는데 중요성이 있다. 사회교환관점의 요인으로는 고객만족, 고객신뢰, 공정성지각, 지각된 고객지원을 선택하였고 고객시민행동의 측정도구로는 고객애호도, 고객협조, 고객참여를 사용하였다. 본 연구를 수행함에 있어서 조사대상의 모집단은 보령머드축제 참가자 239명을 대상으로 진행하였으며 수집된 자료는 SPSS/PC+ WIN 13.0을 이용하여 분석하였다. 분석결과 유의적으로 도출된 정준함수1에서 사회교환관점 활동인 고객만족, 고객신뢰, 고객지원, 공정성지각은 고객시민행동인 고객애호도, 고객참여도, 고객협조에 기여하는 상대적 설명력이 높은 것으로 나타났다. 정준함수2에서는 사회교환관점 활동인 공정성지각, 고객지원은 고객시민행동인 고객참여도에 기여하는 상대적 설명력이 높은 것으로 나타났다. 따라서 본 연구의 분석결과 연구가설의 사회교환관점 활동과 고객행동은 유의한 관계를 갖고 있다는 가설은 부분적으로 유의함을 할 수 있다. 결론적으로 고객시민행동의 구현은 서비스 상황에서 관광객의 지각에 달려 있다는 점을 제시하고 있다.

• 한국식품영양학회지
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• 제24권4호
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• pp.808-816
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• 2011

The aim of this study was to compare the American, Chinese, and Japanese consumers' usage behavior of marketing communication towards overseas Korean restaurants. The survey included both on and off-line method and self-administered questionnaires were written in three languages- English, Chinese and Japanese. The sample was collected from 5 hub cities for globalization of Korean food- LA, New York, Tokyo, Beijing, and Shanghai. The most important factor of searching for Korean restaurants-related information was 'the interaction' and the least one was 'the diversity'. The most commonly informed Korean restaurants-related content through the on and off-line media was 'the general information, such as location, telephone number, and operation hour'. Korean restaurants-related content that the respondents' most interested in was 'the information of menu and price'. Results of this study can expectedly be used from a practical point of view by providing empirical data of foreign consumers for effective marketing communication strategies of overseas Korean restaurants.

• 한국식생활문화학회지
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• 제26권6호
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• pp.698-708
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• 2011

The purpose of this study was to analyze methods and contents of global Korean food marketing. In-depth interviews were conducted from July to October in 2010 using a qualitative research approach. Government agencies and restaurant companies emphasized well-being and healthy aspects as a Korean food identity. Regarding the marketing contents, government agencies commonly included standard loanword orthography and recipes. On the other hand, restaurant companies contained their own contents differentiated from other brands. Government agencies used CF, video, book and newspaper as communication channels but restaurant companies did not have systematic communication channels. Government agencies attempted to use holding, supporting and participating expositions as communication methods, whereas restaurant companies mainly used sales promotion and point-of-purchase as communication methods.