• 한국조리학회지
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• 제6권3호
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• pp.167-192
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• 2000

The purpose of this study is to research consumer's action style. and then to make a marketing strategies. The strategic plan to consumer's action style on the fast-food industry were as follows; First, the group that coefficient of utilization is so frequent and an age is young are requested concentrative or discriminative marketing as the price discrimination and market segementation, the price value of the products value has to manage effectively, Second, establishment of corporate image and improvement of products image are requested. The result of this study, fast-food industry will be needed marketing activities that are discriminative strategies, positioning strategies, education training, and customer management. And system construction that is equivalent to customer needs, and the continuous coustomer studies are requested.

• 통상정보연구
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• 제10권4호
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• pp.251-275
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• 2008

South Korea has spend billions planing for entertainment contents development, exporting contents, developing strategies for overseas marketing. But one piece of the plan may be missing: The ability of corporations to continue to provide vital services. Over the years, a number of studies have examined korean waves and have reached the same conclusion: starting a activity without reasonable strategies tends to have effects on merchandising, income, image, etc. For the purpose of analysis, this study has adopted SWOT matrix, Japan's market, for instance, is mixed by variation factors-opportunities, threats, strengths, weakness. Fortunately, Because Japan's market, the most world's cultural contents, has an environmental condition of advanced level, If Our en-contents have a high level, through localization and strategic alliance, the marketing strategies for japan' market will do a good chance of success.

• 한국패션뷰티학회지
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• 제5권3호
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• pp.87-91
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• 2007

The increased average life expectancy and an aging society mean a lot of change socially and economically. With the increased population of the new elderly generation, holding a desire to pursue high quality life, plans and marketing strategies towards this group have progressed in the clothing industry. Purchases of clothing will lead the silver clothing industry to a huge consumer market and silver clothing brands are expected to have a lot of potential to grow, especially in department stores in Korea. From now on, there is a need for attacking the market with distinct tactics and characteristics that will satisfy the elderly consumers emotionally. Psychological views towards the elderly generation must be changed and our unique environment state must be considered. With all that, there is also a strong need for researches and development technically and industrially.

• 유통과학연구
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• 제10권11호
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• pp.71-77
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• 2012

Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.

• 복식문화연구
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• 제24권4호
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• 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.

• 한국의류학회지
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• 제27권9_10호
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• pp.1081-1092
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• 2003

The purpose of this study was to identify the current situation of textiles and apparel firms in the overseas markets and to examine the relationship between firms' characteristic(i.e., sales volume) and international marketing strategies. A random sample of 311 textiles and apparel firms were selected. The survey design method was used to test conceptual framework. Adjusted response rate was 33.4%(n=115). Descriptive analysis (i.e., frequency, percent) and $\chi$$^2$-test were used for data analysis. About the current situation of textiles and apparel firms in the overseas markets, the motivation for international market entry was highly found to expand their operation from domestic to international market, and most firms were found to be involved with OEMs(Original Equipment Manufacturers) as an entry mode for international market. China and US market were the most popular market among Korean textiles and apparel firms. Product differentiation strategy, pricing strategy based on manufacturing cost and buyer's offering price, place strategy using foreign buyers and participating a few international exhibition were frequently used among Korean textiles and apparel firms for international marketing. Among textile firms, sales volume was related to product strategies(product development), price strategy(buyer's offer) and place strategy(channel). Among apparel firms, product strategy(product labeling), price strategy(price satisfaction). The findings of this can be used when Korean textiles and apparel firms do strategic planning and evaluate the international marketing strategies. Also information and results of this study may assist policy makers to develop better ideas and strategies for textiles and apparel industry.

• 수산경영론집
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• 제44권1호
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• pp.91-103
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• 2013

When it comes to the development of a retail market, it has not only influenced the supply and sales of seafood, but it has also led to considerable changes in consumers' purchasing behavior and purchasing purposes. As consumers' incomes and lifestyles have improved, the tendency to purchase seafood has rapidly changed. In addition, the increase in two-income family incomes that resulted from women's active participation in society has increased the number of consumers purchasing home meal replacements (HMR) or convenience food rather than original food. With these changes in social-economic background and in consumers' needs, the purchase of seafood is gradually changing. As a result, companies are constructing diverse marketing strategies to satisfy their needs. Companies' marketing strategies have an immediate and vital effect on consumers' purchases of seafood. The most important and fundamental role is providing an opportunity for consumers to choose what to buy by being giving information and knowledge. In this paper, the purchasing behavior of consumers buying seafood will be examined with respect to their knowledge. First, which factors among a diverse range of marketing strategies exerted a significant impact on consumers' objectives and subjective knowledge was examined. Second, the study investigated which knowledge factors were important in influencing attitudes and purchasing purposes based on knowledge level. By comparing and analyzing factors related to consumers' knowledge with respect to seafood purchases, information is provided to inform companies about efficient strategies for marketing tactics.

• 대한토목학회논문집
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• 제34권1호
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• pp.329-332
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• 2014

세계 고속철도 시장의 대용량 수송 및 고속화 추세에 따라 개술개발 경쟁이 가속화되는 시점에서 국내외시장 환경의 대처와 신성장산업으로의 육성을 위한 신기술 개발의 필요성에 따라 동력분산형 고속철도시스템(최고시험속도 430km/h, 최고영업속도 370km/h)의 핵심기술개발로 HEMU-430x가 상용화를 앞두고 있다. 이는 철도선진국으로의 도약과 국내시장 뿐 아니라 세계시장 진출 도모에 계기가 될 수 있을 것으로 기대된다. 이에 본 연구에서는 고속철도의 국내 및 해외시장 규모를 파악하여 국내외 동력분산형 고속철도 도입을 대비한 기초자료로써 활용하고, 텍스트 마이닝 기법을 통한 동력분산형 고속열차의 차별화된 마케팅 전략을 수립하여 국내 시장에서의 성공적인 도입과 해외시장 진출을 위한 발판을 마련하고자 한다.

• 지식경영연구
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• 제12권3호
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• pp.73-96
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• 2011

Recent market saturation makes the local retailers consider an attempt to innovate the market with the retailer's brand. This is the retailers' efforts to expand the market control through the enhancement of private brands. As the competition among manufacturers extends to the competition between manufacturers and retailers, the marketing knowledges of manufacturers need to be diversified to the ones that can be applied to the manufacturers and retailers due to their bilateral competition. This research concentrates on the customer acquisition strategy (attack strategy) and customer retention strategy (defense strategy) in the place of both sides of manufacturers and retailers. Also this research targets to develop the differential marketing strategies for target market's National Brand(NB)/Private Brand(PB) purchase by analyzing individual customer's purchase probability on repurchase and switch-purchase of NB and PB. This study is based on the data of frequently consumed product, tomato ketchup on scanner panel from the ERIM data of University of Chicago, USA. This study compares and analyzes the NB and PB repurchases and switch-purchase of 4 types. The comparisons provide the informations that which factors should be managed for the attack strategy, the defense strategy, and the differential marketing strategies both for manufacturers and retailers. This research is expected to contribute on cumulating the industrial knowledges of retailers' and manufacturers' survival strategy, expecially focusing on the effect of marketing factors and consumer-characteristic factors.