• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.223-224
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• 2014

The more women's participation in society is increasing, the higher interests and expressions about appearance are. Among them, especially interest in women's fashion is increasing very. By increasing interest of women's appearance, requirements of various women's fashion marketing ways are increasing and the women's fashion market is expanding as much as it is. Therefore, in this paper, we propose the strategies for marketing activation in women's fashion after consideration of general women's fashion marketing strategies. Through the activation of the marketing strategies, marketing in a women's fashion market is expected to be competitive.

• The Journal of Industrial Distribution & Business
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• v.14 no.2
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• pp.11-19
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• 2023

Purpose: This research examines the relationship between green marketing strategy and CSR policy and identifies how companies can leverage this relationship to attract green customers. The conceptual model for this study shows the relevance of companies adopting both green marketing strategies and CSR policies to show how committed they are regarding environmental sustainability and fulfill their responsibilities towards various stakeholders. Research design, data and methodology: This research has conducted the literature content approach and the key measures used for this study were based on mostly peer-reviewed journal articles. Those studies already indicated the high degree of reliability and validity. Consequently, the current researcher removed conference papers into the analysis. Results: This research provides brief suggestions for companies to incorporate the findings of this study into their green marketing strategies and CSR policies. Companies that align their green marketing strategies with their CSR policies, and CSR policies with their customers' values, are more likely to attract environmentally conscious customers and increase their loyalty. Conclusions: This research concludes that there exists a positive relationship between green marketing strategy and CSR policy and the outcomes of this research add to the body of knowledge on how these two concepts can be integrated to achieve business and societal benefits.

• Journal of Fashion Business
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• v.15 no.1
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• pp.158-170
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• 2011

The purpose of this study was to examine how recently fashion corporate did use SNS applications for their product promotion strategies as case studies, and to provide what kinds of SNS marketing strategies would be developed for fashion corporate. Specifically, this study was focused on Twitter among SNS applications. For this study, Internet webs, news paper, articles, and other press work were used for resources. Five fashion corporate such as Buckaroo, MLB, North Faces, Kolon, and ABC Mart were analyzed. As the results, first, fashion corporate used Twitter as the marketing tool for their product promotion. Second, they tried to make an increase the numbers of Twitter follower from their customers. Third, Twitter was used for making higher customer loyalty by fashion corporate through a variety of program such as special events, game, music, or viral marketing. However, there were still some limitations on fashion corporate's Twitter usage, compared to other non-fashion corporate. Thus, fashion corporate needs to provide more creative and unique Twitter marketing strategies. Therefore, based on these results, fashion brand merchandising marketing strategies of fashion products would be provided from this study.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2007.11a
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• pp.656-661
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• 2007

Breaking from the past convention, most construction firms are lotting out their apartments with their own brand names. They don't have, however, differentiated marketing strategies based on unique brand awareness. Rather, virtual absence of marketing strategies has brought about unfiltered introduction of architectural elements of the competition and excessive advertising efforts. Consequently confusion is at hand for consumers' purchase decision since they are not aware of the differences between the apartments. The purpose of this study is to make consumers have clear brand awareness by presenting appropriate brand strategies based on sound marketing theories for construction firms.

• Korean Institute of Interior Design Journal
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• v.21 no.1
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• pp.186-194
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• 2012

One hand shopping center provides a public space for people, the other hand it is a place for commercial purpose. Although it gives an entertainment, eating and shopping places to people nowaday, owners and tenants aim to make profit from it. According to this demand designers should plan a shopping center for a comfortable place for eating, shopping and playing and they make shops and retails to increase sales by exposing those to more people at the same time. For successful shopping center architects are requested an approach with commercial strategy that shopping center raises exposure of retails and makes stay costumers longer and visit more frequently. Recently space is regarded as a mean of marketing, so-called "place marketing", because it can influence on brand image and improves the image of product. Therefore, it need to be approached with commercial consideration. Analyzing the armature this study will take a look at spatial strategies in shopping centers which especially the Jerde Partnership, one of influential firms on commercial space, designed. And it will examine how spatial strategies can be applied to commercial strategies in relation to customer information process(exposure-attention-interest-comprehension-memory) which marketers are using in advertisement for marketing and what kind of role spatial strategies can be. This study is to be basic considerations when a shopping center project will be planned.

• International Journal of Costume and Fashion
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• v.5 no.1
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• pp.75-89
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• 2005

The purpose of this study is to empirically ascertain how the fitness between marketing strategy each firm chooses and environment facing each firm affects the performance of firms measured by the growth rate of market share and the growth rate of profit/sales ratio. In doing so, firms are divided into three groups. With regard to the marketing strategy, firms are classified into three groups based on marketing strategy type; prospector, analyzer, and defender. The main result of this study are as follows: First, responding firms are classified into prospector, analyzer, and defender following Miles & Snow's marketing strategy types. This classification is made using a self typing method and further confirmed by a factor analysis using a number of variables relating marketing objectives and marketing mix. Second, the results show that there are significant differences across marketing strategies in the performance measures of the growth rate of market share and profit/sales ratio. It seems, however, that there is no straight forward relationship between the marketing strategy and the performance measures. This strongly implies that the type of marketing strategy to be adopted by each firm should depend on the environment facing each firm. Third, the result indicates that the growth rate of market share tends to depend only on the marketing strategy type regardless of sufficiency and variation of environment, but profit/sales ratio tends to depend on the fitness between marketing strategy type and environment. It implies that a firm should adopt different marketing strategies for different environment characteristics, in order to enhance the efficiency of resources used reflected in the profit/sales ratio.

• 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.

• Culinary science and hospitality research
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• v.5 no.1
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• pp.175-204
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• 1999

Today, the hotel industry in a whole are facing serious problems with a number of reasons. To overcome this situation, Customer-Oriented Marketing is considered to be a solution for the hotel F & B management, due to the potential of F & B department. The main purpose of this study was to present the Food and Beverage Marketing Mix Strategies suitable for the market characteristics. To achieve the purpose of this study, theoretical and empirical approaches were used. In review of theoritical background, basic concepts and characteristics of hotel F & B, hotel F & B marketing environment, and hotel F & B marketing mix were studied. Based on the theoritical studies and previous studies, F & B marketing mix sub-components were chosen. In this research, F & B 5P's and 1I marketing mix are discussed, they are Product, Price, Promotion, People, Physical evidence and Image. Through the survey, a number of important segment markets are emerged, which lead to essential segment markets ; business, conference and leisure market. F & B marketing mix strategies as follows. First, for the physical evidence mix, to build up the position as deluxe hotels, it is necessary to matte an investment in technical and decorative components. Second, for the people mix, to assure the service quality, the education and training programs for employee are required. Third, for the image mix, to ensure the image of hotel brand strength, the consideration for public area layout, restaurant and bar ambience, and green policy are required. Fourth, for the product and price mix, to differentiate the F & B, it is necessary to offer thorned and ethnic cuisine, and signature restaurants. Fifth, for the promotion mix, to attract more cumstomers, creative and various promotion activities, and long-term investment in customer-oriented marketing are required. There were some limitations in this study. That is, most of hotels don't operate the concrete and effective F & B marketing, have difficulty in getting data base for F & B customer. Despite their limitations, this study add some values to hotel F & B management in that it introduce the service marketing mix strategies to hotel F & B marketing.

• Fashion & Textile Research Journal
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• v.5 no.4
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• pp.351-362
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• 2003

To study marketing strategy changes caused by Korea fashion industry development process, the fashion marketing strategy changes of Japan, considered as the most similar one of Korea, was compared. At each period, p! roper cost efficiency strategies, product differentiation strategies, and market segment strategies has been selected and applied. The fashion industry foundation period namely practical usage clothing period of Korea follows 10 years after one of Japan. 90's highly sensitive fashion period namely fashion industry growth period follows 5 years after one of Japan. As entering to fashion industry maturity period with global competition, the time difference falls to less than 5 years. With hosting of 2002's World-Cup, Korea's global competitiveness has increased, and it appears to be possible of being fashion market leader in East Asia and Japan's rival on an equal footing.

• Korean Journal of Organic Agriculture
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• v.11 no.4
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• pp.15-37
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• 2003

Recently, production-consumption quantity and market size of environment-friendly agricultural products(EFAP) have been increased. Consumers have demanded food safety and nutrition of EFAP, but in the near future they will need many kinds of item, relatively low price and high quality. So producers have to make an effort for down-cost, increasing items and developing technical know-how, which can be attained by producer/region organization. Correlation coefficient between the recognition degree for certification system and purchasing amounts at a time is higher than other ones. Therefore public information works using the TV and newspaper must be promoted all the more about certification system. And if the consumer’s satisfaction level of EFAP purchased gets higher, the quantity demanded will be increased more. And consumer’s trust on EFAP is derived from certification system or close relation between producers and consumers. Thus the most important thing of marketing strategies for EFAP is continuously to focus on explanation and information works on certification system by region in metropolitan area. Also, it necessary to introduce green marketing principles and apply to strategies item type. Namely those need to establish target market segmentation And marketing strategy stages according to the green degrees of market And commodity.