• Journal of Sport and Applied Science
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• v.2 no.2
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• pp.11-19
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• 2018

With the rapid increase of tourists for sport participation, sporting resort is becoming popular and a related industry is improving. However, sporting resorts have been faced managerial challenges to survive in the competitive sport tourism markets. One of the key issues is to develop an effective marketing mix for resorts to be suitable for sporting tourists. Hence, the current study analyzed a marketing mix of sporting resort, identified its strategies for segmentation, targeting, and positioning, and finally suggested the effective methods for STP. For the study, PyeongChang Alpensia Resort is selected as a case. The study reviewed the documents and online journals that have covered Alpensia Resort. Via literature review, current marketing mix of Alpensia Resort was identified and its current strategies of STP further were analyzed. For the validity of the results, three experts reviewed the results. Given the decent procedures, firstly, the study suggested that Alpensia Resort needs to seek to develop products that can appeal to MICE industry. Second, Alpensia needs to build all-in-one image by providing products and accommodations including lodging, shopping, ski and related sport programs. Third, Alpensia can seek to enhance marketing mix for inbound sport tourists. Conclusions and implications are further discussed.

• Proceedings of the Korea Society of Costume Conference
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• 2001.10a
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• pp.74-74
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• 2001

• Proceedings of the Korea Database Society Conference
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• 2001.11a
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• pp.113-133
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• 2001

o e-Business의 성공 요인 - User 가 누구인지를 기억 - User와 관계되는 서비스를 즉각적으로 제공 o 개인화란 - 각각의 고객과 e-Business 간의 상호작용을 지원하기 위해 - 고객 정보와 개인화 기술을 사용하는 것 (중략)

• The Journal of Industrial Distribution & Business
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• v.14 no.5
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• pp.1-9
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• 2023

Purpose: Visual design has many prospective applications, including attaining business, social, educational, and political goals. The purpose of this study is to gain an understanding of how visual design influences consumer-facing brand values and marketing messages. In order to be successful in marketing, one must promptly attract the attention of the clients one is attempting to sell to. Research design, data and methodology: In order for the research to provide useful information, it will be necessary to sort the findings in descending order of importance and construct an integrated whole out of the knowledge gleaned from various books, papers, and other sources. This method is essential for establishing the degree of objectivity present in each piece of research and combining the results of those studies. Results: Visual marketing promotes a product or service through moving or still images, illustrations, logos, and other forms of digital content. The audience may comprehend your message better if you include visuals. Even if people only scan your content, they may be more likely to notice it if it is presented appealingly. Conclusions: In conclusion, this study found that visual design substantially influences both the demand for products and the awareness of brand values within their target audiences

• Journal of the Korean Society of Costume
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• v.54 no.5
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• pp.139-153
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• 2004

The first purpose of this study was to compare the fashion zones and fashion brands on the floors in small and medium volume department store with those of big department stores within adjacent trading area. The second purpose was to find out similarity and differentiation of near-by department stores. The third one was to propose the future fashion marketing strategies of the department stores. The methods used were references, internet, field observation, and interview in 2002. Eight department stores within adjacent trading area were classified and analysed In "Gangnam division", "Seocho division＇. and "Youngdeungpo division". The results were as follows : Firstly, there was a low relationship between the degrees of brand equalization of each department store in the "Gangnam, Seocho. and Youngdeungpo division". Secondly, there was an alteration on the floor layout of each department store. It was layed out in a way that allowed for customers, who wanted to just purchase specific items, to go upstairs and look around several stores, which allowed for not only rise in the amount of sales but also offer the convenience of one stop shopping for the customers. Thirdly I proposed several marketing strategies such as lifestyle marketing, relationship marketing, and compile marketing which solves everyday life agenda. I also proposed the solution selling education to develop service education of salesperson. I finally proposed the overriding priority policy by sales record of each store.licy by sales record of each store.

• Journal of the Korea Society of Computer and Information
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• v.12 no.2 s.46
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• pp.197-207
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• 2007

This thesis suggested that the 'customized' marketing would be a new strategy in terms of a marketing in the digital media age under the circumstances where a form of marketing was evolving in accordance with the convergence of digital media. Because of the media environment due to an 'individualization', the strategy would meet an individual demand of a consumer in a rapidly changing environment. The best marketing to capture a 'customer's heart' is not a brand that first entered the market, but the one that is first settled in a customer's heart. If a differentiated interactive marketing strategy is equipped, it is possible to capture a completely new market space ad create a profit over several years. In the aspect of an effect of a digital marketing, first, a concept relating to an interaction between a consumer and a producer is important. Secondly, the important one is an empathy marketing which is an emotional marketing through a brand image beyond a product. Thirdly, the author studied an orally transmitted marketing effect through digital media.

• Journal of the Korea Safety Management & Science
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• v.14 no.2
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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.

• Korean Journal of Organic Agriculture
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• v.19 no.3
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• pp.309-327
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• 2011

The paper analyzed on the level of consumer member's awareness to green marketing strategies (4P's; product, price, place and promotion strategies) of Hansalim specialty shops for environmentally friendly agri-products. For the study, Hansalim-Cheonanasan members had been surveyed. Consumers purchase environmentally friendly agri-products because quality and freshness of those is good. The difference in amount of the average monthly purchase between loyal customers and disloyal customers is about 130,000 won. And customer's awareness is that the first is promotion strategy, the second product strategy, the third place strategy, the last price strategy. The average monthly purchase is related with product strategy in correlations between the 4P's each other. If Hansalim maintains a product strategy, promotes extensively and keeps their product standard, more consumers will purchase Hansalim products because the most important one of effect of green marketing strategies on consumer behavior is products. Hansalim needs to go into action to increase recognition. Some of consumers have misconcepts or don't know about the 4P's well. If Hansalim promotes positively considering interrelationship about 4P's strategies or other strategies, the consumers awareness will be changed more effectively. This study shows that balanced 4P's is better than only one superior strategy because of the correlation amomg green marketing strategies.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.37-48
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• 2009

The standardization of marketing has been one of the most focused research topics in international marketing. The term "global marketing" was often used to mean an internationally standardized marketing strategy based on similarities between foreign markets. Marketing standardization was discussed only within the context of traditional physical marketplaces. Since then, the digital "marketspace" of the Internet had emerged in the 90's, and it became one of the most important drivers of the globalization process opening new opportunities for the standardization of global marketing activities. On the other hand, the opinion that a greater adoption of the Internet by customers may lead to a higher degree of customization and differentiation of products rather than standardization is also quite popular. Considering this disagreement, it is notable that comprehensive studies which focus upon the marketing standardization especially in the context of global e-commerce are missing to a high degree. On this background, the two basic research questions being addressed in this study are: (1) To what extent do companies standardize their marketing in international e-commerce? (2) Is there an impact of marketing standardization on the performance (or success) of these companies? Following research hypotheses were generated based upon literature review: H 1: Internationally engaged e-commerce firms show a growing readiness for marketing standardization. H 2: Marketing standardization exerts positive effects on the success of companies in international e-commerce. H 3: In international e-commerce, marketing mix standardization exerts a stronger positive effect on the economic as well as the non-economic success of companies than marketing process standardization. H 4: The higher the non-economic success in international e-commerce firms, the higher the economic success. The data for this research were obtained from a questionnaire survey conducted from February to April 2005. The international e-commerce companies of various industries in Germany and all subsidiaries or headquarters of foreign e-commerce companies based in Germany were included in the survey. 118 out of 801 companies responded to the questionnaire. For structural equation modelling (SEM), the Partial-Least. Squares (PLS) approach in the version PLS-Graph 3.0 was applied (Chin 1998a; 2001). All of four research hypotheses were supported by result of data analysis. The results show that companies engaged in international e-commerce standardize in particular brand name, web page design, product positioning, and the product program to a high degree. The companies intend to intensify their efforts for marketing mix standardization in the future. In addition they want to standardize their marketing processes also to a higher degree, especially within the range of information systems, corporate language and online marketing control procedures. In this study, marketing standardization exerts a positive overall impact on company performance in international e-commerce. Standardization of marketing mix exerts a stronger positive impact on the non-economic success than standardization of marketing processes, which in turn contributes slightly stronger to the economic success. Furthermore, our findings give clear support to the assumption that the non-economic success is highly relevant to the economic success of the firm in international e-commerce. The empirical findings indicate that marketing standardization is relevant to the companies' success in international e-commerce. But marketing mix and marketing process standardization contribute to the firms' economic and non-economic success in different ways. The findings indicate that companies do standardize numerous elements of their marketing mix on the Internet. This practice is in part contrary to the popular concept of a "differentiated standardization" which argues that some elements of the marketing mix should be adapted locally and others should be standardized internationally. Furthermore, the findings suggest that the overall standardization of marketing -rather than the standardization of one particular marketing mix element - is what brings about a positive overall impact on success.

• Asia Marketing Journal
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• v.15 no.4
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• pp.223-241
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• 2014

In May 2012, the collaboration of Hana Bank, top financial service company, and SK Planet, top telecommunication service provider, introduced a new credit card that was filled with all-in-one benefits into the market. Leveraging strong infrastructure of two companies, each top in its own industries, the awareness and preference of 'Club SK Card' brand rapidly increased to about 25% in less than one year. Moreover, this new card was enthroned in the most sold credit card of year 2012, accounting for a market share of 7.2% in the credit card market and more than 80% in the mobile credit card market. To make these results possible, 'Club SK Card' marketing team developed an effective marketing communication strategy which followed the 6M model. The mission of the marketing communication strategy was simple and clear. It was to deliver the card's inherent strengths on consumer benefits that come from the support of subsidiary and affiliated companies of SK Planet. According to OK Cashbag data, the marketing communication team selected the appropriate target consumers and approached them directly, inducing actual purchase behavior. The target consumers received straightforward messages about 'Club SK Card' and were led to join in the new membership at their most frequently visited supermarket or franchise restaurant. The straightforward communication message embedded in an eye-catching commercial ad with a hook song accompanied with a dance was delivered via public media. The ad became so popular that many other television programs quoted or made parodies of the ad. Courtesy of the commercial ad, the brand name disseminated rapidly and widely among the public. In October 2012, an ingenious planning and persistent implementation of the communication strategy results 'Club SK Card' to be ranked top in brand awareness as well as advertising preference tests.