• 유통과학연구
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• 제19권8호
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• pp.101-112
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• 2021

Purpose: This study aims to explain the effect distribution strategy and competitiveness of entrepreneurial personality on marketing capabilities and performance, the effect of marketing capabilities on marketing performance, the role of marketing capabilities as a mediating variable on the effect of entrepreneurial personality on marketing performance, and the role of credit access moderating effect of entrepreneurial personality on marketing capabilities and performance. Research design, data, and methodology: This research was conducted in Bali, on a small clothing industry. The sample size was set at 150 respondents, using a cluster random sampling approach. Data were analyzed using descriptive analysis techniques and partial least square. Result: The findings show that; entrepreneurial personality and marketing capabilities have a significant effect on marketing performance, entrepreneurial personality has a significant effect on marketing capabilities. Another result shows that marketing capability mediates the effect of entrepreneurial personality on marketing performance, access to credit acts as a moderating predictor, and as quasi moderating the effect of entrepreneurial personality on marketing performance. Conclusions: Entrepreneurs should try to increase their knowledge and skills in marketing formally or informally. Competence in terms of individual knowledge and skills can indicate social capital investment, which indirectly contributes to one's mindset and insight.

• 디지털콘텐츠학회 논문지
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• 제9권4호
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• pp.551-560
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• 2008

디지털 영상콘텐츠 분야에서의 원소스 멀티유스(One-Source Multi-Use) 전략은 하나의 소재(onesource)로 다양한 상품(multi-use)을 개발, 배급할 경우 시장에서의 시너지효과가 크다는 판단에 의해 서로 다른 장르에 적용하여 파급효과를 노리는 마케팅관점에서 중시된 이론으로 알려져 있다. 최근 문화산업재의 온라인화 및 디지털 콘텐츠화가 급진전되고 각 장르간 경계가 모호해지고 매체간 이동이 용이해짐에 따라 이 전략은 창구효과(Window Effect)가 큰 문화산업의 특성에 맞추어 기획 단계부터 영화 게임 애니메이션 캐릭터 등을 총 망라하는 문화 콘텐츠를 개발뿐만 아니라 플랫폼 재활용측면에서 소프트웨어엔지니어링 분야까지 확장되고 있는 추세이다. 특히 하나의 인기 소재만 있으면 추가적 비용부담을 최소화하면서 다른 상품으로 전환해 높은 부가가치를 얻을 수 있다는 점에서 각광받고 있으며, 관련 상품과 매체를 체계적으로 관리할 수 있어 마케팅 및 홍보 플랫폼 제작 등에서 제작비용 절감효과를 누릴 수 있다는 장점이 있다. 이러한 관점에서 본 연구는 세계적으로 영상콘텐츠산업 비중이 높은 한 미 일 3국의 제작방식의 비교를 통하여 각국이 선호하는 장르 및 제작방식을 고찰하고자 한다.

• 한국실내디자인학회논문집
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• 제21권1호
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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.

• 한국콘텐츠학회논문지
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• 제17권2호
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• pp.160-171
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• 2017

본 논문은 마케팅 분야에서 증강현실의 사용 현황에 대해 이해하기 위해 디스플레이, 콘텐츠 유형별로 나눠 대표 사례와 특징에 대해 분석하였다. 증강현실의 시장 규모는 증가하고 있으며 마케팅 분야에서는 '증강현실 마케팅'이라는 용어가 보편화될 정도로 증강현실 기술의 영향을 많이 받고 있다. 증강현실 기술을 마케팅적으로 활용한 사례를 분석하여 유형별 사용 빈도와 특징을 정리하여 향후 증강현실 마케팅 연구를 위한 자료를 제공하고자 한다. 이에 본 논문은 증강현실 사례를 유형별로 분류하여 분석을 진행한다. 디스플레이 유형은 개인 컴퓨터, 모바일, 공공장소 디스플레이, 프로젝션 디스플레이로 나눠 분석하였고 콘텐츠 유형은 정보형, 게임형, 가상체험형, 비주얼 이펙트형으로 분류하였다. 디스플레이 유형은 시간과 장소에 제한 받지 않고 고객과의 1대1 마케팅이 가능한 모바일 디스플레이가 가장 많이 활용되었고, 콘텐츠 유형은 이용자의 관심을 끌고 공유성이 강한 비주얼 이펙트형이 많이 사용되었다.

• Asia Marketing Journal
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• 제21권2호
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• pp.1-19
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• 2019

Prior studies on the effects of online consumer reviews have mainly focused on review valence, but little research has investigated how two-sided (both positive and negative) and one-sided (only positive) reviews influence consumers' response to online review. In addition, little attention has been paid to how sponsorship presence (firm-sponsored reviews vs. consumer-voluntary reviews) influences individuals' attitude toward online review. Unlike consumer-voluntary reviews without any monetary incentive, firm-sponsored reviews include messages about brands providing monetary compensation. This study examines whether review valence (two-sidedness vs. one-sidedness) influences attitude toward online review via its influence on review credibility. Further, this study examines whether sponsorship presence affects when review valence influences attitude toward review. Thus, this research investigates the effect of review valence on attitude toward review and the moderating role of sponsorship presence in the relationship between review valence and attitude toward review. The first experiment reveals that attitude toward review is more favorable when the review is two-sided (vs. one-sided). The second study demonstrates that differences between the two-sided and the one-sided review occur only for firm-sponsored reviews, not for consumer-voluntary reviews. The theoretical and practical implications are also discussed.

• 무역상무연구
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• 제66권
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• pp.241-261
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• 2015

About trade show strategic practical use plan, sought practical use plan hereafter with problem in 5 side. First, need that supply reliable and objective information about exhibition utilizing active public relations of domestic trade show certification system and international certification system. Second, I need to reinforce budget support estimation to expand governmental budget support and strengthen professionalism of exhibition operation. Third, need to seek globalization strategy of exhibition industry concretely to overcome realistic limit of domestic exhibition industry. Institutional improvement for long-term public information of exhibition and participation company's satisfaction raising and infra for gallery's management result should be established. Fourth, need excavation of various first-hand field marketing that can dig various interaction method with customers and invite new customers by booth exhibition. Fifth, need professional worker positivity, deflation that fulfill knowledge that is adapted, and precedes in environment worldwide exhibition industry training actively universal exhibition industry professional worker. Foreign exhibition is an one of marketing tactics that is generalized that can approach to oversea market in less expense relatively. To measure exactly fact and participation result of exhibition that select suitable exhibition in one's own company's marketing goal in company's standpoint that participate in exhibition according as exhibition number is increased and function of exhibition is diversified became difficult.

• Asia pacific journal of information systems
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• 제25권2호
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.

• Asia Marketing Journal
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• 제18권4호
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• pp.1-26
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• 2017

This study introduces research trends in Asia by analyzing the publications of scholars in major universities in Asia, which can provide Asian researchers with what topics Asian researchers have been conducting the last six years. In addition, this study provides information on who have been active in research with the list of top one hunred scholars according to their H index scores. For this analysis, we have collected academic publications of all the professors in major universities from twelve Asian countries, analyzed what topics they have been studying along with which topics are most popular by country and geographical area, evaluated scholars' academic performances in terms of their impacts on academic society, and finally selected the top one hunred scholars among them. This study makes some unique contributions to the academic societies in Asia at least in two ways. Firstly, this study provides Asian researchers with information on what Asian researchers have been studying for the last six years, which is expected to help Asian researchers to understand research trends in Asia. Secondly, this study introduces who has been active in academic research in what countries or universities in Asia, which has never been addressed in the academic societies in Asia. This study hopefully generates some positive competition among Asian scholars and acknowledges their contribution to academic societies.

• International Journal of Advanced Culture Technology
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• 제4권2호
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• pp.38-42
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• 2016

In the growing data saturated world, the question of "whether data can be used" has shifted to "can it be utilized effectively?" More data is being generated and utilized than ever before. As the collection of data increases, data mining techniques also must become more and more accurate. Thus, to ensure this data is effectively utilized, the analysis of the data must be efficient. Interpretation of results from the analysis of the data set presented, have their own on the basis it is possible to obtain the desired data. In the data mining method a decision tree, clustering, there is such a relationship has not yet been fully developed algorithm actually still impact of various factors. In this experiment, the classification method of data mining techniques is used with easy decision tree. Also, it is used special technology of one R and J48 classification technique in the decision tree. After selecting a rule that a small error in the "one rule" in one R classification, to create one of the rules of the prediction data, it is simple and accurate classification algorithm. To create a rule for the prediction, we make up a frequency table of each prediction of the goal. This is then displayed by creating rules with one R, state-of-the-art, classification algorithm while creating a simple rule to be interpreted by the researcher. While the following can be correctly classified the pattern specified in the classification J48, using the concept of a simple decision tree information theory for configuring information theory. To compare the one R algorithm, it can be analyzed error rate and accuracy. One R and J48 are generally frequently used two classifications${\ldots}$

• 농업과학연구
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• 제45권2호
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• pp.308-316
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• 2018

The Korean government introduced the $6^{th}$ industrialization in the agricultural sector to increase farmers' income and value-added agricultural products. The U.S. government has also supported farmers' efforts to increase their income and value-added products in a similar way even though the $6^{th}$ industrialization is not the usual concept in the U.S. Especially, direct-to-consumer and intermediated marketing is one of the main methods to increase farmers' income and value-added agricultural products in the U.S. The purpose of this paper was to analyze direct-to-consumer and intermediated marketing in the U.S., through a survey and frequency analysis. The results of this study are as follows: First, U.S. farmers have shifted their concern and efforts from direct-to-consumer marketing to intermediated marketing because intermediated marketing may offer higher value-added agricultural products. However, consumers' perception and interest are higher for direct-to-consumer marketing than for intermediated marketing of agricultural products and related services. Consumers also will increase the portion of consumption of agricultural products and related services through direct-to-consumer marketing. This difference between farmers and consumers may cause difficulties in increasing farmers' income and value-added agricultural products in the U.S. Korean farmers may have same problem in the future, even though they have not encountered it yet. Especially, the Korean government needs to develop the capabilities of farmers so that they can solve this problem.