• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.1
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• pp.131-150
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• 2012

The purpose of this study is to provide the characteristics of marketing strategy on the SPA(Specialty store retailor of Private label Apparel) brand. This research can be used as information for the domestic SPA brand to enhance its international competitiveness. The characteristics of marketing strategy on the SPA brand are as follows. 1. One company integrate vertically the process of planning, production, promotion and distribution. 2. As using the advanced information, productions, and logistics systems, they are carried out speedy management. 3. The production strategies are focused on providing new goods of fast cycle and very diverse styles in a season, developing products that accurately reflect the general market trend and consumer demands, extending the line of goods, outsourcing of the place to reduce production costs. For high-quality goods, they are collaborating with the famous designers and developing of new and green environment materials. 4. Generally, the SPA brand emphasizes the low price strategy against the quality. 5. The promotion strategies are focused on conducting various unique and high sensible VMDs, fashion shows, star marketing, campaigns, aggressive publicity, magazine & outdoor advertisement and various events through the internet website, etc. 6. The place (distribution) strategies of SPA brand are focused on launching into global, expanding number of stores, increasing large-sized stores and diversifying the forms of store and selling.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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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.

• Journal of the Korean Geographical Society
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• v.42 no.2 s.119
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• pp.280-294
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• 2007

This paper aims to examine the ways in which the Singaporean government has promoted the "global city" imaging strategy as a means for marketing Singapore. Since the 1990s, Singapore has pursued a place-marketing strategy that aims at imaging itself as a "creative", "culturally vibrant" and "cosmopolitan" global city by utilizing various cultural, tourist and spatial policy measures. It argues that the Singaporean government has promoted this particular imaging strategy under a broader economic resoucturing program, aiming at transforming the Singapore's economy into a "knowledge-driven" one, under which the attraction of international knowledge workers is seen as crucial for the competitiveness and innovation. This paper also discusses the limitations of this strategy, focusing on growing tensions between the global and the local in the Singaporean society and the ways in which the authoritarian and top-down nature of governance have restricted the genuine development of the "culturally vibrant" environment in Singapore.

• Journal of Distribution Science
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• v.18 no.6
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• pp.15-24
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• 2020

Purpose: The ultimate purpose of this research is to analyze the influence of direct service experience on brand equity components and continuance intention by focusing on cultural marketing at airport, as a huge market place. Design/methodology: This study examines how the cultural contact experience of an airport's cultural marketing activities affect the brand equity components, as well as how these factors affect the continuance intention. A questionnaire survey is conducted for airport users and a total of 313 copies of the questionnaire are analyzed using a structural equation. Results: The results demonstrate that cultural contact service has a positive effect on brand awareness, brand meaning, and perceived value, and all factors of brand equity components have a positive effect on continuance intention. In addition, MTE also has a significant effect on continuance intention. Conclusions/implications: The purpose of this study was to investigate the relationship between the cultural contact and brand attachment of tourists experiencing airport cultural marketing services on the composition factors of airport brand equity. The results of this study can be used not only as basic data to help establish a cultural marketing strategy at an airport, but also as to aid establishing and implementing a long-term marketing strategy for the sustainable growth of an airport.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.6
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• pp.153-165
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• 2018

The study elaborates on the impact of marketing on social welfare labor business's sponsor outcome. These are the consequences. First, looking through research subjects' general marketing conditions, actions about goods, price, promotion and maintaining existing sponsors were above the average whereas actions regarding business place's internal fund-raising environment and distributions were in a low level. Second, sponsor business's outcome comparison followed by marketing generally shows significant difference due to marketing actions about goods, price, promotion and maintaining existing sponsors. Third, marketing factors which influence sponsor outcome are promotion in sponsors number. Promotion and price are the main factor of sponsoring money and sponsor ratio compared to revenue. Therefore, at the social welfare business place, marketing strategy for sponsor development should be contrived to develop various promotion which enables institution to concentrate on and enhance price negotiation ability.

• Korean Institute of Interior Design Journal
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• v.20 no.1
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• pp.33-42
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• 2011

This study, by applying the experiential and psychological thought category of "impression" as the space design strategy for drawing out "sensitivity," aims to break down the psychological mechanism forming the image held by the subject, and based on such segmentation, seek and strategize an effective design methodology. The subject's memory, pure sensation, and movement sensation are set as the preceding determinants comprising the psychological mechanism of space impression. The control determinants for achieving activation of psychological effect are reinterpreted as the relations of memory-cognition, sensation-perception, and movement-sensation and categorized into a cognitive strategy based on association, metaphor and remembrance; a direct sensation strategy based on formation, superposition and transposition of sensation; and a sensation strategy of process-formation based on expectation organization and reversal, contraction and relaxation. Each strategy is achieved through the formal, material and structural control of architecture. As a restructuring of the design methodology that has been experientially applied, the strategy categorization is important in that, by presenting the usefulness and effect by strategy according to space experience, it makes concrete the basic data that are useful for designing experience of sensitivity.

• Korean Institute of Interior Design Journal
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• v.16 no.2 s.61
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• pp.331-338
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• 2007

In the aspects of the globalization and localization, it is crucial to determine 'Urban selling point', which explains how to make an image: in order to acquire city identity based on the cultural and historical understanding for the Positive city image. The Purpose of this study is to investigate the possible role of the public space as a tool of the city marketing strategy, as well as to realize the cultural city identity through the design of the public space by studying cases which promote the value of life for both of the city and the citizens. Two methodologies are utilized for this study; First, he value in realizing cultural identity is examined through the city identity related to the city marketing and theoretical review of city amenity; second, the several domestic and international cases of cultural planning in culture-accumulated public space are selected and analyzed to map out new strategies from the perspective of place strategy, cultural strategy, and marketing strategy. The results from this study are as follows; first, the culture-accumulated public space through the formation of culture has its own characterized meaning, which has the significant value for the city representative image; second, when planning the culture-accumulated public space, it is important to select not only the appropriate image strategy but the adequate type of the public space for the city planning.

• Proceedings of the KGS Conference
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• 2005.05a
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• pp.163-164
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• 2005

• Knowledge Management Research
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• v.12 no.3
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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.