• 한국경영과학회지
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• 제38권1호
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• pp.123-138
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• 2013

Keyword advertising has been used as a promotion tool rather than the advertising itself to online retailers. This is because the online retailer expects the direct sales increase when they deploy the keyword sponsorship. In practice, many online sellers rely on keyword advertising to promote their sales in short term with limited budget. Most of the previous researches use direct revenue factors as dependent variables such as CTR (click through rate) and CVI (conversion per impression) in their researches on the keyword advertising[14, 16, 22, 25, 31, 32]. Previous studies were, however, conducted in the context of aggregate-level due to the limitations on the data availability. These researches cannot evaluate the performance of keyword advertising in the individual level. To overcome these limitations, our research focuses on conversion of keyword advertising in individual-level. Also, we consider manageable factors as independent variables in terms of online retailers (the costs of keyword by implementation methods and meanings of keyword). In our study we developed the keyword advertising conversion model in the individual-level. With our model, we can make some theoretical findings and managerial implications. Practically, in the case of a fixed cost plan, an increase of the number of clicks is revealed as an effective way. However, higher average CPC is not significantly effective in increasing probability of purchase conversion. When this type (fixed cost plan) of implementation could not generate a lot of clicks, it cannot significantly increase the probability of purchase choice. Theoretically, we consider the promotional attributes which influence consumer purchase behavior and conduct individuals-level research based on the actual data. Limitations and future direction of the study are discussed.

• 디지털융복합연구
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• 제19권4호
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• pp.39-48
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• 2021

퇴직연금은 노후소득 보장체계중 하나이다. 한국은 2016년부터 종업원 수 300인 이상 기업의 경우 의무적으로 퇴직연금을 도입하도록 되어있어 대기업의 퇴직연금 도입비율은 높은 편이나 중소기업의 도입비율은 매우 낮다. 본 연구는 중소기업 퇴직연금 도입의사에 영향을 주는 재무적속성이 무엇인지 살펴봄으로써 정부의 퇴직연금 도입 유도 정책 수립에 방향을 제시해 보고자 한다. 분석결과, 재무적속성중 매출액순이익률은 양(+)의 방향, 자기자본비율은 음(-)의 방향으로 중소기업 퇴직연금 도입의사에 영향을 주는 유의미한 요소로 밝혀졌다. 이에 따라 중소기업 퇴직연금 도입 활성화를 위해 매출액순이익률과 자기자본비율을 우선적으로 고려한 퇴직연금 도입유도 정책 실시가 필요함을 본 연구는 시사하고 있다.

• 지능정보연구
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• 제24권1호
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• pp.25-52
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• 2018

본 연구는 소비자들이 상권에 대하여 수행하는 웹 탐색 활동과 감성평가를 반영하는 데이터인 지역구 연관감성어휘를 기반으로 서울시 내 대형 상업 공간으로 정의할 수 있는 각 지역구 간의 연관 감성 네트워크에 대하여 소셜 네트워크 분석을 수행하였다. 나아가 도출한 소셜 네트워크 지표를 지역구 공공 데이터와 결합하여 보다 다각적 측면을 고려한 지역구 상권의 매출액에 영향을 미치는 요인들을 검증하였고 그 영향력의 변화 또한 확인해 보았다. 정적 데이터로 표현되는 공공 데이터만을 통해 구성된 모형으로도 높은 설명력을 가지는 것을 확인할 수 있었으나, 소셜 네트워크 분석 결과로 도출된 네트워크 지표와 결합된 모형에서는 그 설명력이 더욱 향상된 것이 확인되었다. 공공 데이터에 대한 회귀 분석 결과, 투입된 22개의 요인들 중 '골목 상권 수,' '1인당 거주면적,' '주거환경만족도,' '거래증감률,' '3년 이상 생존율'의 5개의 요인이 지역구 상권 매출액에 유의한 영향을 미치는 것이 확인되었다. 이후 공공 데이터와 네트워크 지표 결합 모형에서 투입된 지표들은 '에고 네트워크의 밀도,' '연결 중심성,' '근접 중심성,' '매개 중심성,' '아이겐벡터 중심성'이며, 이 중 '연결 중심성'과 '아이겐벡터 중심성'이 매출액에 유의한 영향을 미치며 모형 내에서 가장 높은 영향력을 보유한 것이 확인되었다. 본 연구는 각 상권이 소비자가 원하는 감성을 고려한 도시 전략 계획 수립과 이행의 실증적 근거로 활용될 수 있을 것이며, 상권에 진입하거나 재창업하는 자영업자나 잠재 창업자를 바탕으로 지역구 상권이 보유한 감성과 그 관계 구조를 고려한 상권 진입 방향성을 제공할 수 있을 것이다.

• 패션비즈니스
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• 제16권5호
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• pp.74-87
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• 2012

The service industry will be essentially extended during the economic growth and industrial development. Especially, the role of workers meeting the customers in service industry is very important from the view point of purchase intention. So many companies in service industry endeavor to increase the work efficacies of workers through the various prizes and incentives, and improve the job performance by additional education. Recently, the incentive tours are comprehensively accepted as an efficient tool to promote the loyalty and job performance of workers. The incentive tours enable the worker to gain the cultural experiences. They will experience not only the natural heritages and antiques, but also the local life culture and arts culture. The culture marketing for worker as the internal customer increase the worker's loyalty and the ties among workers, and therefore, their job performance will be increased. The empirical results (162 workers surveyed) showed the incentive tours have improved both the individual and group's job performance at a cosmetic sales organization. So it is recommend to plan the organization specific incentive tour in order to improve the productivity of the service organization.

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 1998년도 추계학술대회 논문집
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• pp.407-410
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• 1998

Configuration is a set of building block processes, a series of selection and combining parts or components which composes a whole thing. A whole thing could be such a configurable object as manufacturing product, network system, financial portfolio, system development plan, project team, etc. Configuration problem could happen during any phase of product life cycle: design, production, sales, installation, and maintenance. Configuration has long been one of cost and time consuming work, because only high salaried technical experts on product and components can do configuration. Rework for error adjustments of configurations at later process causes far much cost and time, so accurate configuration is required. Under the on-line electronic commerce environment, configuration problem solving becomes more important, because component-based sales should be done automatically on the merchant web site. Automated product search, order placement, order fulfillment and payment make that manual configuration is no longer feasible. Automated configuration means that all the constraints among components should be checked and confirmed by configuration engine automatically. In addition, technical constraints and customer preferences like price range and a specific function required should be considered. This paper gives an brief overview of configuration problems: characteristics, representation paradigms, and solving algorithms and introduce CRSP(Constraint and Rule Satisfaction Problem) method. CRSP method adopts both constraint and rule for configuration domain knowledge representation. A survey and analysis on web sites adopting configuration functions are provided. Future directions of configuration for EC is discussed in the three aspects: methodology itself, companies adopting configuration function, and electronic commerce industry.

• 한국경영과학회지
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• 제32권1호
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• pp.105-124
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• 2007

CRM (Customer Relationship Management) becomes a crucial paradigm as the environment of the market changes. About the CRM actively maintaining and managing customers that have been already acquired, the research has been done as a plan to lure loyal customers who bring lucrative profits in the long term for the company in order to increase the value to the customers. However, in practice, the focus is on putting spurs to attracting new customers in a short term rather than retaining existing customers who give profitable revenues. If the company puts high emphasis on drawing the new customers, in a CRM's point of view in relation to the value of the customers, it can incur a loss in the long run. The reason is that if the firm conducts discriminative sales promotion, the existing clients with high loyalty will feel relatively treated inappropriately and they will have negative feelings such as being betrayed from the company they prefer. This occurrence of negative emotion can in-crease the possibility of highly profitable clients' secession. In consequence, this paper focusing on the process of the client segmentation at the mobile telecommunication services shows that the sales promotion strategy for the new customer attraction can lead to negative effect on the loyalty of the existing customers.

• 유통과학연구
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• 제18권9호
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• pp.67-75
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• 2020

Purpose: The purpose of this study is to enhance sales promotion efficiency for using solid refuse fuel facilities. Renewable energy technology using Solid Refuse Fuel (SRF) is an economic efficiency technology that recovers waste by burning various wastes. A survey on the pollutants discharged from the solid fuels facilities was investigated so that the SRF facilities could be expanded, distributed and reflected in the policy. Research design, data, and methodology: In this study, 9 business sites using SRF and Bio-SRF as main raw materials were investigated for 2 years. The characteristics of target business sites such as the type of fuel used, combustion method, combustion temperature, daily fuel consumption and environmental prevention facilities were studied. Results: The average pollution & ammonia concentration of Bio-SRF facilities was found to be 88.15% higher than that of SRF facilities. But the average acetaldehyde concentration of SRF facilities was found to be 88.15% higher than that of Bio-SRF facilities. Conclusions: The main issue is how much electric power generation using combustible materials affects air pollution. The waste recycling law provides the standard value according to the fuel property, but there is a considerable gap with the mixed fuel. Therefore, for efficient utilization of facilities using solid fuel products, additional research is needed to improve the distribution structure of exhaust pollutants is needed.

• 한국의류학회지
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• 제30권5호
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• pp.663-673
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• 2006

The purpose of this study is to seek for a plan of marketing strategy in the businesses of Korean clothes, by examining the causality among marketing factors, which have influenced CRM(Customer Relationship Management) performance in Korean clothes. As for the research method, a research model was designed to include routes form 4P's(products, price, promotion, place) through endogenous variables to performance variables, and a questionnaire was developed on the basis of theoretical background. The research participants were male and female adults at their age from 20 to 60. The survey was conducted in March of 2003, and 672 questionnaires were used for the final analysis. In terms of data analysis, we carried out reliability analysis, exploratory and confirmatory factor analysis, correlation analysis, and Structural Equation Modeling by using SPSSWIN 10.0 and AMOS 4.0. As a result 4P's were indicated to have influence upon confidence, satisfaction and commitment of customers. Especially, sales promotion factor was found to have the biggest impact on them. also, the quality of relationship affected CRM performance. as sales promotion factor was identified as one of the integral elements of marketing strategies, a strategy that utilizes a role of salespeople and enhances the quality of service is needed.

• 산경연구논집
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• 제10권10호
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• pp.45-51
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• 2019

Purpose - The purpose of this study was to propose a win-win development plan for not only suppliers of delivery applications but also traditional market vendor companies and delivery riders by analyzing existing delivery models and presenting a new delivery model to enhance competitiveness of the traditional market using delivery apps. Research desgin, data, and methodology - Specifically, small retailers, such as traditional markets and supermarkets, presented a compromised delivery model that utilizes the platform of specialized delivery app service providers for order reception, and that the delivery is delivered by delivery systems jointly hired by Vendor companies, such as franchising companies. To validate the significance of the trade-off delivery model, a cost-benefit analysis was conducted by those involved in the delivery application. Results - From the perspective of suppliers of specialized delivery applications, it is analyzed that the use of specialized delivery applications in traditional markets will be a new market opportunity for service providers to achieve increased sales. It is expected that consumer choice and satisfaction will be increased as convenience and accessibility of traditional market businesses that were available only through direct visit from the user side of the delivery application will be expanded. From the standpoint of delivery application franchises, it is analyzed that they can seek to increase sales and increase customer service as well as ease labor cost burden due to joint employment of delivery riders. The delivery rider will be able to seek to improve customer service due to job security, wage stability, risk reduction and overheated competition due to direct employment. Conclusion - In conclusion, the compromised delivery model solved the problems raised in the preceding study conducted on delivery application suppliers, users, franchises, and riders to establish that it could be a strategic alternative to increasing sales and expanding detailed rights for the self-employed in the traditional market, which are experiencing difficulties in management. However, the adoption of a compromise delivery model requires social consensus from those involved in the delivery application and requires legal, institutional and policy support, which will require continued follow-up research on the delivery model in the future.

• 토지주택연구
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• 제4권4호
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• pp.361-370
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• 2013

본 논문의 목적은 대상계층을 설정하고 유형별 공공주택을 공급하는 보금자리주택을 평가해 보기 위한 것이다. 특히 수도권 보금자리지구가 지정되고 보금자리주택 공급이 발표되면서, 정책대상계층의 접근성에 대한 논의가 불거졌는데, 본 연구에서는 등장한 여러 논의 중에서 두 가지에 주목하였다. 하나는 주변시세애 비해 과도하게 낮게 책정된 분양가 혹은 임대료로 인해 청약에 당첨된 입주자에게 역시 과도한 개발이익 수혜가 돌아가는 것이 아니냐는 것이고, 다른 하나는 그렇게 낮게 책정된 분양가 혹은 임대료라고 하더라도 일부 지역의 경우 주변 시세가 워낙 높아, 저소득층이나 무주택 서민인 정책대상계층이 접근하는 것이 쉬울 것인가 하는 것이다. 두 가지 논의는 완전히 다른 것 같으면서도 다르지 않다. 상대적인 가격에서는 우위를 점하지만, 절대적인 가격에서는 여전히 낮지 않다고 보는 것이기 때문이다. 본 연구는 이 두 가지 논의에 착안하여 분석을 시도하였다. 특히 보금자리주택은 저소득층을 위한 장기공공임대주택(국민임대주택, 영구임대주택 등) 뿐 아니라 공공분양주택과 유사한 역할을 하는 10년임대주택과 분납임대주택도 존재하는 점을 감안하여 이 세 가지 유형에 대해 정책대상계층의 지불가능성이 어느 정도인지 파악하고자 하였다. 유형별, 지역별, 면적별 지불가능성의 차이를 비교해 봄으로써 기존의 논의에 대한 의문을 어느 정도 해결해 보려고 했으며, 향후 공공주택 공급 프로그램과 관련한 정책적 시사점도 도출해 보고자 하였다.