• Title/Summary/Keyword: traditional marketing

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An Empirical Study on Effect of Marketing Public Relation on Wechat Platform of China (중국 위챗 플랫폼의 MPR효과에 관한 실증연구)

  • Yang, Yu;Qing, Cheng-Lin
    • Asia-Pacific Journal of Business
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    • v.10 no.1
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    • pp.73-86
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    • 2019
  • Since its launch, WeChat has been changing the Chinese lifestyle, changing the traditional way of distribution, and changing the way companies market with the combination of information innovation and New Media. Now, WeChat plays an indispensable role in peopl's daily lives, not only in chatting software, but also in shopping, delivery, ordering, payment, and games. This study was centered on people who have used WeChat and around these backgrounds, planned study models. Through prior research, the purpose of the research is to explore the factors influencing the effects of the WeChat platform on MPR and explore the media effects of advertising attitude between WeChat platform features and MPR effects and provide basic material on its continued development. The research has shown that the reliability and diversity of the WeChat platform has a significant impact on both advertising attitude and purchase intention and propaganda intention of MPR effects. Advertising attitude has a positive impact on purchase intention and propaganda intention, and advertising attitude is shown to have a mediated effect between the WeChat platform and the MPR effects. The results of this study suggest the theoretical enlightenment of "continuous and stable development of the WeChat platform", and it is expected that marketing development plans of various social platforms will provide basic materials.

Higher-Order Goals, Trust-in-Leader, and Self-Efficacy as Mediators of Transformational Leadership Performance: The Case of Multi-level Marketing Organizations in China

  • Shu-Chuen, Anthony Tsui;Lee, Bernard
    • Journal of Information Technology Applications and Management
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    • v.25 no.4
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    • pp.79-114
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    • 2018
  • Although former scholarly studies mostly focus on exploring leadership effectiveness under the traditional hierarchical leader-subordinate relationship, the research of leadership performance for non-hierarchical organizational structures, particularly the mediating factors of higher-order goals, trust-in-leader, and self-efficacy have been ignored. This study, therefore, makes an attempt to ascertain the impacts of transformational leadership on the performance of subordinates through the mediating effects of higher-order goals, trust-in-leader, and self-efficacy and the differences of these effects in the context of multi-level marketing (MLM). Like the small-sample studies adopted by Barling, Weber, and Kelloway [1996], Barling, Slater, and Kelloway [2000] and Bass, Avolio, Jung, and Berson [2003], this study adopts a sample of 123 MLM distributors of an MLM company in Hong Kong, with a high response rate of 80.4%. The results indicate that the mediating effect of self-efficacy between transformational leadership and performance is significant under non-hierarchical organizational structures such as MLM in China.

Pioneering New Markets: A Case study of SevenBräu

  • Yoo, Shijin;Kang, Myung Soo;Kim, Minjeong
    • Asia Marketing Journal
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    • v.20 no.4
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    • pp.1-19
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    • 2019
  • This paper reports a case study of SevenBräu, the first company to acquire a license for small and medium scale beer manufacturing in Korea. This study explores how SevenBräu analyzed its consumers, competition, and environment to set its target market and successfully positioned itself to explore new markets in Korea. The company accomplished this through a mixture of marketing strategies with differentiated products and consumer benefits. SevenBräu has been growing fast and establishing its image as a "high-quality craft beer locally produced in a traditional way" and a "beer with regional characteristics," with young consumers (aged 20 to 35) as the main target. Such remarkable growth of SevenBräu can be attributed to factors such as: (1) product differentiation to satisfy the needs of consumers for taste, flavor, diversity, and freshness, (2) developing brands with regional characteristics and actively communicating its strategy through earned and owned media, and (3) sustainable management, considering both social value creation and environmental performance. Lastly, this case study presents challenges in the areas of brand management, value delivery network, and communication that SevenBräu needs to address in the beer market that faces increasing competition.

Comparative Research on Clothing Consumption Behaviors of Female College Students in Russia and Korea (러시아와 한국 여대생 소비자의 의류 소비행동에 관한 비교연구)

  • Pettai Yulia;Yoh Eun-Ah
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.7 s.155
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    • pp.1103-1115
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    • 2006
  • In this study, clothing consumption behaviors of Russian and Korean female college students were compared. Data were collected by conducting surveys in Russia and Korea. In results, Russian female college students spent considerably more money on clothing than did Korean students, compared to the income level. Korean consumers bought clothing mostly in the department stores, whereas Russian consumers preferred large shopping centers, discount stores and traditional markets to shop clothing. As important factors affecting clothing purchase decision, Russian consumers considered country of origin while Korean consumers considered style. Korean consumers were satisfied more on domestic brands than did Russian consumers while Russians were more satisfied with foreign brands than did Koreans. Russian consumers considered diverse factors in forming attitude and buying intention toward domestic and foreign brands. In contrast, Korean consumers' attitude and purchase intention were influenced much by style. Based on study results, marketing implications were provided.

The influence of SNS content quality on users' adoption behavior and WOM (SNS상의 콘텐츠품질이 사용자의 수용태도와 구전활동에 미치는 영향)

  • Lee, Jiwon;Kang, Inwon;Jung, Sungwoon
    • Knowledge Management Research
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    • v.12 no.5
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    • pp.1-10
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    • 2011
  • Forming a network, through Social Network Services (SNS), among a group of people who share the same hobby or interests could increase the information sharing among the members at an exponential rate. Moreover, SNS users' behavior extends beyond the traditional introverted consumption behavior to a proactive behavior by owning or actively sharing product information. For firms, such proactive consumer behavior translates into marketing effects such as the word of mouth (WOM) effect. Therefore, SNSs are accepted not only as a communications channel between firms and consumers but also as marketing channel, suggesting the possibility of a new revenue source. In this context, we will explore into the factors of SNS contents which conserve firms' image and product information, and effects of the factors on consumer attitude and WOM.

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New Fashion Industry Trend Corresponding to New Media & Internet Infrastructure (뉴미디어 및 인터넷 시대에 부응하는 패션산업의 새로운 동향)

  • 김수진;한명숙
    • The Research Journal of the Costume Culture
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    • v.10 no.3
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    • pp.293-305
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    • 2002
  • This paper describes the new trends of fashion industry in the era of digital media and Internet paradigm, where fashion is no longer just static contents. Fashion becomes crucial and dynamic contents for infotainment, mobile Internet, and digital media. As therefore, the fashion industry could be positioned as fashion information industry and key elements of fashion communication. In the future, fashion education should be repositioned as dynamic Intermediary not only for traditional textile design, costume design, and merchandising, but also for dynamic fashion information provider, fashion communication and fashion-oriented media related to digital Information, and Internet. As a case study, we briefly describe the successful co-marketing strategies of world-class luxury fashion brands, fashion media, and Internet service provider.

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Strategic Management Process in Hospitals (병원의 전략경영과정)

  • Lee, Key-Hyo
    • Korea Journal of Hospital Management
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    • v.1 no.1
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    • pp.203-247
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    • 1996
  • This article reviews the art and practice of strategic management process in hospitals today, in order to help hospital administrators for managing strategic management system in their hospitals. The strategic management process model in this article is based on an integrated approach combining traditional environmental model with resource-based model of strategy. The components of the model are consisted of five steps: (1)formulating objectives, strategic assessment by external environmental analysis, internal capability analysis, TOWS analysis and marketing audit, (3)strategy choice considering context and criteria of choice, (4)program implementation through operational planning, resource allocation, and conversion, and (5)control by monitoring and evaluating hospital outputs. This article deals with many aspects of issues inherent in every step on this strategic management process.

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Dynamic Interaction of Performance Information and Word-of-Mouth in Film Industry (영화공급사슬 내 성과정보와 입소문 효과의 동적상호작용에 대한 연구)

  • Lee, Wonhee
    • Korean Management Science Review
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    • v.32 no.2
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    • pp.125-143
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    • 2015
  • When studying the film industry, researchers have seldom addressed the dynamic interaction between marketing information and word of mouth in the motion picture industry mainly because of the limitation of traditional research methodologies. This study explores integration and competition among important variables influencing on audience's choice on movie selection, particularly by using a new method of agent-based modeling including competitive environment. Decision process of moviegoer composed of transition probability based on multinomial logit model, considering marketing and box-office information, critique, and word of mouth from other moviegoers. After validating the fitness of market share among released movies, this study conducted a set of simulation experiments considering several variables such as market size, change of weight between variables, and movie performance under competition. Propositions are derived from the simulation results is also suggested for future research.

Analysis of Pricing and Efficiency Control Strategy between Online and Offline Marketing Channels (Online 과 Offline 마케팅 채널 간의 가격경쟁 및 효율성 통제전략 분석)

  • Cho, Hyung-Rae;Yu, Jung-Sub;Cha, Chun-Nam;Lim, Sang-Kyu
    • Journal of Korean Institute of Industrial Engineers
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    • v.27 no.2
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    • pp.181-189
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    • 2001
  • The proliferation of the Internet and related technologies and applications has led to a new form of market place known as the electronic store. In this paper, we study competition between two shopping channels, an electronic store and traditional retailers. Based on the circular spatial market model, we derive the Nash and Stackelberg equilibria as a function of the efficiency of the electronic store. The result shows that the Stackelberg equilibrium is always superior to the Nash equilibrium for both channels. It is also shown that, in some cases, the electronic store has incentive to decrease its efficiency to gain more profit.

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Effects of Corporate Social Responsibility (CSR) on Consumers' Food Purchasing Intention according to Purchasing Attributes (구매속성에 따른 기업의 사회적 책임활동이 소비자의 식품 구매의도에 미치는 영향)

  • Park, Jung-Soo;Sim, Ki Hyeon
    • The Korean Journal of Food And Nutrition
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    • v.27 no.5
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    • pp.859-871
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    • 2014
  • This study investigated the effects that corporate social responsibility (CSR) had on the credibility and image of a food corporation by analyzing the purchasing intention and food purchases of consumers. This analysis was undertaken in an attempt to establish a marketing strategy that meets consumer demands, and the results showed that all CSR activities undertaken by the food corporation had a positive effect on the reliability and image of the corporation and on consumers' purchase intention. The results indicate that the ethical aspect of the CSR activities had the greatest effect while their charitable aspect had the least effect on the reliability and purchase intention of the customers regarding the food corporation. Thus, it appears that establishing of suitable ethical doctrines and guidelines for corporate management by food corporation is effective in emphasizing the ethical aspects of their policies through transparent management by means of fair trade.