고객가치지향적 패러다임에 기초한 마케팅생산성 구현방안

이신모 한국생산성학회 2000 生産性論集 Vol.14 No.2

Exist marketing concept is challenged by various internal and external forces. To cure maladaptation and to upgrade marketing productivity, we can infer 4 types of strategies. First, supplier's input will leads to better results by establishing customer oriented database and relationship marketing system. Second, buyer's input can be realized by lowering his cost, time and effort. Perhaps introducing modern EC systems will be good. Third, buyer's output should focus to the perceived value of customer. So, monitoring changes of value systems is needed. Finally, supplier's output will be realized by upgrading buyer's output. It can be better sales, market share and customer loyalty.

서비스 마아케팅 믹스戰略에 관한 硏究

李信模 同德女子大學校 1991 同大論叢 Vol.21 No.1

Modern Society can be characterized as Service Orientation. As human beings accomplished physical abundance, their concern move toward more convenient and luxurious living. So, the size and importance of the service offering activities grow rapidly. The marketing activities of the service offering firms should be differentiated from those of the goods producing firms. The marketing mixes of the service firms should reflect the specific characteristics of sevice itself. Some of them are intangibility, nonstorability and concurrence of production/consumption. product strategy of the service firms must define clearly the 'product' concept-bundle of benefits. And continuously follow up the changing pattern of customer needs. The establishment of the markeing information system can be helpful to meet the issue. In general, pricing strategy of the service offering firms have competion or demand oriented base. But the ideal pricing pratice should consider cost structure and maintain customer's goodwill to the firm. Channelling strategy of the service firm is basically the enlargement of service offering places so that customers can be served more convenient. Finally, promotion strategy of the service offering firms must maintain the balance of the communication mix variables. One way to reduce the intangibility of services is to give personality. This thesis focused the difference of the marketing activities of service from those of the goods. So, practical strategies of various service types are beyond the scope of the research. But this kind of research can be great contribution to the pratice.

우루과이라운드 農産物協商의 영향과 消費者指向的 對應方案

李信模 同德女子大學校 1995 同大論叢 Vol.25 No.1

In recent days, the world eonomy experiencing highly turbulent situation. Since 1986, many nations negotiate over free and fair trade and at last world agreement called UR was made in the end of 1993. It is expected that UR expands the size of world trade, develops the efficiancy of resource allocation and raises world income. This kind of effect will also be realized in the Korean economy. But according to UR agricultural agreement, Korean farmers will be exposed to arduous fight with imported goods. This thesis is prepared to know about the level of household consumer's understanding to UR and to the ways of responding it. The results of the field study are as follows : First, many respondents heard about the UR itself but they didn't know the details of UR. And almost all respondents worried about the negative effect on local agriculture. Second, respondents expressed strong desire to protect local agriculture and they had an idea that the goverment/media didn't do what they could do. Third, respondents regards local agricultural product is superior to imported prdcuct except price. Many person has strong lotalty to local agricultural product in spite of higher price. Fourth, respondents suggested that the government must do somethig more to protect and to raise the compectitiveness of local agriculture, To reach that goal, some kind of sacrifice in other department will be enevitable. And many of them expressed their desire to participate in ways of saving local agriculture. From the findings of field survey, we can establish strategies to compete with Agricultural Negotiation UR. First, government must communciate the details of the agreement to public. And strengthening of agricultural inspection and supervision of distribution are needed. Second, firms can support the agriculture by way of rescheduling their social cost. Running a program that helps rural communities and be a sponsor to public interest. This kind of act will make good corporate image. Third, farmers must make every effort to cope with foreign agricultural product. To maintain good and consistent quality is most important. Finally, household consumers can give substan fial help to agriculture if they stict to local product and check thoroughly the date and origin of agritural product.

海外市場 機會分析에 關한 硏究

李信模 慶南大學校 産業經營硏究所 1987 産業經營 Vol.10 No.-

마케팅이행을 위한 전략적 과제와 조직구조의 구축

이신모 동덕여자대학교 산업연구소 1999 산업연구 Vol.5 No.-

마켓 4.0시대 새로운 소비자 새로운 마케팅

이신모 한국창업학회 2019 한국창업학회 Conferences Vol.2019 No.1

衝動購買에 關한 硏究

李信模 慶南大學校 産業經營硏究所 1986 産業經營 Vol.9 No.-

국내 단체 표준의 활성화를 위한 전략적 과제

이신모 동덕여자대학교 산업연구소 2001 산업연구 Vol.7 No.-

산업구매의 구매후 평가와 만족/불만족에 관한 연구

이신모 同德女子大學校 1996 同大論叢 Vol.26 No.1

Industrial buying is the result of systematic, complex decision making, Buying decision making process begins from problem recognition, through alternative search, alternative evaluation, purchsing, finally leads to postpurchase evaluation. The final stage post purchase evaluation has form of satisfaction or dissatisfaction. This kind of post purchase emotion is very important to industrical marketers in that it can be reinforcement to next by. The Knowledge to this field can give insight to improve industrial marketer's performance, to increase company's sales and to build customer's good will. This thesis contemplate the significance and process of post purchase evaluation in industrial buying decision making. And the formation of satisfaction / dissatisfaction of industrial buyers. Furthermore, to think over the applicability of various satisfaction / dissatisfaction theories which explains household buyer's behavior in industrial buying situstion. Dissatisfed industrial buyers search various forms of relief. It can be private response (ex. exit from brand, bad word-of-mouth communication), appeal to vendors or producers, and legal approaches. What kind of choice is selected depends on former relation with distributor, relief cost, the amount of dissatisfaction. The contemplation of various approaches to satisfaction / dissatisfaction shows that attribution theory, equity model and multiple process model are superior to other models. This thesis didn't carry out empirical comparison of various approaches. If it would be done the utility ot marketing stragegy can be highly enhanced.

한국 창업학의 발전과정과 전망

이신모 한국창업학회 2020 한국창업학회지 Vol.15 No.2

After Korean war Korean Economy was in the bottom of world economic lever, but rapidly growing to the top 10 level. Under the situation with insufficient resource, capital, technology the key to success was CEO’s entrepreneurship. But in recent years entrepreneurship is weakened to many people. Power trip of CEO’s heir, politician’s greed, negative awareness of public servants undermined people’s positive emotion of entrepreneurship. Expedite development of 4th Industrial Revolution transmute prospect of job market. The education participant’s job searching solution lean to self employment. This article looked at the development of korean entrepreneurship studies about 15 years and tried to fine the meaningful issues for future entrepreneurship research and education. The issues of self employment, fusion and convergence, anti-business sentiment, gender & disabled start up issues should expand for future.