기업 마케터의 개인 문화 역량이 마케팅 전략 개발 역량에 미치는 영향에 관한 연구

진창현 전북대학교 산업경제연구소 2019 아태경상저널 Vol.11 No.2

본 연구는 기업 마케터가 가진 개인 문화 역량의 구성요소 체계를 재구성하여 마케팅 전략 개발 역량과 기업의 경영성과와의 인과관계를 파악하고자 한다. 본 연구에서 기업 마케터의 개인 문화 역량의 구성요소 체계는 ‘에너지 요소, 창의 요소, 수용 요소, 정신 요소, 가치 요소’로 세분화하였다. 그리고 마케팅 전략 개발 역량은, ‘제품 개발, 가격 전략, 유통 채널, 커뮤니케이션 개발 역량’으로 분류하였다. 본 연구에서는 기업 조직 문화에 따른 마케터가 가진 개인 문화 역량이 마케팅 전략 개발 역량 및 경영성과에 미치는 영향 관계 역시 살펴보고자 한다. 기업에 근무하는 구성원 1200명을 대상으로 설문을 실시하였다. 연구가설 검증을 위하여 구조방정식 통계 프로그램을 이용하였다. 연구가설 결과는 다음과 같다. 첫째, 기업 마케터의 개인 문화 역량은 마케팅 전략 개발 역량에 긍정적인 영향을 미치는 것으로 드러났다. 둘째, 마케팅 전략 개발 역량은 경영성과에 정의 영향 관계에 있음을 확인하였다. 셋째, 마케터가 가진 개인 문화 역량이 기업의 마케팅 전략 개발 역량에 영향을 미칠 때 조직 문화가 조절 역할을 하는 것으로 드러났다. 넷째, 마케팅 전략 개발 역량이 경영성과에 영향을 미칠 때 조직 문화가 조절 역할을 하는 것으로 드러났다. 연구 결과에 따른 학문적 시사점과 실무적 시사점은 논문의 마무리 부분에서 제시하였다. This study attempted to verify marketer’s cultural competency as well as the causal relationship between marketing strategy development capability and business performance. The sub-substitute of marketer’s personal cultural competency in the study comprised as physical, creative, receptive, mental, and spiritual factor. Product development, price strategy, distribution channel and communication development capability are treated as the sub-components of marketing strategy development capability. The purpose of the study is to explore the relationship between cultural competency and marketing strategy capability and business performance. Organizational culture is examined how cultural competency work as mediating role. The study have conducted surveys targeting 1200 marketers. As a result, it is tested that components of cultural competency are closely related to marketing strategy development capabilities. Also, the sub-components of marketing strategy capability shows that it effects defining business performance. Finally, organizational culture had moderating effects when components of cultural competency are closely related to marketing strategy development capabilities. Based on the results of the research, we can not only suggest academic implications but also plans of what and how to utilize for creative economy and marketers and enable corporations.

Enhanced Gas Sensing Properties of Pt-Loaded TeO2 Nanorods

진창현,박성훈,HYUNSU KIM,이종무 대한화학회 2012 Bulletin of the Korean Chemical Society Vol.33 No.6

The NO2 gas sensing properties of multiple-networked, Pt-loaded TeO2 nanorod sensors were examined. Scanning electron microscopy revealed nanowires with diameters of 50-100 nm and lengths of a few micrometers. Transmission electron microscopy and X-ray diffraction showed that the nanrods were tetragonal-structured, single crystal TeO2. The Pt-loaded TeO2 nanorod sensors exhibited sensitivities of 11.00, 10.26, 11.23 and 11.97% at NO2 concentrations of 10, 50, 100 and 200 ppm, respectively, at 300 oC. These sensitivities were more than 10 times higher than those of bare-TeO2 nanorod sensors. The response times of the sensors were 310, 260, 270 and 230 sec at NO2 concentrations of 10, 50, 100 and 200 ppm, respectively. The recovery times of the Pt-loaded TeO2 nanorods were 390, 330, 335, and 330 sec at NO2 concentrations of 10, 50, 100 and 200 ppm, respectively. The origin of the enhanced sensing properties of the TeO2 nanorods by Pt loading is discussed.

CO Gas-Sensor Based on Pt-Functionalized Mg-Doped ZnO Nanowires

진창현,박성훈,HYUNSU KIM,Soyeon An,이종무 대한화학회 2012 Bulletin of the Korean Chemical Society Vol.33 No.6

Mg-doped ZnO one-dimensional (1D) nanostrutures were synthesized by using a thermal evaporation technique. The morphology, crystal structure, and sensing properties of the Mg-doped ZnO nanostructures functionalized with Pt to CO gas at 100 oC were examined. The diameters of the 1D nanostructures ranged from 80 to 120 nm and that the lengths were up to a few tens of micrometers. The gas sensors fabricated from multiple networked Mg-doped ZnO nanowires functionalized with Pt showed enhanced electrical response to CO gas. The responses of the nanowires were improved by approximately 70, 69, 111, and 81 times at CO concentrations of 10, 25, 50, and 100 ppm, respectively. Both the response and recovery times of the nanowire sensor for CO gas sensing were not nearly changed by Pt functionalization. It also appeared that the Mg doping concentration did not influence the sensing properties of ZnO nanowires as strongly as Pt-functionalization. In addition, the mechanism for the enhancement in the CO gas sensing properties of Mg-doped ZnO nanowires by Pt functionalization is discussed.

SYNTHESIS AND PHOTOLUMINESCENCE PROPERTIES OF ZnSe-CORE/SnO2-SHELL NANORODS

진창현,HYUNSOO KIM,KYUNGJOON BAEK,CHONGMU LEE 성균관대학교(자연과학캠퍼스) 성균나노과학기술원 2010 NANO Vol.5 No.5

ZnSe-core/SnO2-shell nanorods have been prepared by using a two-step process comprising the thermal evaporation of ZnSe powders and the atomic layer deposition of SnO2. ZnSe nanorods have been grown by the thermal evaporation of ZnSe powders on gold-coated Al2O3 (0001) substrates. The ZnSe-core/SnO2-shell nanorods were 0.1–0.2 μm in diameter and up to a few tens of micrometers in length. Transmission electron microscopy and X-ray diffraction analysis results indicate that the cores and shells are single crystal zinc blende-type ZnSe and polycrystalline simple orthorhombic-type SnO2, respectively. Photoluminescence measurements show that the ZnSe-core/SnO2-shell nanorods have a strong orange emission band centered at around 650 nm. The orange emission of the ZnSe nanorods is enhanced in intensity by coating them with SnO2 and further enhanced by annealing them. A reducing atmosphere is more efficient in enhancing the orange emission than an oxidative atmosphere. The highest emission intensity is obtained for the shell layer thickness corresponding to 1500 ALD cycles. The orange emission enhancement by annealing is mainly attributed to the formation of Sn interstitials in the ZnSe cores during the annealing process.

진정한 소통을 위한 마케팅 도구 : 트위터

진창현 경기대학교 인문학연구소 2011 시민인문학 Vol.21 No.-

기업의 공유가치창출이 브랜드 자아 연대의식 및 브랜드충성도 형성에 미치는 영향에 관한 연구

진창현 강원대학교 경영경제연구소 2018 Asia-Pacific Journal of Business Vol.9 No.4

The purpose of this study is to investigate the relationship between association of a company’sCSV activity and association of corporative competence and consumers’ self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporateidentification as well as how these factors influenced on brand loyalty. The paper attempts toexamine authenticity of CSV activity and product plays a moderating role when association ofCSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A targetcompany was selected by investigates. The company is one manufactures as well asimplements CSV activities as a means of ethical management. The results indicated that CSVassociation and corporative competence are closely related to the self-brand connection. Suchattitude in turn affected the consumers’ formation of self-and corporate-identification and brandloyalty. Authenticity of CSV activity and product was proven to play a moderating variablesfor brand loyalty and perception of company.

Animated Commercials’ Effects on Low-Effort Routes to Persuasion

진창현 한국외국어대학교 국제커뮤니케이션연구소 2008 東西言路 Vol.23 No.-

The motivation forthe study was to examine the effects of animation and its relationship to human cognitive and affective processes by categorizing the different types of animation and live action featured in television commercials. A 3 (types of commercials (clay, cartoon and real human based commercials) x 2 (degree of involvement: high versus low) between-subjects factorial design was employed on dependent variables in the experiment. The results indicated that animated commercials can more effectively provide visual demonstrations, which, in turn, induce better recall testimonies for products. Also an implication of this study is that animated ads should take into account the influence of lower-level peripheral processing routes on viewer persuasion. Animation has become an important design tool in recent graphic interfaces because they motivate consumer actions and draw viewer attention to specific product features. Animation has become the new creative advertising trend in today’s entertainment industry. As a character-based business, animation can expand the design of advertisements by applying digital content to different media, such as the Internet, mobile phone technology, and television. However, little research has been conducted on animated adsand animated characters as spokespersons that demonstratewhether or not they prove more effective at building consumer awareness about a product or service (Bush et al. 1983; Callcott and Lee 1994; Van Auken andLonial 1985). Some research suggests that animated commercials can effectively provide visual demonstrations and verbal testimonies for a wide variety of products (Callcott andLee 1994), while studies on motion (Detenber and Reeves 1996; Detenber et al.1998; Sundar andKalyanaranman 2004) have focused on the relationship between size and speed and emotional response, as well as on how animated objects on the Internet leading to animation could influence human cognitive processing and increase viewer attention to ads. Given the paucity of previous research on animation, this remains a relatively new genre in advertising design. This study aims to examine the effects of animation by categorizing the different types of animation featured in television commercials and determine their influence in consumer attitude formation such as affect, and conation responses. This paper will begin with a closer look at animation and will continue with the development of hypotheses, experimental methods, result, and an analysis and discussion of results.

Beyond the Internet, Academicians and Practitioners’differing views on the Internet as a new medium.

진창현 한국외국어대학교 국제커뮤니케이션연구소 2007 東西言路 Vol.22 No.-

This paper explores of what links of relationship between academicians view and practitioners view on the Internet. The first purpose of this study is to examine trends of advertising research for the last five years toward the Internet through a semantic networkanalysis and also to examine the structure of these articles published in the JA, JRA, JCIRA, two Conferences named the AAA and the Advertising Division of the AEJMC for academicians. The second goals is to investigate how does practitioners describe the Internet as a new medium and also to examine the structure of articles presented two business magazines named the Ad Age and Adweek for practitioners from 1997 to 2001. To analyze the structure of articles presented on three journals, two conferences and two advertising magazines for the last five years, this study providesunderstanding on the trend of advertising research, the structure of advertising research, and the direction of advertising, as well as appropriates marketing strategies and effective advertising to Internet marketers or media planners. This study found that both academicians and practitioners’view on the Internet through analysis of these trends and structure of both journals and magazines were a greater emphasis on Internet related topics.

웹(Web)상에서 소비자 태도형성과 과정에 있어 상호작용과 애니메이션 캐릭터의 역할에 관한 연구

진창현,김유경,심성욱 한국방송광고공사 2005 광고연구 Vol.0 No.68

이 논문에서는 웹상에서 소비자 태도형성과 과정에 관한 상호작용적 크리에이티브 플랫폼과 애니메이션 캐릭터 등을 연구하였다. 첫번째 실험에서, 연구자들은 음악, 컬러, 모션, 텍스트 등을 포함한 상호작용적 크리에이티즈 플랫폼이 클릭의도와 광고태도에 어떻게 영향을 주는지를 조사하였다. 두번째 실험에서는 다른 애니메이션 캐릭터들이 클릭의도, 광고태도, 브랜드태도, 구매의도에 어떻게 영향을 주는지가 연구되었다. 이 연구에서는 구조방정식 모델을 통해 소비자가 웹상의 애니매이션 광고를 보고 어떻게 소비자 태도가 형성되는지를 나타내는 새로운 태도모델이 검증되었다. 결과를 통해 애니메이션 캐릭터가 상호작용적 크리에이티브 플랫폼 보다 소비자의 태도형성과 클릭의도, 광고태도, 브랜드 태도, 구매의도에 더 많은 효과를 주는 것으로 나타났다.

RF 파워 변화에 따른 IGZO 박막의 구조적, 광학적, 전기적 특성

진창현,김홍배,Jin, Chang-Hyun,Kim, Hong-Bae 한국전기전자재료학회 2015 전기전자재료학회논문지 Vol.28 No.10

We have studied structural, optical and electrical properties of In-Ga-doped ZnO (IGZO) thin films. The IGZO thin films were deposited on the corning 1737 glass by RF magnetron sputtering method. The RF power in sputtering process was varied as 30, 50, 70, and 90 W respectively. All of the IGZO thin films transmittance in the visible range (400 nm ~ 800 nm) was above 83%. XRD analysis showed the IGZO thin films amorphous structure of the thin films without any peak. And also IGZO thin film have low resistivity ($1.99{\times}10^{-3}{\Omega}cm$), high carrier concentration ($6.4{\times}10^{20}cm^{-3}$), and mobility ($10.3cm^2V^{-1}s^{-1}$). By the studies we found that IGZO transparent thin film can be used as optoelectronic material and introduced application possibility for future electronic devices.