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여행서비스 산업에서 다채널 고객특성과 관계적 혜택에 대한 연구
임채운,이호택 한국서비스경영학회 2011 서비스경영학회지 Vol.12 No.3
Multichannel customer management (MCM) is "the design, deployment, and evaluation of channels to enhance customer value through effective customer acquistion, retention, and development" (Neslin et al. 2006). As the use of multichannel has grown tremendously, research-shopper phenomenon, the tendency of customers to use one channel(e.g., the Internet) for search and another for purchase(e.g., the store), has received much attention (Verhoef et al.2007). The current study focuses on the relationship between multi-channel customer segment and relational benefits in tour service industry. The authors divided on-off line multi-channel customers as 4 segments as information searching and purchase process - (1) online-online (2) online-offline, (3) offline-offline, and (4) offline-online and then relational benefits as 4 dimension - (1) social benefits, (2) psychological benefits, (3) economic advantages, and (4)customization advantages. Research issue test was implemented by integrating data with e-survey and customer database of one of the out-bound tour service company. One-way AVOVA and regression were used as analysis methods. The empirical results revealed that each segment customers perceived differently the importance of each of relational benefits dimension. As purchasing frequency is increased, there was a difference in the evaluation of relational benefits to customers. Moreover, the degree of relational benefits has a positive effect on customer loyalty toward tour service agency. These findings suggest that travel agency should manage customers according to characteristics of its multichannel customer segment. Then the authors discuss implications for further research and practice.
대기업과 중소기업의 수출 및 국제화 상생협력 사례 : 한국 암웨이를 중심으로
임채운,정형록,최장호,김미옥,허성준 한국경영컨설팅학회 2021 경영컨설팅연구 Vol.21 No.2
This study attempts to find out how to support exports of small and medium-sized enterprises(SMEs) and internationalization schemes by large corporations through the case of Amway Korea. Amway Korea implemented Global Open Innovation, East Beauty Innovation Hub, and One For One Project. Through joint research and support by discovering ideas, excellent technologies, and raw materials of small and medium-sized enterprises, it succeeded in commercialization that meets global standards. In addition, through Amway’s global distribution channels, it supported the establishment of overseas reputations and networks of domestic small and medium-sized companies, and the development of sales channels, thereby serving as a ladder for Korean companies’ export growth. Amway Korea’s export support plan for small and medium-sized enterprises was not merely a strategy, but brought about a dramatic improvement in financial performance, such as increasing domestic sales and creating overseas sales. The success story of Amway Korea can be seen as a true win-win relationship. Amway Korea provided a foothold in the overseas market through support for the overseas expansion strategy that is most necessary for SMEs’ international advancement. This case study empirically demonstrate the theoretical concept that the win-win strategy of SMEs by large companies can emerge as the financial performance of SMEs. 본 연구는 대기업의 중소기업 수출지원 및 국제화 방안을 한국 암웨이의 사례를 통해 알아보고자 한다. 한국 암웨이는 글로벌 오픈 이노베이션, 이스트 뷰티 혁신 허브 유치, 원포원 프로젝트를 통해 중소기업의 아이디어와 우수한 기술, 원료를 발굴하여 공동연구 및 지원을 통해 글로벌 기준에 맞는 제품화를 성공시켰다. 또한, 암웨이 글로벌 유통채널을 통해 국내 중소기업의 해외 평판 및 네트워크 구축, 판로개척을 지원하여 한국 기업의 수출 성장 사다리 역할을 하였다. 한국 암웨이의 중소기업 수출지원방안은 단순히 전략에서 그치는 것이 아니라 국내 매출 신장과 해외 매출 창출이라는 비약적인 재무 성과 향상을 가져왔다. 한국 암웨이의 성공사례는 진정한 상생에 있다고 볼 수 있다. 한국 암웨이는 중소기업의 국제화 진출에 있어서 가장 필요한 해외 진출 전략 지원을 통해 해외시장의 진출 발판을 제공하였으며 이러한 성공사례는 대기업의 중소기업 상생 전략이 중소기업의 재무 성과로 나타날 수 있다는 이론적 개념을 실증적으로 보여준 사례라 할 수 있다.