페어 마케팅 커뮤니케이션을 위한 전시 디자인 방법 연구

김영욱 ( Youngwook Kim ),최익서 ( Ikseo Choi ) 한국공간디자인학회 2016 한국공간디자인학회논문집 Vol.11 No.6

The notion of a fair was created for the purpose of selling products (Song, 2006, p. 14). According to the change into a radical network society, it has been converted into “exhibitions” augmenting sales by improving the customers` level of acquiring and recognizing product information. As part of the sales marketing program, the fair has caught audience`s eyes with various methods of expression, including taking advantage of exhibition design. For example, the thought diversion program is utilized for exhibition spaces, which is progressed by companies emotionally delivering brand experience value to customers through experience marketing in an effort to improve brand awareness and sales. In order to yield successful marketing results for companies participating in fairs, I have initiated research to suggest a design inspecting point and communication factors by which the participation and the conversion of spectators can be induced. (Method)I selected a series of international fairs containing space structures in favor of customers` approach and the constituents of the participation program as analysis models among cases of fairs creating a synergy effect by the interaction of exhibition space flow and the marketing program. In addition, the selection of cases and this research are based on my experience in operating an exhibition and the fairs that I attended in person. In light of a customer`s approach, I assorted six space structure cases into four subsections: space outline, space peculiarity, design characteristics, and brand awareness. (Results)By analyzing cases, it was found that exhibition designs attract the participation of spectators through the harmony of five factors including sense, emotion, awareness, behavior, and relationship. This sets forth the outcome that successful fair marketing communication can complete brand awareness, which is the ultimate purpose. Invitation factors and participation factors are intermingled. In terms of the interaction of those factors and creating awareness, exhibition design materializes fair marketing communication and generates the strategic advantage and values of fair marketing. According to the sorts of exhibition designs containing the strategic purposes of companies that participated in fairs, it accelerates marketing communication with potential customers, which leads to specific interactions and an increase of sales and brand awareness. (Conclusions)Exhibition design is a way of expressing fair marketing communication. It helps spectators engage in the program community and represents itself as an important factor that makes a watershed of awareness conversion. In addition, it gives rise to the result regarding inspection and consideration factors for the aim of fairs, budget, uniformity, operation, and post-management. I hope the contents mentioned above will be utilized as fundamental research materials to establish strategies for exhibition space design at fairs.

공정성이 지방자치단체 공무원의 성과관리제도 인식에 미치는 영향 : 의사소통의 조절효과를 중심으로

장혜윤 ( Jang Hye Yoon ),최정우 ( Choi Jung Woo ),박해육 ( Park Hae Yug ) 한국지방행정연구원 2016 지방행정연구 Vol.30 No.4

Communication considered to be a major factor in influencing performance management relates closely to fairness. In this regard, the empirical analysis of the relationship between communication and fairness has not been conducted. Therefore, this study examined the various factors influencing the perception to the performance management system by focusing on the communication`s moderating effect among organizational members. According to the results we examined, the influential factors such as fairness, awareness to the system mechanism, education, job status and communication remained statistically significant in all models, whereas the departmental characteristics within organization were negatively influencing the perception to the performance management system only in terms of the distributive fairness model. This indicates too that the perception on the performance management system does not change, despite both conditions of the same level of distributive fairness and the active interaction in communication. Meanwhile, procedural fairness strengthened the staff`s positive perception on the performance management system, when considered in terms of activating the communication among organizational members. In conclusion, it is necessary to more strengthen the procedural fairness, in order to make the performance management system effective, by invigorating the interactive communication between the organizational staff in comprehensive operational process of the system.

리빙 페어에 있어서 전시 디자인 평가 지표 구축에 관한 연구

남가림,최익서 한국공간디자인학회 2019 한국공간디자인학회논문집 Vol.14 No.7

(Background and Purpose)As consumers’ interest in the living market has increased, Living Fairs have emerged that cater to consumers who are interested in space in their lives' style. Companies participating in Living Fairs display their images through the space in an active communication with consumers. In addition, Living Fairs’participants introduce the current interior design and lifestyle trends to the visitors. Living Fair has a lot of input to boost the market through communication space between consumers and living brands. Starting with "Seoul Living Design Fair," which was first held in 1994, several Living Fairs are now held in various exhibition spaces such as KINTEX, COEX, and SETEC. Living Fairs are held every year in showrooms in various regions to revitalize the living market, but few studies have been conducted on how the number of visitors who come to the fair may be increased. The fair space is a representative “show design” space, a single site with thousands of booths in which exhibitions are held by many companies. In this study, an exhibition design evaluation index is created for Living Fairs, as well as the functions of the fair. The exhibition design guidelines' study has began. (Method) Since we would like to study the Living Fair and the exhibition design system applied to the space, we will start with a theoretical review of the Living Fair space and conduct a case study on the type of fair stand to which the exhibition design is applied. In this study, after conducting a data survey on the function and role, operation briefing, and guidelines of fair space, the domestic Living Fair cases are distinguished by personality and go through a process of materialization. Based on the theoretical considerations drawn earlier, it is found that Living Fairs provide a suitable exhibition design evaluation system for effective communication spaces. (Results) This study analyzes the marketing process and operation guidelines before, during, and after Living Fairs. Cases are selected, divided into the components of operation, marketing, and design, and analyzed, allowing the establishment of an exhibition design evaluation index. The evaluation index classifies elements that occur throughout the course of a fair. Thus, this study supports the necessity of forming an evaluation index for exhibition design in Living Fairs. (Conclusions) This study establishes exhibition design guidelines which suited to the background and purpose of Living Fairs. These guidelines can be used for the Living Fairs which will be held in the future. (연구배경 및 목적) 최근 리빙 시장에 대한 소비자들의 관심이 높아지면서 소비자들은 생활 속의 공간에 관심을 가지고 리빙 페어에 참관객으로 방문하기 시작하였다. 리빙 페어에 참여한 기업들은 소비자와 적극적으로 소통하기 위해 기업의 이미지를 효과적으로 보여줄 수 있는 공간을 제공한다. 그뿐만 아니라 당해의 인테리어 디자인 트렌드를 소개하고 라이프스타일을 제안하다. 공간에 참여한 ‘리빙 브랜드’와 ‘소비자’와의 커뮤니케이션이 이루어져 리빙 시장의 활성화에 큰 도움을 주고 있다. 1994년 처음 개최된 ‘서울 리빙 디자인페어’를 시작으로 킨텍스, 코엑스, 세텍 등의 다양한 박람회 공간에서 여러 리빙 페어가 개최되고 있다. 리빙 시장의 활성화를 위해 국내에서 매년 다양한 지역의 전시장에서 리빙 페어가 열리고 있지만, 페어 공간 내에 참가 업체의 참가율과 참관객들의 방문율을 높이기 위한 가이드라인에 관한 연구가 많지 않다. 페어 공간은 많은 기업들이 전시를 개최하여 하나의 현장에서 수천 개의 부스가 들어서므로 가장 대표적인 ‘전시 디자인’의 공간이다. 이 연구에서는 국내 리빙 페어에 있어 전시 디자인 평가 지표 구축 방안에 대한 연구가 필요함에 따라 리빙 페어의 기능/역할 등 배경, 취지에 적합한 전시 디자인 가이드라인을 설정해보고자 연구를 시작하였다. (연구방법) 리빙 페어와 그 공간에 적용된 전시 디자인 체계에 대해 연구하고자 하므로 리빙 페어 공간에 대한 이론적 고찰을 시작으로 전시 디자인이 적용된 페어 스탠드 유형에 관해 사례 조사를 한다. 본 연구에서는 페어 공간의 기능 및 역할, 운영 브리핑, 가이드라인에 대한 자료 조사를 한 후, 국내의 리빙 페어 사례들을 성격 별로 구분하고 유형화 과정을 거친다. 앞서 도출했던 이론적 고찰들을 토대로 리빙 페어가 효과적인 커뮤니케이션 공간이 되는 적합한 전시 디자인 전시 디자인 평가 체계를 도출한다. (결과) 이에 본 연구에서는 리빙 페어 전·중·후 과정 중에 페어 마케팅 프로세스 및 운영 가이드라인을 토대로 분석의 방향을 수립하였다. 앞선 이론적 고찰을 통해 사례를 선정하여 운영, 마케팅, 디자인의 구성요소로 나누어 분석하였다. 이 분석을 통해 전시 디자인 평가 지표를 구축하였다. 평가 지표는 페어의 모든 과정 속에서 일어나는 요소들을 분류하여 구성된다. 그리하여 리빙 페어에 있어서 전시 디자인의 평가 지표를 형성하는 것에 필요성을 증명한다. (결론) 이는 리빙 페어의 배경과 취지에 맞는 전시 디자인 가이드라인을 설정하여 추후에 개최될 리빙 페어들에 재참조될 수 있도록 하기 위한 것이다.

Fairness scale development in the tourism domain

박세영,이원석,문준호 한국관광연구학회 2019 관광연구저널 Vol.33 No.4

This research aims to develop a socially acceptable scale to measure fairness (SAS-Fairness scale) in the context of tourism. It is because fairness is an essential element to accomplish sustainability in diverse domain. To develop the fairness scale, we reviewed a wide range of fairness-related studies in multiple areas to discern the subtle nuances of fairness and referred to scale development studies/guidelines to develop sophisticated statements. After an in-depth review of previous studies, a total of 61 items under 5 sub-dimensions (i.e., cooperation, altruism, virtue, trust, and communication and embrace) of fairness were initially formulated, and 7 to 10 items were created and assigned to each main theme. To test the validity and consistency of the developed statements, we distributed 330 questionnaires to Korean university students (excluding 10 of 330 in the final sample due to insincere or missing responses). For the data analysis, this research carried out exploratory factor analysis and frequency analysis. As a theoretical contribution, we provide segmented sub-dimensions of fairness, which in turn enhance the current body of knowledge on fairness. As a practical implication, the study results will enable tourism administrators and researchers to accurately measure fairness, in turn facilitating future empirical studies.

미래의 갈등관리, 어디로 가야하나? 공정성, 소통, 사회갈등의 삼각관계

임현철,은재호 국회입법조사처 2020 입법과 정책 Vol.12 No.3

The decline in fairness in Korean society is leading the angering people to the stage of protest. In addition, fairness issues are being used as political propaganda, creating conflicts among the people and dividing Korean society. Some emphasize the role of government, while others stress the role of civil society. Thus, this study designed a structural equation model to analyze three points : the relationship between the perception of fairness and that of conflict, the relationship between the recognition of fairness and the level of private and public communication, and the relationship between the level of private・public communication and conflict awareness. The analysis shows that the lower the level of fairness awareness, the higher the level of conflict awareness. In addition, the higher the level of private and public communication, the lower the level of conflict awareness; in particular, private communication contributes to the reduction of conflict awareness more effectively than public communication. ‘최순실 사태’, ‘조국대전’, ‘인국공 사태’ 등 일련의 사건을 계기로 공정성이 우리사회의 화두로 떠올랐다. 그와 함께 공정성이 훼손됐다는 인식이 확대될수록 사회갈등이 커진다는 주장이 보편화되고 있다. 과연 그럴까? 이 연구는 우리사회의 공정성 인식을 독립변수로, 사회갈등 인식을 종속변수로 설정하고 두 변수 사이의 인과성을 측정하는 구조방정식 모형을 통해 이러한 관찰이 경험적으로 증명될 수 있는지 살펴보았다. 또 우리 국민의 공정성 인식과 사적・공적 소통수준 간의 관계를 살펴본 후, 공・사 소통수준과 갈등 인식 간의 관계를 분석했다. 분석 결과에 따르면, 공정성 인식이 낮을수록 사적・공적 소통수준이 저하되며, 갈등 인식 수준은 높아졌다. 반면 국민의 사적・공적 소통수준이 높을수록 갈등 인식수준은 낮아졌는데, 사적소통이 공적소통보다 갈등 인식 수준을 낮추는데 더 효과적인 것으로 나타났다. 이는 우리 사회의 갈등 인식수준을 낮추기 위해 개입해야 할 정부의 정책적 지점이 민・관 사이의 공적 소통 영역에 한정되어선 안 되고, 사적 소통 영역으로까지 확장되어 건강한 공론장의 형성과 유지에 힘써야 함을 시사한다.

Fairness scale development in the tourism domain

SeYoung Park,Won Seok Lee,Joonho Moon 한국관광연구학회 2019 관광연구저널 Vol.33 No.4

This research aims to develop a socially acceptable scale to measure fairness (SAS-Fairness scale) in the context of tourism. It is because fairness is an essential element to accomplish sustainability in diverse domain. To develop the fairness scale, we reviewed a wide range of fairness-related studies in multiple areas to discern the subtle nuances of fairness and referred to scale development studies/guidelines to develop sophisticated statements. After an in-depth review of previous studies, a total of 61 items under 5 sub-dimensions (i.e., cooperation, altruism, virtue, trust, and communication and embrace) of fairness were initially formulated, and 7 to 10 items were created and assigned to each main theme. To test the validity and consistency of the developed statements, we distributed 330 questionnaires to Korean university students (excluding 10 of 330 in the final sample due to insincere or missing responses). For the data analysis, this research carried out exploratory factor analysis and frequency analysis. As a theoretical contribution, we provide segmented sub-dimensions of fairness, which in turn enhance the current body of knowledge on fairness. As a practical implication, the study results will enable tourism administrators and researchers to accurately measure fairness, in turn facilitating future empirical studies.

선거와 방송의 공정성 : 공직선거법과 방송법의 규정을 중심으로

김효연(Kim, Hyo-Youen) 한국헌법학회 2021 憲法學硏究 Vol.27 No.1

선거와 관련하여 방송의 사회적 책임은 다른 매체에 비교하여 훨씬 엄격하게 요구되고 있다. 선거방송은 공정성과 객관성을 확보하기 위해 선거 보도의 준칙을 설정하고 그에 대한 위반행위에 대해 법적 제재를 가하여 규제하고 있다. 방송에 의한 선거보도는 방송매체가 가지는 신속한 전파력을 통해 유권자의 의사에 미치는 영향력이 지대하다. 따라서 선거방송에 있어서 공정성과 객관성을 확보하는 것은 민주주의의 관점에서 중요한 관건이다. 방송의 공적 책임 및 방송의 공정성의 원칙은 중요하다. 방송의 공정성과 관련하여 우리나라는 공정성 여부를 판단할 수 있는 구체적인 기준(정량적 혹은 정성적 규정이나 기준)이 정립되지 않았다. 특히 선거와 관련해서 방송이 지닌 기능과 영향력을 고려해 볼 때, 기준과 개념의 정립은 방송의 자유와 공정성이라는 양자의 관계를 상호보완적으로 바라볼 수 있는 기제가 될 수 있다. 현재와 같이 관 주도의 공정성 해석은 방송의 자유를 침해할 가능성이 크지만, 공정성의 개념을 정의하고 기준을 정립하는데 방송 자체 내부적인 의사결정과 사회적 합의가 같이 고려되어 적용된다면 자유와 공정성의 상호 제한이 아닌 조화적 관점에서의 실현을 기대할 수 있다. 이에 본 논문은 공정하고 자유로운 선거의 보장을 통한 유권자의 진정한 의사의 반영이라는 관점에서 방송의 역할과 불명확한 공정성의 개념을 통해 선거와 관련된 방송을 규제하고 있는 현행 공직선거법의 문제 및 방송통신심의위원회의 역할의 한계를 주요 내용으로 제시한다. In relation to elections, the social responsibility of broadcasting is much stricter than that of other media. Election broadcasts set rules for election reporting in order to ensure fairness and objectivity, and enforce legal sanctions against violations of them. Election reporting by broadcasting has a great influence on the will of voters through the rapid propagation power of the broadcasting media. Therefore, securing fairness and objectivity in election broadcasting is an important issue from a democracy point of view. The public responsibility of broadcasting and the principle of fairness in broadcasting are important. Regarding the fairness of broadcasting, Korea has not established specific standards (quantitative or qualitative regulations or standards) to determine whether fairness is fair. In particular, considering the function and influence of broadcasting in relation to elections, the establishment of standards and concepts can serve as a mechanism to complement the relationship between freedom and fairness of broadcasting. As it is now, the government-led interpretation of fairness is likely to infringe on the freedom of broadcasting. If the internal decision making and social consensus of broadcasting are considered and applied to define the concept of fairness and establish the standard, it is expected to realize from a harmonious point of view rather than mutual restriction of freedom and fairness. Therefore, this study presents the problems of the current Public Official Election Act and the Korea Communications Commission, which regulates broadcasting related to elections through the concept of unclear fairness and the role of broadcasting from the viewpoint of reflecting the true intentions of voters through guaranteeing fair and free elections, and the limitations and improvement plans of the role of the Korea Communications Commission.

공영방송의 공정성ㆍ중립성과 언론의 자유 보장에 관한 고찰 -일본 공영방송 법제의 법적 구조 분석을 중심으로-

김경덕 한국법학회 2024 법학연구 Vol.96 No.-

Regardless of public and private broadcasting, broadcasting must guarantee freedom of expression or freedom of speech, but fairness, and neutrality of broadcasting are required in that information delivered to the general public should be objective and fair. Such broadcasting fairness, fairness, and neutrality require a kind of content justification added to freedom of expression and freedom of speech, and are sometimes recognized as opposing logic. However, since the logic and value of the opposite are compatible, the proper function of broadcasting can be performed for the first time. Considering administrative and criminal sanctions as a means to ensure fairness, fairness, and neutrality of broadcasting, it can lead to unfair interference and intervention by administrative or political, and may undermine or infringe on freedom of expression or freedom of speech. The purpose of this article is to examine what measures are needed to balance the value of fairness, fairness, and neutrality of broadcasting with freedom of expression and freedom of speech. Therefore, I would like to introduce and examine Japanese broadcasting legislation, especially public broadcasting legislation, and analyze what measures are taken under Japanese law to ensure fairness, fairness, neutrality, and freedom of speech. Specifically, the broadcasting law stipulating Japan's public broadcasting and the legal structure of the Japan Broadcasting Association (NIPPON HOSOKYOKAI) established, organized and operated under the law are the main analysis targets. The issue of this analysis is about the autonomy of broadcasting derived from freedom of expression and speech and the regulations on broadcasting that confront it. In other words, it aims to draw implications for the value judgment and institutional composition important in discussing fairness, fairness, neutrality and freedom of expression in public broadcasting by considering the neutrality and independence of public broadcasting.

만화페어의 필요성과 가능성

한상정(Sang-Jung Han) 한국애니메이션학회 2021 애니메이션연구 Vol.17 No.2

이 연구는 부천국제만화축제의 만화페어관을 둘러본 후, 이런 행사를 ‘왜 하는가’라는 문제의식에서 출발한다. 해외의 유명한 만화축제들은 모두 페어가 있다. 그렇다고 해서, 페어의 핵심축인 만화출판사(종이건 디지털이건)가 몇 개 없는 페어관을 꼭 운영해야 하는가라는 점이다. 주최 측은 만화페어를 운영하는 어려움을 외부환경에서 찾고 있지만, 그것만으로는 해석이 충분하지 않다. 우선 만화페어가 왜 필요한가라는 질문에 대한 해답을 찾아보는 것에서 시작할 것이다. 만화페어의 필요성에 동의한다면, 현재의 만화페어가 어떻게 변해야 하는가라는 질문이 따라올 수밖에 없다. 이에 답변하기 위해 오랫동안 세간의 관심을 끌지 못했던 ‘서울국제도서전’의 질적 변화에 주목할 필요가 있다. 특별한 분석방법론이 없으므로, 가장 오래된 북페어 중의 하나인 ‘프랑크푸르트 국제도서전’의 발전과정에 기대어 서울국제도서전의 변화를 여섯 측면에서 파악한다. 독립된 전담조직의 구성, 담당자의 역량, 행사장에서의 정보의 질, 문화적 이미지로의 브랜딩, 대중의 영입, 시대에 따른 정체성의 변형을 중심으로 분석한다. 그리고 2012년부터 2020년까지 부천국제만화축제의 만화페어, 그중에서도 만화마켓관의 부스 숫자와 구성을 살펴보고, 문제점을 드러낸 후, 유의미한 만화페어로 변화하기 위해 필요한 요소들을 여섯 측면에서 제시해보았다. This study began with a question which I encountered after having recently visited the comics fair hall at the Bucheon International Comics Festival: what is the rationale behind the holding of these comics fair ? Fairs are certainly widespread in foreign comics festival; yet the question which confronts us is whether a comics fair exhibiting the scarce number of comics publishers existing in Korea should be deemed a necessity. The organizer of the festival attributes the difficulties in maintaining a comics fair to external circumstances; but that explanation is insufficient. We should start by asking ourselves whether comics fair are necessary as part of a comics festival in the first place. If one is to deem comics fair necessary, the natural question to ask is how the current state of comics fair ought to evolve. To answer this question, I have analyzed the qualitative evolution of-the hitherto overlooked-‘Seoul International Book Fair’ since 2017. By taking inspiration from the evolution of one of the oldest book fairs, the ‘Frankfurt International Book Fair, I have identified six aspects from which its evolution can be analyzed. These include: the creation of a specialized and independent organizational committee, this latter’s ability, the quality of information provided in the exhibition, the type of cultural symbol through which it has been branded, the amount of popular input it permitted, and the manner in which its identity has been reflective of cultural change. I have then examined the comics fairs in the Bucheon International Comics Festival from 2012 to 2017, paying particular attention to the number of booths and content in the ‘Manhwa market’ halls, and singled out several problems. Finally, in light of the six aspects mentioned above, I have suggested several directions that the Bucheon Internaational Comics Festival could explore in order to grow as a significant and culturally meaningful festival.

프랜차이즈 시스템 공정성의 선행요인과 결과요인에 관한 구조방정식 모형분석

하세나(Se-Na Ha),김상덕(Sang Deok Kim) 한국유통학회 2008 流通硏究 Vol.13 No.1

본 연구의 목적은 프랜차이즈시스템에서 가맹점의 공정성에 영향을 미치는 선행요인과 결과요인에 관해 규명하는 것이다. 선행요인으로는 지원, 보상, 의사소통을 결과요인으로는 결속, 수익성을 살펴보았다. 국내 대표적인 외식업체인 N프랜차이즈 가맹점 120곳을 대상으로 설문조사를 수행한 뒤, 공변량 구조분석을 실시한 결과, 프랜차이즈 본부의 운영전략 중 지원과 보상은 가맹점의 공정성 지각 중 분배공정성에는 正의 영향을 미치는 것으로 나타났으나, 절차공정성에는 영향을 미치지 않았다. 의사소통은 분배공정성, 절차공정성 모두 영향을 미치는 것으로 나타났다. 또한 가맹점의 공정성 지각 중 분배공정성과 절차공정성은 프랜차이즈시스템 관계성과 변수인 결속에는 모두 正의 영향을 미치는 것으로 나타났으나, 수익성에는 분배공정성만 영향을 미치는 것으로 나타났다. The objective of this research is to find out antecedents and consequences that would affect franchisee's fairness in a franchise system. The factors of antecedents include support, reward and communication, and those of consequences consist of commitment and profit. With a survey of the 120 stores of N franchise, the country's outstanding food service company, the results of structural equation model show that support and reward in its headquarters scheme had an effect on distributive fairness in franchisee's fairness sense, but did not influence procedural fairness. However, communication affected both distributive fairness and procedural fairness. On the other hand, distributive fairness and procedural fairness impacted relationship of a franchise system and commitment in variables. And only distributive fairness influenced profit.