동아시아 경제통합을 배경으로 한 한·중 Z세대 소비특징에 관한 연구: 스포츠 브랜드를 중심으로

WU XI 안양대학교 글로벌대학원 2023 국내석사

동아시아 경제 일체화의 발전과 함께, Z세대는 이미 새로운 세대의 소비층이 되었고, 그 소비 행위와 구매 취향에 대한 연구는 중요한 의제가 되었다. 한·중 Z세대 소비층이 스포츠 브랜드에 대한 선호도와 소비행위, 그리고 소셜미디어의 영 향을 깊이 이해하는 것은, 스포츠 브랜드가 마케팅 전략을 계획하고 개성화된 제 품과 쇼핑 체험을 제공하는 데 중요한 의미를 가진다. 본 논문은, 동아시아 경제 일체화 배경에서 한·중 Z세대 소비층의 특징과 Z세대 스포츠 브랜드 마케팅에 대한 특징을 탐구하고자 한다. 본고는 사례 분석 등 정성적 연구 방법을 활용하 였고, 데이터 도표와 결합하여 한·중 Z세대 소비층이 스포츠 브랜드에 대한 마케 팅 시사점을 깊이 파악하고자 한다. 본 연구는 첫째, 한·중 Z세대 소비층이 스포츠 브랜드에 대한 선호도, 소셜 미디어 행위와 개성화된 수요를 깊이 파악하기 위한 것이다. 둘째, 스포츠 브랜드 마케팅 전략에 의견을 제공하고, 긴밀한브랜 드와의 관계 구축을 통하여 한·중 시장에서 장기적인 성장을 실현하고자 한다. 관련 문헌과 분석을 돌이켜 보면, 다음과 같은 결론을 얻을수 있다. 첫째, 한·중 Z세대 소비층은 소비 관념과 행위에 있어 다원적인 특징을 가지고 있다. 한·중 Z 세대 소비층이 브랜드에 대한 인식과 소비 이념은 이문화적 특성을 보인다. 그들 은 비록 소비층이 아니지만, 그들은 현재 각양각색의 개인 취향과 소비 추세를 대표한다. 둘째, 한·중 Z세대 소비층은 개성화와 맞춤형 소비 체험을 더욱 중요 시한다. 그들은 특정 브랜드를 구매함으로써 자신의 개성과 정체성을 과시하였 으면 하고, 소비의 다른 방식을 추구하기 원한다. 또한 그들은 브랜드의 사교와 감정적 가치에 대해서도 관심이 많아 브랜드와 감정적인 관계를 맺고, 자신의 가 치관과 생활 태도를 브랜드 통해 표현하는 경향이 있다. 셋째, 뉴 미디어는 한·중 Z세대 소비층의 소비 선택과 결정에서 중요한 역할을 발휘하고 있다. 그들은 소 셜미디어 플랫폼과 온라인 댓글평가에 의존해 정보를얻고 쇼핑 결정을 한다. 한 중 Z세대 소비층의 특징에 대한 분석을 바탕으로 본고는 계몽운동 브랜드 마케 팅을 제시했다. 첫째, 브랜드는 브랜드의 사교와 감정적 가치를 전파하는 것을 중시해야 하고, 브랜드 이야기와 감정화 마케팅을 통해 한·중 Z세대 소비층을 유 지해야 한다. 둘째, 한·중 Z세대 소비층의 맞춤형 소비에 대한 수요를 만족시키 기 위해, 브랜드는 맞춤형 제품 선택, 맞춤형 옵션과 다양한 스타일, 색상 등을 제공하여 한다. 셋째, 브랜드는 온라인 판매 채널을 적극적으로 구축하여, 소비 자들이 언제 어디서나 좋아하는 제품을 구매할 수 있도록 해야 한다. 마지막으로 스포츠 브랜드는 합리적인 마케팅 전략을 계획하여, 한·중 Z세대 소비층의 소비 능력과 선호도를 고려하면서도, 경쟁력 있는 가격과 매력적인 판촉을 제공하기 위해 노력해야 한다. 본 논문은 한·중 Z세대 소비층에 초점을 맞춰 다른 소비층 에 대한 연구가 충분하지 않다. 연구 범위의 제한으로, 본 논문은 한·중 Z세대 소비층의 문화 차이와 사회 배경이 소비 특징에 미친 영향을 깊이 연구했다. 앞으 로 Z세대에 대한 탐구는 실증적인 방식을 채택하고, 더 많은 문화와 사회 요소를 결합하면서, 한·중 Z세대 소비층의 특징과 행위를 전면적으로 이해함으로써, 스포츠 브랜드의 마케팅 전략에 더욱 정확하고 효과적인 지도를 제공할 수 있다. Z世代伴随着东亚经济一体化的发展已成为新一代的消费群体,对其消费 行为和购买偏好的深入了解成为了研究的重要议题。深入了解中韩Z世代消 费群体对运动品牌的偏好和行为,以及社交媒体的影响,对于运动品牌制定 营销策略、提供个性化产品和购物体验等具有重要意义。 本论文旨在探讨东亚经济一体化背景下中韩Z世代消费群体的特征以及针 对Z世代运动品牌营销的特点。本文采用案例分析等定性研究方法,结合数 据图表,以深入了解中韩Z世代消费群体对运动品牌的营销启示。本研究第 一是为了深入了解中韩Z世代消费群体对运动品牌的偏好、社交媒体行为和 个性化需求,第二,为运动品牌营销策略的提供相关建议,并建立紧密的品 牌关系,实现在中韩市场的长期增长。回顾相关文献和分析,得出以下结 论: 第一,中韩Z世代消费群体在消费观念和行为上具有多元特质,对品牌的 认知和消费理念呈现出亚文化特性。他们不再是一个消费群体,可是现在的 各种各样的个人喜好和消费趋势。第二,中韩Z世代消费群体更加注重个性 化和定制化的消费体验。他们希望通过购买特定品牌来展示自己的个性和身 份认同,追求消费的不同方式。此外,他们对品牌的社交和情感价值也非常 关注,更倾向于与品牌,建立情感联系并通过品牌来表达自己的价值观和生 活态度。第三,新媒体在中韩Z世代消费群体的消费选择和决策中发挥着重 要作用,他们更加依赖社交媒体平台和在线评价来获取信息和进行购物决 策。基于对中韩Z世代消费群体的特征分析,本文提出了启蒙运动品牌营销。第 一,品牌应注重传播品牌的社交和情感价值,通过品牌故事和情感化营销来 吸引中韩Z世代消费群体。第二,同时,品牌应提供个性化的产品选择,例如 定制化选项和多样化的款式、颜色选择,以满足中韩Z世代消费群体对个性 化消费的需求。第三,品牌应积极建立网上销售渠道,使消费者能够随时随 地购买到他们喜爱的运动品牌产品。最后,运动品牌制定合理的营销策略, 考虑中韩Z世代消费群体的消费能力和偏好,为了提供有竞争力的价格和有 吸引力的促销而努力。 本论文聚焦于中韩Z世代消费群体,对其他消费群体的研究尚不充分。由于 研究范围的限制,本论文未能深入探讨中韩Z世代消费群体的文化差异和社 会背景对消费特征的影响。未来关于Z世代的探索可以进一步采用实证的方 式,并结合更多的文化和社会因素,以全面理解中韩Z世代消费群体的特征 和行为模式,从而为运动品牌的营销策略提供更加准确和有效的指导。

Vibration-based crack-induced damage detection of shaft-disk systems

Wu, Xi Cleveland State University 2005 해외박사(DDOD)

소속기관이 구독 중이 아닌 경우 오후 4시부터 익일 오전 9시까지 원문보기가 가능합니다.

The objective of this dissertation is development of vibration-based crack detection strategies for on-line condition monitoring of rotordynamic systems. The dynamic response of a cracked Jeffcott rotor passing through the critical speed at constant acceleration is investigated analytically and numerically. The results of parametric studies of the effect of the crack depth, unbalance orientation with respect to crack, and the rate of acceleration on the rotor's response are presented. The dynamic behavior of the cracked rotor passing the resonance under a constant driving torque is analyzed by incorporating the coupling between the bending and torsional degrees of freedom. The effect of the crack depth on "stalling" of the rotor is investigated in details. The analysis of vibrational response of the cracked rotor employed nonlinear dynamics tools. The considered model accounts for nonlinear behavior of the crack and dynamic modes coupling. The finite element analysis of coupled lateral-torsional dynamic behavior of a rotor with two breathing cracks has been conducted for frequency analysis and response to excitation forces such as an externally applied torque. The variation of the stiffness matrix over the full shaft revolution is represented by Fourier series decomposition. The Fourier coefficient matrices are calculated from the stiffness matrices of the cracked shaft with the crack located at discrete angular locations based on fracture mechanics.

Three Essays on Digital Transformation Challenges in Innovation and Entrepreneurship

Wu, Xi ProQuest Dissertations & Theses Temple University 2022 해외박사(DDOD)

소속기관이 구독 중이 아닌 경우 오후 4시부터 익일 오전 9시까지 원문보기가 가능합니다.

Digital technologies’ emergence has changed firms’ innovation and entrepreneurship activities significantly. While the prior literature has investigated how digital technologies stimulate innovation and entrepreneurship, the challenges of the digital transformation process have received limited attention in the information systems (IS) literature. This dissertation aims to examine these challenges by studying policies and governance in the fields of intellectual property, data privacy, and digital infrastructure. In the first essay, I argue that the inefficient protection of employees’ intellectual property rights hampers their innovation activities at work. The second essay evaluates data privacy regulations’ impact on mobile app entrepreneurship. The third essay investigates how mobile platforms’ open policy impedes the adoption of innovative features in operating system (OS) updates. These three essays provide theoretical contributions to the literature on digital transformation, innovation, and entrepreneurship. They also offer practical insights for policymakers and digital infrastructure professionals about how to address digital transformation challenges in innovation and entrepreneurship.

A Study of Stability in Data Privacy

Wu, Xi ProQuest Dissertations & Theses The University of 2016 해외박사(DDOD)

소속기관이 구독 중이 아닌 경우 오후 4시부터 익일 오전 9시까지 원문보기가 가능합니다.

This thesis is about stability. Technically, it is about a tradeoff between computing something interesting and keeping the output "stable." More philosophically, it is about a life tradeoff that I have been struggling to balance -- doing something exciting yet maintaining a "stable" life. Since life is difficult, it suggests that the technical tradeoff that I am facing must be challenging as well. More precisely, this thesis looks at the tradeoff from the angle of data privacy, where one wants to compute interesting statistics from the data collected from a group of individuals, while protecting the "privacy" of each participant. This problem has attracted tremendous attention in both academia and industry, as the rapidly growing capability of collecting and analyzing individual data has brought significant concerns about privacy. As "privacy" is inherently social and personal, it is not surprising that there are many different data privacy notions, and probably there will not be an end in defining new ones. A thesis we put forth is that, though different as they may appear, data privacy notions are essentially all about stability (though possibly different forms of it) . In fact, the concept of stability comes in so naturally that somehow it has to be true -- the "sensitive" data of a participant should not cause abrupt changes to the statistics computed, otherwise his sensitive data is somehow "leaked" and his privacy is broken. We support this thesis by studying data privacy in the setting of machine learning. In the first part, we study differentially private stochastic gradient descent . Differential privacy has become the gold standard for protecting data privacy since the last decade, and its core is about stability of an algorithm. Stochastic gradient descent (SGD), on the other hand, is a fundamental optimization algorithm that powers various machine learning tasks. In this part, we improve the state-of-the-art differentially private SGD: Not only our algorithms yield substantially better test accuracy, but also they are easier to implement and run faster. In fact, the analysis of our new algorithms is also simple and modular. All of these improvements come from a novel analysis about the "global" stability of SGD, in contrast to previous work which analyze the "local" stability of each update and compose them at then end. Our analysis leverages well-known expansion properties of gradient updates. In the second part of this thesis we move from the core differential privacy to its boundary . We note that an intriguing work by Fredrikson et al. (USENIX Security 2014) studied model inversion attacks, which try to back out sensitive data of an individual using a machine learning model. To counter these attacks, the authors used, naturally, differential privacy. We, however, demonstrate that differential privacy is orthogonal to model inversion attacks. In fact, a simple thought experiment already reveals that differential privacy is not even designed to protect model inversion attacks. We go on to quantify this "orthogonality:" By studying the stability of empirical risk minimization, on one hand we significantly improve the privacy-utility tradeoff compared to the functional mechanism, which is used to train regression models by Fredrikson et al. On the other hand, we quantitatively show that as the privacy-utility tradeoff improves, the models become more susceptible to model inversion attacks. Finally, we study model inversion attacks. Interestingly as it turns out, the additional invertibility from being able to access a model originates from a different form of stability -- the "stability" of a model with respect to "sensitive features." Note that this supports our thesis again: Since machine learning models are statistical, the predictions made by evaluating these models (as functions) are also "statistical;" and abrupt change of the statistical predictions with respect to change of the sensitive features indicates privacy losses, which are "model inversions. "More technically, we connect model inversion attacks to the influence theory in the analysis of Boolean functions. Our study also unveils intriguing new phenomena and questions.

Case study of tightly integrated product and service element representation method with user-centered design

Wu, Jingxi 성균관대학교 일반대학원 2011 국내석사

A Product-Service System (PSS) has recently drawn significant attentions since it could address diverse values of consumers and create new market with more profits by providing integrated solutions of products and services. A PSS is composed of a number of product elements and service elements, and they are tightly integrated and connected to each other to satisfy customer needs. Therefore, in order to concretely realize a PSS concept, the detailed product elements and service elements should be properly defined, represented and configured. This research aims to illustrate and further validate a new systematic methodology, developed at the Creative Design Institute, to schematically represent product elements and service elements of a PSS with 2 case studies: Children’s Beauty Shop Service Case Study and Coffee Cup TakeIN PSS Case Study. Service elements are the basic entities in the given service. One or more service elements are grouped into a service unit for the ease of management of service aspects of a PSS. In this representation scheme, a service element contains service providers, service receivers and their activities [Kim et al. 2011]. Service blueprint with functions is a good way to map functions and activities and to explore service elements. A Function-Task Interaction Matrix method of Galvao and Sato is used as a tool to identify affordances of each service element. Affordance features, proposed by [Kim et al. 2009], are the structural entities of artifacts that contribute in providing affordances. For each identified affordance, affordance features are obtained. Product elements containing relative affordance features are then identified. Thus, affordances and affordance features play the role of intermediaries in connecting service elements and product elements. The approach verified by the case studies of this thesis can help to systematically identify critical service and product elements in PSS design.