韓國企業의 마아케팅 政策과 部門活動이 마아케팅 成果에 미치는 影響

金明朱 漢陽大學校 1990 국내박사

마아케팅 經路에 관한 硏究 : Amway 會社를 中心으로

유훈 全南大學校 1987 국내석사

This thesis intends to suggest the best way of managing the marketing channel management which can give the compang optimal combination between marketing channel factors. Marketing channel will be defined as the set of firms and individuals that take title, or assist in transferring title, to the particular goods or service as it moves from the producer to the consumer. And marketing channel decisions are one among the most critical decisions facing management because the company's chosen channels affect every other marketing decision intimately. There are two major points to develop effective marketing channel for raising the efficiency of marketing channel, maximizing the consumer's satisfaction, maximiting the consume, and contributing to develop the whole economy system. Amway Cooperation is one of the most succesful organization in the world, using thier own unique marketing and sales plan. And this have four unique advantages in marketing channel management. First, Amway is the marketing oriented organization. Amway Cooperation refers to people : service, physical facility and knowhow ......all intergated into the marketing organization with single aim of creating and distributing superior products through the personal contact method. Second, Amway organizes the unique marketing channel effectively. Amway intends to combine the advantages of the direct and indirect marketing system. This unique marketing channel organization contributes to enforce the marketing channel control, raise the marketing channel effectiveness, to maximize the consume and to get the profit of Principle of minimum transaction. Third, Amway provides the satisfaction guarantee to the consumer and they sales their own products. Amway uses the satisfaction guarantee system to maximize the consumer satisfaction. Forth, Succesful motivation for the distributor. Amway is the rewarding and satisfying system :discount program, performance bonus program, meetings and training programs. Especially they get the distributors participation system in the marketing policy. Amway distributors have a clear channel of communication with the cooperate management on all matters of sales policy as well as a board of appeal for interdistributor difference through the unique Amway Distributor Associations. So this Amway motivation system makes the distributors to thinking that they can achieve their goal by being part of a sophiscated vertical marketing system.

外來觀光客에 對한 韓國의 觀光 마아케팅에 關한 硏究

신연수 全南大學校 1989 국내석사

In Todays, tourism population in the world is being increased gradually because of popularization of tourism. Especially, it is expected this business in Korea. Income of tourism is influenced in national income. In addition to, the development of tourism industry is caused employment's choice and the other relative industry. In past, tourism market in Korea is maldistributed generally in Asia. Especially degree of defendence for Japan is very high. The market of Japan is little in day of staying and amount of consumption. So Korea must establish target market of tourism in Europe. And We must develop marketing strategies for new tourism market. For that, we must develop tourism product in target market and enforce appropriate policy of price and develope the act of promotion. Following strategies according to each marketing mix are suggested for expanding overseas marketing share of the Korean tourism industry, maximizing foreign dollar attainment, marking use of the market segmentation and developing characteristic Korean tourism Products for their sale increase. First, in tourism product's strategy. We must develop tourism resoruces, clutural items, regional products and folk materials as tourism products and upgrade functional services and high quality. Second, in tourism product's price strategy, it is necessary to evelop the products of absorption price in order to penetrate the targer market. They are high price, low price and price difference and must be used appropriately in each condition. Third, in tourism place (distribution) strategy, we must simplify tourist inducement channels and expend overseas tourism agencies and diversify and decentralize domestic tourist sitis. Finally, in tourism Promotion strategy, we must carry out sales promotion according to the target market unit and directed to tourism wholesalers and retailers. Especially we must develop characteristic symbol as standard of advertising of Korea. As is stated above, we must carry out exact marketing strategies and will participate in developed nation of tourism.

韓國企業의 마아케팅 컴뮤니케이션에 關한 硏究 : 主要企業의 企業識別 프로그램을 中心으로

김종철 漢陽大學校 1983 국내석사

마아케팅 情報 시스템에 關한 考察

변선종 全南大學校 1982 국내석사

A manager must develop systematic methods for gathering and analyzing the available informations to maintain and promote his business under many environmental forces and rapidly changing conditions. Today a mass of information is generated not only in external sources but in a firm. To manage this information effectively, a business needs a marketing information system. A marketing information system(MIS) is an interacting, continuing, future-oriented structure of people,equipment, and procedures designed to generate and process an information flow to aid managerial decision making in a company's marketing program. This MIS should be a future oriented, continuously operating, computer-based process designed to handle internal and external data and to prevent problems as well as to solve them. And economic activities are continuously monitored by MIS with the employment of computers. The structure of marketing information system is composed of four components: data bank,model bank,statistical bank,display unit(terminal unit),and is classified by four models,that is,Montgomery's model,Eskin's model,Zaltman and Burger's model,and Dalymple's model. And each component should be designed and taken into consideration as follows: 1. Data bank which has modularity and flexibility should contain the efficiency of managing the system to employ the marketing information system effectively. And data bank requires the complete preservation of this system and data, and an easy-approach to the data store in it. 2. The statistical bank is kept away from the risk of misapplication. 3. Marketing model, which contains a model bank should have the properties of minute-details and variety accompanied by the control-variables and types. Every model might not be interfered each other but can mutually be used. Marketing information system may be divided into two system ; Operating system and Supporting system. The supporting system has the functions of gathering, programming, analyzing, and supplying data. The operating system performs the activities of using data to plan and control the marketing activities. In order to the MIS to be efficient,the sub system must be efficient, too. To accomplish this,the scheme should be investigated and the acquisition of the information by personnel may be intensified and the application of information by personnel and the decision-maker must be maximized,and the distortion-possibility of informations should be removed,and transferred to decision-maker promptly so that he may use it. Organization of marketing information system is classified to central organization and individual one. The merit of centralizing MIS is to enable to minimize the repetition of personnel, places and equipment. Under this MIS, the person in charge of MIS can control the information from the view point of the total-business. And individualizing MIS is judged as profitable,when informations are distinguishably different from one another with regard to the region and product,and when business staffs do not catch the problems related to area, products and customers. The problems in developing MIS are; ○ Managers are apt to be badly damaged by over-collection of nonrelated informations. ○ Because of the manager's knowledge, there might be different view points between the system-designer and the manager. ○ The information is not fed back smoothly. To introduce MIS to enterprises successfully, the followings must be considered; (1) top-manager's aids (2) evolutional system openings (3) line-marketing manager's participation in developing the system. (4) reasonable team-organizing in the developing system. (5) insurance about the convenience of using the system. (6) prevention of old-fashioned system data. The items below must be performed, First, the decision-maker must deeply understand and be interested in MIS,and support the development of MIS continuously. Second, to develop the MIS, the top-manager must train the marketing information system experts. Third,as a computer is essential for managing MIS, a computer must be introduced and developed. In the long run,a MIS is especially characterized by its use of a computer and personnel possessing capabilities with quantitative analysis. Final goals of MIS are to attain the reasonable business-management and to maintain consistent business-improvement along with growth of trust toward the enterprises.

不動産開發業의 마아케팅 活動에 관한 硏究 : 住宅開發企業을 中心으로

강인길 東亞大學校 經營大學院 1991 국내석사

Real estate is necessary for human life and also the basis of production activity. Therefore it has a great effect on politics, economics, society and culture. Nowadays, according as society becomes complicated more and more by rapid industrial development and urbanization and growth of population, the function of real estate has a mechanism in view of national dimension over simple personal property right. Accordingly, the purpose of this study is to point out the questions through analysing actual condition and current situation of marketing of real estate developing industry in Busan area in order to maintain and growth successfully the real estate developing industry, and to provide the countermeasure thereof. Achieving the purpose of study as the said, this study focuses on the condition of the marketing activity of real estate developing industry, the degree of consciousness of housing policy and the demographic characteristics of housing industry in Pusan area after review of the literatureature about the concept of real estate. The methodology of this study was a questionnaire sample survey. Questionnaire was made to measure the marketing activity of real estate developing industry. The questionnaires were sent to 150 companies. And this study, as the result of practical study through theoretical background and questionnaire sample survey has provided the countermeasure on systematization for marketing administration, expectation of demand of real estate market, segmentation of market and strategy of marketing mix. Accordingly, it requires to drive large-scale enterprise and sound marketing activity of real estate developing enterprises in order to solve the housing shortage of the citizens.

D電子會社의 家電製品에 對한 마아케팅 戰略에 關한 事例硏究 : BCG product portfolio「모델」中心으로

김휘웅 漢陽大學校 經營大學院 1987 국내석사

금융환경변화에 따른 은행 마아케팅 전략에 관한 연구

이상능 단국대학교 1994 국내석사

Our banking facilities have great difficulties in building up high-specialization and internationalization through the effective banking industry by the market function and market expansion owing the high-pressure for market opening from developed countries as well as banking environmental change. Meanwhile, the complexity diversification, and the expansion of our domestic banking increased the need for a new banking strategy, and the banking structure was complicated and diversified by the advent of various banking articles, and the direct transfer of fund supply and managing method to the banking market itself. The change of banking structure forced the banks to escape from the conventional indolent management system to rational management based on the enterprise managing principle. So the induction of marketing concept and its practice is needed to realize for profit increase. Such a rapid change of our banking environment developed a consumer-oriented banking system, inducing diversification of banking articles, according to the sharp competition among banks. And the importance of coordinate marketing in terms of modern marketing strategy is being emphasized for coping with the high-pressure for the banking market opening from developed countries, securing superiority among the domestic banks, and profit increase. This study approaches the above-mentioned problem and presents the necessity and importance of bank management based on the modern marketing concept, and grasps the situation and problem of marketing strategies of domestic commercial banks through the analysis of bank marketing strategies which are coping with the rapid change of banking environment, and shows how the marketing strategies of domestic commercial banks have influence on the banks in a new environment and banking environmental change. This study emphasizes the strategy amplification of bank marketing per each course in order to draw an effective coping method of bank marketing strategy according to the rapid change of banking environment. Finally, our recent banking environment suffers a great change in the consumer market side and information technological side, and the change shows more competitive aspect by gradual opening of domestic banking market and the drive of interest liberalization. Banking facilities should understand the information about consumers more correctly in order to cope with this change and build up marketing strategies that they may do their business activities.

社會的 마아케팅의 實踐方案에 관한 硏究 : 韓國 自動車産業을 中心으로

조찬석 檀國大學校 1990 국내석사

목표뿐만 아니라 企業經營戰略, 理念, 그리고 기업의 社會的 投割까지 변화시켜 버린다. 이처럼 기업이 주위 환경변화에 예민한 것은 바로 기업을 둘러쌓고 있는 주변환경에 대해 열려있는 開放體制(Open System)로서 조직적 특성을 갖기 때문이다. 따라서 기업의 마아케팅 이념과 활동범위 그리고 기업의 책임이 변하여 모든 産業에 적용해야 할 새로운 마아케팅전략의 대두를 초래하고 있다. 과거 傳統的 마아케팅이념이 지배하던 1950년 이전에는 기업마아케팅은 企業經營으로 간주되었다. 소비자들의 불만이나 건의사항에 너무 무감각하여 마아케팅 활동은 기업의 利潤取得에 촛점을 맞추어 이루어졌고,기업은 단지 경제주체로서만 부담하는 經濟的 效率의 극대화에만 책임을 졌다. 그래서 기업마아케팅은 能率性과 利潤極大化를 위해 존재하였다. 그러나 기업은 그 자체로써 고립된 獨立體가 결코 아니다. 산업이 고도화되고 大量生産으로 大量消費가 필요한 가운데 시장에서 消費者를 인식하는 기업의 태도에 큰 변화가 일어나고 있다. 기업은 소비자의 지지와 희생하에 존립하기에 소비자의 이익을 침해하면서 까지 이윤추구를 더 이상 할 수는 없게 되었다. 또한 교육수준이 높아지고 정보획득 가능성이 많아 소비자는 과거처럼 消極的이고 우둔하지 않은 존재이다. 명확한 제품선택으로 기업이 피동적으로 옹호해주던 「消費者主權」의 의미는 사라지고 自己利益은 스스로 주장할 수 있는 능력을 소유하고 있다. 이제 소비자는 기업의 마아케팅을 좌우할 수 있는 힘까지 견비하고 있는 것이 현실이다. 이런 경향은 Con- sumerism의 ?頭로 본격화 되었다. 이제 기업은 새로운 마아케팅 이념을 정립하여 소비자에게 적극적으로 접근·봉사해야 할 責務를 지고 있다. 社會的 責任을 느끼고, 消費者의 權利와 利益도 보장해야 하면서 동시에 企業利潤을 추구해야 한다. 바로 社會的 marketing 理念의 실천이다. 이것은 消費者中心主義, 環境中心主義,社會福社中心主義를 기본이념으로 하여 소비자이익,사회이익 그리고 기업이익까지 동시에 확보하려는 포괄적 마아케팅전략이다. 社會的 marketing 理念을 모든 산업에 적용해야 한다. 정상이윤이상을 추구하는 獨占,寡占市場에 우선적으로 도입하여 소비자의 不利 益을 보호해야 한다. 이런 사장을 규제 통제하여 소비자이익과 사회 가치를 옹호할 수 있어야 하겠다. 韓國自動車産業은 몇개의 大企業에 의해 주도되고 있다. 價格談合으로 자동차가격이 아주 비싸게 책정되고, marketing 과정에서 소비자의 건전한 구매행위를 저해하고 있다. 사회적 마아케팅 이념에 매우 둔감한 상태이다. 자동차에 대한 소비자의 수요가 폭발적이어서 기업이 판매과정에서 특별히 소비자 및 사회이익까지 고려할 여지를 잡지 못하고 있다. 시장에 출고만하면 모두 판매가 가능하므로 색다른 마아케팅전략을 사용할 필요가 작아 우리 자동차산업의 마아케팅수준은 傳統的 마아케팅 단계에 머물고 있는 상태이다. 가장 우려하는 것은 企業의 社會性 상실이다. 자동차 관련업체가 모두 大企業이어서 사회에 미치는 영향은 막대하다. 따라서 단순한 經濟的利潤에만 골몰 한다면 소비자와 기업은 필연적으로 對立·葛?的 관계에 놓여지고 만다. 가장 먼저 自動車産業에서 社會的 marketing 理念을 도입·실천해야 한다. 자동차부문에서 이를 도입하기 위해서는 다음 세가지 방향을 잡을 수 있다. 첫째, 企業構造의 變化 및 經營者의 思考刷新이 전제되어야 한다. 기업이 個人의 所有物이라는 관념에서 탈피하여 關聯消費者와 地域社會의 공유물로 인식할 수 있는 경영자의 意識的 變化가 수반되어야 한다. 또한 외부에 대하여 폐쇄적인 조직구조를 거부하고 開放的·彈力的 조직체제를 구축해야 한다. 이러한 변화 가운데서 企業 스스로는 社賣的 마아케팅 이념을 실천해야 하는데 인색하지 않아야 한다. 企 業內部에서부터 이를 실행할 수 있는 制度的 裝置가 마련되어야 한다. 自律監査制度의 도입과 Consumerism에 對應한 企業戰略의 시행 등이 바로 그것이다. 둘째, 소비자는 主權을 소유하고 있다. 自由意志에 따라 제품을 선택할 수 있는 권리를 갖고 있다. 이것이 「 消費者主權 」 이다. 소비자 주권이 오늘날 새로운 사회환경과 부합하면서 Consumerism으로 나타나고 있다. 소비자들이 조직적인 힘을 갖추면서 기업에 對抗할 수 있는 주체가 되었다. Consumerism은 消費者主義 또는 消費者運動 이라 풀이할 수 있다. 해석이 어떻든 Consumerism의 중심사상은 소비자의 이익을 기업으로부터 보장받으려는 것이다. 소비자가 직접 기업에 위협적 존재로 부각되면서 기업이 사회적 마아케팅 이념을 적극적으로 실행하도록 만드는 역할을 한다. 셋째, 기업의 준립기반인 地域社會는 기업에게 다양한 요구를 한다. 地域文化의 保存,生態系 파괴를 자초하는 공해,소음, 오염물 등의 배출금지를 희망한다. 소비자와 지역주민들은 이를 위하여 기업의 마아케팅 계획수립이전에 미리 關聯情報를 기업에 授入하여 이 정보에 의거 marketing 戰略이 만들어지게 하는 feedforward 방식의 도입을 유도하고 있다. 消費者利益, 企業利益, 그리고 社會利益을 동시에 보장받기 위하여 事前情報授入 (feedforward) 을 꾸준히 해야 한다. 기업의 마아케팅 전략이 소비자 및 사회이익을 파괴하지 않고 기업 활동에 타당하게 기여할 수 있는 기회를 제공하려는 것이다. 그리고 feedforward 방식은 기업으로 하여금 社會的 marketing을 하도록 하는 지렛대로 작용한다. The existent value of societal marketing can be promoted when it is adopted in business activities. This study based on this viewpoint focuses on the practical method of societal marketing in korean automobile industry. To practice effectively social marketing, first of all, several prior conditions for practice must be solved. Namely, the company which is subject of marketing, consumer who forming the most mutual relations with marketing, government which regulate of promote marketing, and major public relations institutions must form preconditions for practicing of societal marketing in organic interrelations. The marketer should consider the environmental impacts in product development and design the so-called Socio-ecological products, try to maintain adequate prices in all levels of society and desclose full informations necessary for consumer's purchasing decision making, develop an reverse channels of distribution for recycling wasters, understand the social implications, truth elevation. On the other hand, business in societal marketing is to introduce the socio-business concept to management decision making, to integrate social goals into corporate planning process, to establish a permanent department of social affairs in its organizations, and to establish the social audit system. Korean automobile industry has been developed with economic development planning since 1960s and highlighted as a export strategy industry while the automobile manufacturer advanced into north American market at a mid of 1980s. Especially the automobile industry is comprehensive mechanical industry both technological and capital-intensive so it is necessary to foster politically, for it has it's influence ever the allied industries. And the automobile industry is necessary to consider in the political aspect because it has an important effect upon the allied industries. On these bases, as methods for practicing social marketing, this study presents (1) Practical method by reviviscency of consumerism (2) Practical method by feed forward system (3) Practical method by performing of self-audit system and (4) Practical method by build-up of management strategy against consumerism.

우리나라 金融環境變化에 따른 預金銀行 마아케팅믹스전략에 對한 硏究

전주섭 漢陽大學校 經營大學院 1987 국내석사