외항정기선서비스의 경쟁력 결정요인에 관한 연구

유필화,김홍섭 ( Pil Hwa Yoo,Hong Seop Kim ) 한국해운물류학회(구 한국해운학회) 1995 해운물류연구 Vol.21 No.-

가격탄력성을 이용한 세분시장의 가격차별화 전략

유필화(Pil Hwa Yoo),박유식(Yoo Sik Park) 한국마케팅학회 2002 마케팅연구 Vol.17 No.2

이 연구는 해운서비스를 중심으로 시장세분화 방법에 따른 세분시장별 가격탄력성과 이익차이를 분석하여 세분화 방법에 따른 가격차별화 전략을 논의하였다. 구체적으로 여기에서는 해운소비자(하주)들을 구매량, 속성의 중요성, 그리고 컨조인트 부분계수에 의해 세분화하고 각 세분시장의 가격탄력성과 이익을 측정하여 비교하였다. 분석결과 가격탄력성의 범위는 수량에 의한 사전적인 세분화보다 속성의 중요성과 부분가치 계수에 의한 세분화에서 더 넓게 나타나 고객을 세분화하는데 더 효과적이며, 가격차별화를 실행하는데 더 유용한 세분화 방법임을 제안하였다. 또한 시장세분화에 의한 가격차별화로부터 얻을 수 있는 총이익의 크기를 계산하여 비교한 결과 수량에 의한 세분화를 제외하고 단일가격을 책정하는 경우보다 모두 높게 나타났다. 세분화에 의한 가격차별화의 이익은 단일가격을 책정할 때에 비해 수량에 의한 세분화인 경우 오히려 감소하였으며(-2%), 속성의 중요도에 의한 세분화인 경우 28%, 그리고 부분가치 계수에 의한 세분화인 경우 6% 증가하는 것으로 나타났다. 이를 통하여 가격차별화를 위해서는 이익극대화에 적합한 세분화 방법이 적용되어야 하며, 적합하지 않은 세분화 방법은 가격차별의 이익을 창출할 수 없다는 것을 제안하였다 Although the importance of price discrimination is well documented, the attempts to examine the optimal price discrimination strategy have been relatively rare. In this paper, we discussed the optimal segmentation methods for price discrimination to maximize firm`s profit. In this article, price elasticity and profit were compared to evaluate the optimal price discrimination strategy by market segmentation. In survey, data were collected from 168 shippers by conjoint measurement, and then individual price response functions were calculated using logit choice model. Also respondents were segmented by three different types of segmentation rules(individual shipping volumes, the importance of attributes, and conjoint coefficients). The survey results as follow: First, the ranges of price elasticity by attribute importances and conjoint coefficients were broader than prior segmentation(purchase volume) rule. This result suggest that quantity is not sufficient tool for price discrimination in any industry(ex: shipping industry). Also we compared total profits from three types of segmentation rules. The best segmentation rule is an attribute importance rule which brings 28% more profit than indiscrimination strategy(using uniform price) among three segmentation rules.

교보생명 신창재 회장의 리더십, 경영철학, 그리고 실적

유필화(Pil Hwa Yoo) 한국경영학회 2015 Korea Business Review Vol.19 No.4

서울대학교 의과대학 교수로 있던 신창재는 2000년에 위기에 처해 있던 교보생명의 대표이사 회장으로 취임한다. 경영의 문외한이었던 그는 뛰어난 변화경영 능력을 발휘하였는데, 그 과정에서 그는 위기감 조성, 강력한 변화추진 구심체 구축, 비전 및 전략 개발, 비전 및 전략 커뮤니케이션, 권한 이양 및 장애물 제거, 단기적 성공사례 만들기, 여러 성공사례의 통합 및 혁신 가속화, 새로운 제도를 기업문화로 정착이라는 여덟 단계를 밟았다. 그는 또 엄청난 시간과 노력을 들여 임직원들과 소통하였으며, 이렇게 열린 커뮤니케이션을 통한 조직원들과의 공감대 형성이 그의 리더십 확립과 변화경영의 성공에 크게 이바지했다. 그는 또 진정한 의미의 고객중심경영을 실천하고 있으며, 그것은 신계약 중심이 아닌 보장유지서비스 중심의 보험문화 제창이라는 형태로 나타나고 있다. 그는 또한 수익성 위주경영을 하였으며, 늘 회사를 가장 위하는 결정을 해왔다. 끝으로 신창재 회장은 고객, 임직원, 재무설계사, 투자자, 국가라는 모든 이해관계자들과의 균형 성장이 회사의 지속가능한 성장을 위해 꼭 필요하다고 보고 있다. 이 가운데 어느 하나가 희생되거나 또는 이해관계자들이 균형적으로 성장하지 못한다면, 단기적으로는 회사가 유지되겠지만 지속적으로 성장하지는 못할 것이라고 그는 생각한다. ‘이해관계자 경영’은 교보생명이 앞으로도 대내외의 환경 변화속에서 생존과 번영을 지속하기 위한 핵심 전략이자 신창재 회장의 경영 철학의 정수라고 생각된다. 이러한 신창재 회장의 갖가지 노력의 결과 교보생명은 경영의 모든 중요한 지표에서 우수한 성적을 올리는 초우량회사가 되었다. In 2000, Dr. Chang-Jae Shin, a professor at the Medical School of Seoul National University was inaugurated as the CEO of Kyobo Life. At that time, Kyobo was in a deep crisis. However, he has turned out to be a master of change management. In facilitating the change process of Kyobo, he has gone through the following eight stages. 1) Creation of crisis situation, 2) Building a strong organization responsible for the change management, 3) Development of vision and strategy, 4) Communication of vision and strategy, 5) Authority delegation and elimination of barriers, 6) Development of quick success cases, 7) Integration of various success cases and acceleration of innovation, 8) Incorporation of new systems into corporate culture. In addition, he has spent an enormous amount of time and energy to communicate with the employees, which has contributed considerably to the establishment of his leadership and the success of change management. He has practiced customer-oriented management in a true sense of the word, which now takes the form of emphasis on service for retained customers. In the past, Kyobo and all other Korean insurance companies have focused on attracting new customers. Furthermore, Dr. Shin has focused on profit-oriented management rather than sales-oriented management. His decisions have been always consistently in the best interest of Kyobo, sometimes at the expense of his personal interests. Finally, Dr. Shin has been making utmost efforts to balance the interests of stakeholders like customers, employees, sales people, investors and the national state. It is his firm belief that promoting the interests of some of these groups at the expense of other groups will not make the companies sustainable in the long run. Thanks to all these efforts on the part of Dr. Shin, Kyobo has now become one of the most respected and profitable companies in Korea.

가격매김형태별 이익 결정요인 검증에 관한 연구

유필화(Pil Hwa Yoo),곽영식(Young Sik Kwak) 한국경영학회 2001 經營學硏究 Vol.30 No.1

In many cases, optimal pricing entails determination of not only what price to charge but also how to present it. Price bundling is one of the methods a company can use to present its prices in a profitable way. Price bundling abounds in practice because it is a potentially powerful pricing method to exploit consumer surplus. In this paper, the researchers investigate profit determinants of three forms of pricing bundling. Although the merits of pricing bundling are well documented, the attempt to test the determinants of profit of different forms of pricing bundling has been relatively rare. The researchers aims to try to fill this gap by developing a practice-oriented simulation model that can be applied to many industries and by exploring the significance of the determinants of profit of diverse price bundling forms. The methodology consists of three parts, namely conjoint measurement, regression analysis, and simulation model. The simulation program generates individual customers` maximum prices by iteration method. And it enables to calculate near optimal pricing schedule for different forms of pricing strategy such as unbundling, pure price bundling, and mixed joint price bundling. Further, the resulting profits of three different pricing strategies are compared. From the review of the literature on price bundling, we could identify three relevant factors which impact the profitability of various pricing bundling strategies: whether the correlation(ρ) of customers` maximum prices for two individual product is negative or not, how much customers` average maximum prices is higher than marginal cost(α), and the degree of complementarity(θ) of two individual product. The researchers demonstrate the feasibility and the superiority of our model by applying it to six industries and 50 bundling packages. Our empirical analysis shows that mixed-joint bundling generates more profit than unbundling and pure price bundling at 50 subject bundles. In addition, the regression results show that the correlation(ρ) of customers maximum prices and the degree of complementarity(θ) are the profit differentiatos between pure price bundling and unbundling.

서비스의 이익극대화를 위한 비선형가격설정 시뮬레이션 모델의 개발과 적용

유필화(Pil Hwa Yoo),박유식(Yoo Sik Park) 한국경영학회 1997 經營學硏究 Vol.26 No.4

In this paper, we develop a heuristic optimization model based on simulation method which generates a near optimal non-linear price path. Although the merits of non-linear pricing are well documented, the attempts to develop optimal non-linear pricing schedules have been relatively rare. We aim to try to fill this gap by developing a user-friendly simulation model that can be applied to many industries, particularly service industries. Our methodology consists of three parts, namely conjoint measurement, regression analysis, and simulation model. The simulation program generates near optimal pricing schedule by iteration method. We demonstrate the feasibility and superiority of the model by applying it to a service industry. Our empirical analysis shows that non-linear pricing generates more profit than optimal uniform price. In addition, the simulation results show that three-block tariff is better than two-block tariff, which in turn generates more profit than two-part tariff. Two-part tariff scheme turned out to be better than all-unit discount. The best non-linear pricing schedule brings the firm 21% more profit than optimal uniform pricing.

기업의 내부고객에 대한 세분화전략과 제품정책의 결정에 관한 연구

유필화(Pil Hwa Yoo),권혁종(Hyeok Jong Kwon) 한국경영학회 1996 經營學硏究 Vol.25 No.2

In today`s business world, few companies can maintain their competitive advantage through their technological competence alone. Therefore, many companies attempt to improve their competitiveness through motivating their employees, whom we call here internal customers. Particularly in service industry, the role of employees for customer satisfaction and competitive advantage is very important. In one word the system to meet the needs of internal customers should be put in place in order for them to be able to provide high quality service to external customers. This paper applies the basic principals of marketing to what we call internal marketing, i. e., marketing geared toward internal customers. Specifically the paper deals with how a company can differentiate the compensation packages to employees based on segmentation with a view to enhancing their total satisfaction level. Based on the questionnaires filled out by 190 people who work at several leading advertising agencies in Korea, we obtained the following findings. 1. The most important component of a compensation package is education and training program provided by the company. 2. The total utility for employees goes up when the compensation package is differentiated depending upon the segment to which each employee belongs. 3. The utility level for employees goes up most if they are segment based on their preference. Thus advertising companies should expand their training program and provide preference-based compensation packages to their employees. In addition, companies can consider the relative importance of compensation components in developing the compensation policy.

독일에서의 마케팅 과학의 발전과정

유필화(Pil Hwa Yoo) 한국마케팅학회 1991 마케팅연구 Vol.6 No.1

투자자 마케팅을 위한 투자자집단 세분화와 광고효과에 관한 연구

유필화(Pil Hwa Yoo),이화연(Hwa Yeon Lee) 한국마케팅학회 2006 마케팅연구 Vol.21 No.3

판매원의 가격결정권한이 기업이익에 미치는 영향과 전략적 활용

유필화(Pil Hwa Yoo),남용식(Yong Sik Nam) 한국경영학회 2000 經營學硏究 Vol.29 No.4

In this paper, we investigate an important marketing issue, which is whether salespeople should be given pricing authority. Whether or not the delegation of pricing authority to salespeople improves the company`s performance has been a highly controversial issue in marketing. Despite the repeated calls in the marketing literature for empirical researches of the relationship between delegating the pricing authority and its effects on the performance, few empirical research has been done on the effect of delegating pricing authority to the sales force. One of the main purposes of this article, therefore, is to analyze differences among firms that delegates pricing authority to their salespeople in varying degrees. And we focused on the empirical analysis of the relationship between the extent of pricing authority and its impact on the performance. A survey was conducted using a questionnaire administered to the sales managers of 125 listed companies in Korean stock market. We found out that most firms grant medium to high degree of pricing authority to their sales force regardless of the presence or absence of the critical condition like a commission system called for in the existing literature. Although marketing managers have an affirmative expectation of its impact on the profit maximization and moral of the sales force, we found the actual performance was somewhat inconsistent with their subjective expectation. The empirical results suggest that the optimal level of pricing authority delegation is medium rather than high or non. This result could provide the managers with highly relevant managerial issues.

A Conceptual Framework for the Analysis of a Firm`s Competitive Strength

유필화(Pil Hwa Yoo) 한국마케팅학회 1992 마케팅연구 Vol.7 No.1