EDLP점과 PROMO점의 공존모형에 관한 연구

이기엽(Lee Key-yup) 한국상품학회 2006 商品學硏究 Vol.24 No.2

  From 90"s, the biggest change in Korean retail industry is the sharp increase in retail stores using different pricing strategy. Sales volume of discount stores surpassed that of traditional department stores, and membership wholesale clubs have been favored by many consumers. New retail format, like discount stores or membership wholesale clubs, are characterized by the use of Everyday low pricing. Everyday low pricing (EDLP) is the pricing strategy offering constant price lower than that of competitive stores. Traditional department stores or supermarkets offer lower sale price for limited number of items, rotating sale items. This pricing strategy is called promotional pricing (PROMO).<BR>  Which pricing strategy is better, EDLP or PROMO? In reality, we can observe that some stores use PROMO and others use EDLP. That means one pricing strategy does not dominate the other. The purpose of this research is to show that stores using PROMO and stores using EDLP can coexist in the same market. We show that a firm can do better by opening both PROMO stores and EDLP stores, than by opening PROMO stores only or EDLP stores only.<BR>  Through simple economic model, following results are found:<BR>  First, PROMO-EDLP Nash equilibrium holds for some range of fixed cost, when (1) all three types of PROMO shopper, EDLP shopper, and store switchers exist, and (2) the size of low moving cost segment is sufficiently small, and (3) moving cost difference is sufficiently large.<BR>  Second, PROMO-EDLP Nash equilibrium does not hold, when the size of low moving cost segment is large and moving cost difference is small, so that one of PROMO shopper, EDLP shopper, and store switchers does not exist.<BR>  Third, under PROMO-EDLP Nash equilibrium, the constant price of EDLP store is lower than the regular price of PROMO store and higher than the discount price of PROMO store.<BR>  Finally, under PROMO-EDLP Nash equilibrium, profit advantage of PROMO-EDLP over PROMO-PRMO or EDLP-EDLP increases with moving cost difference and the size of low moving cost segment.

공유마케팅(Point Marketing) 보상플랜에 관한 연구

이기엽(Lee Key-yup) 한국상품학회 2005 商品學硏究 Vol.23 No.2

Recently there has been sharp increase in the number of multi-level marketing organizations using point marketing (or gongyu marketing). Gongyu marketing is the compensation plan which provide the portion of the sales volume of new comers as dividend to old members. Amount of dividend to old member is proportional to his point, which he accumulate through past purchase record. Without any effort, dividend are provided until accumulated dividend reach 150% of initial purchase. The purpose of this research is to analyze the point marketing compensation plan mathematically, and to show the several problems of point marketing. Through mathematical modelling and computer simulation, following results are found: 1. Except for cases of a few earliest entrants, it takes too long time until a member receives full amount of promised accumulated dividend. 2. If the number of new members increase rapidly, required time for full dividend reception shortened. But in this case, total number of members saturates, and new member entry stops. 3. Only a small portion of members receive full amount of promised accumulated dividend. 4. As point marketing program progresses, daily dividend payment decreases into negligible amount, and the entry of new member stops. 5. Point marketing used by many manufacturing and service firms are different from gongyu marketing: In the case of the former, the amount received is only a small portion of purchase, and the amount is deterministic, and, dividend arised from the consumption. 6. Incentive of general MLM plan is different from that of point marketing. In the case of the former, the amount received is proportional to the organization vitalization activity, and the amount is deterministic. 7. To gain the substantial amount of income from point marketing, a member must purchase a large amount every period. 8. Even though there has not been uproar against point marketing, there is a high chance that huge amount of financial damage against current point maketing members.

신업태 소매점 애고도의 결정요인에 관한 연구

이기엽(Key Yup Lee) 한국마케팅학회 2001 마케팅연구 Vol.16 No.3

본 연구에서는 어떠한 고객들이 신업태 점포를 찾는가를 중점적으로 알아보고자 한다. 특히 본 연구에서는 소비자가 백화점에 비하여 할인점을 찾는 비율에 영향을 미치는 변수들이 어떠한 것인지를 실증분석을 통하여 밝힌다. 상권이 분리된 분당에 거주하는 소비자들을 대상으로 할인점 애고도와 점포 변수, 쇼핑행태 변수, 인구통계적 변수에 대하여 자료를 수집하였다. 할인점 애고도를 종속변수로, 기타 변수를 독립변수로 하여 OLS와 EGLS분석을 한 결과 다음과 같은 점들을 파악할 수 있었다. 첫째, 할인점의 할인 깊이와 할인에 구매하는 비중은 백화점보다 낮아서, 할인점은 EDLP, 백화점은 PROMO의 특징을 띠는 것을 확인할 수 있었다. 둘째, 백화점의 할인가격에 대비한 할인점의 정상가격이 낮을수록 할인점의 애고도가 증가하였다. 셋째, 소비자의 쇼핑빈도가 낮아지고, 한 번 쇼핑의 구매량이 증가하며, 소비자의 재고축적성향이 감소할수록 할인점의 애고도가 증가하였다. 마지막으로, 키우는 어린아이의 수가 많아지고, 취업하는 여성일수록, 또 주거공간의 넓이가 감소할수록 할인점의 애고도가 증가하였다. Our main purpose in this study is to find the characteristics of consumers who prefer new-format retail stores. Especially, we try to identify variables which influence the ratio of discount store visit over department store visit, and to support the influence of these variables by empirical analyses. Survey on the consumers of Bundang area, which is commercially isolated area, and the data on discount store patronage, store characteristics, shopping behavior variables, and demographic variables are collected. OLS and EGLS analysis of discount store patronage on other determinant variables are performed. Conclusions from the analyses are summarized as the following. First, the deal depth and deal usage proportion of discount stores was lower than those of the department stores. This finding supports that the discount store can be classified as EDLP store, and the department store can be classified as PROMO store. Second, the discount store patronage increased as the regular price of the discount store is much lower than the deal price of department store. Third, the discount store patronage increased with the increase in the shopping frequency, the decrease in the shopping basket amount, and the decrease in the stockpiling propensity of a consumer. Finally, a consumer with more children to take care, with a job, and with a smaller living space had higher patronage for the discount store.

계층의식과 여성의 일 - 한국과 스웨덴

최문경(Moon-Kyung Choi),이기엽(Key-Yup Lee) 한국가족학회 2006 가족과 문화 Vol.18 No.1

  본 논문은 기혼여성의 노동시장 참여가 가족 내 구성원들의 가부장주의적 관념에 영향을 미치고 있는지 검토하고자 함을 목적으로 한다. 이를 위해 기혼남녀가 주관적 계층인식을 함에 있어 어떠한 요인들을 고려하는가에 관해 한국과 스웨덴의 비교 분석을 실시하였다. 보다 구체적으로는, 최근 새로이 제기된 "가중치가 부여된 독립변수들을 사용한 회귀분석" 기법을 활용하여 KGSS 2004 자료와 ISSP 2002 자료를 분석하였다. 분석결과를 요약하자면, 우리나라에서 기혼여성들은 주로 소득을 사용해 계층적 지위를 인식하며, 이 때 자신과 배우자의 소득 모두 고려의 대상이 되는 것으로 나타나고 있다. 한편 우리나라 남자들은 주로 직업지위에 기초해 계층적 지위를 인식하며,그러한 직업지위를 고려함에 있어 본인의 직업지위 이외에 부인의 직업지위에도 일정한 비율의 가중치를 부여하여 함께 고려하기는 하지만, 그러한 비율은 상당히 미약하기 때문에 종합적으로 본다면 부인의 특성을 고려하는 것으로는 볼 수 없는 것으로 나타나고 있다. 반면에 스웨덴에서는 기혼남녀 모두 교육에 기초해 계층적 지위를 인식하는데, 이때 중요한 것은 오직 본인만의 교육수준인 것으로 나타나고 있다. 이러한 결과가 기혼여성의 일과 가부장주의적 관념과의 관계와 관련해 시사하는 바로는 무엇보다도 이러한 관계에 있어 남녀간에 차이가 존재한다는 것인데 이러한 차이를 어떻게 해석할 것인가에 관한 논의가 논문 마지막 부분에서 제시되고 있다.   This study aims to examine whether married women"s participation in the paid work has any effect in bringing about changes in patriarchal ideology within the household. To achieve this goal, we examine factors with which married men and women perceive their status within the class structure in Korea and Sweden. More specifically, we employ "regression models with parametrically weighted explanatory variables" and analyze KGSS 2004 and ISSP 2002 data sets. Major findings from our analyses may be summarized as follows. In Korea, married women use income as a major factor which determines their status within the class structure. In doing so, they pay attention to their own income as well as their husband"s income. In contrast, Korean married men use occupation as a major factor. Although they do give a consideration to their spouse"s occupation, it remains at a level too low to be considered as paying enough attention to their spouse"s characteristics in determining their status within the class structure. On the other hand, education is the main factor with which married men and women in Sweden perceive their status within the class structure. For both men and women in Sweden, their own education remains as the major factor, and they do not seem to use their spouse"s characteristics in perceiving their status within the class structure. Implications of these findings with regard to changes in patriarchal ideology within the household are discussed at the end of our study.

마케팅에 적용된 베이지안 모형과 MCMC 기법

李起燁 홍익대학교 경영연구소 2004 경영연구 Vol.29 No.-

All consumers are not equal. Especially they are different in their sensitivity to marketing tools. In marketing, Many models and methods incorporating consumer heterogeneity have been developed. Best method considering consumer heterogeneity is assuming parameters showing heterogeneity follows a certain probability distribution and estimate the distribution based on the consumer choice data. If we can combine assumed parameter distribution and observed consumer data, we can better estimate real parameter values. And the method of combining assume distribution (prior) and real data (likelihood) to generate better parameter distribution (posterior) is called Bayesian approach. In reality, we cannot collect so many observations to form parameter distribution for each household. So we generate many observations form the assumed distribution, and combine these with real data and estimate posterior distribution. Easy way to generate observations following assumed structure is Markov Chain Monte-Carlo method, in short MCMC. Due to Gibbs sampling, one of MCMC technique, Bayesian modeling has become more easily accessible. In marketing, many attempts has been made to apply MCMC and Bayesian modeling, and their results were astoundingly good. In this paper, General aspects of Bayesian modeling and MCMC methods are explained, and two applications in Marketing are introduced.

構造方程式 模型의 最新 技法에 관한 硏究

李起燁 홍익대학교 경영연구소 2003 경영연구 Vol.28 No.-

When various variables influence each other in a complex way, The structural equation model, in short SEM, systematically connect endogenous and exogenous variables, and estimates and tests parameters in the model. SEM is extensively used in marketing and organization research, where unobservable psychological and social variables are frequently used. The objective of this study is to review recent developments in SEM theory and methodology and to give the guidance to systematical application of SEM in marketing field. What are learned in this research are summarized as the following: First, χ^(2) statistics is good for statistical testing, but rejecting the null hypothesis by this statistic does not mean that estimated model is adequate for the data. Second, among various goodness-of-fit measure, MCI, RNI, CFI, NNFI showed overall good performance in evaluation of the model and validation. Third, when there is heterogeneity in population, SEM incorporating heterogeneity was better than SEM assuming homogeneity in data fitting and prediction ability. Finally, By using Bayesian methodology based on MCMC drawing, researchers can estimate SEM incorporating heterogeneity in both mean structure and covariance structure. Even though this methodology can enhance accuracy in model estimation, heavy burden in calculation still remains as the problem in the easy usage of this method in the real managerial situation.