http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
쌀 브랜드 STP 전략 -청주,청원지역 소비자를 대상으로-
조성주 ( Sung Ju Jo ),손찬수 ( Chan Soo Son ),이준배 ( Jun Vae Lee ) 한국식품유통학회 2013 食品流通硏究 Vol.30 No.1
The main objective of this study is to provide more reliable and defined marketing strategy for rice producers and brand operators based on consumer`s evaluation for rice brands. First, to analyze rice brand positioning map through consumer`s evaluation for rice brand with high accuracy and reliability. Second, to identify the characteristics by market segments divided by rice-brand attributes and to find out consumers` behavioral characteristics in each market segment. Third, to suggest brand positioning strategy based on the analysis of market segments` structure and the relative position of each brand in positioning map and image-vector map. In order to achieve these purposes, we used Fuzzy-MDS(Multi-Dimensional Scaling) model and represented rice brand positioning strategy. This study evaluates brand positioning across market segments. These results can provide brand firms(operators) with some strategic implications to offer more consumer-oriented rice products through systematic and effective brand management.
사과의 구매의사에 영향을 미치는 예측요인 분석- 베트남시장을 중심으로
이철희 ( Lee Cheol-hi ),조성주 ( Jo Sung-ju ),박정운 ( Park Jeong-woon ),박동진 ( Park Dong-jin ),홍정식 ( Hong Jeong-sik ),윤영호 ( Youn Young-ho ) 韓國食品流通學會 2019 한국식품유통학회 학술대회 Vol.- No.동계
이 연구는 베트남 사과시장의 소비자 구매행동에 관한 것으로서 원산지 선호도, 한국사과의 이미지 및 품질만족도와 구매의사 간의 관계를 기술하고, 베트남 사과소비자들의 구매의사결정에 영향을 미치는 예측요인을 식별하려는 것이다. 표본은 베트남 사과 소비자 100명을 대상으로 수집한 데이터를 기초로 사과 구매의사가 있는 집단과 사과구매의사가 없는 집단 간이 사과의 이미지, 원산지별 선호도, 품질만족도에 대한 평균 차이 분석을 수행하고, 이들 변수간의 카이제곱 검증을 통하여 변수간의 관계를 기술하였다. 또 베트남 사과 소비자들이 사과를 구매할 때 구매의사결정에 영향을 미치는 예측요인을 분류 및 식별하기 위하여 로지스틱회귀분석을 실시하였다. 분석결과, 사과의 구매의향에 영향을 미치는 중요한 예측요인은 안전성이미지, 전반적인 만족도 및 내적 품질만족도(가격, 당도, 씹는 느낌(식감), 및 안전성)으로 식별되었다. 분석결과에 대한 시사점은 수출자 또는 생산자가 통제하기 어려운 사과의 품질 속성인 가격 당도 및 씹는 느낌은 단기간에 개선하기 어려운 반면, 한국 사과는 ‘안전한 사과‘라는 안전성 이미지 구축을 위한 새로운 포지셔닝 전략과 커뮤니케이션 전략을 포함하는 마케팅 전략수립이 요구된다. 제한된 표본사용으로 인해 과도한 일반화에는 한계가 있으며, 향후 표본의 수를 늘려 추가적인 확인이 필요하다.
이준배 ( Jun Vae Lee ),조성주 ( Sung Ju Jo ),손찬수 ( Chan Soo Son ) 한국농업정책학회 2012 농업경영정책연구 Vol.39 No.3
This paper uses fuzzy confirmatory multidimensional scaling(CMDS) to develop positioning strategy of rice market through the perceptual image map which can analyze the psychological positioning of the selected 20 rice brands. The consumers group are divided into four market segments on the basis of the evaluated value about rice brand attributes by factor and cluster analysis. Furthermore, CMDS analysis is conducted to identify similar groups from distances among brands based on an program for least-squares MDS minimizing stress statistic and fuzzy preferences as perceived by the consumers to obtain a clear visual dimensional map of a multi-criteria decision-making problem. The results may imply that consumer orientation in rapidly changing environments of rice industry market was its basic idea, and the foucs of all marketing activities was put on need`s and the response of consumer group who are the object of the target. Finally, some implications for future research as well as for strategies of brand positioning were also suggested.
조립식 아이스하버식 어도의 현장 적용을 위한 수리모형실험
김재옥,박상현,조재원,황종서,조국현,조성주,Kim, Jae-Ok,Park, Sang-Hyun,Cho, Jae-Won,Hwang , Jong-Seo,Jo , Guk-Hyun,Joh , Seong-Ju 한국농공학회 2004 한국농공학회논문집 Vol.46 No.2
This study was conducted to assess the possibility of the field application of the iceharbor-type precast fishway. When overflow depth of weir is 4.0 cm in model fishway, upper part velocities appear appropriate for upstream migration of fish and the lowest overflow wall (right line) in lower part has shown velocity distribution more or less inadequate for upstream migration. Except that right line, left and middle line revealed that velocities are appropriate for upstream migration of fish. Therefore, we concluded that this fishway owing to be not broad growth width of overflow velocities according to increasing discharges can correspond to variation of water level. Also We consider that various velocities in fishway were effective, because slow velocity line can guide flow for upstream migration. For low flow, the arrangement of different crest level or each overflow part (higher left, middle and lower right, or lower left, middle and higher right) was more effactive than unform crert level. Hole plays an important role as migration pass during drought and flood flow. Therefore, We concluded that this fishway can cope with water depth variation by various overflow wall height change and raise the field applicability with better performance hydraulically and structurally.