부실기업의 회생성과에 실패-기인전략 및 위협-경색전략의 영향

송신근(Song, Sin Geun) 한국국제회계학회 2014 국제회계연구 Vol.0 No.55

본 연구에서는 부실기업이 회생을 통한 지속적 기업성과를 향상시키는데 실패-기인전략과 위협-경색전략이 어떠한 영향을 미치며, 부실기업이 처한 상황이 이들 전략과 회생성과 간의 관계에 어떠한 영향을 미치는지를 분석하고자 하는데 목적을 두고 있다. 연구분석을 위한 독립변수로 실패-기인전략과 위협-경색전략을, 상황변수로 경쟁강도, 외부환경 부적응, 내부운영 미숙을 사용하였으며, 종속변수로 회생성과를 사용하였다. 분석결과, 상황변수를 고려하지 않았을 경우 매출액증가율에 실패-기인전략만 유의적인 정(+)의 영향을 미치는 것으로 나타났으며, 상황변수를 고려하였을 경우, 경쟁강도가 높을 경우 두 전략 모두 총부채비율감소에 유의적인 정(+)의 영향을 미치나, 경쟁강도가 낮을 경우 실패-기인전략만 매출액증가율에 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 외부환경 부적응의 정도가 높을 경우 실패-기인전략만 매출액증가율에 유의적인 정(+)의 영향을 미치는 것으로 나타났으며, 낮을 경우 실패-기인전략만 총부채비율감소에 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 내부운영 미숙의 정도가 높을 경우 두 전략 모두 매출액증가율에 유의적인 정(+)의 영향을 미치는 것으로 나타났고, 낮을 경우 실패-기인전략만 총부채비율감소에 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과는 부실기업의 회생을 위한 전략을 추진하는데 있어 기업의 부실원인이 무엇인지을 먼저 분석하여 부실원인의 상황에 따라 상이한 전략이 추진되어야 함을 보여주고 있다. This study aims to analyze the influence of failure-induced and threat-rigidity strategy on the turnaround performance of firms which were under legal management or composition but currently successfully graduated. And also it analyze the moderate effects of competition, external environment maladjustment, and poor interior operation on the relationship two strategy and turnaround performance. The result of the analysis, only failure-induced strategy had a significant impact in sales growth for the group of full firms. Two strategy all had a significant impact in the decrease of total debt ratio for the group of firms with higher competition situation and only failure-induced strategy had a significant impact in sales growth for the group of firms with lower competition situation. Only failure-induced strategy had a significant impact in sales growth for the group of firms with higher external environment maladjustment situation and only failure-induced strategy had a significant impact in the decrease of total debt ratio for the group of firms with lower external environment maladjustment situation. Two strategy all had a significant impact in sales growth for the group of firms with higher poor interior operation situation and only failure-induced strategy had a significant impact in the decrease of total debt ratio for the group of firms with lower poor interior operation situation.

브랜드 개성에 의한 칠성포차 매장의 인테리어 전략안 연구

신재욱 한국일러스아트학회 2016 조형미디어학 Vol.19 No.2

The cart bar industry is experiencing severe competition in the saturated bar market due to a short life cycle and a rapid change of trend. Chilseong Pocha, which is a cart bar franchisor, is a brand combining the concept of a cooking bar with delicious drinks specialized in chicken dishes most preferred by the public, currently having 113 franchisees. However, currently, it seems that Chilseong Pocha has no differentiation for cart bar brand because consumers consider it as a second mover. In addition, it can be seen that the interior concepts for the existing cart bar brands show the retro-style feeling and indicates the market with same images but different brands. Therefore, it is the best strategy to make a visual space recognized with a strong point of symbolism for overcoming the limit of its being recognized as the common cart bar brand and becoming a unique brand. This study intended to establish a strategy for store interior of ‘Chilseong Pocha’, a franchise cart bar brand, by developing a design system as the subject of the Small Enterprise and Market Service. First, the theoretical background for brand personality is researched through the preceding research, and a strategic situation analysis is based for developing a brand strategy process and interior system. This study derived an interior draft after analyzing consumers’ needs based on the pre-investigation. The result showed that consumers visit a cart bar once or twice per month for promoting friendship with their friends. In addition, the time slot for use is 8:00 PM ~ 10: 00 PM, and there is no significant difference among cart bars, except for HANSHIN POCHA, as a preferred cart bar. As to a consideration for choice, taste is considered with top priority and there is no substantial difference among brands. Based on the result of the study, it was possible to establish a strategy through the process of applying brand personality for each item and to obtain results through such strategy plans. This author hopes that this study will contribute to increasing a sense of awareness to consumers beyond the trend or taste, through the constant analysis on interior design of cart bars and making it as a firm brand to consumers by properly coping with the changing marker. 포차업계는 짧은 수명주기와 빠른 트렌드의 변화로 포화된 주점 시장에서의 경쟁이 치열해졌다. 포차 프랜차이즈 가맹점인 칠성포차는 대중들이 가장 선호하는 닭요리를 특화시켜 술맛나는 요리주점을 접목한 브랜드로 현재 113개의 가맹점을 보유하고 있다. 그러나 현재 칠성포차는 소비자들에게 후발주자 이미지로 주점 브랜드의 별다른 차별성이 없게 느껴진다. 기존의 포차 프랜차이즈들의 인테리어 컨셉도 복고풍의 분위기를 연출하며 같은 이미지에 브랜드만 다른 시장 현황이라는 것을 알 수 있다. 흔한 주점 브랜드로 인식되는 한계를 독자적 브랜드가 될 수 있도록 상징성이 강한 포인트로 시각적 공간을 인식 시키는 것이 최상의 전략이다. 이번 연구는 소상공인진흥원의 과제로서 디자인 시스템을 개발하여 프랜차이즈 주점 브랜드 ‘칠성포차’의 매장 인테리어에 대한 전략 방안을 수립하고자 하였다. 먼저 브랜드 개성에 대한 이론적 배경은 선행연구를 통해 살펴보고, 브랜드의 전략적 프로세스와 인테리어 시스템 개발을 위해 전략적 상황분석을 토대로 하였다. 먼저 사전조사를 통해 소비자의 니즈를 분석한 후 인테리어 초안을 도출하였다. 그 결과 친구와 친목 도모를 위해서 월 1회~2회 포차를 방문한다는 응답이 가장 많았다. 또한 이용 시간대는 저녁 8시~10시로 선호하는 포차로 한신포차를 제외하곤 나머지 포차는 유의미한 차이를 보이지 않았다. 선택시 고려사항은 맛을 가장 우선으로 선택 하였으며 포차 브랜드간의 차이가 크지 않다는 걸 조사 결과로 알 수 있었다. 이러한 조사결과를 토대로 개발 항목별 브랜드 개성 적용과정을 거쳐 전략을 수립하고 전략안을 통해 결과물을 얻을 수 있었다. 본 연구로 지속적인 포차 프랜차이즈 매장의 인테리어 전략안에 대한 분석이 이루어져 트렌드나 맛을 넘어서 소비자에게 인지도를 상승시키고, 향후 변화하는 시장에 적절히 대응하여 소비자에게 확고한 브랜드로 인식되는데 도움이 되길 바란다.

브랜드 동일시에 의한 피자헤븐 매장의 인테리어 전략안 연구

신재욱 한국일러스아트학회 2016 조형미디어학 Vol.19 No.1

As many brands have been launched in the market, the pizza industry’s competition becomes severe. New brands present differentiated menus and fresh images, and the well-established and highly reliable brands are ensuring internal stability with lots of franchises. With respect to pizza franchise, Pizza School has the highest number of stores (1,107 stores). In order to cope with it, Pizza Heaven constantly develops big size pizza and new taste, and attracts consumers at much cheaper price. However, because ‘Pizza Heaven’ currently has only 48 franchise stores, the development of new menu is not sufficient. The best strategy is to make customers to remember the brand when they visit a store. This study intended to establish a strategic plan for interior of ‘Pizza Heaven’ stores as a design system development subject of the Small Enterprise and Market Agency. First of all, this study established theoretical background through an advance research for brand identity, and then developed a strategic process and interior system through the analysis of brand strategic situation. This study also analyzed consumers’ needs through an advance survey before an interior draft is created. The result showed that the 20s are the main age group of purchase, and, based on this result, the study concluded that the 20s frequently visit a store even though it is general to enjoy pizza alone at home rather than visiting a store. In addition, the study found that a time zone for use is mainly 6:00 through 8:00 PM. In the survey, the most noticeable thing is that a pizza brand, rather than pizza menu, comes across to consumers’ mind first. Based on these facts, this study could establish a strategy and obtain outcome through the process of applying brand identity by individual item. For being helpful in establishing a strategy, this study proposes that a strategic plan for interior with respect to pizza franchise stores will be constantly analyzed and the brand will be firmly recognized by consumers beyond the taste and trend and further will be established in the mind of consumers. 피자업계는 수많은 브랜드가 생겨나면서 경쟁이 치열해졌다. 신규브랜드는 차별화된 메뉴와 신선한 이미지를 선보이고, 기존의 오래되고 신뢰도가 높은 브랜드는 많은 가맹점을 앞세워 내실을 다지고 있다. 피자 프랜차이즈 가맹점은 피자스쿨이 1,107개로 가장 많은 가맹점을 보유하고 있다. 이에 대응하고자 피자헤븐은 빅사이즈 크기와 새로운 맛을 개발하고 더 저렴한 가격으로 소비자에게 어필하고 있다. 그러나 현재 '피자헤븐'은 48개의 가맹점 밖에 없기 때문에 메뉴 개발만으로는 한계가 있다. 매장에 한번 방문했을 때 브랜드가 기억에 남도록 하는 것이 최상의 전략이다. 이에 본 연구는 소상공인진흥원의 디자인 시스템 개발 과제로 프랜차이즈 피자 브랜드 '피자헤븐' 매장 인테리어 전략 방안을 수립하고자 하였다. 먼저 브랜드 동일시에 대해서 선행연구를 통해 이론적 배경을 하였고, 그 후 브랜드 전략적 상황분석을 통한 전략프로세스와 인테리어 시스템을 개발 하였다. 인테리어 초안이 나오기 전에 사전조사를 통해서 소비자의 니즈를 분석하였다. 그 결과 구매연령층은 20대가 가장 많았고, 일반적으로 피자를 매장에서 보다는 혼자 집에서 즐길 때가 많지만 20대는 매장 방문이 많다는 점을 알 수 있었다. 또한 이용시간대는 저녁 6~8시 사이가 가장 많았음을 알 수 있었다. 가장 주목할 점은 피자의 메뉴보다는 브랜드가 먼저 떠오른다는 점을 조사 결과 알 수 있었다. 이러한 사실을 토대로 개발항목별 브랜드 동일시 적용과정을 거쳐서 전략을 수립하고 결과물을 얻어낼 수 있었다. 본 연구를 통해 피자 프랜차이즈 매장에 인테리어 전략안에 대한 분석이 지속적으로 이루어져서 맛이나 트렌드를 넘어서서 소비자에게 확고하게 인식되고, 향후 시장 변화에 적절히 대응해서 브랜드가 소비자에게 인식되는데 도움이 되길 바란다.

전략실행 프리미엄: 한샘 사례

정형록,김미옥 한국전문경영인학회 2018 專門經營人硏究 Vol.21 No.2

This study analyzed case of HANSSEM based on 'the execution premium' of Kaplan and Norton(2009). To ensure the success of a corporate strategy, strategy planning and operational execution must be linked together. Hanssem's best practices and winning strategies in Korea and abroad are classified as the development and planning of execution premiums. Hanssem, the representative of domestic kitchen and interior furniture industry, went through a rapid growth trend until 2002 and then underwent a transition period of growth stagnation for about seven years. In the process, Hanssem identified core competencies and broadened its business scope. After the transition, Hanssem created a core niche market by developing and planning strategies focused on customers and markets Hanssem's success stories are divided into process innovation, lifestyle strategy, and consumer culture strategy in China. First, Hanssem escaped the dichotomy of manufacturing and service, improving business processes across product production-distribution-customer service. Second, They set up a lifestyle differentiation strategy that takes into consideration not only the life cycle of the house but also the characteristics of the customers. Finally, They create a consumer culture strategy in China based on the analysis of the consumer group of the actual Chinese furniture market and the residential culture of each city in China.

전략구매 기반의 공동주택 마감재관리 프로세스 개발

엄신조 대한건축학회지회연합회 2012 대한건축학회지회연합회 학술발표대회논문집 Vol.2012 No.1

이케아의 인테리어 시장 성공 전략 연구

강은정(Kang Eun-Jung),김원택(Kim Won-Taik) 한국디자인학회 2009 디자인학연구 Vol.22 No.1

브랜드 커뮤니케이션 전략유형과 VMD표현요소를 적용한 패션 플래그쉽 스토어 사례 분석 연구

이정윤(Lee, Jeong-Yoon),정아영(Jung, A-Young),공순구(Kong, Soon-Ku) 한국실내디자인학회 2013 한국실내디자인학회논문집 Vol.22 No.2

This study aims to suggest a direction for interior space design for fashion flagship stores in the future where the brand identity can become correctly recognized by the consumers, and consumers can have various and differentiated experiences. As research method, theoretical concept review and case study on brand communication and VMD were used. Specifically, for review on brand communication, concept, strategies, and space types were explored, and, for review on VMD, concept, purpose, and expressive elements were researched. Also, the study looked at the relevance between and importance of strategy types of brand communication and VMD. Through these reviews, strategy types of brand communication and analysis criteria for VMD application were written based on the research and analysis of 8 cases in Korean and elsewhere. The results of this study is as follows: Based on marketing-oriented thinking with understanding of VMD, the plan must accurately understand the image and identity pursued by the brand, take into account the store layout, atmosphere, product concept, trend, and display, so that the store can communicate with the customers with cognitive consistency, diversity of senses, and differentiation from other companies. Currently, fashion flagship stores in Korea are concentrated on sales in expressing VMD, and, therefore, are difficult to deliver brand identity to consumers and they require diversity in expressive elements in doing so. Therefore, in the interior space design of fashion flagship stores in Korea, brand communication must enhance cognitive, behavioral, relationship, and culture marketing, and, requires confirming VMD expression in details by linking with brand communication and specific expressions based on it.

패션 리테일 샵의 실내디자인 表現傾向에 관한 연구

강소연,김형우 대한건축학회 2006 대한건축학회논문집 Vol.22 No.3

The modern fashion shop diversifies with the change of fashion trends. And as interior design individualized, the functions of space, which reflect sensual and individual images, are also required beyond the space for sale. Based on this point of view, this study set out to investigate how interior design and fashion among all the many formative styles were connected to each other and to review expressive trends in interior design. Focus was placed on three flagship stores (Giorgio Armani, Prada Epicenter, and Louis Vuitton), which was part of a huge and innovative fashion strategy from late 1999 to 2003, when the characteristics of a fashion retail shop and fashion brand started to become more distinct than ever. Under the categories of retail, brand identity, and cultural marketing, expressive trends in interior design were examined in simplicity and repetitiveness (geometric), extreme contrasts of space (opened and closed), and immateriality of materials. Entering the twenty-first century, minimalism was added, and the trends started to follow deconstruction, landscape, and hybrid, which were characterized by spatial differences (de-phenomena), dynamics (continuity), and connectedness (interior and exterior space). The significance of interior space in fashion is part of the fashion designer's process and completed work. It's the task of an interior designer to understand his own world of arts and reflect his world into the space. Architectural elements become the means of effective communication in fashion, and architecture offers a sense of presence to aesthetic expressions. This study's results will help develop mutually dependent and complementary relationships between architecture and fashion.

소비자 조사를 통한 아파트 공간 디자인 전략에 대한 연구

조재경(Jae Kyung Cho),김효정(Hyo Jung Kim) 한국디자인문화학회 2008 한국디자인문화학회지 Vol.14 No.3

The goal of this research is to suggest environmental design strategy of apartment by analyzing the consumers` needs of the domestic market. To achieve this, we studied the characteristics of apartment design and we examined the relation between brand identity and design strategy by analyzing the current state of the market. Also, we established `Plans for environmental design strategy`, by conducting a survey on brands and conducting a questionnaire on design to customers. This study compared exterior design of apartment with interior design of apartment. Also, it identified the factors that influence consumers` taste of design of apartment. We proposed materials, colors, style, and brand identities as design strategies to resuscitate ordinary brand design into premium brand. The data were obtained via a questionnaire completed by married women 30, 40, 50 years of age(N=102) and property experts(N=50). Therefore, the goal of this research lies in analyzing the environmental design of apartment from exterior design and interior design of apartment towards apartment design strategy. To achieve this goal we examined the overall trend of apartment brand market, and analyzed the current state of the brands. Through the research we extracted the design strategy and brand image of a brand B from Company, and we proposed a design application plan.

디자인이 빵집을 살린다

대한제과협회,Korean Bakers Association 대한제과협회 1999 베이커리 Vol.5 No.-