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2008북경올림픽 스폰서 및 비(非)스폰서의 회상(recall)과 인식(recognition) 측정 비교 연구: 한국과 중국을 중심으로
하인주 ( In Joo Ha ) 국제지역학회 2009 국제지역연구 Vol.13 No.3
This paper examines the performance of assessing sponsors and non-sponsors recall and recognition at the 2008 Beijing Olympic Games perceived by Korean and Chinese university students. Using a sample of 1,573 respondents, a survey was administered in Seoul and Beijing before and after Games to compare the recall and recognition that changed between two periods. The findings reveal that the effectiveness of the 2008 Beijing Olympic sponsorship has was lower than we expected. Results were founded that while Samsung(mobile), Coca-cola, McDonald`s, and Visa achieved the desired sponsorship marketing effectiveness in Korea. On the other hand, non-sponsors of Nike, Dell, AIG, Samsung(computer) and Hyundai led to obtain the benefit and resulted in increasing consumer confusion as to who is a sponsor. In China, Samsung, Coca-cola, Lenovo, Volkswagen, Visa, and PICC achieved the desired sponsorship marketing effectiveness. On the other hand, Lining, Nokia, KFC, China Merchants Bank had some impact on the effectiveness of a rival brand from an official sponsor`s product category. The paper concludes by considering some issues for sponsorship marketers.
중국 문화적 가치에 근거한 현지화 브랜드 개성 차별화 전략: 호리래(好利來), 면포신어(面包新語), 파려패첨(巴黎貝甛)을 중심으로
하인주 ( In Joo Ha ),강명화 ( Ming Hua Jiang ) 한국외국어대학교 중국연구소 2010 中國硏究 Vol.50 No.-
This study developed a bakery brand scale using Aaker(1997) Brand Personality Scale(BPS). The findings revealed that bakery brand personality was consisted of 3 dimensions such as ``Sincerity``, ``Competence`` and ``Sophistication``. Through the comparing with ``Sincerity``, ``Competence`` and ``Sophistication`` with Schwartz`s culture value, Personality Five-Factor Model(FFM), the Chinese Personality Assessment Inventory(CPAI), and Chinese Brand Personality Scale(CBPS), the results might provide a more clear and distinct brand personalities in the minds of Chinese. Data used in the analysis were gathered from Beijing. Haolilai is percerived as being more Sincerity than BreadTalk and Paris-Baguette. BreadTalk is percerived as being more Competence than Holilai and Paris-Baguette. Paris-Baguette percerived as being more Sophistication than Holilai and BreadTalk. In the view of culture value, FFM, CPAI, and CBPS, the Sincerity relatively higher value on Conservatism Need, Competence relatively higher value on being capable and courageous activity, Sophistication appears to be more directly related to conspicuous consumption. The results of this study has, from a new perspective, suggested the implications in the Chinese-style marketing for local and multiple corporations.
Gay Travel Market 의 기회와 위협에 대한 탐색적 고찰
하인주(In Joo Ha),정규엽(Kyu Yeop Chung),이형룡(Hyung Ryong Lee) 한국호텔관광학회 2002 호텔관광연구 Vol.4 No.1
Traditionally, travel companies have been indifferent or even hostile to the idea of treating gay people as a separate consumer group with different purchase preferences and behavior. However, the effect of more gay men and women being comfortable with their sexuality and `coming out` to friends and family has created a new, much talked about commercial opportunity. In several western countries, gay men and women can now register their relationships and gain similar legal and financial status to their heterosexual counterparts. There are also signs of increased sophistication in the tastes of gay travellers, away from inexpensive conventional resort-based holidays to premium-priced activity holidays and special-interest tours. Therefore, the purpose of this paper is to investigate the environment making the gay travel market an even more attractive commercial proposition, and examine the opportunities and threats in the gay travel market.
DINESERV 를 이용한 인천국제공항의 레스토랑 서비스품질에 관한 연구
이형룡(Hyung Ryong Lee),하인주(In Joo Ha) 한국호텔외식관광경영학회 2003 호텔경영학연구 Vol.12 No.1
A number of research have examined the service quality in the hospitality industry. Little research, however, was conducted to measure airport-restaurant service quality. Therefore, the purpose of this study is to investigate how customers perceive the service quality of Incheon international airport-restaurants and how those perceptions affect customer`s satisfaction. Specifically, authors explored customers`s perceptions of the service quality regarding restaurant types. Authors divided airport-restaurants into three different types of restaurants: quick-service restaurant, midscale restaurant, and upscale restaurant. DINESERV was used to assess customers` perceptions of restaurant service quality in this study. Authors modified it to suit the local situation. The result indicated that responsiveness and empathy among five dimensions of DINESERV were significantly found different among three different restaurant groups. This study also provided the fact that reliability was the most important dimension to the overall customers` satisfaction regardless of types of restaurant.
정규엽(Kyoo Yub Chung),하인주(In Joo Ha) 한국호텔외식관광경영학회 2000 호텔경영학연구 Vol.9 No.2
Undeniably, female travellers have been one of the most significant market segment in the hospitality industry. This study conducted target marketing strategy for the foreign female FIT market segment on the basis of their hotel selection attributes. The purpose of this study is, therefore, to layout on effective plan for providing appropriate benefits to the foreign female FIT market segment staying at deluxe hotels in Seoul. Four hypothese were tested by relavant statiscal analyses and all of four hypothese were supported. In paralell, major finding, implications and recommendations were provided. as a result of analysis.
동북아시아 허브 ( Hub ) 공항으로서 인천국제공항의 가능성과 한계에 대한 고찰
이형룡(Hyung Ryong Lee),김점남(Jeoum Nam Kim),하인주(In Joo Ha) 한국호텔외식관광경영학회 2002 호텔경영학연구 Vol.11 No.1
The purpose of this paper is to investigate the opportunities and limitations of Incheon International airport as a Hub airport in Northeast Asia. Delphi analysis was used to provide an indepth examination. The professional group consisted of pilots and managers of 25 different airlines which are flying to and out of Korea. The result indicated that Incheon International airport do need the concept of marketing in terms of managing airport in order to become a Hub airport. This study also provided evidence for the effectiveness of a positive link between marketing strategy for attracting foreign airlines and business strategy for service improvement.