Tesla 모터의 내외적 환경 분석을 통한 경쟁력 분석

변재웅 ( Byun Jae-woong ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.4

Purpose: Tesla Motors, Inc. is an American company, which designs, manufactures, and sells super-efficient electric cars and electric powertrain components to others manufacturers. Recently, Tesla has excited people with its latest Model 3- an all-electric four-door compact sedan. The purpose is to investigate how and why Tesla Motors grasped consumers’ attention. Research design, data, and methodology: Internal and external analysis of Tesla Motors`` competitiveness by SWOT analysis and Porter``s Five Forces model are very effective in analyzing the Tesla’s tactics and in employing them to the circumstances of the customers. Results: Like the early iPhone, the Tesla car is truly a game changer. Tesla’s success provides useful insights for sustainable future business. Tesla’s success depends on innovation and creativity to meet customers’ needs by increasing the performance of the product. Conclusions: Tesla introduced a differentiated product into a vehicle industry and has built up a globally recognized brand name for being socially and environmentally responsible as well as having high quality, innovation, and creativity. Tesla wants to promote electric proplusion system as the future of the transportation industry. In this paper, section 2 analyzes the electric vehicle market and examines Tesla with external Porter``s Five Forces analysis; section 3 examines the internal analysis of SWOT; section 4 analyzes the Tesla’s influence on the electric vehicle market and its implications; Section 5 provides conclusions.

4차산업혁명시대의 스마트팩토리 정책과 시사점 연구: 독일과 미국 사례 중심으로

변재웅(Byun, Jae-Woong) 한국문화산업학회 2021 문화산업연구 Vol.21 No.3

스마트제조혁신은 고부가가치 기반의 산업혁신으로 이어지는 가교역할로서 관심이 증대되고 있다. 4차산업혁명시대에 디지털기술의 진전, 수요 맞춤형 생산으로의 패러다임 변화, 글로벌 경쟁 심화에 대응하여 스마트제조 생산방식 체계로의 전환을 적극 추진 중이다. 클라우드 슈밥(2016)은 4차산업혁명은 경제의 디지털화 AI의 영향이라는 관점에서 차세대 기계 세대라고 한다. 4차산업혁명은 국가, 산업, 특히 문화산업과 제조업에 미치는 영양이 지대하다. 4차산업혁명시대에 가장 큰 특징 중 하나는 제조업과 문화서비스산업의 경계가 사라지고, 상호 융합(Fusion)하여 시너지효과를 창출한다. 생산과 마케팅 면에서 문화서비스산업인 가상서비스와 접목되는 현상이 있다. 생산제조면에서 사이버물리시스템(CPS)를 이용한 생산, 마케팅면에서 다양한 XR기술을 활용한 메타버스(Metaverse)를 광범위하게 각각 적용하고 있다. 4차산업혁명의 핵심인 스마트팩토리는 자동화를 통한 생산방식으로 생산력 및 제품의 질 향상에 기여하여 관련 시장은 대폭 확대되고 많은 국가와 기업들이 스마트팩토리를 추진하고 있다. 본 논문은 4차산업혁명시대의 스마트팩토리 정책과 시사점을 독일과 미국의 성공사례 분석을 통하여, 한국에 대한 시사점을 분석한다. 제 2장에는 한국의 스마트팩토리 정책의 관련 규제 및 문제점, 제 3장에는 스마트팩토리 성공사례인 독일과 미국 사례를 분석한 후, 마지막 제 4장에서 결론과 시사점을 각각 도출한다. Smart manufacturing innovation is increasing interest as a bridge that leads to high value-added industrial innovation. In response to the advancement of digital technology in the 4th industrial revolution, paradigm shift to demand-specific production, and intensification of global competition, the enterprises are actively pushing the transition forward to a smart manufacturing production system. Klaus Schwab(2016) addressed it with the "second machine age" from the viewpoint of the effects of economic digitalization known as AI. The 4th Industrial Revolution significantly affects a country, an industry, and particularly cultural and manufacturing industries. One of the significant characteristics of the 4th industrial revolution is that the boundary between manufacturing and cultural service industries has faded, and synergies are created by fusion with one another. In terms of production and marketing, there is a phenomenon that is grafted with virtual services, which is a cultural service industry. In production and manufacturing using Cyber-Physical System(CPS) and Metaverse using various XR technologies are widely applied in production and marketing areas. In the 4th industrial revolution, as the importance of smart factories increases, the world market is expected to grow rapidly, and many countries and companies are actively promoting smart factories. This paper analyzes the implications of smart factory policy in the 4th industrial revolution. The case studies of Germany and the USA show the efficiency and importance of smart factory production. Section II examines the regulations and limitations of smart factory policy in Korea. Section III analyzes on the case studies of the Germany and the USA that lead to the smart factory system. Section IV concludes the analysis and provide implications.

SPA 브랜드 자라(ZARA)의 국제마케팅 성공 전략 연구

변재웅(Jae-Woong Byun) 계명대학교 산학연구소 2013 經營經濟 Vol.46 No.1

연구목적 ? 1974년 설립된 스페인의 대표 브랜드인 자라(ZARA)는 모기업 Inditex사의 가장 인기가 높은 브랜드로서 현재 중저가 패스트패션(SPA) 기업을 대표한다. 자라는 현재 세계 82개국 1900여 매장을 통해 연간 2만 5000가지 제품을 출시한다. 모기업인 Inditex사는 2011년 20조 8000억원의 매출을 기록하는 세계 패션 소매업 1위 업체이며, 시가총액 기준으로 스페인 제일의 기업이다. 본 연구는 경쟁사 유니클로와의 비교 분석을 통하여 자라의 글로벌마케팅 전략을 분석한다. 연구방법 ? 자라와 유니클로 1차 매장방문 자료와 2차 자료를 중심으로 분석한다. 본 연구는 4Ps 전략, 포지셔닝 분석을 통하여 자라의 글로벌마케팅 전략을 분석한다. 주요결과 ? 자라의 글로벌 마케팅의 성공비결은 실용적인 디자인과 빠른 유행의 반영, 고급 이미지 구축, 브랜드전략, 속도 제일주의, 생산 시간의 최소화 비결, 다품종 소량생산 방식 채택, 대규모 자체공장 운영, 색다른 매장 분위기 연출 등 다양한 마케팅 촉진기법을 효율적으로 사용한다는 점이다. 이러한 전략은 SPA 경쟁사인 유니클로사의 Simple, basic, no brand, 소품종 대량생산, 외주 의존, 파견 품질 관리 등과 전략적 차이점을 보여준다. 시사점 ? 본 연구결과 자라는 이와 같이 소비자의 욕구를 만족시키기 위해 기조의 패션 비즈니스 모델을 혁신함으로서, 즉 내부 업무경로의 혁신으로 소비자의 욕구를 충족시킬 수 있는 시스템을 구축하여 오늘날과 같은 성공을 이룰 수 있었다는 점을 한국 관련 기업에 시사하고 있다. Purpose ? This paper analyses the Zara’s international marketing strategy, its system of production and distribution and its efforts to give fast answers to the needs of its customers. Zara is a subsidiary of the Spanish Inditex Group and one of the biggest SPA fashion retailers in the world. The business objective of Zara is to fulfil all needs of its customers in a very effective and fast way. This paper analyses Zara’s development to fast fashion, Zara’s 4Ps strategies. It focuses on the comparative analysis of the marketing strategies between Zara and Uniqlo, and the Zara’s positioning map. Design/Methodology ? This study uses the primary and secondary data of the zara and Uniqlo. It examines the Zara’s global marketing strategy, using the 4Ps and positioning analysis. Findings ? The key success factors of Zara are: shorter lead times for concepts to reach the market; smaller quantities per style; and many more styles during a season. These keep the sore looking fresh and desirable for the consumer. Obviously, all of these factors are closely interlinked. However, there are some marketing strategy differences between Zara and Uniqlo. Uniqlo has focused on international marketing strategies: comparatively limited styles during a season; high volume quantities per style; active advertisement; designed for wide range of customers; not emphasizing the brand image and identity aspects; expanding into Asian markets. Implications ? This paper provides some implications for Korean SPA industry: the successful Zara’s international marketing strategy, its system of production and distribution and its efforts to give fast answers to the needs of its customers.

젊은 세대의 SPA 패션문화에 대한 인식 조사 연구

변재웅(Byun, Jae-Woong) 한국문화산업학회 2019 문화산업연구 Vol.19 No.2

본 연구는 젊은 세대인 20대 남·여(남자 58명, 여자 52명, 외국인 5명) 총 110명을 대상으로 SPA 패션문화에 대한 인식을 분석하기 위해 실시하였다. 젊은 세대를 대상으로 국내외 SPA 대표 주자인 ZARA, H&M, UNIQLO, SPAO의 구매동기, 만족도, 인지도, 한국형 SPA의 구매 이유와 문제점, SPA 브랜드가 앞으로 나아가야 할 방향 등을 각각 설문 조사 분석하였다. 2장에서는 선행연구와 SPA 브랜드(ZARA, H&M, UNIQLO, SPAO) 마케팅 전략을 비교하고, 3장에서 SPA 인식에 대한 설문조사를 분석한다. 연구결과 젊은 층의 SPA 패션문화에 대한 인지도는 상당히 높고 많은 관심을 가지고 있다. 각사마다 전략의 차이점은 있지만, SPA 산업의 성공은 소량 다품종, 합리적인 가격, 짧은 배송시간 등의 요인들이 작용했다. 따라서 한국형 SPA는 정확한 시장조사를 바탕으로 빠르게 변화는 트렌드 파악, 콜라보레이션의 추진, 4차 산업혁명의 적극적 활용이 필요하다는 점을 시사한다. This study is a research-based study that studies the awareness of a young generation’s SPA fashion and 110 young people (58 men, 52 women, and 5 foreigners) participated in the survey. The study analyzed and surveyed the young generation’s well-known brands such as UNIQLO, ZARA, H&M, SPAO’s buyers’ motivation, satisfaction, Korean SPA’s reason of purchase and drawbacks, and SPAbrand’s strategies formoving forward. The second chapter includes the literature survey and a comparison between the SPA brands such as H&M, SPAO, UNIQLO, and ZARA’s marketing strategies. The third chapter includes an analysis of SPArecognition surveys. The last fourth chapter draws a conclusion and deduce implications. According to the research, the awareness of SPAbrands is quite high among young generations and the brands receive significant attention from young consumers. Korean SPA needs an understanding of constantly changing trends based on an accuratemarketing research, an active drive of collaborations, and an active use of the fourth industrial revolution.

포터의 분석을 통해 본 Faber-Castell사의 가치기초 지속경영

변재웅 ( Jae Woong Byun ) 한국유통경영학회(구 한국유통정보학회) 2015 유통정보학회지 Vol.18 No.4

Purpose: Faber-Castell is one of the oldest industrial companies and family-owned businesses in the world. In addition it is a leading manufacturers and sellers of high-quality products for writing, drawing, and creative design with a global reputation. This paper analyzes the Faber-Castell’s case study of the value-based services for sustainable business, which is the most successful brand in pencil industry. Research design, data, and methodology: Porter``s Five Forces model and SWOT analysis are very effective in analyzing the Faber-Castell’s tactics and employing them to the circumstances of the customers. Results: Faber-Castell’s success provides useful insights about value-based services for sustainable business. Faber-Castell’s success is based on the desire to increase the performance of their product to meet the needs of customers through innovation and creativity. Conclusions: Faber-Castell has introduced a highly differentiated product into a traditional industry, and has now built up a globally recognized brand name for social and environmental responsibility as well as high quality, innovation, and creativity. In this paper, Section II analyzes a brief analysis of the organizational structure and brand essentials. Section III examines Faber-Castell by Porter``s Five Forces and its implications. Section IV analyzes the SWOT and its implications, and finally, conclusions are provided in the Section V.

중국 자동차산업의 국제화 전략 연구

변재웅(Byun, Jae-Woong) 계명대학교 사회과학연구소 2013 한국사회과학연구 Vol.32 No.1

What is Geely’s growth strategy and internationalisation level? The main aim of this paper is the analysis of the Chinese automotive internationalisation strategy as a case study of Geely Automobile. China become the largest auto market in the world after the USA since 2009; China"s automobile industry has been in rapid development since early 1990s. Geely one of China’s top ten auto manufacturers and also among the country’s top 500 firms. The pattern of Chinese automobile industry is supported by the multinational corporations. But Geely (Chery and BYD) is quite special, it has no technology and no cooperative foreign company. Geely has its "own brand" which has been the three big state automobile companies’ wish for many years. The progress of Geely’s internationalization has began, but is at a initial, but progressing based international standards. However Geely’s rising rate of domestic sale and exportation is quite astonishing, since 1997, when Geely was newly founded, Geely sold 483,000 automobiles, placing it 8th on the list of Chinese automobile manufacturers in 2012. Thus Geely became one of the leading Chinese automobile manufacturers. Geely is the first independent and largest private automobile manufacturer in China. In 2009, Geely acquired Volvo Cars for $1.8 billion from Ford Motor Company. Geely brought 100% stake in Volvo, as well as the related assets (including intellectual property), using this technology to make its own upgraded brand. Geely"s growth strategy is characterised as active internationalisation, establishing its own brand and differentiation, diversification of exports market and market entry modes from exports and FDI, and M&A strategies. In this paper, Section II analyses the growth strategy of the of Geely Automobile. Section III examines the Geely"s M&A strategy of Volvo, Manganese Bronze, and DSI. Section V provides some concluding remarks.

The ‘Hollowing Out’ of Industry in Korea

Byun, Jae-Woong(변재웅),요시나가 타다카즈(토론자) 계명대학교 산학연구소 2007 經營經濟 Vol.40 No.1

This paper discusses the causes and implications of the so-called ‘hollowing out’ of industry in Korea. The hollowing out of industry means deindustrialization of a country after domestically located industries move out to better places that enable them to regain lost international competitiveness. It is found that at present although there is no serious hollowing out of industry in Korea, it is nevertheless observed that there are some potential symptoms of this phenomenon in terms of the rate of decline of manufacturing employment, average domestic investment growth, the balance of payments, R&D location, and so on. All advanced economies such as those of the UK and the USA have experienced a spectacular decline in the share of manufacturing employment phenomenon referred to as deindustrialization. Contrary to popular perceptions, however, deindustrialization is not a negative phenomenon, but is the natural consequence of industrial dynamism in an already developed economy. In the early 1990s, many industries became alarmed about the decline of manufacturing employment and the sharp rise in the share of jobs in services. Deindustrialization was said to be a cause of Korean economic decline that ultimately would affect everyone. A new study by R. E. Rowthorn and R. Ramaswamy(1997), however, refuses to accept that manufacturing is good and services are bad, a notion that still remains in the back of many people’s minds, arguing instead that growth in service employment is actually a sign of economic strength, not weakness. The rise of the service sector is a worldwide phenomenon, and service employment has actually grown more rapidly in Europe and Japan. Deindustrialization, therefore, is not necessarily a symptom of the failure of a country’s manufacturing sectors but simply the natural outcome of the process of successful economic development.

한일 무역구조 및 개선방안에 관한 연구

변재웅(Jae-Woong Byun) 계명대학교 사회과학연구소 2004 한국사회과학연구 Vol.23 No.2

Since the diplomatic relationship between Korea and Japan was resumed in 1965, the volumes of trade between the two countries have been rapidly increased. This can be seen from the figures that, as of the end of 2003, Korea's imports and exports from(to) Japan amounted to 32 billion and 17 billion dollars, respectively. In terms of sizes, these amounts are equivalent to the increase of trade volume in 1965 by 386 times in exports and by 195 times in imports. Additionally, trading patterns between the two countries have been also changed in a variety of ways and much complicated. However, the overall structure of Korea's exports and imports to Japan has been much deteriorated by an increased dependence on a small number of specific industries and commodities. This undesirable structure has led Korea's balance on current account to be deficit chronically. This can be figured out by the result that the total deficits of goods and services amounted to more than 20 billion dollars in 2004. In this context, some reform measures are required for the improvement of the trade structure. Meanwhile, the change of the international trade environments has forced both Korea and Japan to recognise that the two economies need to make an FTA agreement and, on the basis of the agreement, can have a jointly beneficial influence on the negotiations of free-trade and multilateral agreements with other third countries. In this paper, Section Ⅱ reviews the overall structure of commodities trade between Korea and Japan. In Section Ⅲ, Ⅰ pinpoint several intrinsic problems in the bilateral trade and provide a few examples of recent trading conflicts between the two countries. Section Ⅳ suggests some reform measures to improve the trade relationships. Finally, conclusions are provided in Section Ⅴ.

A Global Brand of the Microsoft Company : 4Ps and PEST Analysis

Byun Jae-woong(변재웅),Ryu Geun-woo(류건우) 한국문화산업학회 2010 문화산업연구 Vol.10 No.2

본 논문은 세계 위 브랜드 파워를 가진 마이크로소프트사의 글로벌마케팅 전략을 분석한다. 마이크로소프트사는 1976년 창립 이후 윈도우, 엑셀 등 PC의 응용 프로그램을 개발하여 전 세계를 대상으로 제품을 판매하는 성공한 다국적기업으로 높이 평가받고 있다. 본 연구는 4Ps 전략과 SWOT, PEST 분석을 통하여 마이크로소프트사의 글로벌마케팅 전략을 분석한다. 마이크로소프트사의 글로벌경영의 성공비결은 브랜드관리전략, R&D 투자를 통한 우수한 제품 선 시장 출시 등 다양한 마케팅 기법을 효율적으로 사용한다는 점이다. 본 연구는 제2장 마이크로소프트사사의 브랜드전략, 제3장은 4Ps 분석, 제4장 SWOT 및 PEST 분석, 그리고 제5장에서 결론을 각각 도출한다. 본 논문은 세계 위 브랜드 파워를 가진 마이크로소프트사의 글로벌마케팅 전략을 분석한다. 마이크로소프트사는 1976년 창립 이후 윈도우, 엑셀 등 PC의 응용 프로그램을 개발하여 전 세계를 대상으로 제품을 판매하는 성공한 다국적기업으로 높이 평가받고 있다. 본 연구는 4Ps 전략과 SWOT, PEST 분석을 통하여 마이크로소프트사의 글로벌마케팅 전략을 분석한다. 마이크로소프트사의 글로벌경영의 성공비결은 브랜드관리전략, R&D 투자를 통한 우수한 제품 선 시장 출시 등 다양한 마케팅 기법을 효율적으로 사용한다는 점이다. 본 연구는 제2장 마이크로소프트사사의 브랜드전략, 제3장은 4Ps 분석, 제4장 SWOT 및 PEST 분석, 그리고 제5장에서 결론을 각각 도출한다.

미국과 EU의 일방적 무역규제수단 비교 연구

변재웅(Jae-Woong Byun),정종철(Chong-Cheul Cheong) 한국무역학회 2008 貿易學會誌 Vol.33 No.1