Comparative Study on the IMC Level of TV and Print Ads between Korea and China

Dong-xin Li,Dong Il Lee,Yong-Ki Lee,Mitch Griffin 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.1

?覆??大??播媒?的新?媒技?的?展??成??告?的?向?。??致以下情?的出?:多?化的媒?行止、用??料?的?展、多?用?需求?口味、客?希望?拓合算而且有效的??策?,以便迅速???化的市??境(金姆.翰.舒?茨,2003)。?肯?言整合???播?念已?深入??者的思想之中。在金姆.翰.舒?茨看?,如果市??境合适,整合???播是可接受?且可行的。?果,在???播?域,整合???播(IMC)是被?泛?用的??策略之一。?多?者用不同方法?定和??了影?整合???播?念的因素。 本次硏究??了中????告、?志?告整合???播的水平,主要包括以下???境因素:市?未成熟因素,?品投入因素。利用?2007年5月到2009年5月在中???共同收集的120?例子(60????告,60?平面?告),?行一??比硏究。 硏究?果表明,在集中程度和多?性方面:??的整合???播水平要?着高于中?,高投入?品的整合???播水平要高于低投入?品。在??,高投入?品的整合???播水平要比低投入?品的更??;在三??定的中?用例中,高投入?品的交王作用?低投入?品的?有??。部分?果表明,?家???境和?品投入有着相互的作用?影?。硏究?果充分?明,在??市????行整合???播???略方向有助于市?供?。 本次硏究?示整合???播操作和部署的方法以及?展方向,因各?的社?文化和???境而?。特?是由于市?成熟度、???展水平以及?本主?社?的??,在?前??具有更高的整合???播水平。相反,由于是一?更具社?主?性?的?家,中?的整合???播的?展水平上有所差?。而且,由于中?是一?在?土面?以及文化??都?超??的?家-中?有多?不同的?言、文化以及地理分布,整合???播也?不是那?太适合中?。?于?????有必要?各?社?在文化的社?制度上的差?、客?和代理的企?文化、目?消?者的文化?行硏究,使我?能??影?整合???播?展的因素?行准?分?。 本硏究的理?。首先,?果?示??已?成功度?整合???播?展的第二??段,?且?在?于通信技??用?第三?段。相比?而言,中???在市??通?略???第一??段,以及重新定????播范??第二?段。一?在中?最大的?告商(中????告公司)工作的管理人?,表示有?多因素影?整合???播在中?的?展。其中三?比?重要的因素是:中?的?告公司在?施整合???播??有考?到中?特殊的文化价?、特殊的中?媒? The development of new media technologies that have weakened the power of traditional mass media as an advertising channel. This has led to a diversified media sector and the development of consumer databases, widely varying consumers’ needs and tastes, and clients’ desires to develop cost-efficient and effective marketing strategies that quickly respond to the changing marketing environment (Kim, Han, and Schultz, 2003). Duncan (2005) declares that it’s hard to find an agency or client marketing executive who doesn’t believe in the IMC concept. In the view of Kim, Han, and Schultz (2003), IMC is acceptable and practicable if the market circumstances are suitable. As a result, Integrated Marketing Communications (IMC) is one of the most widely used concepts in the marketing communications field. Many scholars have identified and assessed the factors that influence the emergence of IMC in several ways. This study assesses the IMC level of television and magazine advertisements in Korea and China, compares and contrasts these two environments, and tests the market immaturity effect and product involvement effect on the level of IMC across these contexts. By utilizing 120 pairs of ad samples (60 television ads and 60 corresponding print advertisements) collected in both China and Korea between May 2007 and May 2009, a comparative study has been conducted. The findings suggest that the IMC level in Korea is significantly higher than that in China in terms of intensity and/or variety, the IMC level of ads for high-involvement products is higher than that for low-involvement products in terms of intensity and/or variety, the IMC level for high-involvement products is more positive than that for low-involvement in Korea, and the interaction for high-involvement shows no difference from that of for low-involvement in three of the given dimensions in China in terms of intensity and/or variety. Finally, the results partially show there is an interaction effect between country and product involvement. The results should prove helpful in providing marketers with strategic direction on implementing IMC in international markets as follows. This research shows the methods of IMC operation and deployment, as well as the developmental paths, differ based on socio-cultural and economic factors of certain societies. Specifically, due to differing levels of market maturity, economic development, and its capitalist society, Korea has a higher level of IMC currently deployed. Conversely, since China is a more socialist society, a different development level of IMC exists. Moreover, as China is a much larger and more diverse country - within its border are different languages, cultures, and geographic dispersions - than Korea, IMC may be less appropriate. To learn more about this issue, it will likely be necessary to conduct research including both cultural and institutional differences in each society, the corporate cultures of the client and the agency, as well as the target consumer cultures, to be able to accurately categorize those factors that affect the development level of IMC. The current study also has theoretical implications. First, the empirical results suggest that Korea has successfully passed the second stage of IMC development and is currently in the third stage for application of information technology. In contrast, China is still in stage 1 for tactical coordination of market communications and stage 2 for redefining the scope of marketing communications. A manager working in the largest advertising agency in China, China-Guangdong Advertising Agency, states several factors are influencing the development of IMC in China. The three more important factors are the implementation of IMC by Chinese advertising agencies without considering the special cultural values of China, the special characteristics of Chinese media, and the immature consumer market (Xin, 2004).

Outcomes Based on Risk Assessment of Anastomotic Leakage after Rectal Cancer Surgery

Gong, Jian-Ping,Yang, Liu,Huang, Xin-En,Sun, Bei-Cheng,Zhou, Jian-Nong,Yu, Dong-Sheng,Zhou, Xin,Li, Dong-Zheng,Guan, Xin,Wang, Dong-Feng Asian Pacific Journal of Cancer Prevention 2014 Asian Pacific journal of cancer prevention Vol.15 No.2

Purpose: Anastomotic leakage (AL) is associated with high morbidity and mortality, high reoperation rates, and increased hospital length of stay. Here we investigated the risk factors for AL after anterior resection for rectal cancer with a double stapling technique. Patients and Methods: Data for 460 patients who underwent primary anterior resection with a double stapling technique for rectal carcinoma at a single institution from 2003 to 2007 were prospectively collected. All patients experienced a total mesorectal excision (TME) operation. Clinical AL was defined as the presence of leakage signs and confirmed by diagnostic work-up according to ICD-9 codes 997.4, 567.22 (abdominopelvic abscess), and 569.81 (fistula of the intestine). Univariate and logistic regression analyses of 20 variables were undertaken to determine risk factors for AL. Survival was analysed using the Cox regression method. Results: AL was noted in 35 (7.6%) of 460 patients with rectal cancer. :Median age of the patients was 65 (50-74) and 161 (35%) were male. The diagnosis of AL was made between the 6th and 12th postoperative day (POD; mean 8th POD). After univariate and multivariate analysis, age (p=0.004), gender (p=0.007), tumor site (p<0.001), preoperative body mass index (EMI) (p<0.001), the reduction of TSGF on 5th POD less than 10U/ml (p=0.044) and the pH value of pelvic dranage less than or equal to 6.978 on 3rd POD (p<0.001) were selected as 6 independent risk factors for AL. It was shown that significant differences in survival of the patients were AL-related (p<0.001), high ASA score related (p=0.036), high-level EMI related (p=0.007) and advanced TNM stage related <p<0.001). Conclusions: AL after anterior resection for rectal carcinoma is related to advanced age, low tumor site, male sex, high preoperative EMI, low pH value of pelvic drainage on POD 3 and a significant reduction of TSGF on POD 5. In addition to their high risk of immediate postoperative morbidity and mortality, AL, worse physical status, severe obesity and advanced TNM stage have similarly negative impact on survival.

Impact Studies of Cultural Value and Environmental Value Factors on the Development of Environmental Marketing in China

Dong-Xin Li 중앙대학교 한국전자무역연구소 2010 전자무역연구 Vol.8 No.4

현대의 환경과 자원 문제는 좀 더 중요해졌기 때문에 전통적 마케팅 모델은 근본적인 전략적 그리고 지속가능한 인류 발전에 거스른다는 것이 점차적으로 실현되어 왔다. 그러므로 환경 마케팅이라고 불리는 인간과 자연 사이에서 조정된 개발을 달성할 수 있도록 하기 위해 생태, 경제와 사회를 포함한 마케팅 모델을 달성하기 위한 긴급한 필요성이 충족되어야 한다. 환경 마케팅 기업들은 녹색소비의 수요를 충족시키기 위해 지속 가능한 성장의 국제 동향에 맞추어야 한다. 그러나 뒤늦게 시작된 중국의 녹색 마케팅 때문에 동시에 도입에서의 확실한 성과는 아직 많은 문제에 부딪히고 있다. 그러므로 본 논문은 중국 기업의 지속가능한 성장의 환경 문제의 영향을 언급하는 것을 목적으로 한다. Tao Te Ching에 따라서 문화적 가치와 환경 가치의 영향과 인간행동에 대한 자연법의 중대한 영향은 Lao Tzu의 사고의 관점에서 연구되었다. 또한 본 논문은 분석된 사례인 중국 환경 마케팅의 현재 도입 상황을 논의하고 사례를 분석하며 제안된 아이디어에 대하여 논의한다. As modern environmental and resource problems become more prominent, the traditional marketing model has gradually been realized to run counter to the fundamental strategic and sustainable human development. Hence the urgent need should be satisfied to achieve marketing model incorporating ecology, economy and society to achieve coordinated development between man and nature, which is called environmental marketing. Environmental marketing enterprises need to comply with the global trend of sustainable growth to meet the demand of green consumption. However, due to the late start of Green Marketing in China, certain achievements in the same time in implementation is still confronted with many problems. Therefore, this paper aims to state the impacts of environmental problems on sustainable growth of Chinese enterprises. The impacts of cultural and environmental values, according to Tao Te Ching, and the important impacts of natural laws on human’s behavior have been studied from the perspective of Lao Tzu’s thought. In addition, this paper discusses the current implementation status of China’s environmental marketing, analyze the case, and rationalize the proposed ideas.

Estimating Interfacial Interaction Energy of Cu-Epoxy Resin from Molecular Dynamics Simulation

Dong rong Xin,Qiang Han 대한금속·재료학회 2014 ELECTRONIC MATERIALS LETTERS Vol.10 No.3

Interfacial delamination is one of the typical failure modes in electronic packages. To obtain good reliability of electronic packages, it is important to study the interface properties. In this study, molecular dynamics simulation is conducted to investigate the interfacial interaction energy of Cu-epoxy resin, which is widely used in electronic packages, and the effects of temperature, moisture, crosslink conversion and oxidation degree. The results show that the interaction energy of Cu-epoxy resin is almost independent of the cross-link conversion of the epoxy resin, whereas it is weakened by increasing temperature, moisture and oxidation. Meanwhile, the mechanism of interfacial energy variation is revealed on a molecular scale, which is useful for understanding the interfacial interaction and interfacial delamination.

Comparative Study on IMC LevelTV and Print Ads between Korea and China

Dong-Xin Li,강태원,이용기 한국프랜차이즈경영학회 2011 프랜차이즈경영연구 Vol.2 No.1

Supermarket Franchising, as a relatively new mode of retail business, is often regarded as one of the two hallmarks of the "Modern Logistics Revolution". After more than ten years of development, franchise supermarkets have been a rising force in retail business in China. As a product of a highly‐developed commercial economy, franchise supermarkets mainly deals in foodstuffs and other daily necessities, featuring low cost, high turnover rate, low prices and diversified inventory. Propelled by the conveniences that come with open shelves and self‐service shopping, franchise supermarkets have been growing very rapidly and the rise of many franchise supermarket brands bears testimony to its growth potential and profitability. Meanwhile, in the backdrop of this boom, some franchise supermarkets are going bankrupt. This paper analyzes the current status of franchise supermarkets and some factors bearing on their core competencies, so as to close the competitiveness gap with international retail giants.

H∞ Control of Singular Systems via Delta Operator Method

Xin-zhuang Dong,Mingqing Xiao 제어·로봇·시스템학회 2015 International Journal of Control, Automation, and Vol.13 No.3

This paper studies the problem of state feedback H∞ control for singular systems through delta operator approach. A necessary and sufficient condition is presented such that a singular delta operator system is admissible with a prescribed H∞ performance, which can provide a unified framework of the existing H∞ performance analysis results for both continuous case and discrete case. The existence condition and explicit expression of a desirable H∞ controller are also obtained for singular delta operator systems. The proposed design method can be used for both singular continuous systems and singular discrete systems directly. The corresponding design procedures, which simplify the classical approaches, are discussed and presented. All obtained conditions in this paper are in the form of strict linear matrix inequalities whose feasible solutions can be found by standard linear programming method. Numerical examples are provided to illustrate the effectiveness of the theoretical results obtained in this paper.

Comparative Study on IMC Level TV and Print Ads between Korea and China

Dong Xin Li,Dong Il Lee 한국경영학회 2009 한국경영학회 통합학술발표논문집 Vol.2009 No.08

Can We Establish Consumer Cultural Positioning Through Print Advertising in the Developing Markets? A Content Analysis of Advertising in Chinese Women’s Magazines

Dong-xin Li,이동일,이용기,Mitch Griffin 서울대학교 경영연구소 2011 Seoul Journal of Business Vol.17 No.1

This paper conducts a content analysis of a total of 480 advertisements from three popular Chinese women’s magazines—Rayli, Fashion Cosmo,and Bazaar—to assess the Consumer Cultural Positioning (CCP) of the ads. The results show that Global CCP is more commonly utilized for brand positioning strategies than Foreign CCP or Local CCP. Five elements of the advertisements—the language used for brand name, the pronunciation of brand name, the intended meaning rooted in original foreign country for brand name, the product’s appearance of either utilitarian or symbolic, and a modern or westernized advertising appeal for brand positioning—are found to be indeed differentially related to GCCP and FCCP compared to LCCP.

요대(遼代) 도성(都城)의 유형과 형태구조에 대한 고찰

Dong Xin Lin 국립문화재연구원 2012 헤리티지:역사와 과학 Vol.45 No.3

요대( 代)에는 오경(五京)이 설치되었다. 요( )의 상경(上京)이 수도이고 중경(中京)은 배도(陪都)이며, 다른 세 곳은 상징적 의미의 경성(京城)이다. 상경은‘일(日)’자형 구조로 중국 고대 도성제도의 새로운 모델이다. 중경은 여러 겹으로 둘러싸인 배 치형태로 변량성( 梁城) 등의 영향을 받은 것이다. 남경과 서경, 동경의 3경은 당(唐) 혹은 발해(渤海) 구성(舊城)의 기초 위에 개축한 것으로 원래의 도시 구조를 이용하였다. 요 상경의 구조와 계획은 금( ), 원(元), 청(淸)의 도성 구조에 상당히 중요한 영향을 주었다. 요( ), 송(宋), 금( ), 원(元), 명(明) 등의 왕조에서는 다수의 경(京)이나 도(都)를 설치하였으며 대부분은 배도(陪都)의 성격 을 지니고 있다. 요대(916~1125년)에는 오경이 설치되었는데, 상경(上京) 임황부(??潢府, 현 내몽고 파림좌기[巴林左旗] 임동 진[??東鎭] 남쪽)는 요나라의 수도이고, 그 외에 동경(東京) 요양부( 陽府, 현 요녕성 요양[ 陽]시 인근), 남경(南京) 석진부(析 津府, 현 북경 광안문[廣安門] 밖 선무구[宣武區] 일대), 중경(中京) 대정부(大定府, 현 내몽고 영성[ 城]현 철장영자[鐵匠營子]), 서경(西京) 대동부(大同府, 현 대동시) 등이 있다. 본고에서는 계획이념과 형태구조 그리고 주요 배치 형태 등을 중심으로 요대 오경의 유형과 형태구조에 대한 기초적인 고찰을 하고자 한다. The five capital(五京) was installed in the Liao(遼) Dynasty. Shangj?ng(上京) was the main capital city of the Liao(遼) Dynasty. Zh?ngj?ng(中京) was the second capital(陪都); and the other three was the capital city with symbolic meaning. The layout of Shangj?ng was the '日-shaped plan; this was newly advent structure of ancient Chinese capital city system. Zh?ngj?ng(中京) was surrounded by multiple ramparts influenced by the Bianliang Fortress (?梁城). Three capitals, Nanjing(南京), X?j?ng(西京) and D?ngj?ng(東京), were reconstructed on the foundation of the previously constructed town in Tang(唐) or Bohai(渤海) Fortress (舊城). The structure and Planning of shangj?ng(上京) in the Liao(遼) Dynasty, had significantly influenced in the capital city planning of the J?n(金), Yuan(元) and Qing(淸) Dynasties of China

Observer-based Admissible Control for Singular Delta Operator Systems

Xin-zhuang Dong,Mingqing Xiao,Yushun Wang,Wenxue He 제어로봇시스템학회 2014 제어로봇시스템학회 국제학술대회 논문집 Vol.2014 No.10

This paper studies the problem of designing an observer-based admissible controller for singular delta operator systems. Sufficient conditions are provided for the existence of an asymptotical and physically realizable observer. Then an observer-based admissible controller is obtained in terms of strict linear matrix inequalities. The corresponding gain matrices appeared in our proposed approach can be constructed through the feasible solutions of a set of linear matrix inequalities. Some numerical examples are presented to demonstrate the theoretical outcomes of the paper.