이중요율구조 안에서의 세분시장별 가격탄력성 차이에 대한 연구

곽영식 한국상업교육학회 2005 상업교육연구 Vol.11 No.-

비영리교육기관의 공익마케팅:인제대학교의 프론티어개척

곽영식,유필화,윤성욱 한국마케팅학회 2006 ASIA MARKETING JOURNAL Vol.8 No.3

Inje University, a nonprofit-oriented educational institution, was ranked second in the nation and first in all the local universities in the 2001 Comprehensive Evaluation of the Universities in 25 years since it was founded. In order to find out the reason for this high reputation, we had an interview with the chairman and an in-depth interview with other school authorities, interviewed the students and the residents in the community, and collected related data for the second time. We revealed that Inje University had been performing public marketing in the areas of its management philosophy, function, form, and performance. Our interview with the chairman confirmed that Inje University's management philosophy is the frontier spirits that ‘contribute to the moor, attracting nobody's attention, in the name of public interest.' It was also revealed that this management philosophy made the function of the university differ from that of the others. Inje University had been focusing on forming a public network for its community, the nation, and the world, not just for its students. Furthermore, we also found out that the university had its unique separate organizations to take care of this business. An excellent on-campus network for the student and the school, a network between off-campus industries, and an international Inje exchange network had been formed. We have concluded that Inje University is a strong nonprofit-oriented hidden champion. The healing art, easily ignored but essential to human beings, and its commitment to education with all its property invested have contributed to Inje University's social status, reputation, and achievements today. 비영리기관인 인제대학교는 설립된 지 25년 만에 2001년 대학종합평가에서 전국 2위, 지방대학으로 1위를 차지한 이래로 2004년에는 전국 5위를 차지하는 등 꾸준하게 상위권을 유지하고 있다. 그 이유를 추출하기 위해 이사장 면담, 대학당국자 심층면접, 학생면담, 지역주민과의 대화, 이차자료 수집이 이루어졌다. 그 결과, 인제대학교는 경영철학(philosophy)-기능(function)-구조(form)-성과(performance)측면에서 차별적인 공익마케팅을 수행하고 있음을 밝혀내었다. 이사장과의 면담을 통해서 인제대학교 경영철학은 ‘아무도 눈여겨 보지 않는 황무지에 공익의 이름으로 공헌’하는 프론티어정신임을 확인하였다. 이 경영철학에 의해 학교가 하는 일(기능: function)이 타대학과 차별적임을 밝혀내었다. 단순히 인제대학교 재학생만을 대상으로 하지 않고, 전국과 지역사회, 세계를 대상으로 한 공익네트워크형성에 주력하고 있었다. 또한 이런 일을 수행하기 위한 특징적인 별도 조직들이 인제대학교 내에 구성되어 있음을 알아내었다(형태: form). 탁월한 학교 내 학생-학교 네트워크, 교외 산업 간 네트워크, 국외 인제교류 네트워크조직을 형성하였다. 이를 토대로 인제대학교는 신입생에 대한 유인력, 재학생의 고객만족도, 교직원과 학생의 내부만족도와 같은 질적인 변수와 대학종합평가 및 취업률과 같은 양적인 변수측면에서 높은 성과(performance)를 보이는 것으로 나타났다. 위와 같은 결과를 바탕으로 연구자는 인제대학교를 숨어있지만 강한 비영리기관의 ‘숨은 강자(hidden champion)’이라 평가하였다. 이런 숨은 강자적 면모의 차별적 공익마케팅 바탕에는 1930년대부터 70년을 넘는 기간동안에 이루어진 투자가 있었음을 확인하였다. 남들이 눈여겨 보고 있지 않지만 사람들에게 꼭 필요한 인술과 교육에 전 재산을 투자하는 헌신성이 오늘날의 인제대학교가 가진 사회적인 위상과 평판, 그리고 성과를 만들어낸 초석이 되었다.

상표별 고려상표군 크기에 따른 가격수용범위 차이측정

곽영식,홍재원,백지원 한국마케팅학회 2001 ASIA MARKETING JOURNAL Vol.3 No.3

가격반응함수형태별 실제판매데이터 추적능력비교에 대한 연구 : 건강검진데이타를 중심으로

곽영식 진주산업대학교 산업과학기술연구소 2007 산업과학기술연구소보 Vol.- No.14

The most systematic way to represent a price response function is by means of a mathematical equation. The 21 price expectation models were proposed and applied to 119 firms' health examination data. The performances of linear, multiplicative, and attraction price response function outperform Gutenburg model. Furthermore, the various mathematical function showed the capability to explain the relationship between the health service fare and sales volume.

사후적 시장세분화접근의 고객만족조사 : Mixture Model을 중심으로 증권업을 대상으로

곽영식,황희재,홍재원,남용식 한국고객만족경영학회 2003 고객만족경영연구 Vol.5 No.2

Internal Personnel Marketing for Hospital by Mixture Regression Model

곽영식,김세범,정면숙 한국마케팅과학회 2003 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

개인 - 조직 적합도의 결정요인에 관한 연구

곽영식,이광희,이웅희 한국생산성학회 2000 生産性論集 Vol.14 No.1

This study aims at verifying the determinants of person-organization(P-O) fit. From the literature, value congruence, job choice decision and similar occupation are conformed as factors that affect on P-O Fit. The model suggested in this study was designed with factors mentioned above. The results of this study are as follows; First, congruence between employees' value and person-organization fit shows the significant positive relationship (p$lt;0.05). Second, two factors (compensation and environments) among job choice decisions showed a significant effect on P-O fit (p$lt;0.05). Third, the factor 'the difference between current occupation and desired occupation of childhood' in similar occupation (the difference between current occupation and desired occupation of childhood, the difference between current occupation and father's occupation, the difference between current occupation and ideal occupation) showed a significant effect on P-O fit (p$lt;0.05). The findings above indicated that P-O fit model designed can be used for organization to improve the system performance including business competitiveness and employee's job satisfaction. This study, however, has some limitations in sample size and application area of the model. The future study should consider these limitations to improve model applicability in practice.

가격인하 최적시기 연구 : Jean Market 을 대상으로 한 Decision Model 을 중심으로 A Decision Model for Jean Market

곽영식,김용준,이진화,남용식 한국의류학회 2002 한국의류학회지 Vol.26 No.5

The purpose of this study is to develop a decision model that helps manufacturers and retailers determine the optimal timing of markdown in order to maximize their profit An optimal timing decision model was developed based on three steps; conjoint measurement, scenario analysis and simulation. Data were collected from the sample of 149 out of 170 undergraduate and graduate students in Seoul in 1997. From the Jeans market, 8 brands; Levi's, Lee, Guess, Calvin Klein, Pintos, Get used, MFG, and Basic, were selected as competitors for this study. In the conjoint measurement, respondents estimated the level of preference, from 1 to 100, for each item in which brand, price, style, and colors were used to explain product characteristics. Then, in order to reflect competitive situation in Jeans market, four types of scenarios were developed. In each scenario, simulations were applied to decide optimal timing of markdowns that leads to maximal profitability and sales volume. The profit was calculated based on the equation; Profit = Jean's market volume x market share of each brand - cost, where market volume was obtained by integral calculus for market utility function, and market share by logit value of part-worth from the conjoint analysis. For the purpose of the parsimony of the research, cost and the level of markdown were fixed to 30% of the regular price. In results, the optimal timing decision model identified 3 different types of brands. The brands that do not need to take markdown were Levi's, MFG, and Basic Jeans characterized by the highest brand power and the highest price zone. The brands that needed to take early markdowns were Guess, Lee, Calvin Klein, and Get Used with the intermediate level of brand power and price. The brand that need late markdown was Pintos with the weakest brand power among the competitors and the lowest price. The optimal range of markdown remains for further research.

중국 비대면 및 대면 자동차 보험 시장의 서비스 품질 공통모델 개발 연구

곽영식,한강일,구자경,홍재원,남윤정,박지영 한국품질경영학회 2022 품질경영학회지 Vol.50 No.3

Purpose: This study aims to develop a communality model to measure the service quality that the customers encounter on face-to-face and non-face-to-face automobile insurance before and after insurance purchase. Methods: For these purposes, we conduct a five-step program to develop a comprehensive communality model to measure service quality except insurance purchase channels. Results: As a result, we find five communality factors: value-added service for automobile maintenance, value- added service for drivers, quickness, dispatch service, and convenience of the service process. And the relative importance of service quality factors was in the order of value-added service for drivers, the convenience of the service process, quickness, and dispatch service, respectively. Conclusion: This study developed the opportunities to enhance service quality to attract customers. And it contributes to the academic literature by reporting the industry-specific service quality model, which maintains a theoretical gap in the online and offline automobile insurance industry.

고려상품군의 유,무에 따른 가격 반응함수의 비교연구

곽영식 韓國衣類學會 2004 한국의류학회지 Vol.28 No.9,10