소비자의 다양성추구성향에 따른 고려상표군형성에 관한 비교 연구

한상만(Sang Man Han),남용식(Yong Sik Nam) 한국마케팅학회 1997 마케팅연구 Vol.12 No.1

본 연구는 소비자들의 다양성추구성향에 따라 구매의사결정과정의 특성이 상표선택단계에서뿐만 아니라, 이전단계인 고려상표군 형성단계에서도 많은 차이를 보일 것이라는 연구문제를 제기하고 "소비자들의 다양성 추구성향에 따른 고려상표군 형성의 차이"를 비교분석하였다. 이를 위해 151명의 패널집단을 대상으로 5가지 제품군에 대해 8회에 걸친 상표선택 시뮬레이션자료를 수집하여 소비자집단별로 나타나는 고려상표군형성의 특성차이를 분석하였다. 결과적으로 상표선택행위를 기준으로 분류된 다양성추구집단과 다양성회피집단에서 고려상표군형성이 서로 다른 특성을 보임을 알 수 있었다. 특히 집단간에 고려상표군구성상표의 내용변화가 가장 큰 차이를 보였으며, 다음으로는 고려상표군의 규모변화, 고려상표군크기의 순으로 나타났다. 이러한 결과는 5가지 제품군에서 모두 일관성있게 나타났다. 추가적으로 2단계 상표선택이론에 근거하여 소비자의 상표선택단계에서 나타나는 다양성추구/회피성향과 고려상표군형성단계에서 나타나는 다양성추구/회피성향을 복합적으로 분석하였다. 2단계상표선택이론에 근거한 분석에서는 다양성추구/회피성향이 일관성있게 나타나는 소비자집단이 큰 것으로 나타났다. 그러나 두 단계에서 그 특성들이 일치되지 않는 소비자들도 다수 존재하는 것으로 나타났는데, 특히 고려상표군형성단계에서는 다양성을 추구하지만 상표선택단계에서는 다양성을 회피하는 소비자들이 많은 것으로 나타났다. 이러한 결과들을 토대로 고려상표군 형성단계와 상표선택단계에서의 다양성추구/회피성향을 기준으로 새로운 시장세분화를 제안하였다.

판매원의 가격결정권한이 기업이익에 미치는 영향과 전략적 활용

유필화(Pil Hwa Yoo),남용식(Yong Sik Nam) 한국경영학회 2000 經營學硏究 Vol.29 No.4

In this paper, we investigate an important marketing issue, which is whether salespeople should be given pricing authority. Whether or not the delegation of pricing authority to salespeople improves the company`s performance has been a highly controversial issue in marketing. Despite the repeated calls in the marketing literature for empirical researches of the relationship between delegating the pricing authority and its effects on the performance, few empirical research has been done on the effect of delegating pricing authority to the sales force. One of the main purposes of this article, therefore, is to analyze differences among firms that delegates pricing authority to their salespeople in varying degrees. And we focused on the empirical analysis of the relationship between the extent of pricing authority and its impact on the performance. A survey was conducted using a questionnaire administered to the sales managers of 125 listed companies in Korean stock market. We found out that most firms grant medium to high degree of pricing authority to their sales force regardless of the presence or absence of the critical condition like a commission system called for in the existing literature. Although marketing managers have an affirmative expectation of its impact on the profit maximization and moral of the sales force, we found the actual performance was somewhat inconsistent with their subjective expectation. The empirical results suggest that the optimal level of pricing authority delegation is medium rather than high or non. This result could provide the managers with highly relevant managerial issues.

가계금융고객과 기업금융고객의 은행선택행위에 관한 비교연구

김용준(Yong June Kim),남용식(Yong Sik Nam) 성곡언론문화재단 1996 성곡논총 Vol.27 No.2

중국 화장품 유통경로 유형별 평가에 대한 서술적 연구

곽영식(Kwak, Young-Sik),남용식(Nam, Yong-Sik) 대한경영학회 2011 大韓經營學會誌 Vol.24 No.2

상표선택단계에서의 다양성추구자가 고려상표군 형성단계에서도 다양성추구소비자인가 ?

한상만(Sang Man Han),남용식(Yong Sik Nam) 한국경영학회 2000 經營學硏究 Vol.29 No.1

In this paper, we investigate the relationship of variety-seeking tendency between brand choice and consideration set formation stages. Although it is well known that variety-seeking tendency is an important factor in brand choice behavior, not much has been done on its relationship in two-stage choice process. Using simulated panel data, we propose the typology which we are able to categorize the characteristics of variety-seeking tendency in consideration set formation, and examine the consistency of variety-seeking tendency in two-stage choice process. We also address the behavioral patterns between variety-seeking in the stage of consideration set and brand switching in the choice stage. Our empirical results show that each type of variety-seeking tendency in consideration set formation leads to different brand choice behavior. Based on these findings, we discuss theoretical and managerial implications.

Hybrid DEFENDER 모델

김용준(Yong June Kim),남용식(Yong Sik Nam) 한국마케팅학회 2002 마케팅연구 Vol.17 No.1

본 연구는 소비자의 이질적인 인지와 동태적 선호구조를 고려하여 공격전략 또는 방어전략 모델을 발전시키는데 있다. 새로운 브랜드가 시장에 전입할 때 Luce의 비례효과, 대체효과, 유인효과를 통해서 기존의 브랜드에게 영향을 준다. 그런데 기존의 연구들에서는 이러한 차별적인 효과들을 개별적으로 분리해서 다루었다. 본 연구는 새로운 브랜드가 기존의 브랜드에 미치는 영향을 설명하기 위해 3가지 효과들을 통합적 모델 안에 포함시켰다. 기본적인 수학적 모델은 방어전략의 여러 상황들로부터 도출되었으며, 이 모델을 좀더 자세히 설명하기 위해 실증연구와 시뮬레이션 연구가 실시되었다. 실증연구의 한 예로서 한국 이동전화서비스 산업에 있어서의 방어전략을 제시하고 있다. 본 연구의 결과는 경영자들에게 제품 포지셔닝 및 가격정책과 관련하여 새로운 브랜드를 진입시키는데 있어서 기존의 브랜드에 미치는 특유한 효과에 대한 통찰력을 줄 수 있을 것이다. The purpose of this study is to develop the attacking and defending strategy model to adopt consumer heterogeneous perception and dynamic preference structure. When a new brand enters a market, the new brand impacts the existing brands through Luce`s proportionality effect, substitutability effect and attraction effect. The existing literatures on this topics handle these discriminating effects separately. This research tries to incorporate these effects in an integrated model to explain the impacts of new brand to existing brands. The basic mathematical model is derived to the various situations of the defensive strategy. To elaborate the model, the empirical studies and simulation studies present to pursue the defensive strategy in Korean mobile-telephone service industry. The result might give insights to managers to manage the discriminatory effects of entry brand to their existing brands with respect to brand positioning and pricing.

개발업자 시각의 중국 쇼핑몰 유인력 결정모델에 관한 연구

곽영식(Young sik Kwak),남용식(Yong sik Nam) 한국창업학회 2013 한국창업학회 Conferences Vol.2013 No.1

This study aims to explore the factors that determine the attractiveness of shopping mall locations for developers, from the perspective of those who want to open shopping malls in China, and to evaluate the relative importance of these factors. It also aims to establish a decision model of shopping mall attractiveness. The measurement variables for shopping mall attractiveness decision models from a developer’s perspective discussed in the literature review may be summarized as location, store, customer price fit, and mall image. Location was classified into tertiary trade area and proxi0mity. Four different measurement variables such as anchor store, tenant mix, number of stores, and size of shopping mall were used for stores. Shopping mall image was determined by the experience module of product, presentation, publication, and properties. The researchers applied this model tofour shopping mall in Beijing. Through the AHP analysis, the researchers found that the relative importance of the variables was in the following descending order: “store attractiveness”(0.339) > “goodness-of-fit between target market customers and prices” (0.287)> “shopping mall image” (0.212) > “location” (0.161).

중국 B2C 온라인 핸드폰 판매량의 명절효과에 대한 연구

홍재원(Jaewon Hong),곽영식(Youngsik Kwak),남용식(Yongsik Nam),남윤정(Yoonjung Nam) 한국컴퓨터정보학회 2019 한국컴퓨터정보학회 학술발표논문집 Vol.27 No.1

중국 B2C 온라인 핸드폰판매량의 명절효과에 대한 연구

곽영식(Youngsik Kwak),홍재원(Jaewon Hong),남용식(Yongsik Nam),남윤정(Yoonjung Nam) 한국컴퓨터정보학회 2019 韓國컴퓨터情報學會論文誌 Vol.24 No.6

The purpose of this study is to demonstrate empirically whether replacement intervals of mobile phones sold in China online B2C are influenced by purchase points such as holidays. If there is a holiday effect, it is expected that the product replacement interval or interpurchase interval will be short compared to the usual one at holiday time. In order to verify this positively, at TMall, one of the largest B2C sites in China, we explored 5,132 replacement cycle intervals and the point of purchase at which one of the sales records of an agent dealing with all multinational mobile phones had minimum two purchase records. As a result, there was a buyer who had shorter replacement period than usual in holiday season. There was no statistically significant difference in the intervals of interchange between holidays. Based on the results, it was found that the mobile phone vendors were aware that purchasing was occurring due to the holiday.

중소 조선기자재 업체를 위한 클라우드 컴퓨팅기반 BPM-ERP 시스템 개발 및 적용

정동규(Donggyu Jung),조지운(Chiwoon Cho),남용식(Yongsic Nam) 대한산업공학회 2010 산업공학 Vol.23 No.2

Marine equipment makers today face a multitude of challenges including the needs of an internal system for easy management of their business processes and a collaboration system to streamline communications with the parent company, increasing product complexity and heightened requirements for information technology. In this research, a BPM-ERP system called Biz Tower<SUP>®</SUP> was implemented based on cloud computing for especially, small and medium marine equipment makers to standardize and visualize the entire business process from order placement to release. This system also provides their parent company with visibility into the status of orders and user can easily access the system on the web at a low price through cloud computing service. Thus far, this paper demonstrates the applicability of Biz Tower<SUP>®</SUP> to improve management visibility, process performance, and collaboration with the parent company for small and medium marine equipment makers.