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LAB-TOP COMPUTER의 판매증진을 위한 브랜드 이미지에 관한 연구 -TG삼보컴퓨터를 중심으로-

Title
LAB-TOP COMPUTER의 판매증진을 위한 브랜드 이미지에 관한 연구 -TG삼보컴퓨터를 중심으로-
Other Titles
A Study on the Brand Image for Improvement Sales of Lab-top Computer- Focusing on the TG Sambo Computer
Author
송지성
Issue Date
2003-09
Publisher
한국디자인문화학회
Citation
한국디자인문화학회지, v. 9, no. 3, page. 87-97
Abstract
Nowadays the market environment has become informationization, digitization and worldwide. Then, what is necessary for survival of the enterprise from such market environment. First, a construction of information infra or a construction of delivery system and an equipment for production of various product will be important. However, first of all a construction of powerful brand can be necessary. An enterprise and products have a difference from competitor by a brand, which effects on a purchasing intention of purchaser or a selection behavior of purchaser at purchasing point. The criteria for fulfillment of the purchaser are based on psycological differentiation. An image value of the brand can be raised via an association of an ideal product. Ultimately, preference of the brand is increased, and then the purchaser buy the product. This is an ultimate objective of branding strategy. Differentiation of product itself reaches to limit, as large scale production system in enterprises and large scale delivery system in delivery agencies are established in field of cumsumption goods. Then, purchasing behavior of purchasers who can select product freely has become indiviualization, emotionalization and variety, and the structure of market has been undergoing a big change quantitatively as well as qualitatively. Finally, discrimination caused by a quality or a price do not indicate the superiority of products any more. Image of brand or enterprise itself is an important buying defined factor. Recently, the value of brand has become noticeable. Because the creation of new product image is necessary as a part of enlargement of market share in addition to development of product itself in complex market environment. In orther words, the phenomenon for discrimination of brand image through an appearance, design, advertising or promotional acitivity has generalized. Although the growth rate of sales in domestic PC market varies according to each enterprise, generally the duration of the growth is tmasient after a new product is put on market, perhaps because of neglect of performance 如d price of products or after service. Above all, purchasers tend to choose products based on an image of manufacturer, that is, brand image. In this study,therefore, it is contemplate that how does brand image act for promotion of sales?, and what does brand marketing effect on? It will be a chance that can develop as a global brand if 'TG' concentrate more interest and investment for systemic and successful brand marketing.
URI
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE06541413https://repository.hanyang.ac.kr/handle/20.500.11754/156227
ISSN
1598-6497
Appears in Collections:
COLLEGE OF DESIGN[E](디자인대학) > COMMUNICATION DESIGN(커뮤니케이션디자인학과) > Articles
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