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NTIS 바로가기패션비즈니스 = Fashion business, v.18 no.2, 2014년, pp.80 - 94
신상무 (숭실대학교 유기신소재.파이버공학과) , 이은정 (숭실대학교 유기신소재.파이버공학과)
The utilization of QR code for mobile marketing in fashion business has been receiving growing attention with the increasing smart phone users and wireless internet environment. The purpose of this study was to investigate the effects of utilizing QR code for mobile marketing on consumer's purchasin...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
QR code는 어떤 특성이 있는가? | 최근 무선인터넷, 스마트폰 등의 새로운 기술 확산에 따라 마케팅 수단으로 주목 받고 있는 QR(Quick Response) code는 직접적인 구매와 결제로 이어지면서 QR code에 대한 관심과 활용도가 증가하고 있다. QR code는 신문, TV, 웹, 옥외광고, 잡지 등 다양한 매체에 실릴 수 있고 브랜드, 상품 등에 대해 집중된 정보를 제공하는 특성이 있다. | |
Employees Marketing이란 무엇인가? | 패션마케팅의 경우 개발자와 디자이너는 주로 뒤에 숨어 있었으나 20대 중반부터 30대 중반을 타켓으로 캐주얼과 클래식의 하이브리드 제품을 만드는 남성 의류브랜드 켈번(KELBURN)에서 QR code를 적극 활용한 Employees Marketing을 선보였다. Employees Marketing은 매장 직원이나 디자이너가 소비자와 직접 접하여 창출하는 마케팅 효과 즉, 매장에 디자이너가 있다가 직접 소비자에게 제품의 아이디어나 설명을 하는 효과를 QR code(이를 켈번에서는 켈번코드라고 부른다.)를 이용하여 마케팅 하는 것으로 이렇게 QR code를 통해 매장을 방문하지 않아도 제품 정보나 설명을 접할 수 있다. | |
QR code가 등장한 배경은 무엇인가? | QR code는 정보를 제공하는 흑백 격자무늬의 이차원 바코드이다. 정보용량의 제한 및 숫자와 같은 획일적인 표현 방식인 바코드의 한계를 극복하기 위해 등장하였다. 즉, QR code는 한 방향으로만 정보를 가질 수 있는 기존의 바코드와 달리 두 방향 즉 가로, 세로로 정보를 가질 수 있다(Kwon, 2011). |
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