최근 기후변화로 인해 외래 무척추동물(곤충)의 돌발발생 가능성이 높아지고 있는 추세를 감안할 때 이들에 대한 확산 및 변화예측 진단을 통한 조기방제의 중요성이 대두되고 있다. 그러나, 외래곤충의 종 정보 및 정확한 침입경로가 충분치 않아 문제해충이 될 가능성이 매우 높은 것이 사실이다. 또한, 신속정확한 정책결정을 위해서 는 현장조사자료가 체계적으로 수집되어 종합되어야만 정확한 진단 및 방제에 활용될 것이므로 이에 대한 다양 한 장치가 필요하다. 현재 국내 서식 중인 주요 산림해충 일부를 제외한 종들은 대부분 외래곤충으로 돌발적으로 대발생한 해충이 많이 포함되어 있어 국내에 유입된 외래 곤충에 대한 체계적인 데이터 확보를 통해 정착, 확산, 생태계 영향 예측모델 개발 및 활용시스템의 구축이 요구되는 실정이다. 따라서, 본 연구는 외래 곤충의 전국적인 모니터링을 통해 분포정보 및 생태정보 등의 중요 데이터 수집과 최신 정보를 활용하여 국내 유입된 외래 곤충의 정착, 확산, 생태계 영향 및 변화예측을 위한 전략수립과 모바일 등을 이용한 전자야장의 사용에 대해 논하고자 한다.

본 논문에서는 철근콘크리트 골조를 주 대상으로 하여 설계 및 시공 전 과정에 대한 디지털전환 전략과 기술개발에 대하여 기술하 였다. 건설 현장의 BIM 도입과 디지털 전환이 기대만큼 활성화되지 않는 중요원인을, 모델링 솔루션을 이용한 설계모델 구축의 생산 성과 후속 프로세스에서 요구하는 필요충분한 정보를 제공하는 완성도에서 찾을 수 있다. 특히 방대한 양의 상세설계 모델 구축에 소 요되는 과도한 노력과 단순반복 작업 과정에서 발생할 수 있는 인적 오류에 의한 정확성 결여는 건축 프로젝트의 디지털 전환 실현을 위하여 해결되어야 할 기술적 장벽이다. 이러한 배경에서 본 연구에서는 철근콘크리트 골조 공사를 대상으로 디지털전환과 현장적용 을 목표로 이를 실현하기 위한 개념적 전략 수립과 기술개발 사례에 대하여 기술하였다. 이를 위하여 시공 단계에서 필요한 상세설계 정보를 포함하는 건물골조 상세설계 BIM 모델링 기술개발 결과를 제시하고, 특히 배근상세설계 등 반복성이 높은 상세설계 업무를 자동화하여 기본설계 2D CAD 도면에서 출발하여 3D BIM 모델을 구축하고 상세설계 BIM 모델을 생성한 후 이를 활용하기 위한 플 랫폼 구축까지의 프로세스를 완성하였다. 제시된 자동화기술과 현장관리 플랫폼에 의한 프로세스는 CAD 도면 기반의 전통적 건설 프로세스를 대체하기 위해 요구되는 업무 생산성과 기술적 정보 완성도를 확보한 것으로 평가되었다.

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). “Digital Transformation” means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry’s digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry’s case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

Introduction With most consumers in developed countries actively using Internet in their daily lives (International Telecommunication Union, 2017), and billions of monthly active social media users (Facebook, 2017; Instagram, 2017), businesses across the globe work to ensure their efficient representation in the online environment. For luxury brands, digitalization poses unique challenges. While some luxury brands fully embrace the digital environment, whether through designing memes for their social media campaigns (Gucci, 2018), or through selling their luxury products via online channels (Vacheron Constantin, 2018), other luxury brands avoid digitalization. Some marketers suggest that “digitalization of luxury brands” is somewhat paradoxical, since customers of luxury brands expect exclusive access, insider knowledge, and more personalized, intimate service than online environment can offer (Deloitte Touche Tohmatsu Limited, 2015; Hennings, Wiedmann, and Klarmann, 2012; Popomaronis, 2017). Considering that “one size” does not fit all in marketing, could it be the case that digital presence has favorable impact on some luxury brands, but not on others? Brand personality, culture and values of luxury brands can work to create a traditional, or a more modern, brand image (Azoulay & Kapferer, 2003; Madhavaram, Badrinarayanan, & McDonald, 2005). It seems reasonable to assume that more modern luxury brands are expected to modernize, even in a digital capacity, while traditional luxury brands are expected to be resilient to change. In other words, digitalization might be perceived differently by customers of traditional luxury brands versus modern luxury brands. However, luxury brand literature is silent as to how these brands should engage audiences online. The primary goal of this paper is to determine whether digital presence leads to differential consumer outcomes depending on the luxury brand identity. Theoretical Development It is universally accepted that the online environment is one of the key factors impacting consumer outcomes in our digital age (Darley, Blankson, & Luethge, 2010). Specifically, brand website quality, interface, experience and website satisfaction all have a strong influence on the consumer decision process, and determine how consumers engage with and obtain knowledge of a brand (see Darley et al., 2010 for a review). Moreover, navigation and convenience of the brand website environment were found to be important predictors of consumers’ attitudes (Childers, Carr, Peck, & Carson, 2001). In fact, when it comes to evaluating brands and their websites, consumers are driven by three factors: website functionality (e.g., navigation), psychological factors (e.g., trust and feelings of reliability/professionalism), and content (e.g., website design) (Constantinides, 2004). At the same time, these three driving factors in website evaluation (i.e., functionality, psychological factors, and content) help build the brand identity, and create a specific brand image through brand presentation style, and the relationships created with customers (Nandan, 2005). A strong component of brand identity is brand personality. Using Aaker’s (1997) brand personality dimensions as a starting point, Heine (2009) developed a luxury brand personality scale, identifying the following traits: modernity, eccentricity, opulence, elitism, and strength. The first trait, modernity, refers to the temporal perspective of the brand, ranging from modern to traditional. ”Traditional” can mean conservative, classic, and old-fashioned, yet luxury brand positioning is often based on tradition, which results in low modernity (Esteve and Hieu-Dess, 2005; Mutscheller, 1992; Vernier and Ghewy, 2006; Vickers and Renand, 2003; Vigneron and Johnson, 2004). The concept of a “modern brand,” on the other hand, elicits associations such as contemporary, trendy, and progressive. For luxury brands, while Donna Karan New York would identify as a modern brand, Hermes provides an example of the traditional brand. Past research indicates that modern brands are more symbolic, embody conspicuousness, and do not require luxury knowledge. Furthermore, modern brands are often deemed more exciting (Aaker, 1997) and creative (Roux, Tafani, and Vigneron, 2017). In contrast, a traditional brand requires craftsmanship, represents aesthetic possession, and requires knowledge (Pitt, Berthon, Parent, and Berthon, 2001). While Kapferer (1998) considers that tradition and modernity are part of luxury brand identity, and thus strategy, only recent evidence demonstrates that luxury brand image can influence consumer evaluations and decision making (Roux et al., 2017). We suggest that luxury brand identity should impact the digitalization strategy of the luxury brands. First, even though past research suggests that e-commerce and use of social media bodes well for luxury brand strategy (Godey et al, 2016; Lee and Walkins, 2016), we argue that for modern (vs. traditional) luxury brands, digitalization and social media presence is viewed more negatively. This is due to the fact that modern brands are more symbolic, that is a sign of affluence (Pitt et al., 2001), and linked more closely to the trait of exclusivity (Roux et al., 2017). When negative attitudes of the modern luxury brand consumers arise, they will result in lower evaluations of the brand digitalization efforts (e.g., brand website). Formally, H1: Exposure (vs. no exposure) to the brand’s social media page will lead to lower (vs. higher) brand website evaluations for the consumers of a modern (vs. traditional) luxury brand. Given that consumers can express love for brands and designate status to brands, their overall relationships with a brand can influence brand website evaluations. However, consumers could attribute higher or lower value to a brand’s identity in the online environment, thereby determining the success or failure of luxury brand digital strategy (Quach and Thaichon, 2017). More specifically, consumers might perceive brand website to be an integral part of a modern brand’s image, and might not see a website as a critical component of a traditional brand’s image. In other words, a website of a modern brand might be subject of higher scrutiny than that of a traditional brand, and thus might be more dependent on the overall consumer attitudes towards the brand. Therefore, we propose that brand love can attenuate the negative influence of digitalization on website evaluations for a modern brand. As such, H2: For a modern luxury brand, high (vs. low) brand love will increase (vs. decrease) website evaluations. No such relationship exists for a traditional luxury brand. Study 1 One hundred and forty-six French participants were recruited on social media (Mage = 28; 71.9% female) to participate in a survey conducted in French about luxury brands. Participants were randomly assigned to one of four conditions in a 2 (Luxury brand: modern vs. traditional) x 2 (Social media page: shown vs. not) between-subjects experimental design. After viewing the website for either the brand identified during the pretests as traditional (Hermes) or modern (Celine), participants in the “social media page: shown” condition viewed the target brand’s Instagram page. Participants in “social media page: not shown” condition immediately proceeded to the study questionnaire. Following this, all participants responded to the questionnaire measuring the dependent variable, Website evaluations, on a 3-item 7-point scale (“How would you rate this website on the following features: design, navigation, and professionalism”, 1 - very negative and 7 - very positive; α = .94; Constantinides, 2004). Next, participants responded to two covariates, including two 7-point Likert-type items to capture Luxury brand knowledge (e.g., “I know more about luxury brands than most other people”; r = .96; p < .001; Mueller, Francis, & Lockshin, 2008), and one item measuring Luxury shopping habits (“How often do you buy luxury goods?”, 1 - more than once a month and 7 - never). Social media usage, as it pertains to this study in particular, was measured as a covariate on a one-item scale (“How often do you use social media?”, 1 - several times a day, 4 - at least once per month). Lastly, demographics were captured. An ANCOVA with the Luxury brand (0 - traditional brand, 1 - modern brand) and the Social media page (0 - not shown, 1 - shown) as the independent variables, Luxury brand knowledge, Luxury shopping habits, and Social media usage as covariates, and Website evaluations as the dependent variable yielded a significant 2-way interaction (F(1, 144) = 3.91; p = .05), driven by main effects of Luxury shopping habits (F(1, 144) = 5.28; p = .02) and Social media usage (F(1, 144) = 6.75; p = .01). The means revealed directional support that the traditional brand website was evaluated more favorably (M = 5.59) than that of the modern luxury brand (M = 5.38). Planned contrasts revealed that for those who saw the social media page, the Website evaluations were higher for the traditional brand (M = 5.56, SD = 1.48) than the modern brand (M = 5.10, SD = 1.88; F(1, 144) = 1.76; p = .06). For those who did not see the social media page, Website evaluations did not differ for the modern (M = 5.68, SD = 1.52) or traditional luxury brand (M = 5.63, SD = 1.53; F(1, 144) < 1). Moreover, for the traditional brand, the social media page did not influence Website evaluations (M = 5.56, SD = 1.48 vs. M = 5.63, SD = 1.53 for shown vs. not shown; F(1, 144) < 1). On the other hand, for the modern brand, Website evaluations were lower for those who saw the social media page (M = 5.10, SD = 1.88) versus did not see the social media page (M = 5.68, SD = 1.52 F(1, 144) = 2.61; p = .02). Thus, the modern brand was more influenced by digital strategies than the traditional brand, such that for the traditional brand, viewing the social media page did not influence the website evaluations. In contrast, viewing the Instagram page of the modern luxury brand had a negative influence on luxury website evaluations. The modern brand website, specifically, was viewed as less aesthetically pleasing, and less professional, after viewing the brand’s Instagram page. We speculate that this is because the luxury brand was seen as less rare, and special, after viewing its social media page, and these negative associations affected downstream consumer judgments when evaluating the brand website. Study 2 To formally test hypothesis two, European consumers speaking English were recruited via social media to participate in a study on luxury brands. An experiment using a 2 (Luxury brand: modern vs. traditional) x (Brand love, continuous) between-subjects design was undertaken. The Luxury brand variable was manipulated by exposing participants (N=128; Mage = 21; 60% female; 63% German) to one of the two brands recognized as either more modern (Chanel) or more traditional (Hermes). The dependent variable, Website evaluations, was measured as in study 1 (α = .77). Participants also responded to two 7-point Likert items measuring Brand love (e.g., “I love the brand whose website I just visited”; r = .75; p < .001; Bagozzi, Batra, and Ahuvia, 2014), and two covariates of Luxury brand knowledge (r = .9; p < .001) and Luxury shopping habits. Lastly, demographics were captured. A regression using PROCESS Model 1 with the Luxury brand (0 – traditional brand, 1 – modern brand) and mean-centered Brand love as the independent variables, Luxury brand knowledge and Luxury shopping habits as covariates, and Website evaluations as the dependent variable yielded a significant 2-way interaction (β = .38; t = 1.82; p = .07) driven by a main effect of the Luxury brand, so that the website of the traditional brand was evaluated more favorably (M = 5.85) than that of the modern brand (M = 4.88; β = - .98; t = -3.13; p = .002). Planned contrasts revealed that when Brand love was low, Website evaluations were greater for the traditional brand (M = 5.84) than the modern brand (M = 4.28; β = -1.56; t = -3.86; p = .0002). However, there was no difference in Website evaluations when Brand love was high (M = 5.87 vs. M = 5.47 for traditional vs. modern, respectively; β = -.40; t = -.82; p > .4). Moreover, for the traditional brand, Brand love did not influence Website evaluations (M = 5.85 vs. M = 5.87 for low vs. high brand love; β = .01; t = .08; p >.9). On the other hand, for the modern brand, Brand love had a positive impact on Website evaluations, such that evaluations were higher when Brand love was higher (M = 5.47) versus lower (M = 4.28; β = .39; t = 2.40; p = .018). Thus, luxury brand websites emanating from traditional brands are more widely accepted than those from modern brands. Additionally, these results support hypothesis two that brand love attenuates lower website evaluations for the modern luxury brand while not influential of evaluation of the luxury brand website for traditional brands. Important for the modern luxury brand, brand love should be high for brands pursuing digital strategies. Conclusion In sum, the findings from the two experiments indicate that digital techniques employed by traditional luxury brands are more widely accepted than those of modern brands. Specifically, the findings reveal that while social media pages can detract from the evaluations of the modern luxury site, they do not influence the evaluations of the traditional luxury site (study 1). Given that one of the benefits of luxury brands’ sharing of content in a digital environment involves facilitating brand love, it is imperative for modern luxury brands to garner high brand love. After all, brand love increases site evaluations for modern luxury brands (study 2). Using appropriate brand identity interface to communicate brand identity to the brand contacts is important in building brand equity (Madhavaram et al., 2005), especially in the domain of luxury brands, where brand equities amount to billions of dollars (Quach and Thaicon, 2017). Therefore, understanding how best to use digital interfaces is paramount to luxury brand strategy.

The virtual reality market is already creating new added value across the industry and it is expected to change the way we live and work. Currently, virtual reality marketing is actively applied to the game industry and marketing methods are diversifying. Moreover, this marketing it will be widely applied in various fields such as medical care, defense, and entertainment in the future. In this paper, we analyze the marketing strategy of virtual reality industry which is expected to grow in the future combined with existing 4P analysis and 4C analysis.

연구에서는 사업주체 및 사업영역 선정을 중심으로 한국영상물 산업의 물류공동화 전략 및 방안에 대하여 고찰 해보고자 하였다. 본 연구 방법으로는 문헌자료, 보고서, 실증사례를 바탕으로 연구가 진행되었다. 본 연구에서는 영상물 물류공동화 전략방안으로는 단기적, 장기적 전략방안으로 구분하여 고찰 하였다. 단기전으로는 하주가 운영을 하면서, 공동운영하는 방법과 장기적으로는 물류업자가 운영을 하면서, 대행위탁사업으로 전개하는 방안을 도출하였다. 본 연구의 대상은 영상물 물류공동화에 한정하여 연구가 진행되어졌다. 향후 타 업종으로 확대하여 연구할 필요가 있다.

Big data, artificial intelligence and other cutting-edge technologies are gradually integrated with the real economy, promoting modern society to the development stage of digital economy, and the emergence and development of new industrial trends will inevitably suffer from realistic challenges, at this time, it is necessary to respond to the challenges in a targeted manner.Based on this, this paper analyzes the realistic challenges of the digital transformation of the sports industry, and on the basis of clarifying the existing challenges and difficulties, puts forward the promotion strategy of the digital transformation of the sports industry from multiple perspectives for reference.

In recent years, with the development of economic globalization and the promotion of modern media technology, cultural enterprises such as publishing, entertainment and new media have sprung up like mushrooms after a rain and made significant contributions to economic growth, which not only increased China's financial revenue, but also promoted product export and improved its international image. Although the digital cultural trade of Chinese enterprises started relatively late, it has already formed a certain scale and has a good development prospect in the international development and cooperative operation. Since the signing of the cooperation agreement between China and South Korea in June 2015, it has largely promoted the development of enterprises’ digital cultural trade. By comparing the digital development of cultural trade between Chinese and Korean enterprises, this paper points out the current problems faced by Chinese enterprises in the internationalization development, and gives practical suggestions.