Download 1. THE KOREAN MARKET

EXCHANGE
Marketing is a widely used term to describe the means of communication between the company
and the consumer audience. Marketing is the adaptation of the commercial activities and use of
institutions by the organizations with a purpose to induce behavioral change on a short-term or
permanent basis
Generally, data mining (sometimes called data or knowledge discovery) is the process of
analyzing data from different perspectives and summarizing it into useful information information that can be used to increase revenue, cuts costs, or both.
Data mining software is one of a number of analytical tools for analyzing data. It allows users
to analyze data from many different dimensions or angles, categorize it, and summarize the
relationships identified. Technically, data mining is the process of finding correlations or
patterns among dozens of fields in large relational databases.
Data mining is primarily used today by companies with a strong consumer focus - retail,
financial, communication, and marketing organizations. It enables these companies to
determine relationships among "internal" factors such as price, product positioning, or staff
skills, and "external" factors such as economic indicators, competition, and customer
demographics. And, it enables them to determine the impact on sales, customer
satisfaction, and corporate profits. Finally, it enables them to "drill down" into summary
information to view detail transactional data.
It is a software that allows users to know where and how they can find Meta data
It extracts Meta data from Big data periodically.
The technology that analyzes and summarizes data flow so that possible to use data easier.
Staying ahead of the consumer is an important part
of a marketer's job. It is important to understand the
"marketing environment" in order to comprehend the
consumers concerns, motivations and to adjust the
product according to the consumers needs.
Job-matching network service "LinkedIn" became a global business SNS channel with
more than 2 hundred million users, but it is not as popular as 'Twitter' or 'Facebook'. It is
hard to find famous CEO or politician who use LinkedIn in Korea..
When LinkedIn started service for Korea at December 2011, there were 300000 Koreans
who were using it. The growth of the number of users is not that big. Koreans who use
LinkedIn usually want to get a job in foreign companies or belong to overseas branches
of Korean companies.
It looks like 'LinkedIn' is not that popular in Korea than other countries.
Because in Korea, there are many well-developed employment agency websites,
and Koreans are unfamiliar with releasing one's career.
1.
Last February, LinkedIn opened its official
website 'Lingying' only for Chinese, and did
go along with censor regulation of Chinese
2.
government.
LinkedIn started platform integration with
In addition, LinkedIn succeeded to go in the
China's own SNS "WeChat"
right direction with Chinese government and
competitive composition by collaborating
According to Chinese who works at a
with 'Sequoia Capital China'.
multinational corporation, using LinkedIn is
Developing 'LinkedIn China' as an
better to get a global, premium job than using
independent start-up company in China by
'zhaopin.com' or '51job'.
engaging Chinese CEO and empowering was
the point too. This Empowering made
>>>We must give customers an impression
'LinkedIn China' take action what customers
that our service is better than local ones that
really want.
they have used.
Every country has different national characters and cultures, so we have to
consider proper market approach to adapt to each country.
Korea
• Demand
Korea has a low employment rate and really concerned about it. This is a new era that over 50
wants to get a new job after retirement. It reflects that target market is quite big. This can be a
good background that can lead to a success.
• Competitor
Korean online job sites are well-developed and lively. Many people use these. But it could have
a gap. Existing Korea job sites has many job announcements. But they are lack of Profile-based
community and hard to see a space for communication.
Cityholic can appeal its functions such as guild(office) and social networking which LinkedIn
also has.
• Timing of breaking into the market
LinkedIn shows sign of success in China but in Korea, still has low awareness. So it seems
important to occupy Korean market earlier than Linkedin.
The field of marketing strategy considers the total marketing environment and its
impacts on a company or product or service.
The emphasis is on "an in depth understanding of the market environment, particularly
the competitors and customers”.
A marketing strategy differs from a marketing tactic in that a strategy looks at the
longer term view of the products, goods, or services being marketed. A tactic refers to
a shorter term view. Therefore, the mailing of a postcard or sales letter would be a
tactic, but changing marketing channels of distribution, changing the pricing, or
promotional elements used would be considered a strategic change.
 Improvement of efficiency of
cooperation through guild
Few barriers to designers and
developers who usually work
with their own team
 Less users and market share
than competitor
Many errors in ‘CityHolic’
application
Find one’s second job easily
 Can find a new market in
Korea – there are low level of
awareness about Profile-Based
job matching system
 Rising rate of using LinkedIn –
People go overseas to get a job,
and LinkedIn is necessary
 High market share of Korean
Online job site such as albamon,
jobkorea in Korea