Earticle

인터넷쇼핑의 급속한 발전과 함께 사람들의 소비패턴 큰 변화를 겪고 있다. 최근 O2O(Online 2 Offline)에 의한 전자상거래가 화두이다. O2O의 출현은 인터넷쇼핑 이용하고자 하는 서비스 업자들이 인터넷쇼핑을 활용 할 수 있는 기회가 되였다. 인터넷 구매자들과 오프라인 가게들이 결합 실현되었다. O2O은 전자상거래 분야의 새로운 방향으로 발전했지만 그 발전과정에서도 여러 문제가 존재 하고 있 다. 본 연구는 O2O 전자상거래에서 고객들의 지속적인 구매를 결정하는 요인에 관한 변수를 찾아보려 고 한다. 이러한 연구는 O2O의 활성화에 전략적 지침을 제공하게 될 것이다.

With the rapid development of Internet shopping, people's consumption patterns are undergoing a great change. Recently, electronic commerce by O2O (Online 2 Offline) is a hot topic. The emergence of O2O has become an opportunity for service providers to use Internet shopping. Internet shoppers and offline shops were combined. O2O has evolved into a new direction in the field of e-commerce, but there are many problems in its development. This study seeks to find out the factors that determine the continuous purchase of customers in O2O electronic commerce. These studies will provide strategic guidance for the activation of O2O.

The transport structure plays an important role in the efficient operation of the integrated transport system. The efficiency of the transport system affects the socio-economic development. Therefore, the research on the transport structure is very important. This paper analyzes the traffic structure and suggests the optimization of traffic structure in China. This paper puts forward the evaluation method and rule of rationalization of transportation structure, analyzes the present situation of domestic transportation structure, and points out the problems of transportation structure by means of evaluation method. The government should do a good job in macroeconomic regulation and control the direction of flow for development of domestic transportation in the future.

运输结构对综合运输系统的高效运行起着重要作用，运输系统的效率影响社会经济的发展，所以对 运输结构的研究就非常重要。本文分析了我国运输结构并提出建议优化运输系统。本文提出了运输结构合理 化的评价原则和方法，分析了国内运输结构的现状，并运用评价方法指出运输结构存在的问题。政府部门要 做好宏观调控并把握整体方向，从而为以后国内运输事业的发展提供了一定参考。

Marketers are increasingly trying to appeal to consumers’ pursuit of happiness, for your brand’s long-term success depends on a broader array of marketing strategies that deliver subjective consumption values and social results for your customers. The purpose of this article is to study the direct relationship between brand experience and consumer happiness. Studies use SPSS 22 for the analysis purpose and conduct descriptive analysis, correlation and regression for the findings. Finding of studies provide evidence that the stimulus signal delivered by a strong brand experience rouse consumers' subjective consumers' feelings by providing the pleasing emotional experience. Specifically, high sensory (affective, intellectual, behavioral) experience of brand has positively influences on consumer happiness. The relevant contributions that emerged from this research include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.

营销人员越来越重视消费者的幸福体验感，因为以幸福感为核心的一系列营销策略能为客户提 供主观消费价值感和社会价值感，从而促使品牌获取长期成功。本文以品牌体验与消费者幸福的相关关系为 研究目标，使用SPSS22软件对相关因素进行描述性分析，相关性和回归分析。研究表明，强烈的品牌体验所 提供的刺激信号能提供愉悦体验，从而唤起消费者主观消费情感。本文特别指出高水平感知性品牌体验（情 感，智力，行为）对消费者的幸福感有积极影响。本研究通过梳理上述研究内容不仅提出相关文献的研究不 足，同时也提供相应有价值的管理启示。

20세기 80년대에 기업문화가 세계적으로 담론하는 화제로 되었으며 기업문화의 중요성도 날이 감에 따라 더욱 돌출해졌다. 본 연구의 주요 내용은 삼성전자와 BMW 기업의 사례분석을 통해 문화마케팅 전략이 무엇인지를 파악하였다. 기업들이 문화 마케팅을 성공적으로 수행하기 위해서는 다음과 같은 조건이 충족되어야 한다는 결론을 내리게 되었다. 첫째, 문화의 상품성 확보가 우선되어야 한다. 둘째, 장기적 안목의 접근이 필요하다. 셋째, 문화 마케팅에 대한 전문성 확보가 필요하다. 넷째, 문화의 시 대적인 흐름을 적절히 파악해야 한다. 다섯째, 국가 차원에서의 지원이 필요하다

In the 80s of the 20th century, corporate culture became a topic of global discourse, and the importance of corporate culture became even more prominent as the days passed. The main Culture Marketing of this study are the analysis of case studies of Samsung Digit and BMW companies. In order for companies to successfully perform cultural marketing, they conclude that the following conditions must be met. First, securing the merchantability of culture should be given priority. Second, a long-term perspective approach is needed. Third, it is necessary to secure expertise in cultural marketing. Fourth, the flow of the culture must be grasped properly. Fifth, national support is needed.