고객시점의 머천다이징에 관한 연구

• 영문명: A Study on the Merchandising of Customer Viewpoint - Focused on the Chain Operation of Discount Store -
• 발행기관: 한국마케팅과학회
• 저자명: 김유오(Kim Yoo Oh)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 춘계학술대회 발표 논문집, 277~294쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.05.30

영문 초록

  Recently retail market has been rapidly expanded in the large cities of in Korea and the competition among individual companies in retail market is also being increased. It is going to examine closely conceptual of merchandising and a domain setup which take the lead in the marketing activities of a retail company. With the method proposal of "store optimization" for conquering the conventional chain operation "pursuit of efficiency" critical point by change of the management paradigm of retail company, as a producer duty of orchestra. Business condition of the same kind where it proposes the merchandising strategy of leading 3C(collector, creator, communicator) price competition by duplication of the goods group by the merchandising domain extension between different business condition.
  It gropes for the review and strategic change of a discount store company which saw enterprise deployment ten years when the efficiency pursuit system led by chain headquarters was reducing the customer draw. A way increase competitiveness quantity and marketing strategy establishment should be able to be provided with basic data not only in the domestic retail company which does but in multinational retail companies.

목차

Ⅰ. 서론
Ⅱ. 머천다이징에 대한 일반적 고찰
Ⅲ. Chain Operation에서의 머천다이징에 대한 제언
Ⅳ. 결론
참고문헌
〈Abstract〉

키워드

Merchandising Discount Store Chain Operation