중소 요식업체의 소셜커머스 활용 전략에 관한 연구

• 영문명: A Study on the Utilization Strategy of Social Commerce in Small Restaurants
• 발행기관: 한국산업경영시스템학회
• 저자명: 고성석(Sung-Seok Ko) 김민규(Min-Gyu Kim) 유영진(Young-Jin Yoo) 김석술(Seok-Sul Kim)
• 간행물 정보: 『산업경영시스템학회지』제35권 제1호, 161~168쪽, 전체 8쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

Recently, Social Commerce that provides customer with cheap deals is under the spotlight. The purpose of this study is to propose how to use social commerce on small restaurant business, which encompass almost a half of entire deals. We analyzed each element from the last transaction data of three social commerce company and survey obtained from the restaurant business. As a result, we can find that the purpose of promoting, the location of restaurant, whether is franchise or not, price and menu composition have an effect on sales of coupon. Based on these results, we proposed two step approaches to use the social commerce company. The first step is to decide whether social commerce is used or not and the second step is to define the detail content of deal including the social commerce company. We convinced that our proposed strategy is very helpful to the small restaurant which considers utilization of social commerce company.

목차

1. 서론

2. 연구 가설 설정

3. 가설 검정

4. 소셜커머스 활용 전략

5. 결론

참고문헌

키워드

Social Commerce Restaurant business 4P Strategy