다국적 외식기업의 e-비즈니스마케팅 전략에 관한 연구

• 영문명: A Study on the e-Marketing Strategy of Multinational Food Service Enterprises
• 발행기관: 한국무역연구원
• 저자명: 김기홍(Kee-Hong Kim)
• 간행물 정보: 『무역연구』제9권 제6호, 593~615쪽, 전체 23쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2013.11.30

영문 초록

Multinational food service enterprises provide e-biz marketing services that meet the demands of users such as menu marketing, interactive information exchange, events, and websites that give coupons, and the marketing promotes the companies and improves their brand recognition. Social media is a remarkable innovative tool for the relation and communication between companies and consumers, and rapidly changes and develops the marketing activities of companies. Slogs and SNS are a new cross-media platform to maximize the communication effect with consumers, and multinational food service enterpri es often u e various channels uch as portal earch, blog, and SNS for their marketing. This research compare and analyzes the characteristics and expected performance of blogs and S S channels of multinational food service enterprises through case analysis in terms of marketing activities, and proposes strategic format and suggestion how to maximize marketing per¬formance by independently or integratedly using each marketing channel according to the purpose and direction of a marketing activity.

목차

Abstract

Ⅰ. 서론

Ⅱ. 외식기업의 e-비즈니스 마케팅 이론적 배경

Ⅲ. 외식기업의 e비즈 마케팅 실태와 문제점

Ⅳ. 외식기업의 e-비즈니스 마케팅 가치분석 비교

Ⅴ. 시사점 및 제언

참고문헌

키워드

SNS E-marketing MNC