연구논문(硏究論文): 와인음주상황과 와인선택속성, 와인음주목적간의 경로분석

• 영문명: Path Analysis of Wine Drinking Occasion, Wine Selection and Wine Drinking Purpose
• 발행기관: 한국외식경영학회
• 저자명: 권한조(Kwon Han Jo) 장윤선(Chang Yoon Sun) 정규엽(Chung Kyoo Yup)
• 간행물 정보: 『외식경영연구』14권 4호, 427~445쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.10.30

영문 초록

This research was conducted in order to draw a conclusion on how wine selection according to occasion affects wine purchasing purposes and to achieve results, a substantial analysis using surveys based on attributes withdrawn from theoretical studying was conducted. The implications according to the conclusions of the above analysis were two; first, the vendors of wine must differentiate their sales techniques according to occasions of wine drinking. Up-selling to customers who visit on a special occasion rather than regular customers is of a higher importance. Contrastingly, to regular customers, inducing repeat visits through outstanding service in order to conduct efficient service and improve sales. The second is the conclusion that origins of wine, core qualities and labeling all have close connections with the overall quality of the wine and also affect socialization.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Wine Wine drinking occasion Wine selection Wine drinking purpose