외식수요 증대를 위한 타겟시장 전략에 관한 연구

• 영문명: A Study on the Tarket Market Strategies to Increse Eatimg-Out Demend
• 발행기관: 한국외식경영학회
• 저자명: 박경곤(Park Kyoung Kon) 김형준(Kim Hyoung Joon)
• 간행물 정보: 『외식경영연구』1권 1호, 97~120쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 1998.06.30

영문 초록

The nationwide number of restaurants has increased more than twofold sicse 1990. It can be said that its reason is that structural change or restructuring along with Korean's application for bailout from IMF has increased the number of the unemployed who in turn have boomed their opening of business. And it could be said be such phenomena as the change of consumers consuming pattern and the remarkable reduction of consumption which have resulted from Korea's- foreign exchange crisis leading to bailout from IMF. Restaurants in Korea have arrived at the situation that they can survive in competition unless they can look for a new breakthrough in this rapidly changing eating-out business. It is thought that the choice of a new category of business capable of coping with the current situation and the aggressive marketing strategy taking advantage of the marketing conditions is the method capable of overcoming this difficult situation. That is, it is thought that it is the most urgent thing to set a new target market and establish a new marketing strategy appropriate to it. To be successful in such target markets as the new-generation market, the women-customer market, the new-kids market, etc., it is necessary to comprehend the characteristic, preference, life style, personality and so forth of each target market and thereby make use of either pricing policy or differentiation policy able to increase eating-out demand.

목차

Ⅰ. 서론

Ⅱ. 연구의 이론적 고찰

Ⅲ. 타켓 시장 전략

Ⅳ. 결론

참고문헌

ABSTRACT