스타벅스 커피전문점의 서비스 개선을 위한 마케팅 전략

• 영문명: Marketing Strategy for Service Quality Improvement of Specialty Starbucks Coffeeshop: A Case Study
• 발행기관: 한국외식경영학회
• 저자명: 김우실(Kim Woo Sile) 오경남(Oh Kyeung Nam) 이영희(Lee Young Hee) 조강옥(Cho Kwang Ok)
• 간행물 정보: 『외식경영연구』5권 1호, 3~17쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2002.04.30

영문 초록

The primary purpose of this study was to draw a marketing strategy by the analyzing today's trends and surroundings, and the attitudes of consumer on Starbucks coffeeshop, one of the most rapidly growing specialty coffeeshops, among any other take-out coffeeshop today. For the Starbucks coffeeshop, the survey was carried out with several views such as the experience of using it, the reasons of using specialty coffeeshop, the investigation about it. The main reasons for frequent specialty coffeeshop was reported that Starbuck coffeeshop to be the appropriate place for their meets and own experience of special taste. The taste of Starbucks coffee was evaluated by the degree of satisfaction, but the students needed the better atmosphere and convenient use. The marketing strategy of price is to be closely reconsidered, because most of students and business men responded to the cutdown of the price. Therefore, it was quitely recommended that the marketing strategy of better! service and special atmosphere should be preferred to the strategy of freshness. This study finally came to build up the 4 ps of marketing strategy: product marketing (new set menu), area marketing(place for target customer), promotion and price marketing(coupon, etc), and procedure marketing (reducing the time process).

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구조사 방법

Ⅳ. 조사분석 결과

Ⅴ. 고찰 및 결론

참고문헌