미국내 민족음식의 조사를 통한 한식당의 현지화 전략

• 영문명: A Study on the Korean Restaurant's Strategy through the Survey of Ethnic Cuisine within the US Market
• 발행기관: 한국외식경영학회
• 저자명: 서진욱(Jin wook Seo) 곽용섭(Yong sub Kwock) 유종서(Jong seo Yu)
• 간행물 정보: 『외식경영연구』4권 1호, 125~147쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2001.06.30

영문 초록

Over the 200 years, American foods are changed and developed with ethnic flavor. In the early stage of ethnic food, it served mainly to each nationality and later enjoyed to more diverse people. Now ethnic foods represent a dynamic and developing category. Many American consumers have become far more interested in foods with strong taste profiles. Spicer foods are getting more and more acceptable. There is still one spicy Asian cuisine so unknown to many Americans that it's as if it were meant to be a secret. And it almost is. Korean food - bold, healthful, a treasure for the adventurous - has almost been reserved for Koreans, whose restaurants have made little effort to reach beyond their traditional clientele. Koreans often ask themselves why Americans haven t discovered their cooking, said Namji Steinmann, the vice president for education of the Asia Society. "The main reason is that the food is not marketed to non-Koreans; ' she said. And the neighborhoods where it can be found are few. But that is slowly changing. From the early 1990's, there were Korean restaurant opening as not "pre-ethnic cuisine" but for the "culture or restaurant -oriented" concept. On the report of National Restaurant Association s Ethnic cuisine, we found that there are 3 types of ethnic cuisine lover's. They analyzed those 3 consumer attitude as "Culture Oriented", "Restaurant Oriented" and "Preparation Oriented". That classification implies lots of meaningful suggestions to ethnic-cuisine restaurant operator. We can apply it into various pre-studied materials about "Korean food for Globalism" That mans both marketing or operation strategy should applied to each segment of customer. By that Korean food can enjoyed more as ethnic cuisine and it means "Korean for Globalism"

목차

Ⅰ. 서론

Ⅱ. 미국의 음식문화

Ⅲ. 미국의 민족음식

Ⅳ. 미국의 민족음식과 소비자

Ⅴ. 한국식당의 현지화 전략

Ⅵ. 결론

참고문헌

ABSTRACT