대학가 음식점의 성공요인 분석 : 음식, 경영일반, 마케팅의 3가지 요인을 중심으로

• 영문명: An Analysis of Success Factors for Restaurants in University Towns: Focused on Cuisine, Management, and Marketing Tools
• 발행기관: 한국외식경영학회
• 저자명: 강석종(Kang, Sukjong) 유태영(Yoo, Taeyoung)
• 간행물 정보: 『외식경영연구』21권 5호, 241~268쪽, 전체 28쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2018.10.30

영문 초록

Faced with so many business tools, such as blog activities and promotion coupons, business players in markets do not easily select appropriate ones. This study analyzes the relative impact of the three factors, i.e., cuisine, general management, and marketing, on the restaurant performance. Using the survey data on 360 restaurants, which operate in three university towns around Kyunghee University, this study finds the three outcomes: 1) among the cuisine-related factors, the Japanese cuisine; 2) among the management-related factors, location attractiveness; and 3) among the marketing-related factors, pamphlet marketing have significantly positive effects on the restaurant performance. The results of this study denote that an appropriate mix of business tools is necessary to run a successful restaurant. It is also noteworthy that currently popular tools, such as blog and franchising, are not as powerful as expected. This finding implies that business players should arrange their distinctive mix of business tools which is appropriate for their competitive resources and business environments.

목차

I. 서 론

II. 이론적 배경 및 연구 가설

III. 연구 방법

IV. 분석 결과

V. 결론

키워드

Cuisine Management Marketing Restaurant University Town