하얼빈 국제빙설제의 사례로 본 겨울축제의 방문동기 및 시장 세분화 연구

• 영문명: A Study on the Motivation and Market Segmentation of the Winter Festival as a Case of Harbin International Ice and Snow Festival
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 김성범 정젤나 권기준
• 간행물 정보: 『아태비즈니스연구』제14권 제2호, 153~165쪽, 전체 13쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose - The purpose of this study is to derive sub-group of Chinese residents to Harbin International Ice and Snow Festival through market segmentation and to identify their characteristics of each group. Design/methodology/approach - The survey was conducted with a total of 405 Chinese residents, and empirical analysis was conducted using SPSS program. Findings - As a result of the analysis, four factors were derived. Based on the factors, four sub-markets were derived by conducting cluster analysis for market segmentation. Market strategies for each sub-group were discussed based on significant differences between clusters according to demographic characteristics. Research implications or Originality - The results of this study contribute to find out potential target market of Chinese residents, and to provide data for better positing of Harbin International Ice and Snow Festival.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구 방법

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Festival Motivation Market Segmentation Winter Festival Harbin China