해상관광업의 마케팅戰略에 관한 연구 - 신규시장 진입을 위한 크루즈船 산업의 마케팅戰略 결정을 중심으로 -

• 영문명: A study on the Decision-making for Marketing Strategy for the Maritime Tourism
• 발행기관: 한국해양대학교 해사산업연구소
• 저자명: 김성국(Seong-Kook Kim)
• 간행물 정보: 『해사산업연구소논문집』제7집, 189~219쪽, 전체 31쪽
• 주제분류: 공학 > 해양공학
• 파일형태: PDF
• 발행일자: 1998.01.01

영문 초록

The purpose of this Study is to explore the decision-making problem of Marketing Strategy for the Maritime Tourism. An empirical study was carried out by the use of AHP (analytical hierarchy process) method. This paper discusses the selection of the marketing strategy for the Cruise shipping firms using AHP and Delphi method. The overall philosophy of AHP is to provide a solid, scientific method to aid in the creative, artistic formulation and analysis of a decision-making problem. The main issue of this paper is how to apply the AHP theory in the marketing, especially the selection of market segmentation, positioning, and price strategy of the Cruise shipping firms by the researchers.

목차

Abstract

1. 서론

2. 진입시장의 분석

3. 마케팅전략의 수립

4. 마케팅전략 결정

5. 결론

참고문헌