Earticle

초록

영어

The main findings of this study are summarized as follows; 1) For medium-small size Family Restaurant(FR) in the FR market, nowadays, survival is the key issue. If the medium-small size FR is to survive and continue to grow under this competitive environment, it must pursued the efficiency of management with niche marketing strategy. 2) This study is to describe the niche marketing strategy for medium-small size FR. Strategic niche marketing must be based on the target market, market positioning and strategic marketing mix. 3) Medium-small size FR needs to develop the marketing mix factors for the niche marketing strategy. It needs to make customers understand what the FR differs from current and potential competitors. Essentially the medium-small size FR must take a competitive advantage. Hence it will appeal to a substantial number of the segments customers. 4) In using niche marketing strategy, a medium-small size FR must establish the objectives, select the tools, develop the decisions on product differentiation, market segmentation and positioning under various strategic niche marketing factors 5) By carrying out the niche marketing strategy on the target market, customer's desire can be further fulfilled. When management efficiency is improved, we can better cope with changing environment.

목차

I. 서론
 II. 중소규모 FR의 틈새마케팅전략의 필요성
 III. FR의 마케팅 실태분석
  1. FR의 마케팅 현황
  2. 중소규모 FR의 마케팅과제
 IV. 중소규모 FR의 틈새마케팅전략 전개방향
  1. 틈새마케팅전략 전개를 위한 고려사항
  2. 틈새시장평가
  3. 표적시장의 선정
  4. 중소규모 FR의 전문화전략과 마케팅믹스전략
 V. 결론
 참고문헌
 Abstract

저자

• 권금택 [ Kwon, Kum-tack | 영산대학교 외식경영학과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영과 정보연구 [Management Information Systems review]

• 간기

  계간

• pISSN

  1598-2459

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658