The purpose of this study is to understand the characteristics of ski resorts' customers applying the model of market segmentation through customer process files of ski resorts and finally design the marketing strategy proper to the prediction on market's properties and customer structure through the contemplation of heterogeneity and homogeneity of Kyunggi province and Kangwon province. The suggestive point of this research is that the strategy for sales marketing of ski resort require things to see and enjoy, discount benefit service, convenience in traffic and attached facility use, various slopes and the most appropriate environment constitution necessary to sport activities and maintenance of high quality service, and customers who use ski resorts choose them on the basis of their own characteristics and they have confidence in the selection. In the mean time, seeing the analysis results that the propensity is clearly divided between users of Kyunggi and Kangwon areas, the presentation on the basic direction in establishing the hereafter differentiated marketing strategy by ski resort and the market segmentation of ski resort attempted in this research will be meaningful and useful materials which marketers of ski resorts can actually utilize under the current market environment of ski resorts changed from the past supplier-oriented circumstance to demander-oriented one.
ABSTRACT I. 서론 II. 이론 연구 1. 스키리조트 개념 2. 소비자 선택속성 3. 선행 연구 III. 조사설계 1. 인구통계적 변인 2. 이용 행태 변인 3. 선택속성 변인 IV. 연구 분석 결과 1. 표본의 특성 2. 조사방법 및 기간 3. 측정도구의 신뢰성과 타당성 4. 연구 결과 V. 결론 참고문헌
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