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사회서비스 기업의 마케팅 전략 연구 －(주)한신플러스케어의 마케팅 믹스(4P’s) 전략을 중심으로
A Study on the Marketing Strategy in Firm of Social Service －Focus on Marketing Mix Strategy in HanShinPlusCare.Co.Ltd.
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- 발행기관
- 한국사회서비스학회 바로가기
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- 간행물
- 사회서비스연구 바로가기
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- 통권
- 제5권 1호 (2014.04)바로가기
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- 페이지
- pp.125-162
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- 저자
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- 언어
- 한국어(KOR)
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- URL
- https://www.earticle.net/Article/A228167
원문정보
초록
- 영어
- The purpose of this study is to examine that the instance management in HanShinPlusCare which is conduct agency for social service work through Corporate marketing strategy process(3C analysis→SWOT analysis→STP strategy→marketing mix). It investigated the marketing case in social service field by point of strategy management in business enterprise, attempt to inquire detailed possibility of complex in market by their experience. Pulled data analysis showed that HanShinPlusCare has the following characteristics. First, They lead on making new market through niche strategy that is based on expertise. Second, They adopted into target market very early through execute aggressive marketing. Also minimize competencies distributed through used to concentrated marketing instead of diffetentiated marketing. Third, realize organization’s mission that is company with local community. Conspicuously point that professional workers to actively participate in community activities for making professional group, it showed great result that altered promotion that was high-cost and low-efficiency. Forth, constrain strategy that focus on mutualism instead of competition is noticeable. Although hospitals and other companies were around them, but they actively consider linking-method for making new market, searching for mutual partnership. Thus, HanShinPlusCare doesn’t deploy on variety promotion, nevertheless they working faithfully for social enterprise, affirms its position in community. This case only guaranteed sustainability among conduct agencies for social service, because it has advance strategy that predict social service trend. This result showed implication for social enterprise that will experience similar process.
목차
[Abstract]
Ⅰ. 서론
Ⅱ. 이론적 검토
Ⅲ. 연구방법
1. 연구 대상
2. 연구 내용
3. 자료 수집 방법
Ⅳ. 연구결과
1. 환경 분석
2. 마케팅 전략
Ⅴ. 결론
참고문헌
키워드
Social Service Social Enterprise HanShinPlusCare Marketing Mix저자
간행물 정보
발행기관
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- 발행기관명
- 한국사회서비스학회 [The Korean Association for Social Service]
- 설립연도
- 2010
- 분야
- 사회과학>사회복지학
- 소개
- 본 학회는 사회서비스에 관한 연구활동을 통해 사회서비스에 관한 이론과 정책연구 그리고 사회적 기반 확충에 기여함을 목적으로 한다.
간행물
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- 간행물명
- 사회서비스연구 [Journal of the Korean Association for Social Service]
- 간기
- 반년간
- pISSN
- 2234-2516
- 수록기간
- 2010~2020
- 십진분류
- KDC 338 DDC 362
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