Earticle

초록

영어

In this study, a survey was conducted with managers of small-size skin care salons regarding awareness of emotional marketing, which contributed to booming of the coffee industry, in order to find a way to activate the small-size skin care market. Awareness and importance of emotional marketing and five-sense (sight, smell, hearing, tasting, emotion) marketing was surveyed and compared by 178 managers of skin care salons in Seoul, Daegu, Gwangju, and Jeju, and frequency analysis was performed according to the highest educational attainment, management experience, size of salons, and monthly income. The result shows that, among the five senses in the emotional marketing, visual marketing showed the highest awareness (77%), and emotional marketing had the highest influence on the revenue (83.7%). In terms of awareness of emotional marketing according to the educational background and management experience, subjects with higher education and longer management experienced were more aware of emotional marketing, and people who were more aware of emotional marketing had higher monthly income. Longer management experience and larger size of the salon was correlated to higher awareness of visual marketing. In conclusion, this study suggests that higher awareness of emotional marketing and visual, olfactory, auditory, gustatory, and emotional marketing can improve revenue and generally help the managers of skin care salons. The author hopes that this study will provide solution to problems experienced by small-size skin care salons and foundation to activate the skin care industry.

목차

Abstract
 서론
 연구대상 및 방법
  1. 연구대상 및 연구방법
 연구자료 분석
 연구결과
  1. 감성마케팅의 인식도
  2. 오감마케팅 간의 인식과 중요성 차이
 결론 및 제안
 참고문헌

키워드

저자

• 정해정 [ Jung, Hae Jung | 건국대학교 산업대학원 향장학과 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국피부미용향장학회지 [Journal of the Korean Society of Esthetics & Cosmeceutics]

• 간기

  계간

• pISSN

  1975-3713

• 수록기간

  2006~2014

• 십진분류

  KDC 593 DDC 646