아이스크림 전문점의 포지셔닝에 관한 연구 -대학생 소비자를 중심으로-
분야
사회과학 > 관광학
저자
김용중 ( Yong Joong Kim )
발행기관
한국관광학회
간행물정보
관광학연구 2013년, 제37권 제8호, 213~227페이지(총15페이지)
파일형식
19702108.pdf [무료 PDF 뷰어 다운로드]
  • ※ 본 자료는 참고용 논문으로 수정 및 텍스트 복사가 되지 않습니다.
  • 구매가격
    5,500원
    적립금
    165원 (구매자료 3% 적립)
    이메일 발송  스크랩 하기
    자료 다운로드  네이버 로그인
    영문초록
    The market of icecream cafe is expanding and has begun to face an intensive competition. However, few studies to date have dealt with measuring and managing competitive positions of icecream cafe. This study helps icecream cafe brand to find its relative positions in the market and design competitive strategies. For this study, data were gathered from the University students of Yeongnam area from December 1 to December 14, 2012. Compositional(attributebased) approach to multi-dimensional scaling was utilized to investigate differences in consumer`s perception of the position of five icecream cafe brands. The positioning map divided five icecream cafe brands into three groups. The results revealed that Baskin Robbins 31 was positioned alone, Cold Stone Creamery and Natuur were observed being highly competitive with each other and Tiamo and Icebean were located close to each other. The results of this study suggest that each icecream cafe brand should develop concrete marketing plans and strategies with a consideration about its current competition position.
    오늘 본 자료
    더보기
    • 오늘 본 자료가 없습니다.
    본 학술논문은 한국학술정보㈜ 각 학회간에 저작권 계약이 체결된 것으로 HAPPY학술이 제공하고 있습니다.
    본 저작물을 불법적으로 이용시는 법적인 제재가 가해질 수 있습니다.
    사업자등록번호 220-87-87785 대표.신현웅 주소.서울시 서초구 방배로10길 18, 402호 대표전화.070-8809-9397
    개인정보책임자.박정아 통신판매업신고번호 제2017-서울서초-1765호 이메일 help@reportshop.co.kr
    copyright (c) 2009 happynlife. steel All reserved.