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百貨店의 마아케팅 戰略에 관한 硏究 원문보기

  • 저자

    현승남

  • 학위수여기관

    水原大學校 經營大學院

  • 학위구분

    국내석사

  • 학과

    마케팅

  • 지도교수

  • 발행년도

    1990

  • 총페이지

    v, 76 p.

  • 키워드

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T8953199&outLink=K  

  • 초록

    The distribution industry has played an important role in Korean economy with the economic growth as well as the development of industrial technology which have been attained through many Economic Development Plans. It is necessary for Korean Distribution System to be changed to better one with the consideration on the increase of citizions income based on the economic growth and to meet to consumer's varous desire. Regarding these, the efficiency of distribution performance, the linkage of production and consumption, has been increasingly emphasezed, and particularly the role and function of Department Store(D.S. ), the typical system of mass retailment, do. Korean D.S., however, is behind the economic growth in quantitative and qualitative respectively. The purpose of the study is to realized the problem of D.S. industry and to present the effective direction of retail marketing strategy as well as the inproved management of D.S. which help D.S. establish and carry out marketing strategy, in other to balance with the development of national economy and to prepare for opening domestic market to overseas through the analysis domestic D.S. indurstry, a relatively undeveloped one, with the comparative study to the advanced country, the U.S. and Japan. The study is composed of 6 chapters as follows. Chapter 1 : As an introduction, problems are raised and the purpose, method and composition of the study are discribed. Chapter 2 : As a theoretical consideration general introduction and characteristic & transformation of retail distribution organization are handled. Chapter 3 : The capacity and management of D.S. industry is investigated. Chapter 4 : In order to analyse the current activity of D.S., Mmerchandising expedition activity, distribution status and unfair dealing of D.S. are described. Chapter 5 : The change environment of D.S. and marketing strategy are showed. Finally in chapter 6 the conclusion of the study is summerized. The study shows that the advanced management and regionalization of management in D.S. industry is required as well as the establishment of strategy with the consideration on target customer through the market segmentation is also nacessary. In addition, the function as the space of life and culture, such as providing liying informations programs, is more strengthened, and organization updated like G.M.S., discount store, specialized D.S. to meet to the tendancy of low-cost and specialization of customer is requested.


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