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국내 여성 의류업체의 할인판매 실태 분석 : National Brand를 중심으로
강미경,김유승,이소원,이지은,장미경,정계연,하현주,한수행 연세대학교 생활과학대학 1989 婦學 Vol.22 No.-
The purpose of this study was to investigate actual conditions of discount selling in wonen's national brand market, and to suggest the effective marketing strategies for women's ready made clothes manufactures. According to the results of the questionnaires obtained by 5 women's national brand, the manufacturers use discount selling as the countermeasure of selling depression. But excessive use of this strategy makes the consumer to distrust the normal selling price. So the manufacturers should consider the diverse price strategy and market segmentation based on consumers' various desires and tastes.