서비스마케팅 효율성 제고 방안에 관한 연구 = Research on Primary Environmental Factor Regarding Efficient Service Marketing Restructuring Plan

다국어 초록 (Multilingual Abstract)

Service economy will be deepened and further propelled in the future. In this process, an environmental change, which encompasses the service industry, is changing rapidly. Now, the service industry will gave an opportunity to grow and be threatened at the same time. In this situation, for the industry to survive, grow, and expand, it must take on a new shape, shedding its old ways. In order to reform many factors which the service industry lags behind compared to the manufacturing industry; it must start with innovative thinking and put it into action regardless of size or scale.
Also recently, there has a surge in the interest of service industry, but in the service sector; recognition, actual management, systematic theory and deep understanding of marketing operation has not established yet. In the future when the service economy is competitive and deepened, and activities of profitable and not profitable organizations are strengthened, the need for service marketing will be increased.
Furthermore, the purpose of this research was to grope the establishment of service marketing concept and the reevaluation of the efficiency of service marketing. The establishment of service positioning strategy is presented. The following are the main points. For the purpose of establishing service marketing concept, various literature were referred to organize the concept of service and the concept, characteristics, etc. of service marketing in the second page. And in the third page, to grope and reevaluate the efficiency of service marketing, the importance of marketing environment and service
marketing environment were analyzed. In the fourth page; first, reevaluation of efficiency of service marketing; second, establishment of service policy circulation; third, establishment of customer oriented service positioning; and fourth, setting up of service system operation management.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 서비스 마케팅에 관한 이론적 고찰
• 1. 서비스의 개념 및 특성
• 2. 서비스 마케팅의 개념 및 특성
• Ⅲ. 서비스 마케팅 환경 분석
• 1. 마케팅 환경의 중요성
• 2. 서비스 마케팅 환경분석
• Ⅳ. 서비스 마케팅 효율성 제고방안
• 1. 서비스 유통정책의 수립
• 2. 고객 지향적 서비스자세 확립
• 3. 서비스 시스템의 운영관리
• 4. 서비스 포지셔닝 전략의 개발
• Ⅴ. 결론
• <참고문헌>
• <ABSTRACT>