경쟁우위를 위한 외식기업 포지셔닝 전략에 관한 연구 : 해운대관광특구를 중심으로 = (A) Study on the Positioning Strategy of Restaurants for Competitive Advantage : Focused on the Haeundae Special Tourism Zone in Busan

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the elements that satisfy customers in order for restaurants to survive in competition, and to examine effective positioning strategies. Since the designation of Haeundae in Busan as a Special Tourism Zone, diverse food service markets have been established and various marketing activities are anticipated accordingly.
This study aims to determine the particular of the food service industry unique for the Haeundae Special Tourism Zone in Busan, and provide helpful suggestions for a positioning strategy of the restaurants in this area.
Customers for the restaurants in the Haeundae Special Tourism Zone in Busan are not only the local citizens of Busan, but also foreigners and Koreans from other regions. There is an increasing number of foreigners and Koreans from other regions who visit the restaurants in Haeundae. Hence the fiercer competition within the industry.
It is a highly unusual phenomenon in terms of the business proximity that the most representative family restaurant enterprises actively operating in Korea such as T.G.I. Friday's, Outback Steakhouse and Bennigan's are all located inside the Harbor Town building in Haeundae. This study attempts to understand the unique positions of these family restaurants, hotel restaurants and fast-food restaurants located in the Haeundae Special Tourism Zone in Busan. It also attempts to compare and analyze the competitiveness between them, and examine distinctive positioning strategies for a competitive advantage.
The examination was conducted as follows; after a preliminary examination was done. questionnaire survey was given to customers who were eating at six restaurants for about 5 weeks; customers completed the questionnaire directly. 500 copies were distributed, 463 copies were collected. 425 copies were used in sample coated in final, except for 38 copies which were insincerely completed. 425 copies were coated in total, and comprehensively analyzed by SPSSWIN 10.0 and PC-MDS programs.
The results of this study can be summarized as follows:
Firstly, after the examination of the competitive relationship beweenthe restaurants, based on the image similarity data. It was found that Bennigan's, Outback Steakhouse, and T.G.I. Friday's are in close proximity with one another. Hence the fierce competition between them.
Secondly, as a result of PC-MDS PROFIT analysis, a positioning map was drawn with image similarity measurement of the restaurants and scores 9 evaluation categories for each brand name as follows: food taste, food price, service, access convenience, hygienic condition and cleaning, atmosphere, various events, circumferential environment, and public image.
Thirdly, as a result of MDPREFMAP analysis based on the customer preference, data from the restaurant name brands, an ideal location of a restaurant preferred by customers and the position of restaurant name brands were indicated at the same time.
Based on the above results, marketing managers should recognize the level of customer perception required in the current food service industry, and then compare and analyze the positions of their own restaurants with their Capture the market opportunity on time, and implement a corresponding competitive advantageous strategy.
If a marketing manager of a restaurant legally acquires such a competitively advantageous strategy, the restaurant will achieve a distinctive position, superior to its competitors. This will also maximize the profit of the restaurant. Through a comparison analysis against competitors, a desirable target market is identified and new products or services are developed corresponding to the target market. Furthermore, customer satisfaction can be enhanced and previous strategies implemented in the past can be revised or supplemented.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구의 범위와 방법 = 3
• 제4절 연구의 구성 = 4
• 제2장 연구의 이론적 배경 = 5
• 제1절 외식산업의 개념 및 현황 = 5
• 1. 외식산업의 개념 = 5
• 2. 패밀리 레스토랑의 개념 = 6
• 3. 패스트푸드 레스토랑의 개념 = 9
• 4. 우리나라 패밀리 레스토랑의 성장배경 및 현황 = 10
• 5. 부산지역 패밀리 레스토랑의 현황 = 13
• 6. 외식기업 브랜드별 컨셉 및 마케팅전략 비교 = 14
• 제2절 포지셔닝의 이론적 고찰 = 16
• 1. 포지셔닝(Positioning)의 개념 = 16
• 2. 포지셔닝의 중요성 = 18
• 3. 마케팅 전략과 포지셔닝의 관계 = 19
• 4. 포지셔닝 맵의 개념과 유형 = 21
• 5. 포지셔닝 맵의 유용성 = 22
• 6. 포지셔닝 맵 작성 순서 = 23
• 제3절 다차원척도법의 이론적 고찰 = 24
• 1. 다차원척도법의 개념 = 24
• 2. 다차원척도법의 원리 = 25
• 3. 다차원척도법의 목적 = 25
• 4. 다차원척도법의 종류 = 26
• 5. 다차원척도법의 적용분야 및 제한점 = 28
• 제4절 외식기업 선택속성에 관한 선행연구 = 30
• 제3장 실증조사의 설계 = 34
• 제1절 연구문제 = 34
• 제2절 연구절차 = 34
• 제4장 연구결과 = 36
• 제1절 기초통계 분석결과 = 36
• 제2절 다차원척도법(MDS)분석결과 = 37
• 1. PC-MDS ALSCAL 분석결과 = 37
• 2. PC-MDS PROFIT 분석결과 = 40
• 3. PC-MDS MDPREFMAP 분석결과 = 44
• 제5장 결론 및 향후과제 = 49
• 제1절 요약 및 결론 = 49
• 제2절 연구의 한계점 및 향후과제 = 51
• 참고문헌 = 53
• Abstract = 57
• 호텔·패밀리 레스토랑과 패스트푸드점 설문지 = 60