싱글 여성과 엄마 여성 고객 만족을 위한 마케팅 전략 사례 연구 = A Study on the Marketing strategy case for the single woman and the mom women customer satisfaction

다국어 초록 (Multilingual Abstract)

As the social participations of women increase and their economic standards improve that their life patterns and minds change, women have become the core target of expenditure markets. Unlike men, sensitivity of women occupies the central part of expenditure vogue, and their senses advance that they have great desire to verify and experience through their five senses. Moreover, for those women who have incredible socializing abilities are more greatly influenced by gossips for their purchasing intentions, compared to men. Such differences of female consumers should be reckoned, and appropriate marketing for such is necessary.
Two major parts of female consuming markets are single women and mothers, and they play great role in their market. Female singles are newly rising groups of consuming, because of their unique lifestyles and consuming patterns. The reasons are; first, single consumers do often have jobs that enable economic allowance and they do not hesitate to spend for their beauty or their pleasure. Secondly, single consumers show greater curiosity for newly launched articles, and have great adaptation skills for them. Lastly, since singles are quite sensitive to concerns of other people, latest fashion and popular trends, more and more companies come up with marketing policies targeting improvisatorial expenditures.
In order to capture these singles, it is required to get rid of stereotypes of singles and operate with commercial strategies which are intimate to singles, customer-participating even marketing on the Internet, and prosumer marketing. For those singles who consider realistic benefits, it is important to settle as a luxurious brand which has reasonable price, item and circulating strategy and at the same time, low-price and practical use, and bold brand investment and differentiation from other brands.
The second group are mothers. In economic perspective, mothers are getting more powerful as more and more mothers have jobs for realization of self or reason of existence. Mothers often have great influence over domestic expenditure. Most mothers show zeal not only in investing for themselves, but also for education of their children. For attracting mothers who have occupations, those companies which want regular communication with them should use web sites very wisely. In addition to that, actively participating mothers have great value for monitoring agents of items or brand. By accepting their opinions positively, companies can figure out what they want.
There are many successful firms that have invested to the female market with the analysis that women occupy higher quo in consuming marketplace. The basic strategy of these companies was completely only for women. There are more and more interactive shops where customers can experience by themselves and ask the experts directly, and these are for sensitive women. Lastly, most firms are driving a marketing strategy that uses advertisement delivery through people, through grapevines. Synergy effects are increasing as rumor in circulation among female consumers and marketing activity of the firms combined. Unique and fancy marketing strategy is required to capture female market which has become the main body of expenditure market.
Women show strong inclination of upgrading their expenditure for self-satisfaction and mutual responses. They reduce other expenditure in order to trade up into premium products within certain categories which give satisfaction to themselves. Corresponding to such phenomenon, if female psychology is understood and marketing strategy is prepared accordingly, women who are the main spending class now, will get satisfaction they will eventually become loyal customers.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구 범위 및 방법 = 3
• 1. 연구의 범위 = 3
• 2. 연구의 방법 = 3
• 제2장 여성소비자 분석 = 5
• 제1절 21세기 여성들의 변화된 삶 = 5
• 1. 여성들의 경제활동의 증가 = 5
• 2. 여성들의 라이프스타일 변화 = 8
• 제2절 여성소비자의 차별성 = 10
• 1. 심리적 차별성 = 10
• 2. 신체적 차별성 = 10
• 3. 사회적 차별성 = 11
• 제3장 여성시장 세분화를 통한 여성 마케팅 = 12
• 제1절 싱글 여성 마케팅 = 12
• 1. 싱글 여성 소비자의 특징 = 12
• 2. 싱글 여성의 소비자 유형 = 18
• 3. 싱글 여성의 트렌드에 따른 마케팅 전략 = 23
• 제2절 엄마 마케팅 = 31
• 1. 엄마 소비자의 특징 = 31
• 2. 연령에 따른 엄마 소비자의 유형 = 31
• 3. 엄마의 소비 트렌드에 따른 마케팅 전략 = 33
• 제4장 여성 마케팅 성공사례 = 36
• 제1절 국내 기업 여성 마케팅 성공사례 = 36
• 1. 싱글 여성 시장 마케팅 성공사례 = 36
• 2. 엄마 여성 시장 마케팅 성공사례 = 45
• 3. 일반 여성 시장 마케팅 성공사례 = 52
• 제2절 국외 기업 여성 마케팅 성공사례 = 62
• 1. 일본 기업의 여성 마케팅 성공사례 = 62
• 2. 스웨덴 기업의 여성 마케팅 성공사례 = 64
• 제5장 결론 = 66
• 참고문헌 = 70
• ABSTRACT = 72