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- 저자 : 신계원 (검색결과 2 건)
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신계원 한남대학교 경영대학원 2006 국내석사
Korea is becoming more and more global shares many aspects such as food, culture and so forth with many other countries. Many corporations are expanding their businesses into overseas markets as multinational corporations. Especially, restaurant corporations successfully access our restaurant marketplace using their money and technology through the franchise system. Unlike these foreign corporations' success, there has been increasing numbers of domestic restaurant businesses failing due to their bad management. This thesis has been written to critically address this issue. I will begin by reviewing the franchise business‘ notion, features, patterns and the system's strength and weakness. Then the marketing ways suitable for Korea in the restaurant franchise business as well as the domestic present conditions and problems will be set forth. The marketing strategies to strengthen domestic restaurant franchise business are also presented through the typical successful corporation, Nolboo Inc. The following forms important factors of the restaurant franchise business. The first thing is low pricing strategy and developing new products preferred by young persons in view of the fact that at present the main consumers are in their twenties and thirties. Secondly, effective public relations are needed through the internet. Domestic restaurant business corporations can't approach easily advertisement through mass media due to its great expense but there are many internet users, which are people of all ages. By using this medium efficiently, it will have an effect not only in the domestic market, but in the foreign market as well. The last factor is the conditions of location. The location is a primary determinant of success or failure in business. We also have to develope our own brands and build differences in their management without imitation of foreign brands of restaurant corporations. When we crack the overseas markets, the menus are tried to fit the local food culture. If we carry out these factors, the domestic restaurant industry will be able to increase its competitive power with foreign corporations.
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