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박시사(Si Sa Park),이성은(Sung Eun Lee) 한국관광연구학회 2006 관광연구저널 Vol.20 No.1
As a new Low-Cost Carrier(LCC) entered the air transport market that remained oligopoly system by 2005, Korea`s airline market will experience more tough competition. Also another LCC, Jeju Air headquartered in Jeju will launch in Jun. 2006. The positioning emerged one of the most important elements of marketing strategy. So, this study aims to analysis market position of Jeju Air and review its strategic points. And through literature reviews about positioning and LCC, 15 attributes about airline choice were extracted and verified the reliability and validity using Cronbach`s alpha method and factor analysis. Then, four airlines that will compete this year were analyzed each relative position with multi-dimensional scaling. The analysis results revealed the relative position in reponse`s perception of Jeju Air with other competing airlines including two major companies and one LCC. In conclusion, some implemental points for Jeju Air such as more diversified price strategy based relative positioning maps or security management and advertisement, were suggested.
박시사(Si Sa Park) 한국관광연구학회 2010 관광연구저널 Vol.24 No.2
With the economic growth and enhancement in living standard, open-door policy, supportive government stance, as well as value shift among Chinese people, the international travel demand has greatly increased in China. To meet the incremental tourist arrivals and departures over the decades, the international travel agencies which cover inbound, outbound and `intrabound` travel services have substantially propagate in numbers for the last 20 years in China. It is widely accepted that the international travel agencies in China have played big roles on boosting Chinese international tourism development. But scare attention and interest have paid on the travel agency related research from the academic arena. This paper conducted the analysis of mission statements ranked in top 50 Chinese international travel agency lists released by Chinese National Tourism Association. In terms of methodology, the contents analysis was employed for this paper. The research mainly reviewed the components of mission statements such as customers, products or services, market or domain, technology, concern for survival, philosophy, self-concept, concern for the public image and concern for employees.