외식산업 인터넷 마케팅 활용에 관한 연구 : 사용자들의 인터넷 홈페이지 활용에 관한 사례를 중심으로 = A Study on using Internet Marketing for Foodservice Business

다국어 초록 (Multilingual Abstract)

Because Internet marketing is presently at its infancy, it does not gain so much advertising effect as expected. But, considering that the future leading consuming generation is the one familiar with computer, Internet marketing has the more potential market than any other advertising medium of the eating-out industry. Therefore, it is judged that continuous marketing activity on the web site is necessary at a level of the public relations strategy. For this purpose, this study was intended to investigate the case of users' using the Internet home page of the eating-out brand. As a result, The following conclusion could be drawn:
First, most users opined that internet information related to eating-out business including the home page of eating-out brands is not enough. In light of the characteristic of users wanting new information on eating-out brands, it is thought that it is necessary to construct the customer-centered home page about which customers can feel fresh and curious and to have efficient operation-minded changes.
Second, considering the demographic background that the users using the web site are composed of salaried people in their 20s and 30s, the family restaurant, fast-food restaurant and the like adopting them as the primary customers are thought to have the greater Internet marketing effect by continuing to provide them with services based on customer satisfaction.
Third, seeing that users have the web sites to retrieve a different taste, and space, eating-out organizations will have to construct the home page taking on advantage and individuality of their business place, including the detailed explanation of menu and price, discount coupon, etc. and make active use of them for business.
Fourth, it is necessary to afford facility for with the detailed sketch map so that users may easily visit eating-out brands through the home page and want the eating-out restaurants to be earnestly introduced rather than excessive advertisements to attract customers unconditionally.
Fifth, the eating-out organization is required to provide additional services along with the publicity of eating-out brands and have the scientific and systematic Internet marketing for setting a continuous tie-up with customers.