패밀리 레스토랑의 환경 특성과 마케팅 전략적 특성에 대한 연구 = Environmental and Marketing Strategical Characteristics of Family Restaurants

다국어 초록 (Multilingual Abstract)

The purpose of this study is to suggest and to measure the strength of competitiveness through analyzing the marketing of the food service industry. This study is done by conducting and analysis of the employees in family restaurants. Here are the summarizing results. First, in terms of the environmental characteristics in the family restaurants and the marketing strategical characteristics, there is no statistically significant difference. Second, in effect of environmental characteristics on the marketing of strategical characteristics, all the factor of market competitiveness have a significant effect on the marketing strategy. In conclusion, the most important factor for marketing strategy is the competition of the price from the competitors. The image and the level of recognition of companies, the variety of brand, and the degree of adaptation demand change. The diversity of the marketing class and the variation of customers` taste are also taken into consideration.