유통업 IMC 기획모델의 전략적 활용에 관한 연구 = A Study on the Strategic Use of an IMC Planning Model for the Distribution Industry

국문 초록 (Abstract)

  점점 치열해지는 유통업의 경쟁환경 속에서 유통업의 마케팅 효율성 제고를 위해 유통업 IMC 기획모델에 대한 연구와 이 모델의 전략적 활용에 대한 연구가 필요하다.<BR>  유통업 IMC 기획모델은 선행연구를 통해 IMC 목표수립, 상황분석(고객분석, 경쟁분석, 자사분석), 고객데이터분석, 접촉관리, 예산수립, IMC 전략개발, IMC 믹스와 IMC 실행, 평가시스템, 피드백 단계로 구분하여 설정하였다.<BR>  유통업 IMC 기획모델의 전략적 활용을 위해서 연구모형을 설정하여 IMC 활동(광고, 판촉, DM, PR, 인적판매, 인터넷, 모바일, VMD, 구전)과 IMC 태도의 관계, IMC 태도와 브랜드 충성도의 관계, IMC 태도와 재구매 의도의 관계, 브랜드 충성도와 재구매 의도의 관계에 대한 가설 검증을 하였다. 가설 검증 결과 IMC 활동은 인터넷을 제외하고 IMC 태도에 유의한 영항을 미치고 그 유의 수준의 차이를 볼 때 IMC 믹스 전략 전개에 있어 체계적인 접근이 필요한 것을 알 수 있다. 또한 IMC 활동이 향후 유통기업의 마케팅 방향에 대한 주요한 변수임을 알 수 있다. 이는 브랜드 충성도와 재구매 의도 관계가 매우 유의한 결과로 나타난 점과 함께 고려해야 한다. 결론적으로 유통업의 IMC 수단들의 통합적이고 일관된 활동이 브랜드 충성도와 재구매 의도에 미치는 영향력이 매우 큰 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

  Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market oriented activities.<BR>  In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases."<BR>  In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (Customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback.<BR>  In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth.<BR>  In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer"s brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC.<BR>  The analysis on customer"s brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means.<BR>  For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20"s to 50"s who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores.<BR>  In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows:<BR>  Firstly, the test of the hypothesis concerning the relation between !MC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activit

목차 (Table of Contents)

• 〈Abstract〉
  〈摘要〉
  〈요약〉
  Ⅰ. 서론
  Ⅱ. 유통업 IMC 기획모델
  Ⅲ. 연구 설계
  Ⅳ. 실증 분석
  Ⅴ. 결론
  참고문헌