시장환경과 경영전략 간의 영향관계에 관한 연구 - 관광기업을 중심으로

서지정보

ㆍ발행기관 : 한국관광서비스학회 ㆍ수록지정보 : 관광서비스연구 / 11권 / 2호
ㆍ저자명 : 조창욱, 임준호

목차

I. 서론
II. 이론적 배경
1. 시장환경에 대한 이론적 연구
2. 경영전략에 관한 이론적 연구
III. 연구의 설게
1. 연구모형 및 가설설정
2. 연구대상 및 분석방법
IV. 실증분석
1. 표본의 일반적 특성
2. 신뢰성과 타당성 분석
3. 가설검증
4. 연구가설의 검증결과
V. 결론
참고문헌
ABSTRACT

영어 초록

This study focuses on gaining a competitive advantage through the proper business strategies by investigating the cause and effect relations of its strategy and market environments in Korea's tourist enterprises.
As a results of the practical analyses, first, the environments of consumers and markets made an similar effects in overall cost leadership strategies, second, technical, competitive, and consumer environments also made the same like above in differentiation strategy, and third, technical and consumer environments were analyzed to draw a similar phenomena in
concentration strategy. Therefore, tourist enterprises need to set up the concentration and overall cost leadership strategies on a basis of the importance of consumer environments such as consumer involvement and customer loyalty, of a life cycle of goods and after-sale services, and of technical environment factors like expert training, the improvement/ development of core goods or services, activated educations/ training, prompt adaptabilities at the speed of goods/service changes.
Furthermore, they will gain the concentration strategy through prompt countermeasures for market environments, consumer's preferences for their own goods/services, competitive price-setting, a long term competitive strategy establishments & operations, and the finding of distribution channels, etc.
This study cannot, however, represent all of Korea's tourist enterprises by the limit of sample groups, and its measure items and research variables are drawn on a basis of previous studies, so there is a limitation to be acceptable for all of the various factors the existing researchers suggested. It is considered, therefore, that the in-depth studies for various measure variables will be necessary about market environments and business strategies within the reduced operation ranges of tourist enterprises in the future

참고 자료

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