지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.2
- 수록면
- 117 - 131 (15page)
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초록· 키워드
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The Bakery business is regarded as one of the hard businesses to achieve high volume of profit, because of high labor intensive business and high reliance of raw material cost. However, Paris Baguette company is still top market-sharer of the bakery business in Korea, after achieving market leader in 1997. The purpose of this study is to analyze the marketing communication strategy of Paris Baguette company that is the core strategy to achieve the position of market leader, and to provide strategical suggestions to other food service companies to success in their business. To achieve the purpose this study, this study was conducted to chronically introduce both online and offline marketing communication strategy of Paris Baguette company. Then, the performance from marketing communication strategy was assessed by the results of customer survey. Finally, the success factors of marketing communication strategy in Paris Baguette company are suggested to help the success of other food service company.
목차
Abstract
Ⅰ. 서론
Ⅱ. 파리바게뜨의 성장 및 성공요인
Ⅲ. 파리바게뜨의 마케팅 커뮤니케이션 전략
Ⅳ. 파리바게뜨의 마케팅 커뮤니케이션 전략의 성과
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2012-326-004235512