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
- 2012.1
- 수록면
- 433 - 452 (20page)
이용수
초록· 키워드
오류제보하기
Wine importers have to find their positioning in market and have own differentiation strategy as the competition growing according to the market expanding. This study uses positioning analysis with Multi-dimensional scaling(MDS) for competition relationship, competitive advantage among variables and brand being recognized ideally to explain brand equity of wine importer for 11 wine importers representing Korea.
Survey is made by 12 brand variables based on logistics service providers" B2B branding and experts" focused interview in Davis, Golicic, & Marquardt(2007). And it carried out targeting sommelier and F&B employees in 5-star hotels, restaurants, wine bar etc. in Seoul. The results are below.
Nara Food, Cave de Vin, Shingdong Wine, Lotteliquor BG, and Keumyang International have more competitive than any others. The most favourite brand group among them - Nara Food, Cave de Vin, Shingdong Wine etc. - receives high praise for competitiveness in distribution and service as getting high points at the image of distribution channel, the high quality service, the salesperson"s knowledge about wine. It shows also relationships with wine importers and service are important variables to be favourite.
Survey is made by 12 brand variables based on logistics service providers" B2B branding and experts" focused interview in Davis, Golicic, & Marquardt(2007). And it carried out targeting sommelier and F&B employees in 5-star hotels, restaurants, wine bar etc. in Seoul. The results are below.
Nara Food, Cave de Vin, Shingdong Wine, Lotteliquor BG, and Keumyang International have more competitive than any others. The most favourite brand group among them - Nara Food, Cave de Vin, Shingdong Wine etc. - receives high praise for competitiveness in distribution and service as getting high points at the image of distribution channel, the high quality service, the salesperson"s knowledge about wine. It shows also relationships with wine importers and service are important variables to be favourite.
목차
Abstract
I. 서론
II. 이론적 배경
III. 연구 방법
IV. 실증분석
IV. 결론
참고문헌
참고문헌 (2)
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UCI(KEPA) : I410-ECN-0101-2013-326-001260791