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
- 2023.12
- 수록면
- 101 - 107 (7page)
- DOI
- 10.31152/JB.2023.12.8.6.101
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초록· 키워드
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This study investigated customers why they purchase Luixing Coffee by analyzing effectiveness of product, price, distribution channel, promotion, and packaging as independent variables, and customer satisfaction and brand-switching behavior as dependent variables. The purpose was to verify the impact of Luixing"s five marketing strategies on customer satisfaction and brand-switching behavior. Luixing Coffee has achieved a successful marketing strategy in countering Starbucks. This study aims to examine how the brand transformation occurred through the analysis of each marketing strategy. A survey was conducted with consumers who have purchased Luixing Coffee in Shanghai, China, through online over one week. Finally, data were collected for analysis, with a sample size of 400. Data analysis was performed using SPSS. The results of this study indicated that the five marketing strategies of product, price, distribution channel, promotion, and packaging had a positive impact on customer satisfaction and brand-switching behavior. The most impactful element among the marketing strategies for brand switching was the promotional strategy. The factor that had the greatest impact on satisfaction was the pricing strategy.
목차
I. Introduction
II. Precedent Studies
III. Research Questions and Research Method
III. Result
IV. Discussion
Reference
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