패밀리레스토랑 마케팅분석을 통한 경쟁력 강화 방안에 관한 연구 = Research on family restaurant to find ways to strengthen the competitiveness

다국어 초록 (Multilingual Abstract)

Today’s society, eating means something different by itself than old days. It was just to satisfy hunger before but now it is one of the ways to enjoy and live life. There are various type of restaurants out there prove this. It is obvious that food service industry is closely related to our daily life.
Especially, domestic food service industry has marked a quantum leap for the short period of time with the increase of GDP and economic development.
In the comparison of its increasing number, it marks a small profit in the most case of small-medium sized business. Contrary to them, many of international franchise restaurants marked lots of profits and consolidated their presence in Korea. They presented high quality of service that is as good as five-star hotel service and they improved service level overall. Especially their customer-oriented service which has made their succession possible is the most important strategy that domestic business firm need to practice.
The purpose of this thesis is to seek for ways to pursuit of domestic food service business, by researching and analyzing marketing strategies of international family restaurants. Also it is to improve its service to customers and manage its business more efficient and scientific.
This thesis is based on theoretical and practical research by reviewing former research data, thesis and related journal and inspecting both world-wide and domestic business. Also, it gathered tremendous data from the Internet and analyzed it by franchise. Below is the conclusion from the research.
First of all, we need to classify target market more in detail and introduce different service to different market that hit their spot.
Second of all, we need entertainment that will give our customers a enjoyable time while their staying. As I mentioned it earlier, eating is not just to fulfil hunger, but to enjoy and live life.
Third of all, tastes are varies from person to person. They experienced various type of foods and flavors already and now they expect something new and delicious. We need to develope and introduce new foods to meet their needs.
Fourth of all, we need to train employees to serve better to our customers. This will be accomplished by building their confidence as a service provider and educating them constantly and professionally.
Fifth of all, we need to seek ways to overcome its small profits and nonprofessional management by collaborating with the same business type or different. By that, we can expect to expand our business more successfully and have more of market share. Also, it will be essential to use Internet that is worldly wired and to adopt state of the art technology to meet changing customers needs.
Like our food service industry had made a remarkable development ever since we held ’88 Olympic games, we see a bright future of the industry with a upcoming "2002 worldcup". There already are famous international franchise preparing for their presence here in Korea. We have to admit they introduced us advanced management skills and contributed a lot in the development of food industry but at the same time, domestic food service business need to be prepared to succeed in the competition not only by expanding its business in numbers, but by finding their own know-how and providing quality services to customers.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 외식산업의 이론적 배경
• 1. 외식산업의 개념 및 정의
• 2. 국내외식산업의 분류
• 3. 외식사업 마케팅
• Ⅲ. 외식사업체의 분석
• 1. 국내주요 외식산업의 시장현황
• 2. 패밀리레스토랑 업체별 경영전략
• 1) 코코스
• 2) TGI 프라이데이즈
• 3) 베니건스
• 3. 기타
• 1) 빅패밀리
• 2) I-NET
• Ⅳ. 패밀리레스토랑의 마케팅 전략의 발전방안
• 1. 국내 패밀리레스토랑의 당면과제
• 1) 로얄티의 지출과다
• 2) 경영자의 인식부족
• 3) 운영자금의 부족
• 4) 맛과 메뉴의 정체성
• 5) 접객서비스의 전문성부족
• 6) 경보구축 및 인터넷활용의 부족
• 2. 마케팅의 발전방안
• 1) 대규모 자금의 지원
• 2) 고객중심 지향적인 마케팅
• 3) 메뉴와 분위기의 다양화
• 4) 직원교육의 전문화
• 5) 정보기술의 도입과 인터넷의 활용
• 6) 전략적 제휴
• Ⅴ. 결론