뉴욕시의 레스토랑 포지셔닝을 통한 한식당의 글로벌 마케팅 방안 연구- ZAGAT magazine의 Hip 레스토랑 유형별 분석 -
A Study of Global Marketing Plan of Korean Food Restaurants through Positioning Analysis of Restaurants in New York City : Focusing Hip Restaurants in ZAGAT Magazine
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This study is for reviewing of Korean restaurants in overseas country and for comparing Korean food restaurants with other ethnic food restaurants by objective index. To achieve goal of research, this study conducts positioning analysis of 42 restaurants(6 American restaurants, 6 French restaurants, 2 Italian restaurants, 1 Scandinavian restaurant, 8 Japanese restaurants, 15 Korean restaurants) which they has been selected as ‘Most Popular Restaurants 50 Ranking’ by ‘ZAGAT New York City.’ As a results of positioning analysis, this study suggests that Korean restaurants should make a lot of effort to develop high valued-added menus. Also, they should hire employees who have professional knowledge and high communication skills. In terms of interior, it needs to seek exclusive interior that is in accord with local trends. To sum up, Korean restaurants could plant themselves in overseas countries by making an effort for value improvement and by aggressive public relations as high-qulity ethnic food restaurants.
Abstract
This study is for reviewing of Korean restaurants in overseas country and for comparing Korean food restaurants with other ethnic food restaurants by objective index. To achieve goal of research, this study conducts positioning analysis of 42 restaurants(6 American restaurants, 6 French restaurants, 2 Italian restaurants, 1 Scandinavian restaurant, 8 Japanese restaurants, 15 Korean restaurants) which they has been selected as ‘Most Popular Restaurants 50 Ranking’ by ‘ZAGAT New York City.’ As a results of positioning analysis, this study suggests that Korean restaurants should make a lot of effort to develop high valued-added menus. Also, they should hire employees who have professional knowledge and high communication skills. In terms of interior, it needs to seek exclusive interior that is in accord with local trends. To sum up, Korean restaurants could plant themselves in overseas countries by making an effort for value improvement and by aggressive public relations as high-qulity ethnic food restaurants.
참고문헌 (34)
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