국내 외식 자영업의 문제점 연구와 마케팅 극복전략

Abstract

Self-employed people, who account for a large part of the Korean economy face new challenges and problems due to changes in the domestic environment and the continued downfall of self-employed people in the domestic economy will have great economic and social ramifications due to the collapse of the middle class. In this study we would like to analyze in-depth the causes and problems of the self-employed and provide strategies that can help the self-employed from a marketing perspective. The problem with the nation's self-employed is that they are 30 to 40 percent more than the proper size of the country's self-employed businesses, with employment and industrial insurance coverage rates below 50 percent and excessive concentration in such sectors as food, lodging and retail is in the midst of a bleeding competition. In addition, the lack of preparation for start-ups and the number of start-ups by baby boomers (born between 1955-1963) has soared, resulting in a high rate of closure of self-employed businesses and a decrease in average income. Due to Corona 19, the recession is deepening, shorter working hours and higher minimum wages are making it difficult for self-employed people. Even in this crisis, self-employed people should study and implement whether they can apply the subscription economy model to the relevant self-employed and use SNS such as YouTube for storytelling. In order to succeed, the restaurant industry must differentiate food materials and services compared to its competitors and strategically consider managing differentiated customer experiences. In addition it is necessary to establish a positioning strategy one of the key strategies in modern marketing, and diversify distribution channels in the wake of the era of Untact with the opening of Corona 19.