외식상품의 마케팅전략방안 연구

A Study on Methods of Marketing Strategies for Food Service Products

Marketing starting from business economics encompasses the industries and objects where exchange occurs as its scope. Food service industry is not an exception to this. Food service is performed after customers’ payment and its series of follow-up processes. The experiences of receiving food service and their positive or negative results determine success or failure of food service companies. Nowadays, food service consumers basically believe that taste of food should be maintained and they demand and expect more than that. These may include atmosphere, facilities, services, etc. distinguished from the other food service companies. Among them, as initial interior design and regular changes, atmosphere and facilities are also the products that customers indirectly feel. Meanwhile, services are the products that customers feel directly. That is, food service consumers feel value satisfaction through physical environments and services. In such food service industries, consumers keep changing what they want and demand new products and innovative services that they have not felt before. Therefore, the marketing of food service companies should cope with the market changes and can predict the factors affecting such changes. In this way, food service companies should establish right marketing strategies by finding out the attributes of customer preference and choice to survive the rapidly changing market. In addition, they should establish their marketing strategies corresponding to the market, by accurately figuring out the resources and products that they possess. The food products established based on such market situations and factors are a necessity to the growth of food service companies, along with the satisfaction of changing customers’ demand and needs. Therefore, this study is aimed to suggest the methods of developing marketing strategies for food service products, after establishing the concepts and types of marketing strategies through previous and relevant national and international research and literature, in order to achieve the objectives of “methods of marketing strategies for food service products.”