다국적 외식기업의 e-비즈니스마케팅 전략에 관한 연구

A Study on the e-Marketing Strategy of Multinational Food Service Enterprises

Multinational food service enterprises provide e-biz marketing services that meet the demands of users such as menu marketing, interactive information exchange, events, and websites that give coupons, and the marketing promotes the companies and improves their brand recognition. Social media is a remarkable innovative tool for the relation and communication between companies and consumers, and rapidly changes and develops the marketing activities of companies. Slogs and SNS are a new cross-media platform to maximize the communication effect with consumers, and multinational food service enterpri es often u e various channels uch as portal earch, blog, and SNS for their marketing. This research compare and analyzes the characteristics and expected performance of blogs and S S channels of multinational food service enterprises through case analysis in terms of marketing activities, and proposes strategic format and suggestion how to maximize marketing per¬formance by independently or integratedly using each marketing channel according to the purpose and direction of a marketing activity.