한우프라자의 서비스마케팅믹스 전략에 관한 연구

(A Study on Service Marketing Mix Strategy for HANWOO PLAZA)

HANWOO PLAZA has been established as the core business of HANWOO brand management. This is expected to make continued progress along with the expansion of the consumption trend increasing leisure, traveling and interest in safety food. HANWOO PLAZA is favorably esteemed by customers, providing the moderate prices and safety through shorten and transparency of the distribution process. However the market differentiating strategy by the rapid growth in stores remains a hard problem. Thus this paper attempted to suggest the marketing ways for HANWOO brand by conducting survey about service marketing mix importance&satisfaction of visitor and IPA (Importance Performance Analysis). Based on the results, the service marketing mix strategies of HANWOO PLAZA are as follows. First, it needs some efforts to provide variety HANWOO on the basis of the high quality through understanding consumer’s needs. Second, HANWOO PLAZA in downtown needs to seek for elegant service strategies. Third, it needs to more strategies like CCTV or photography which can check real-time situation. Fourth, HANWOO PLAZA Promotion strategy must be expanded overall including Price, Place, Process, People. Fifth, it needs to phase in the specific management system of communication, empowerment. Sixth, it needs to create external environment more fit for HANWOO brand and the area. Seventh, it needs to less uncomfortable for customers from creating the systematization of service route, movement and maximizing the merits of self-store. So it is considered that the service marketing mix strategies for HANWOO PLAZA will play a crucial role on HANWOO brand business, and more entire HANWOO industry as well as expanding HANWOO PLAZA.