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李秉花,沈和珍 아시아민족조형학회 2005 아시아민족조형학보 Vol.5 No.1
The study was intended to investigate the impact factors of marketing-mix strategy in Hanbok (Korean Traditional Costume) business to customer satisfaction and the cause-effect relation influencing on sales growth. Following the setting of variables associated with the study goal, study questions and a study model were presented.<br/> A Total of 672 finished copies of questionnaire were analyzed with structured equations, using SPSSWIN 10.0 and AMOS 4.0.<br/> It turned out that all variables, that is, goods, price, sales promotion, and distribution type are the impacting factors to customer satisfaction. Of them, sales promotion and distribution acceptance type gave more impact than other variables. Customer satisfaction had an impact relation with sales rate growth. In conclusion, sales promotion factor is the most important element in making a marketing strategy for customer satisfaction, and customer satisfaction leads to sales rate growth.