전략적 마케팅 제휴의 성과 결정요인에 대한 연구 : 국내 신용카드 산업을 중심으로

국문 초록 (Abstract)

본 연구는 한국 신용카드 산업에서 전략적 마케팅 제휴의 성과에 영향을 미치는 요인에 대해 분석하였다. 신 용카드 산업은 매우 활발한 전략적 제휴가 이루어지고 있지만 낮은 성공률과 이로 인한 비용증가가 큰 문제가 되고 있다. 본 연구는 이를 감안, 기존의 전략적 제휴 성과요인 연구, 공동마케팅 제휴의 성과요인 연구, 국내 카드산업의 현실을 모두 고려한 5개의 변수를 도출하여, 7개 카드사의 전략적 마케팅제휴 131건을 분석하였다. 분석결과 제휴사 고객네트워크규모와 제휴사 마케팅 역량, 카드사 몰입도, 그리고 제휴동기의 양립성은 각각 제휴성과에 긍정적인 영향을 미치는 것으로 확인되었으며, 제휴사의 품질명성은 제휴성과와 상관관계가 없 는 것으로 나타났다. 또한 예상과는 달리 제휴사 역량 변수들과 관계적 요인 변수들간의 교호효과는 없는 것 으로 분석되었다. 이상의 결과는 카드사들의 제휴의사결정에 도움이 되는 종합적이고 입체적인 판단기준을 제공함으로써 관련 이론의 발전과 산업의 발전에 동시에 기여할 수 있을 것으로 기대한다.

다국어 초록 (Multilingual Abstract)

This study analyzes the determinants of performance in strategic marketing alliances by Korean credit card companies. It specially aims to give a comprehensive and synthetic understanding of the factors which actually contribute the success of alliances by analyzing 131 marketing alliance contracts of 7 firms in Korea from Jan 2008 to June 2011. After the regression analysis, I summarize the results as follows;First, the size of customer network and marketing competences of partner firm, commitment of card company, and the compatibility of alliance purpose are positively related to the performance, while the product/service quality reputation of partner firm is not significantly related to the performance. Second, the interaction between relational factor (commitment by focal firms) and partner factors (reputation, customer size, marketing competences) have no significant effect on the performance.

목차 (Table of Contents)

• 요약
• I. 서론
• II. 이론적 배경 및 선행연구
• 2.1 전략적 제휴의 의미와 유형
• 2.2 공동마케팅 제휴
• 2.3 국내 카드시장의 전략적 마케팅 제휴
• 2.4 전략적 제휴 연구의 큰 흐름과 본 연구의 필요성
• III. 가설도출
• 3.1 변수도출과정
• 3.2 관련 연구 고찰 및 변수 설정
• 3.3 가설도출
• 3.4 통제변수
• IV. 데이터 수집 및 측정방법
• 4.1 표본
• 4.2 제휴성과(종속변수)의 측정
• 4.3 독립변수의 측정
• 4.4 통제변수의 측정
• V. 분석결과
• 5.1 분석결과
• 5.2 논의
• VI. 결론
• 참고문헌
• Abstract

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