國內 外食브랜드 海外 進出 活性化 方案에 관한 硏究 = "A Study on ""How to Promote Local Food & Restaurant Brands to go global"""

다국어 초록 (Multilingual Abstract)

In tandem with Korea's globalization efforts, local restaurant business in growing leaps and bounds. By the year 2000, the industry is expected to soar to one of the major industries with hosting many large-scale international events.
Rising to the occasion, the Korea Restaurant Industry needs change itscurrent modus operandi focusing on management skill improvement and globalization of its network.
In Particular. they need to have their competity edge against. multinational Restaurant brands both in local and overseas markets.
To further develop the local industry, we need to work on the following areas.
1. Top management is required to show firm commitment to development of local brand that can be a real player in the global market.
2. To make any impact in the global market, a specific marketing strategy needs to be developed fit for each market.
3. To save initial investment expenditure, a close cooperation among local industries is prerequisite.
4. To make the industry easier to go global, local government needs to provide them with financial and taxational benefits.

목차 (Table of Contents)

• Ⅰ. 序論
• 1. 問題의 提起
• 2. 硏究의 目的과 方法
• Ⅱ. 國內外食産業 現況
• 1. 外食産業 槪觀
• 2. 海外 브랜드의 國內 進出 現況
• Ⅲ. 國內브랜드 海外 進出實態와 問題點
• 1. 브랜드에 관한 理論的 考察
• 2. 國內브랜드 現況과 對應戰略
• 3. 國內브랜드 海外 進出 實態
• 4. 國內브랜드 海外進出의 問題點
• Ⅳ. 國內브랜드 海外 進出 活性化 方案
• 1. 新商品 開發 努力의 强化
• 2. 브랜드의 現地化 및 市場網 確保
• 3. 海外마케팅 體制의 現地化
• 4. 外食 企業 經營主의 意識의 國際化
• 5. 共同 마케팅 = 17
• 6. 海外 進出 外食企業에 對한 支援 强化
• Ⅴ. 結論
• 參考文獻
• ABSTRACT