마케팅 7P 요인 연구 동향 – 방송외주제작을 중심으로 – = Trends in Marketing 7P Factors – Focused on Broadcasting Outsourcing

다국어 초록 (Multilingual Abstract)

Service has the characteristics of intangibility, Simultaneous heterogeneity, and perishability, so it is limited only by marketing strategies of existing 4P (Product, Price, Place, Promotion). Therefore, the results of a trend study on marketing 7P for the development of broadcasting outsourcing producers provide the following implications. First, in terms of products, outsourcing manufactures should focus more on quality and brand management. Second, prices are the most important and sensitive sector of the 7P factor studies therefore require a marketing strategy that is more careful. Third, In distribution, the reference is very important so must consider how to effectively build up this reference. Fourth, because of the importance of nominees in the characteristics of broadcasting outsourcing business, it is necessary to promote policies on who is recommended. Fifth, the professionalism of the broadcasting outsourcing is influenced by human factors such as employees. Sixth, the physical evidence, such as quality and sound, should be aroused the intention of repeat purchase by customers. Seventh, the process should provide transparent disclosure of the production process of broadcasting outsourcing programs and actively involve customers in the production process.

참고문헌 (Reference)

1 고창헌, "항공사 서비스 마케팅믹스(7Ps) 요소와 소비자만족, 충성도간의 관계연구" 관광경영학회 18 : 1-20, 2014

2 노희찬, "커피전문점의 서비스 마케팅믹스 요인이 고객만족 및 브랜드 충성도에 미치는 영향 : 국내·외 브랜드 비교" 경기대학교 서비스경영전문대학원 2012

3 서부경, "초저가 화장품 브랜드샵의 연령대별 여성 소비자 연구 : 이용실태와 마케팅 믹스 7P's 중심" 건국대학교 산업대학원 2011

4 양승준, "인디뮤지션공연의 마케팅믹스요인(7P)이 관객 만족도와 재관람의도에 미치는 영향 : 홍대지역 라이브클럽을 중심으로" 중앙대학교 2016

5 어용빌랙, "소비자가 인지하는 마케팅 믹스 7p's가 고객만족과 재 구매의도에 미치는 영향 : e-마트를 대상으로" 가천대학원 2017

6 한수정, "서비스마케팅믹스의 요소를 활용한 새로운 서비스블루프린트 제안에 관한 연구 -커피전문점 서비스시스템을 중심으로-" 디자인융복합학회(구.한국인포디자인학회) 11 (11): 185-197, 2012

7 정윤경, "방송 외주정책의 제작인력 동기구축 성과" 한국콘텐츠학회 15 (15): 81-90, 2015

8 심재철, "박람회여행사 마케팅믹스와 만족 및 행동의도 간 영향관계 연구 -경쟁우위전략의 매개효과를 중심으로-" 대한관광경영학회 29 (29): 1-23, 2014

9 권은실, "미용소비자의 마케팅믹스요인(7Ps)이 전환장벽에 미치는 영향" 한국미용학회 23 (23): 530-536, 2017

10 Rafiq, M., "Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics" 13 (13): 4-15, 1995

11 Cowell, D. W., "The marketing of services" Institute of Marketing/The CAM Foundation 1986

12 Gilbert, D., "The development of marketing-a compendium of historical approaches" 2 : 75-, 2001

13 Borden, N. H., "The concept of the marketing mix" 4 (4): 2-7, 1964

14 Colombo, R. A., "Note—A brand switching model with implications for marketing strategies" 8 (8): 89-99, 1989

15 Booms, B., "Marketing strategies and organizational structures for service firms"

16 Kotler, P., "Marketing for health care organizations" Prentice Hall 1986

17 Kotler, P., "L.(2006). Marketing management, 12"

18 김도균, "K리그 구단의 효율적인 마케팅 믹스(7P) 운영을 위한 연구" 한국스포츠산업경영학회 19 (19): 133-155, 2014

19 Crick, D., "Export assistance: another look at whether we are supporting the best programmes" 12 (12): 61-72, 1995

20 McCarthy, E. J., "Essentials of marketing: a global-managerial approach" Irwin 1994

21 McCarthy, E., "Basic marketing (No. 658.80122 M1271b Ej. 1)" Irwin 1990

22 McCarthy Jerome, E., "Basic Marketing-A Managerial Approach" Irwin 1960