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논문 기본 정보

자료유형
학술저널
저자정보
김현덕 (대구미래대학교)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.23 No.5(Wn.88)
발행연도
2017.8
수록면
109 - 120 (12page)

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연구주제
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연구배경
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연구방법
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초록· 키워드

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This study aimed to develop Chinese restaurant set menu which was proper to tendency of market segmentation by using conjoint analysis. In order to examine tendency of market segmentation, this study investigated the important factors and effective values of whole market and segment market. First, the study found that whole market and segment market seemed to prefer seafood to meat except Cluster 3 (Gentle demand type). Second, regarding efficiency of attribute level, the study found that crap soup is favored over seafood in both whole market and segment market except Cluster 1 (strong demand type). Third, Cluster 1 (strong demand type) showed a high level of efficiency on menu which is mixed with meat and seafood. In Cluster 2 (middle demand type), there was a high level of efficiency in meat menu. In case of Cluster 3 (gentle demand type), seafood menu showed high level of efficiency. Forth, there was a high level of efficacy in rice and western dessert menu on the result of analysis on whole market and segment market. Therefore, this study suggests that the preference of seafood is more higher than the preference of meat. It means that current customers care their health more than they used to be. According to this study, people who want to develop Chinese restaurant menu should focus on seafood more than meat. What’s more, marketers of chinese restaurants have to not only present new awareness and fresh atmosphere but also provide typical composition of set menu for target customers.

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ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결론
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