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Á¦ 1Àå ¼·Ð...................................................................................8
Á¦ 1Àý ¿¬±¸ÀǸñÀû............................................................................8
Á¦ 2Àý ¿¬±¸ÀÇ ¹æ¹ý ¹× °³¿ä............................................................9
Á¦ 2Àå ÀÌ·ÐÀû °íÂû.....................................................................10
Á¦ 1Àý µðÁöÅÐÄ«¸Þ¶óÀÇ °³È²...........................................................10
1. µðÁöÅ» Ä«¸Þ¶óÀÇ µîÀå¹è°æ..............................................................10
2. µðÁöÅ» À̹ÌÁöÀÇ ±â·Ï¿ø¸®..............................................................10
3. µðÁöÅ» Ä«¸Þ¶óÀÇ Æ¯¼º.....................................................................12
4. µðÁöÅ» Ä«¸Þ¶ó¿Í ÄÄÇ»ÅÍ¿ÍÀÇ ¿¬°á¹æ½Ä...........................................13
5. JPEG ¾ÐÃà ÀúÀå Æ÷¸Ë.....................................................................14
6. µðÁöÅ» Ä«¸Þ¶óÀÇ ¸Þ¸ð¸® Ä«µå.........................................................15
Á¦ 2Àý »çÁø¹®ÈÀÇ ÀÌ·Ð.................................................................15
1. »çÁøÀÇ ¿ª»ç....................................................................................18
2. µðÁöÅлçÁøÀÇ °³¿ä..........................................................................21
Á¦ 3Àý µðÄ«¹®È.............................................................................21
1. µðÄ«¹®ÈÀÇ Á¤ÀÇ.............................................................................21
2. µðÄ«¹®ÈÀÇ Çü¼º°úÁ¤......................................................................22
3. µðÄ«¹®ÈÀÇ ÁÖµµÀÚ..........................................................................23
4. µðÄ«¹®ÈÀÇ Æ¯Â¡.............................................................................26
5. µðÄ«¹®ÈÀÇ ±àÁ¤°ú ºÎÁ¤.................................................................28
Á¦ 4Àý µðÁöÅÐÄ«¸Þ¶óÀÇ ´ëÇ¥ÁÖÀÚ ¿Ã¸²Çª½ºÀÇ ¼º°ø¹è°æ...............28
1. ¿Ã¸²Çª½ºÀÇ ±â¾÷ºñÁ¯°ú ±â¾÷Àü·«...................................................30
2. »óȲºÐ¼®..........................................................................................34
3. ¸ÅÆ®¸¯½º ºÐ¼®.................................................................................37
4. STPÀü·«........................................................................................38
5. ¸¶ÄÉÆà ¹Í½º(Marketing mix).......................................................43
6. SWOT ºÐ¼®...................................................................................50
7. Àü¸Á................................................................................................53
Á¦ 3Àå µðÁöÅÐÄ«¸Þ¶óÀÇ µîÀå°ú »çȸ¹®ÈÀû º¯È.....................53
Á¦ 1Àý Æз¯µð»çÁøÀÇ ÃâÇö............................................................53
1. µðÄ«ÀÇ Æз¯µð Çö»ó......................................................................54
2. Æз¯µð»çÁøÀÇ ¿¹¼úÀû ³í¶õ...........................................................54
3. Æз¯µð »çÁøÀÌ ³ºÀº ±àÁ¤Àû Ãø¸é.................................................59
4. Æз¯µð »çÁøÀÌ ³ºÀº ±àÁ¤Àû Ãø¸é.................................................59
Á¦ 2Àý °³ÀÎȨÇÇ(¹Ì´Ï)..................................................................61
Á¦ 3Àý ¾ó¯½Åµå·Ò........................................................................63
Á¦ 4Àå µðÁöÅÐÄ«¸Þ¶óÀÇ ¼ÒºñÀÚ ¸¸Á·µµ Á᫐ ¹æÇâÁ¦°í............63
Á¦ 1Àý Á¶»ç°³¿ä............................................................................63
1. Á¶»ç°³¿ä........................................................................................63
2. Á¶»ç°á°ú........................................................................................63
Á¦ 2Àý µðÄ«½ÃÀå¿¡¼ÀÇ ¾÷°è°£ ¸¶ÄÉÆà Àü·«°ú ¹®ÈÇàÅ·νáÀÇ ³ª°¡°¡ ¾ßÇÒ ¹æÇâ.........................................................................77
1. ¾÷°è°£ ¸¶ÄÉÆà Àü·«......................................................................77
2. µðÄ«ÀÇ ¹®ÈÇàÅ·νáÀÇ ³ª¾Æ°¡¾ßÇÒ ¹æÇâ.....................................83
Á¦ 4Àå ¿ä¾à ¹× °á·Ð.................................................................85
1. »çÁø¹®È ¿¡¼ú·Î½áÀÇ µðÁöÅÐÄ«¸Þ¶ó.............................................85
2. ¸¶ÄÉÆà Ãø¸é¿¡¼ÀÇ µðÁöÅÐÄ«¸Þ¶ó.................................................85
3. ¹®ÈÇàÅ ·Î½áÀÇ µðÁöÅÐÄ«¸Þ¶ó...................................................86
Âü°í¹®Çå............................................................................................87
ºÎ ·Ï.................................................................................................88
Ç¥ ¸ñ Â÷
<Ç¥2-1>¿ì¸®³ª¶ó ¿¬µµº° Àüü µðÁöÅÐÄ«¸Þ¶ó ÆǸŴë¼ö ¹× ¿¹»ó...................32
<Ç¥2-2>¿ì¸®³ª¶ó µðÁöÅÐÄ«¸Þ¶ó ÆǸŽÇÀû............................................................32
<Ç¥2-3>Positioning Map...........................................................................................37
<Ç¥2-4>ºñ±³Àû µ¿»ç¾çÀÇ Á¦Ç°µé(320¸¸ ȼÒ) °¡°Ýºñ±³...................................42
<Ç¥2-5>µðÁöÅÐÄ«¸Þ¶ó ÆǸÅÃßÀÌ...............................................................................50
<Ç¥4-1>Á¶»ç°³¿ä..........................................................................................................63
<Ç¥4-2>Descriptive Statistics..................................................................................63
<Ç¥4-3>»ç¿ë¿©ºÎ.........................................................................................................65
<Ç¥4-4>¼ÒÀ¯¿©ºÎ.........................................................................................................65
<Ç¥4-5>ºê·£µå.............................................................................................................65
<Ç¥4-6>ÈÞ´ëȸ¼ö(ÇÑ´Þ/ ¹ø)......................................................................................66
<Ç¥4-7>Å©±â¸¸Á·.........................................................................................................66
<Ç¥4-8>ŵµ1 (µðÁöÅÐ Ä«¸Þ¶ó´Â ´Ã °¡Áö°í ´Ù³à¾ß ÇÑ´Ù)..............................67
<Ç¥4-9>ŵµ 2 ( µðÁöÅÐ Ä«¸Þ¶ó´Â ÀÛÀº °ÍÀÌ ÁÁ´Ù)........................................67
<Ç¥4-10>1¼øÀ§ Áß¿ä¿ä¼Ò..........................................................................................68
<Ç¥4-11>ÀûÁ¤È¼Ò......................................................................................................69
<Ç¥4-12>Ä«¸Þ¶óÆù º¸À¯............................................................................................69
<Ç¥4-13>¼ºº°..............................................................................................................69
<Ç¥4-14>Á÷¾÷..............................................................................................................70
<Ç¥4-15>ŵµ2 * ¼ºº°..............................................................................................70
<Ç¥4-16> Chi-Square Tests...................................................................................71
<Ç¥4-17>correlate »ó°ü°ü°è ºÐ¼®..........................................................................71
<Ç¥4-18>¼ºº°°ú ŵµ 1, ŵµ 2 °£ÀÇ ºÐ»êºÐ¼®................................................72
<Ç¥4-19>ÇÑ´Þ µ¿¾ÈÀÇ ÈÞ´ëȽ¼ö¿Í ŵµ 1,2 ¿ÍÀÇ ºÐ»êºÐ¼®............................72
<Ç¥4-20>Model Summary........................................................................................73
<Ç¥4-21>Anova..........................................................................................................73
<Ç¥4-22>Coefficients................................................................................................73
<Ç¥4-23>Å©±â¸¸Á· - ŵµ 2...................................................................................74
<Ç¥4-24>Model Summary.......................................................................................75
<Ç¥4-25>ANOVA.......................................................................................................75
<Ç¥4-26>Coefficients.................................................................................................75
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