초록 열기/닫기 버튼
This study aims to reveal are important success factors in small business owners' management activities through in-depth research, to present important success factors for small business owners, and to help prospective entrepreneurs and small business owners improve their self-sustaining and securecompetitiveness. Specifically,first,wewouldliketolearnabouttherole,nature,andcurrentstatusofsmallbusiness owners. Second, we want to consider the key success factors of small business owners. Third, I wouldliketolookatthefactorsofthehighstart-upprocess.Fourth,thefactorsofthecharacteristics ofmanagersarepresented.Fifth,derivethefindingsandimplicationsofthestudy. The results of the study are as follows. First, the marketing differentiation strategy of small business owners was divided into customer orientation, factors in the start-up process, and factors characteristicofmanagers,confirmingthatthesefactorsareimportantfactorsininducingmanagement performanceofsmallbusinessowners. Second,theimpactofcustomerorientationfactorsontheperformanceofsmallbusinessownerswas foundtohaveasignificantimpactoncustomerrelationshipmanagementandtheproportionofsalesof fixedcustomers(regulars)oncustomerrelationshipmanagementalone. Third, the impactof the start-upprocessfactorsontheperformance of small businessownerswas found to affect both non-financial or financial performance by business opportunities, business plans, andexpertcounseling.
본연구는소상공인의핵심성공요인에대한심도있는연구를통해소상공인이경영활동을 영위하기 위해 필요한 성공 요인이 무엇인지 밝히고 소상공인의 성공적인 창업과 경쟁력을 갖추도록하는방안을모색하여소상공인에게핵심성공요인을제시하고예비창업자와현재 사업을운영하는소상공인들의자생력향상과경쟁력확보에도움을주는목적이다. 구체적으로, 첫째, 소상공인의 현항과역할의본질에대해알아보고자한다. 둘째, 소상공인 의핵심성공요인에대해고찰하고자한다. 셋째, 창업과정요인에대해살펴보고자한다. 넷 째,경영자의특성요인에대한제시한다.다섯째,연구결과및시사점을도출한다. 연구결과는다음과같다. 첫째, 소상공인의마케팅차별화전략을고객지향성, 창업과정의 요인과경영자의특성요인으로구분하였고, 이들요인이소상공인의경영성과를유발하는데 중요한요소임을확인했다. 둘째, 고객 지향성 요인이 소상공인의 실적에 미치는 영향은 비금융성은 고객 관계 관리와 고정고객(단골)의매출비중이실적에유의한영향을미치고재무적성과는고객관계관리만 으로도영향을주는것으로나타났다. 셋째, 창업 과정 요인이소상공인 실적에 미치는영향을 보면 사업기회, 사업계획, 전문가 상담등이모두비금융이나금융적성과에영향을주는것으로나타났다.
키워드열기/닫기 버튼
소상공인, 핵심성공요인, 고창업과정요인, 경영자의특성요인, 고객지향성요인
