원문정보
A Study on the Effect of Marketing Strategy of Cosmetic Brand Shop on Customer purchasing Behaviors
초록
영어
Cosmetic industry is a typical industry for domestic demand and is closely connected with domestic demand growth. In 2006, domestic cosmetics market is showing high growth rate due to the recovery of domestic demand and the market reorganization of sales channels is proceeding rapidly due to the recent global economic slowdown, Due to the situation, many companies are launching low-priced brand shop. The purpose of this study was to clarify the impact of marketing strategy of cosmetic brand-shop on consumers' purchasing intention. As the result of analyses, it was found that product, place, promotion factors of cosmetic brand-shop affect brand image. Also only product factor affects corporate image, perceived quality. And using regression analysis between brand image, corporate image, perceived quality and customer behaviors. Brand image and perceived quality factors influence consumers purchasing intention. Brand image has a positive impact on corporate image. And corporate image affects the perceived quality.
목차
1. 서론
2. 이론적 배경
2.1 국내화장품 시장에 대한 고찰
2.2 화장품 브랜드샵
2.3 마케팅 전략
2.4 브랜드 이미지, 기업이미지, 지각된 품질, 구매의도에 관한 고찰
3. 연구모형 및 가설
4. 실증분석
4.1 자료의 수집
4.2 신뢰성 및 타당성 분석
4.3 가설검정
5. 결론
6. 참고문헌