earticle

영어

This study focuses on gaining a competitive advantage through the proper business strategies by investigating the cause and effect relations of its strategy and market environments in Korea's tourist enterprises.
As a results of the practical analyses, first, the environments of consumers and markets made an similar effects in overall cost leadership strategies, second, technical, competitive, and consumer environments also made the same like above in differentiation strategy, and third, technical and consumer environments were analyzed to draw a similar phenomena in
concentration strategy. Therefore, tourist enterprises need to set up the concentration and overall cost leadership strategies on a basis of the importance of consumer environments such as consumer involvement and customer loyalty, of a life cycle of goods and after-sale services, and of technical environment factors like expert training, the improvement/ development of core goods or services, activated educations/ training, prompt adaptabilities at the speed of goods/service changes.
Furthermore, they will gain the concentration strategy through prompt countermeasures for market environments, consumer's preferences for their own goods/services, competitive price-setting, a long term competitive strategy establishments & operations, and the finding of distribution channels, etc.
This study cannot, however, represent all of Korea's tourist enterprises by the limit of sample groups, and its measure items and research variables are drawn on a basis of previous studies, so there is a limitation to be acceptable for all of the various factors the existing researchers suggested. It is considered, therefore, that the in-depth studies for various measure variables will be necessary about market environments and business strategies within the reduced operation ranges of tourist enterprises in the future.