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호텔기업 VIP 마케팅 인지도에 관한 연구

초록

영어

The purpose of this study was to supplement the VIP marketing strategy after analyzing the VIP marketing perception of the hotel employees. The results were as followings. The VIP guest-perception of the hotel employees was very high but the VIP marketing perception was insufficient. The VIP guest satisfaction about VIP marketing and the contribution of the VIP guests to the hotel are poor. And the perceptions of the employees are different between the sales related department and the support department. So the communication within the departments and the research about the VIP guests are need to establish the VIP marketing.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 고객세분화
  2. 고급소비시장
  3. VIP 마케팅
  4. VIP 마케팅 현황
 Ⅲ. 조사 설계
  1. 연구 방법
  2. 설문지 구성
  3. 분석 방법
 Ⅳ. 분석 결과
  1. 조사대상자의 일반적 특성
  2. 신뢰도 검증
  3. 인지도 분석 결과
  4. 집단별 차이 분석
 Ⅴ. 결론
 참고문헌
 Abstract

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