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논문검색

Technology Convergence (TC)

Localization Strategies and Changes in Market Share of Global Food Franchise Brands Analyzed through Textom

원문정보

Munyeong Yun, Gi-Hwan Ryu, Jin Zhen, Li Teng, Woo-Choul Chang

국제문화기술진흥원 International Journal of Advanced Culture Technology(IJACT) Volume 12 Number 4 2024.12 pp.568-573
피인용수 : 0건 (자료제공 : 네이버학술정보)

초록

영어

This study examines the relationship between localization strategies and market share of global food franchises using Textom. Through text mining and clustering analysis, the research highlights the impact of tailoring products and strategies to local markets. Data collected from August to October 2024 reveals a strong correlation between effective localization and market share growth, as seen in Lotteria’s success in Vietnam. The study emphasizes the importance of localized strategies for international expansion while acknowledging limitations in demographic analysis, suggesting the need for further qualitative research.

목차

Abstract
1. INTRODUCTION
2. METHOD
2.1 Research Subjects
2.2 Analysis Tools
2.3 Data Preprocessing
3. RESULT
3.1 Data Mining
3.2 Text Mining Research Results
3.3 Network Visualization Analysis Results
4. Conclusion
REFERENCES

키워드

저자정보

  • Munyeong Yun Master D. Student, Department of Tourism and Food Industry, Graduate School of Smart Convergence, KwangWoon University, Seoul, Korea
  • Gi-Hwan Ryu Professor, Department of Tourism and Food Industry Graduate School of Smart Convergence, KwangWoon University, Seoul, Korea
  • Jin Zhen Ph. D. student, Department of Immersive Content Convergence, Graduate School, KwangWoon University, Seoul, Korea
  • Li Teng Ph. D. student, Department of Immersive Content Convergence, Graduate School, KwangWoon University, Seoul, Korea
  • Woo-Choul Chang Professor, Department of Immersive Content Convergence, Graduate School, Kwangwoon University, Seoul, Korea

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