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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.21 no.6 = no.75, 2015년, pp.312 - 330
정재원 (경북대학교 농업경제학과) , 김승규 (경북대학교 농업경제학과)
Domestic coffee franchise market in South Korea has been rapidly growing along with developing the global coffee franchises as well as entering domestic franchise companies into the beverage market. Competitions in the markets are getting more accelerated and local franchises and owner-operated coff...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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최근 들어 비알콜 음료점업의 성장률이 둔화되거나 개별 사업체당 매출액이 소폭 감소한 이유는 무엇인가? | 그러나 2009년 이후 점포수나 매출액의 증가율이 10%대로 유지되고 있지만, 최근에 들어 10% 초반대로 그 성장률이 둔화되었고, 개별 사업체당 매출액 또한, 2010년의 약 8,100만원을 정점으로 2013년까지 소폭으로 감소하여 2013년의 사업체당 매출액은 2009년 수준으로 후퇴하였다. 이는 커피전문점 사업체수와 매출액은 아직 증가하는 추세이기는 하나, 사업체수의 증가폭이 매출액의 증가폭보다 더 크기 때문에 발생하는 현상으로 ‘도입기-성장기-성숙기-쇠퇴기’로 대변되는 제품 수명주기 단계에서 성장기 이후의 특징으로 볼 수 있다(Kim OD 1978). 성숙기에 들어선 제품은 매출액 성장률이 둔화되고, 경쟁사들의 최저 가격을 통한 경쟁으로 말미암아 가격 경쟁이 가장 심화되게 된다. | |
Kim JY & Ahn KM(2010)은 커피전문점 선택 속성 항목을 어떻게 구분하였는가? | 커피전문점의 주요 선택 속성들은 가장 기본적인 속성들과 시장 트렌드 변화에 맞춰 새로이 추가되고, 개발된 속성들이 있다. 예를 들어, Kim JY & Ahn KM(2010)은 커피전문점 선택 속성 항목을 커피 맛과 분위기, 브랜드, 가격적 혜택, 쾌적한 공간, 커피 자체 속성 다섯 가지로 구분하였다. Oh HK & Chung KY(2013)은 커피전문점 선택 속성으로 인적 서비스, 브랜딩, 커뮤니케이션, 제품성, 청결성을 꼽았다. | |
커피전문점의 창업 형태로 무엇이 있는가? | 커피전문점의 창업 형태를 살펴보면 프랜차이즈 본사와의 계약에 의한 가맹점 형태(Franchises)와 외부 기업에 대한 의존 없이 개인의 창업에 의해 운영되는 경우(이하 ‘개인 커피전문점’, Perso- nal stores) 두 가지로 나누어 볼 수 있다. 또한, 가맹점의 경우에도 대규모 자본을 바탕으로 전국을 사업 확장 지역으로 하는 대형 커피 프랜차이즈(Large franchises)와 특정 광역시 등 지역에 기반을 둔 지역 자생 커피 프랜차이즈(Local franchi- ses)가 있다. |
김일호 (2013. 5월). 커피전문점의 물리적환경이 고객만족과 재방문에 미치는 영향 -대전, 충청지역의 성인남녀를 대상으로-. 한국엔터테인먼트산업학회 2013 춘계학술대회 논문집, 청주대학교, 108-120.
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