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NTIS 바로가기Fashion & textile research journal = 한국의류산업학회지, v.18 no.1, 2016년, pp.27 - 37
This study examined consumer perceptions towards outdoor wear differentiation and product attributes for outdoor wear differentiation to develop an outdoor wear differentiation strategy. It also investigated how consumer's evaluated product attributes according to consumer's demographic characterist...
핵심어 | 질문 | 논문에서 추출한 답변 |
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제품차별화 전략이란? | 제품차별화 전략이란 타사 제품과 자사 제품을 구별하는 일체의 행위와 노력을 의미하며 경쟁상의 유리함을 확보하려는 전략이다. 기업들은 자사의 특성에 따라 품질 자체, 장소, 서비스, 이미지 등을 이용해 차별화를 하게 되는데, 최근에는 이러한 차별화의 방법을 종합적으로 이용하는 경우가 대부분이다(Hong, 2012). | |
경쟁전략은 어떻게 분류되는가? | 경쟁전략은 원가우위전략, 차별화 전략, 집중전략으로 분류되는데 성숙단계에 접어든 제품의 경우 다른 기업의 제품과 차별적인 우위를 가지고 있어야 소비자들에게 선택받게 되므로 차별화 전략이 필요하다(Proter, 1985), 더욱이 오늘날의 아웃도어웨어 산업과 같이 기업 간에 기술차이가 거의 없어 동질성이 높아지고 공급량까지 과잉된 상태에서는 제품차별화 전략을 통해 경쟁우위를 확보해야 한다. | |
아웃도어 의류시장 규모가 성장한 이유는 무엇인가? | 아웃도어활동 참여는 정신적, 신체적, 사회적 웰빙을 증가시키는 것으로 알려져 있어(Morrisey & Rossi, 2013) 많은 소비자들이 아웃도어활동을 하고 있으며 그로 인해 아웃도어웨어시장은 크게 성장하였다. 이러한 경향은 전 세계적이어서 Wray and Hodges(2008)는 건강 중시 라이프 스타일과 높아진 소득으로 인해 스포츠 물품 구매의 양, 질, 빈도가 모두 증가되었고 Michman and Mazze(2006)도 임금 증가로 아웃도어웨어와 장비에 사람들은 더 많은 지출을 하고 있다고 하였으며 Stamatakis and Chaudhury(2008)도 건강을 중시하는 라이프스타일에 따라 더 많은 사람들이 스포츠와 아웃도어 활동을 하고 있다고 하였다. 영국의 Aroq Limited는 2012년 발표 자료에서 2013년 글로벌 아웃도어 의류시장 규모는 181억 달러(19조 9000억 원)에 이를 것이라고 추정했고 이는 2007년 140억 달러에서 30% 가량 성장하는 셈이라고 하면서 2018년에는 시장규모가 216억 달러까지 확대될 것으로 전망했다. |
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