국내(國內) 패션기업(企業)의 사회지향적(社會指向的) 마케팅 실천(實踐)에 관한 연구(硏究)

A Study on the Practice of Social Marketing in Domestic Fashion Business

  • 권미정 (밀양대학교 패션디자인학과) ;
  • 이계숙 (밀양대학교 산업대학원 패션디자인학과) ;
  • 박숙현 (경성대학교 의상디자인학과)
  • Kwon, Mi-Jeong (Dept. of Fashion Design, Miryang National University) ;
  • Lee, Gye-Suk (Dept. of Fashion Design, Miryang National University) ;
  • Park, Sook-Hyun (Dept. of Fashion Design, Kyungsung University)
  • 발행 : 2005.06.30

초록

The purpose of this study is to investigate the practice d social marketing of fashion business in Korea. A questionnaire was designed by the researcher and consisted of items of 30 items of social marketing practice in fashion business. Responsers are administrators and merchandisers who work in fashion business. Data were analyged using SPSS by frequency, mean, standard deviation, $x^2$-test, ANOVA and Duncan's multiple range test. The results of this study were as follows : 1. In decision-making method of social marketing, degrees of practice were shown comparatively high. And, three practice factors (consumerism, humanism, and environmentalism) showed indifference in six business characteristics (store type, staff number, annual budget, annual education method, education frequency, and the location). 2. In feedforward method of social marketing, degrees of practice were shown comparatively high. And, two practice factors (business strategy, and product strategy) showed indifference in seven business characteristics (date of establishment, store type, staff number, annual budget, education method, annual education frequency, and the location). 3. In administrative method of social marketing, degrees d practice were shown comparatively high. And, four practice factors (product development, price decision, distribution management, and advertisement and promotion) showed indifference in eight business characteristics (date d establishment, store type, staff number, annual budget, education method, annual education frequency, the location, and distribution structure). 4. In total system method of social marketing, degrees of practice were shown comparatively high. And, two practice factors (marketing planning, and self-audits system) showed indifference in six business characteristics (business size, store type, annual budget, education method, annual education frequency, and distribution structure). The present findings provide that social marketing of fashion business in korea has been practiced comparatively high.