서비스기업의 경영성과에 영향을 미치는 시장전략 요인에 관한 연구 - PIMS데이타 활용을 중심으로 -

• 영문명: A Study on the Effects of Market Strategy Factors on Performance of Service Industry -Focusing on Application of PIMS Database-
• 발행기관: 한국상품학회
• 저자명: 이윤보(Kim Yoon-Bo) 정헌수(Jung Heon-Soo) 김종열(Kim Jong-Youl)
• 간행물 정보: 『상품학연구』제29호, 39~65쪽, 전체 27쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2003.08.01

영문 초록

This research collected variables on 44 firms belonging to the service industry among firms listed on the Korean stock exchange. The service variables was surveyed with a questionnaire. Based on these, we set up performance and strategic variables with an empirical analysis and also set up a hypothesis to identify PIMS principles. We examined the goodness-of-fit by Multiple Regression Model and found PIMS market rule and regulation with impact analysis. Together, we drew up a Par report by selecting sample firms and applied it to be able to used in the industry field. Three important findings & possibilities that became clear in this research are as follows: First, we think that it is possible to use a PIMS variable which is used in the United States by a variable and PIMS model based on this has considerable explanation power. In ROI model, using 18 Strategic Variables, explained R²=0.69, and in CF model, using 11 Strategic Variables. explained R²=0.45. Second, 4 major determinants of ROI(Investment Intensity, relative market share, real market growth, and relative marketing expenses) that Abell & Hammond presented, appeared as positive correlation with the exception of marketing expenses. In addition, 2 major determinant of CF(relative market share, investment intensity) also appeared as positive correlation. This goes along with the PIMS theory too. Particularly, BCG model consisted with real market growth & relative market share, among 4 part side, introduction stage & decline stage showed CF like BCG theory, but the growth stage CF appeared slightly better than the maturity stage. Third, we utilized CF as PIMS performance variable for the first time in the country and together introduced a Par ROI report & Par CF report for the first time. In the Par report, by contrasting Actual ROI & CF to average ROI & CF, individual company's evaluation became possible.

목차

Ⅰ. PIMS의 개념

Ⅱ. 연구방법

Ⅲ. 분석결과

Ⅳ. 연구결과 및 한계

참고문헌

Summary