- 영문명
- Study on the Competitiveness evaluation for Benchmarking the SME"s Management Performance Using AHP
- 발행기관
- 한국마케팅과학회
- 저자명
- 송만석(Song Man Seok) 김성환(Seong Hwan Kim)
- 간행물 정보
- 『한국마케팅과학회 학술발표대회논문집』2005 추계학술대회 발표 논문집, 715~736쪽, 전체 22쪽
- 주제분류
- 경제경영 > 경영학
- 파일형태
- 발행일자
- 2005.11.30
국문 초록
영문 초록
This study is purposed to present the marketing strategies for the SME"s(small and medium-sized enterprise), SME management character. marketing strategies and marketing mix strategies as influential variations on SME"s business performance. and testing the direct and indirect effects of these variations on business performance.
The frequency analysis is conducted by SPSS WIN 12.0 program in order to determine the general characteristics of the models, and the evaluation of the management performance and the quantitative evaluation of the SME"s competitiveness are carried out by Expert Choice 2000 program for the AHP analysis of the set models. Based these results, this study is to suggest the effective decision-making methods to ensure the competitive advantages by benchmarking the SME"s with the comparative advantages.
The results of the empirical analysis of the SME"s management performance and competitive indexes are as follows. Firstly, it is shown that the SMEs" CEO"s put the top priority on the manager"s characteristics(.325) rather than the enterprise performance(.229), the marketing strategies(.260) and the marketing mix(.186) in the area of the evaluation. Secondly, the leadership characteristics(.450) are more weighed than the psychological characteristics(.278) and motivational characteristics(.272) in the questionnaire about the comparative importance among the third leveled evaluation factors of the CEO"s characteristics. In the area of the marketing mix, the price mix(.316) is regarded as the most important by the SME"s CEO"s, followed by the products mix(.310), the place mix(.196) and the promotion mix(.178). Concerning the area of the enterprise performance. the financial performance(.528) are considered preferably to the marketing performance(.472). Thirdly, the SME group with the highest competitiveness indexes and the SME group with the lowest ones are compared. As a result, the enterprises which belongs to the former SME group have the marketing team and show the comparably higher total sales in 2004 in general.
In conclusion, the group of the comparably lower competitive indexes needs to benchmark the evaluation results of the group showing the comparably higher competitive indexes in the fundamental sub-items. In addition, the SME"s present the very low adoption ratio of the e-business. They are strongly proposed to introduce the e-business as soon as possible to strengthen the competitiveness in line with the new business trends of the e-business.
The frequency analysis is conducted by SPSS WIN 12.0 program in order to determine the general characteristics of the models, and the evaluation of the management performance and the quantitative evaluation of the SME"s competitiveness are carried out by Expert Choice 2000 program for the AHP analysis of the set models. Based these results, this study is to suggest the effective decision-making methods to ensure the competitive advantages by benchmarking the SME"s with the comparative advantages.
The results of the empirical analysis of the SME"s management performance and competitive indexes are as follows. Firstly, it is shown that the SMEs" CEO"s put the top priority on the manager"s characteristics(.325) rather than the enterprise performance(.229), the marketing strategies(.260) and the marketing mix(.186) in the area of the evaluation. Secondly, the leadership characteristics(.450) are more weighed than the psychological characteristics(.278) and motivational characteristics(.272) in the questionnaire about the comparative importance among the third leveled evaluation factors of the CEO"s characteristics. In the area of the marketing mix, the price mix(.316) is regarded as the most important by the SME"s CEO"s, followed by the products mix(.310), the place mix(.196) and the promotion mix(.178). Concerning the area of the enterprise performance. the financial performance(.528) are considered preferably to the marketing performance(.472). Thirdly, the SME group with the highest competitiveness indexes and the SME group with the lowest ones are compared. As a result, the enterprises which belongs to the former SME group have the marketing team and show the comparably higher total sales in 2004 in general.
In conclusion, the group of the comparably lower competitive indexes needs to benchmark the evaluation results of the group showing the comparably higher competitive indexes in the fundamental sub-items. In addition, the SME"s present the very low adoption ratio of the e-business. They are strongly proposed to introduce the e-business as soon as possible to strengthen the competitiveness in line with the new business trends of the e-business.
목차
Ⅰ. 서론
Ⅱ. 연구의 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석의 결과
Ⅴ. 결론
참고문헌
〈Abstract〉
Ⅱ. 연구의 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석의 결과
Ⅴ. 결론
참고문헌
〈Abstract〉
키워드
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참고문헌
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