禮式文化變化에 따른 웨딩드레스 마아케팅에 관한 硏究

Abstract

영문초록 포함|As the market has changed, due in part to overproduction, into the buyer's market where the customer is the focus of a corporation's marketing activities from the seller's market in which demand exceeds production, the wedding dress industry in Korea has tried to improve effectiveness of its marketing activities under changes in marital culture and wedding dress style. However, the industry could not meet the changes in the customers' needs in such a changing era because of its small size and management by rule of thumb. The industry is just in the step in which it simply imitates European desings and techniques of wedding dress. This study attempted to find out some methods for improving effectiveness of marketing activities of the wedding dress industry of our country through examining the customers' needs and actual purchases of wedding dress then suggesting implications derived from the study for development of the industry. Two hundred thirteen married housewives and unmarried women who were expected to be married in two or three years all of whom lived in Seoul participated in the study as the respondents of the survey. The implications of the study are summarized as follows: First, an analysis of actual purchases of and preferences for wedding dress shows that the customer's needs are not satisfied in terms of price and quality of the wedding dress due to the lack of our own techniques, desings, and brands. Thus, it would be desirable for the wedding dress industry to try to develop its own techniques, designs, and brands of wedding dress. Second, in terms of the customers' needs and wants for the wedding dress, the respondents thought that quality of Korean-made wedding dress should be improved in consideration of its price and they preferred the foreign-made wedding dress to the domestic product. Therefore, a wedding dress that fits well with our culture and is designed with our techniques and colors should be developed as soon as possible. Finally, on the basis of the results of the study, some appropriate marketing strategies for our country's wedding dress industry are suggested as follows: 1) a high quality wedding dress that could reflect personality of the user should be made and priced at a reasonable level, 2) a wedding dress priced at a popular price level should be sold through a distribution network such as the agents for the products made by famous designers, 3) in terms of the distribution channel, it is urgent to develop an agent system specialized in articles essential to a marriage ceremony in which the customer could receive a packaged total service consisting of information search, consultation, and purchase, and 4) advertising strategies through the association of wedding dress businesses and publicity strategies using magazines specialized in wedding and broadcasting should be developed.