롯데월드의 마케팅전략 및 서비스분석 보고서

소개글

서비스마케팅의 관점에서 롯데월드의 다양한 전략을 분석하였습니다.
현재의 문제점과 개선방안도 함께 다루었습니다.

목차

1. 서 론········································································································································2
1) 사례선정 동기···············································································································2
2) 롯데월드 기업소개······································································································2
2. 본 론·····································································································································3
1) SWOT 분석··················································································································3
2) STP 분석
3) 롯데월드 서비스 마케팅 7P··················································································
3-1 PRODUCT(제품)···································································································
3-2 PRICE(가격)······································································································
3-3 PLACE(유통)·····································································································
3-4 PROMOTION(촉진)·······················································································
3-5 PEOPLE(사람)············································································································
3-6 PHYSICAL EVIDENCE(물리적 증거)········································································
3-7 PROCESS(과정)············································································································
3. 결 론················································································································································
1)문제점 및 한계점············································································································
2)미래전략방안····································································································································

본문내용

1. 서 론
1) 사례선정 동기
기업과 소비자 간의 교환을 촉진하는 모든 활동은 마케팅으로 분류되고 마케팅의 대상은 유형 제품뿐만 아니라, 무형 서비스, 아이디어 등 모두가 마케팅의 대상이 된다. 고객가치를 증가시키는 것이 마케팅 활동의 목적이라는 이론에서 출발하여 생각을 해보았다. 고정관념을 깨자! 우리가 선택한 것은 무형의 서비스인 문화 산업이었다. 희망의 코드, 기쁨의 코드를 갖고 있는 산업을 찾던 중 삶의 질을 높이는 여가 활동을 생각해 보았다. 삭막한 도시생활의 스트레스를 풀고 마음껏 다른 세계를 즐길 수 있는 테마파크와 같은 여가공간은 도시민의 삶의 질이라는 측면에서 대단히 중요한 탈 스트레스산업으로 주목받고 있다.
2) 롯데월드 기업소개
롯데월드는 사람들에게 보다 유익한 공간을 제공함으로써 미래의 풍요로운 삶을 만들어 나가고자 롯데월드는 건전한 레저문화를 선도하고, 다양한 문화와 예술, 스포츠 활동을 통한 새로운 라이프 스타일을 창조한다는 설립취지 아래 1989년 7월 12일 개장하여 한 해 평균 800만 명에 가까운 손님이 방문하는 롯데월드는 지난 2002년 4월 개장 이후 총 방문객 수 7,000만 명을 돌파하였으며, 이 가운데 약 10%가 외국인 관광객을 차지하고 있다. 또 롯데월드는 테마파크 외에도 백화점, 호
텔, 면세점, 대형 할인점, 스포츠 센터가 한 곳에 모여 있는 대단위 복합생활공간(CLT : Complex Life Town)으로 관광에서 레저, 쇼핑, 문화, 스포츠에 이르기까지 원하는 모든 것을 한곳에서 즐길 수 있는 도심 속의 또 하나의 도시 형태를 취하고 있다. 또한 인공호수로 만들어진 “석촌호수”는 담수의 자체 순환이 되지 않아 극심한 수질오염에 시달리고 있었으나 매직아일랜드의 건립과 함께 새롭게 탄생한 지금은 가물치와 잉어를 비롯해 메기, 장어, 붕어 등 많은 민물고기가 서식하고 있을 만큼 맑은 수질을 자랑하고 있다. 롯데월드는 석촌호수가에 벚꽃나무와 철쭉을 식재하고 계절별 화초를 감상할 수 있는 화단도 가꾸어 시민들의 발길이 이어지고 잇으며, 석촌호수는 아름다운 호수의 경관을 배경으로 주변의 조깅트랙과 산책로, 휴식 공간, 서울 놀이마당, 매직아일랜드

참고 자료

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