다국적 외식기업의 e-비즈니스마케팅 전략에관한 연구 - 다국적 피자 프랜차이즈점의 소셜 커머스 이용전략을 중심으로 -

Multinational food service enterprises provide e-biz marketing services that meet the demands of users such as menu marketing, interactive information exchange, events, and websites that give coupons,and the marketing promotes the companies and improves their brand recognition. Social media is a remarkable innovative tool for the relation and communication between companies and consumers,and rapidly changes and develops the marketing activities of companies. Blogs and SNS are a new cross-media platform to maximize the communication effect with consumers, and multinational food service enterprises often use various channels such as portal search, blog, and SNS for their marketing. This research compares and analyzes the characteristics and expected performance of blogs and SNS channels of multinational food service enterprises through case analysis in terms of marketing activities, and proposes strategic format and suggestion how to maximize marketing performance by independently or integratedly using each marketing channel according to the purpose and direction of a marketing activity.