식품외식업계의 협업에 대한 빅데이터 분석

Recently, there has been a lot of collaboration in the food and restaurant industry, and the collaboration craze that has blown in the distribution and food and restaurant industry targeting the MZ generation continues. Therefore, this study conducted big data analysis utilizing text mining to confirm consumers' perceptions of collaboration in the food and restaurant industry. To this end, keywords related to collaboration in the food and restaurant industry were collected through Textom on portal sites such as Naver, Daum, and Google. The collection period of this study was set from January 2020 to June 2021, and unnecessary keywords were refined among 11,821 data. Through Textom, 80 major keywords frequently mentioned in the data were derived by analyzing the data's high keyword frequency and TF-IDF. In the top 80 keywords, ‘unique collaboration’, ‘food and restaurant industry’, ‘brand’, ‘launch’, ‘product’, ‘marketing’, ‘goods’, ‘diversity’, ‘consumer’, ‘generation’ were included. As a result of CONCOR analysis using UCINET 6 and NetDraw, seven clusters were formed, such as ‘collaborative products’, ‘collaborative marketing’, ‘collaboration craze’, ‘expansion of food service industry’, ‘utilization of dining out’, ‘franchise field’, and ‘collaborative development’. Based on the analysis results, consumers’ perceptions and issues of collaborations in the food and restaurant industry were identified. Moreover, it is expected to present meaningful practical implications for establishing marketing strategies when developing collaboratively in the food and restaurant industry in the future.