;)
저자: 황사빈, 류하영 (지은이)
1과목 유통물류일반관리
Chapter 01 유통의 이해
제1절 유통의 이해 ······················································ 4
1. 유통의 개념과 분류 / 4
2. 유통(중간상)의 필요성 / 5
3. 유통기능(function)과 유통흐름(flow) / 6
제2절 유통경로 및 구조 ················································· 13
1. 유통경로의 개념 / 13
2. 유통경로의 유용성 / 13
3. 유통경로의 유형과 관리 / 16
4. 유통경로의 조직 / 17
5. 유통경로의 믹스 / 21
6. 유통경로 결정에 관한 이론 / 24
7. 유통경로에서의 힘과 갈등관리 / 27
8. 소매업의 기능 및 특성 / 29
9. 소매업 발전에 관한 이론 / 31
10. 도매업의 기능 및 특성 / 36
11. 도매상의 유형 / 38
제3절 유통경제와 유통산업의 이해 ········································ 41
1. 유통환경의 변화와 특징 / 41
2. 유통산업의 경제적 역할 / 43
3. 유통비용과 이윤 / 44
실전감각 기르기 ······················································ 46
Chapter 02 유통경영전략
제1절 유통경영환경분석 ················································· 64
1. 유통경영전략의 필요성과 이해 / 64
2. 유통기업의 비전과 목표 / 65
3. 유통경영의 외부적ㆍ내부적 요소분석 / 66
제2절 유통경영전략의 수립과 실행 ········································ 69
1. 경쟁우위와 경쟁전략 / 69
2. 경영혁신 / 73
실전감각 기르기 ······················································ 75
Chapter 03 유통경영관리
제1절 조직관리 ························································ 83
1. 조직의 이해 / 83
2. 조직구조의 설계 / 83
3. 조직구조의 유형 / 85
4. 조직의 목표관리 / 87
5. 리더십 / 88
6. 조직의 동기부여 / 95
제2절 인적자원관리 ···················································· 100
1. 인적자원관리의 기초와 개념 / 100
2. 직무분석 / 101
3. 직무평가 / 104
4. 인사고과 / 106
5. 인적자원의 확보와 개발 / 109
6. 인적자원의 보상과 유지 / 110
제3절 재무관리 ······················································· 113
1. 재무관리의 개요 / 113
2. 자본예산과 자본조달 / 114
3. 재무분석 / 116
제4절 회계관리 ······················································· 118
1. 회계의 기초 / 118
2. 재무회계의 개념체계 / 119
제5절 구매 및 조달관리 ················································ 122
1. 구매 및 조달관리의 개념과 절차 / 122
2. 품질관리 / 123
3. 공급자 선택 및 관리 / 125
4. 구매실무 / 126
실전감각 기르기 ····················································· 131
Chapter 04 물류경영관리
제1절 도소매 물류의 이해 ·············································· 150
1. 도소매 물류의 기초 / 150
2. 도소매 물류의 고객서비스 / 156
제2절 도소매 물류관리 ················································· 158
1. 수요예측 / 158
2. 재고관리 / 161
3. 운송, 보관 및 하역 / 163
4. 포장 및 하역 / 166
5. 물류관리를 위한 정보기술 / 169
6. 물류비 / 171
7. 물류 아웃소싱과 제3자 물류, 제4자 물류 / 174
8. 공급사슬관리 / 177
실전감각 기르기 ····················································· 180
Chapter 05 유통기업의 윤리와 법규
제1절 기업윤리의 기본개념 ·············································· 199
1. 기업윤리의 기본개념 / 199
2. 유통기업의 사회적 책임 / 201
제2절 기업윤리의 기본원칙 ·············································· 202
1. 공리주의 / 202
2. 권리와 의무 / 203
3. 정의와 공평성 / 204
제3절 유통관련법규 ···················································· 205
1. 유통산업발전법 / 205
2. 전자문서 및 전자거래기본법 / 208
3. 소비자기본법 / 208
실전감각 기르기 ····················································· 211
2과목 상권분석
Chapter 01 유통 상권조사
제1절 상권의 개요 ····················································· 224
1. 상권의 정의와 유형 / 224
2. 상권의 계층성 / 226
제2절 상권분석 및 설정 ················································ 228
1. 상권분석의 의의와 방법 / 228
2. 상권ㆍ입지분석의 제이론 / 232
3. 상권설정의 의의와 방법 / 244
실전감각 기르기 ····················································· 247
Chapter 02 입지분석
제1절 입지의 개요 ····················································· 268
1. 소매입지와 도매입지의 개요 / 268
제2절 입지별 유형 ····················································· 269
1. 도시공간구조 / 269
2. 도심입지와 독립입지 / 270
3. 쇼핑센터 / 272
4. 복합용도개발지역 / 276
제3절 입지선정 및 분석 ················································ 278
1. 입지선정의 의의 / 278
2. 소매입지의 평가 / 285
3. 입지영향인자 / 291
4. 백화점의 입지선정 / 299
5. 의류패션전문점의 입지선정 / 301
6. 패션잡화점, 생활용품 전문점 및 식료품점의 입지선정 / 303
제4절 경쟁점 조사ㆍ분석 및 대책 ········································ 305
1. 경쟁점 조사 방법 / 305
2. 경쟁점 분석 / 307
3. 경쟁점 대책 / 308
실전감각 기르기 ····················································· 310
Chapter 03 개점전략
제1절 개점계획 ······················································· 330
1. 점포개점의 의의와 원칙 / 330
2. 투자의 기본계획 / 331
3. 개점입지에 대한 법률규제 검토 / 332
제2절 점포의 개점과 폐점 ·············································· 336
1. 출점 및 개점 / 336
2. 내점객 조사 / 338
3. 업종전환과 폐점 / 340
실전감각 기르기 ····················································· 342
3과목 유통마케팅
Chapter 01 유통마케팅 전략기획
제1절 유통마케팅 전략 ················································· 354
1. 유통마케팅의 개요 / 354
2. 유통마케팅 환경분석 / 358
3. 시장세분화 등 STP 전략 / 360
4. 포지셔닝 전략 / 366
제2절 유통경쟁전략 ···················································· 367
1. 유통경쟁의 개요 / 367
2. 환경 분석과 기업능력 분석 / 376
3. 서비스 마케팅 / 377
제3절 상품관리 및 머천다이징 전략 ······································· 382
1. 머천다이징 및 상품관리의 개요 / 382
2. 머천다이징과 브랜드 / 386
3. 업태별 머천다이징 및 상품기획 / 389
4. 상품 카테고리 계획과 관리 / 391
5. 제품수명주기별 상품관리전략 / 392
제4절 가격관리전략 ···················································· 396
1. 가격관리의 개요 / 396
2. 가격설정의 방법 / 399
3. 가격설정정책 / 402
제5절 촉진관리 전략 ··················································· 406
1. 촉진관리 전략의 개요 / 406
2. 프로모션믹스 / 410
3. 디지털 마케팅 전략 / 416
4. 소셜미디어 마케팅 / 418
실전감각 기르기 ····················································· 419
Chapter 02 점포관리
제1절 점포구성 및 레이아웃 ············································· 447
1. 매장 레이아웃 및 상품진열 / 447
제2절 매장환경관리 ···················································· 448
1. 매장환경과 환경관리 / 448
2. 매장의 내ㆍ외부 환경관리 / 449
제3절 상품진열 ······················································· 450
1. 진열의 개요 / 450
2. 진열의 기본조건 / 451
3. 진열의 형식 및 기법 / 453
4. 상품포장 / 457
제4절 비주얼 프리젠테이션 ·············································· 459
1. 디스플레이 웨어 / 459
제5절 머천다이징 ····················································· 459
1. 머천다이징의 개요 / 459
2. 상품의 매입과 구매계획 / 461
3. 상품의 발주와 재발주 / 465
4. 비주얼 머천다이징(VMD) / 466
실전감각 기르기 ····················································· 468
Chapter 03 상품판매와 고객관리
제1절 상품판매와 고객서비스 ··········································· 481
1. 상품판매의 의의 / 481
2. 고객정보의 수집과 고객응대 / 482
3. 고객 컴플레인 대응 / 484
제2절 CRM 전략 및 구현방안 ··········································· 487
1. CRM의 배경 및 장점 / 487
2. CRM의 유형과 구현단계 / 489
실전감각 기르기 ····················································· 494
Chapter 04 유통마케팅 조사와 평가
제1절 유통마케팅 조사 ················································· 501
1. 유통마케팅 조사의 개요 / 501
2. 유통마케팅 조사의 절차와 방법 / 501
3. 유통마케팅 자료분석기법 / 508
4. 마케팅 정보시스템 / 510
제2절 유통마케팅 성과평가 ·············································· 512
1. 유통마케팅 성과평가의 개요 / 512
2. 유통마케팅 목표의 평가 / 512
3. 유통업의 성과평가 / 513
4. 경로구성원의 평가 / 519
실전감각 기르기 ····················································· 521
4과목 유통정보
Chapter 01 유통정보의 이해
제1절 정보의 개념과 정보화 사회 ········································ 540
1. 정보와 자료의 개념 / 540
2. 정보와 자료, 지식 간의 관계 / 542
3. 정보혁명의 의의와 특성 / 543
4. 정보화 사회의 개요 / 544
5. 정보화 사회의 특징과 문제점 / 547
제2절 정보와 유통혁명 ················································· 548
1. 유통정보혁명의 시대 / 548
2. 유통업에 있어서의 정보혁명과 유통업태의 변화 / 549
제3절 정보와 의사결정 ················································· 550
1. 의사결정의 이해 / 550
2. 의사결정의 종류와 정보 / 552
3. 의사결정상의 오류와 정보 / 553
제4절 지식경영과 지식관리시스템의 활용 ·································· 555
1. 지식경제와 지식경영 / 555
2. 지식경영 관련 이론 / 556
제5절 지식경영 프로세스 ··············································· 558
1. 지식근로자와 지식경영자 / 558
2. 지적 자본과 지식기반 조직 / 559
3. 조직문화와 지식문화 / 560
4. 지식경영 프로세스 / 561
제6절 지식경영 정보기술과 지식관리시스템 ································· 564
1. 지식경영 정보기술 / 564
2. 지식관리시스템 / 565
제7절 유통정보시스템 ·················································· 566
1. 정보시스템의 개념 및 설계 / 566
2. 정보시스템의 유형 / 568
3. 정보시스템의 운영환경적 특성 / 571
4. 유통정보시스템의 중요성 / 573
5. 유통정보시스템의 구성요소 / 574
6. 유통정보시스템의 구축 / 576
실전감각 기르기 ····················································· 578
Chapter 02 주요 유통정보화 기술 및 시스템
제1절 바코드의 개념 및 활용 ············································ 599
1. 바코드와 유통정보화 / 599
2. 바코드와 국제표준 / 602
3. 공통상품코드 / 607
4. 상품코드체계 / 612
5. 상품코드의 종류 / 614
제2절 POS 시스템의 개념 및 활용 ······································· 617
1. POS 도입과 유통네트워크화 / 617
2. POS 시스템의 효과 / 618
3. POS 데이터의 분류 및 활용 / 619
4. POS 데이터의 수집과 분석 / 620
5. POS 정보의 활용 / 621
제3절 EDI의 개념 및 활용 ·············································· 622
1. EDI의 의의 / 622
2. EDI의 효과 / 624
3. VAN, CALS, Internet, Intranet
Chapter 01 유통의 이해
제1절 유통의 이해 ······················································ 4
1. 유통의 개념과 분류 / 4
2. 유통(중간상)의 필요성 / 5
3. 유통기능(function)과 유통흐름(flow) / 6
제2절 유통경로 및 구조 ················································· 13
1. 유통경로의 개념 / 13
2. 유통경로의 유용성 / 13
3. 유통경로의 유형과 관리 / 16
4. 유통경로의 조직 / 17
5. 유통경로의 믹스 / 21
6. 유통경로 결정에 관한 이론 / 24
7. 유통경로에서의 힘과 갈등관리 / 27
8. 소매업의 기능 및 특성 / 29
9. 소매업 발전에 관한 이론 / 31
10. 도매업의 기능 및 특성 / 36
11. 도매상의 유형 / 38
제3절 유통경제와 유통산업의 이해 ········································ 41
1. 유통환경의 변화와 특징 / 41
2. 유통산업의 경제적 역할 / 43
3. 유통비용과 이윤 / 44
실전감각 기르기 ······················································ 46
Chapter 02 유통경영전략
제1절 유통경영환경분석 ················································· 64
1. 유통경영전략의 필요성과 이해 / 64
2. 유통기업의 비전과 목표 / 65
3. 유통경영의 외부적ㆍ내부적 요소분석 / 66
제2절 유통경영전략의 수립과 실행 ········································ 69
1. 경쟁우위와 경쟁전략 / 69
2. 경영혁신 / 73
실전감각 기르기 ······················································ 75
Chapter 03 유통경영관리
제1절 조직관리 ························································ 83
1. 조직의 이해 / 83
2. 조직구조의 설계 / 83
3. 조직구조의 유형 / 85
4. 조직의 목표관리 / 87
5. 리더십 / 88
6. 조직의 동기부여 / 95
제2절 인적자원관리 ···················································· 100
1. 인적자원관리의 기초와 개념 / 100
2. 직무분석 / 101
3. 직무평가 / 104
4. 인사고과 / 106
5. 인적자원의 확보와 개발 / 109
6. 인적자원의 보상과 유지 / 110
제3절 재무관리 ······················································· 113
1. 재무관리의 개요 / 113
2. 자본예산과 자본조달 / 114
3. 재무분석 / 116
제4절 회계관리 ······················································· 118
1. 회계의 기초 / 118
2. 재무회계의 개념체계 / 119
제5절 구매 및 조달관리 ················································ 122
1. 구매 및 조달관리의 개념과 절차 / 122
2. 품질관리 / 123
3. 공급자 선택 및 관리 / 125
4. 구매실무 / 126
실전감각 기르기 ····················································· 131
Chapter 04 물류경영관리
제1절 도소매 물류의 이해 ·············································· 150
1. 도소매 물류의 기초 / 150
2. 도소매 물류의 고객서비스 / 156
제2절 도소매 물류관리 ················································· 158
1. 수요예측 / 158
2. 재고관리 / 161
3. 운송, 보관 및 하역 / 163
4. 포장 및 하역 / 166
5. 물류관리를 위한 정보기술 / 169
6. 물류비 / 171
7. 물류 아웃소싱과 제3자 물류, 제4자 물류 / 174
8. 공급사슬관리 / 177
실전감각 기르기 ····················································· 180
Chapter 05 유통기업의 윤리와 법규
제1절 기업윤리의 기본개념 ·············································· 199
1. 기업윤리의 기본개념 / 199
2. 유통기업의 사회적 책임 / 201
제2절 기업윤리의 기본원칙 ·············································· 202
1. 공리주의 / 202
2. 권리와 의무 / 203
3. 정의와 공평성 / 204
제3절 유통관련법규 ···················································· 205
1. 유통산업발전법 / 205
2. 전자문서 및 전자거래기본법 / 208
3. 소비자기본법 / 208
실전감각 기르기 ····················································· 211
2과목 상권분석
Chapter 01 유통 상권조사
제1절 상권의 개요 ····················································· 224
1. 상권의 정의와 유형 / 224
2. 상권의 계층성 / 226
제2절 상권분석 및 설정 ················································ 228
1. 상권분석의 의의와 방법 / 228
2. 상권ㆍ입지분석의 제이론 / 232
3. 상권설정의 의의와 방법 / 244
실전감각 기르기 ····················································· 247
Chapter 02 입지분석
제1절 입지의 개요 ····················································· 268
1. 소매입지와 도매입지의 개요 / 268
제2절 입지별 유형 ····················································· 269
1. 도시공간구조 / 269
2. 도심입지와 독립입지 / 270
3. 쇼핑센터 / 272
4. 복합용도개발지역 / 276
제3절 입지선정 및 분석 ················································ 278
1. 입지선정의 의의 / 278
2. 소매입지의 평가 / 285
3. 입지영향인자 / 291
4. 백화점의 입지선정 / 299
5. 의류패션전문점의 입지선정 / 301
6. 패션잡화점, 생활용품 전문점 및 식료품점의 입지선정 / 303
제4절 경쟁점 조사ㆍ분석 및 대책 ········································ 305
1. 경쟁점 조사 방법 / 305
2. 경쟁점 분석 / 307
3. 경쟁점 대책 / 308
실전감각 기르기 ····················································· 310
Chapter 03 개점전략
제1절 개점계획 ······················································· 330
1. 점포개점의 의의와 원칙 / 330
2. 투자의 기본계획 / 331
3. 개점입지에 대한 법률규제 검토 / 332
제2절 점포의 개점과 폐점 ·············································· 336
1. 출점 및 개점 / 336
2. 내점객 조사 / 338
3. 업종전환과 폐점 / 340
실전감각 기르기 ····················································· 342
3과목 유통마케팅
Chapter 01 유통마케팅 전략기획
제1절 유통마케팅 전략 ················································· 354
1. 유통마케팅의 개요 / 354
2. 유통마케팅 환경분석 / 358
3. 시장세분화 등 STP 전략 / 360
4. 포지셔닝 전략 / 366
제2절 유통경쟁전략 ···················································· 367
1. 유통경쟁의 개요 / 367
2. 환경 분석과 기업능력 분석 / 376
3. 서비스 마케팅 / 377
제3절 상품관리 및 머천다이징 전략 ······································· 382
1. 머천다이징 및 상품관리의 개요 / 382
2. 머천다이징과 브랜드 / 386
3. 업태별 머천다이징 및 상품기획 / 389
4. 상품 카테고리 계획과 관리 / 391
5. 제품수명주기별 상품관리전략 / 392
제4절 가격관리전략 ···················································· 396
1. 가격관리의 개요 / 396
2. 가격설정의 방법 / 399
3. 가격설정정책 / 402
제5절 촉진관리 전략 ··················································· 406
1. 촉진관리 전략의 개요 / 406
2. 프로모션믹스 / 410
3. 디지털 마케팅 전략 / 416
4. 소셜미디어 마케팅 / 418
실전감각 기르기 ····················································· 419
Chapter 02 점포관리
제1절 점포구성 및 레이아웃 ············································· 447
1. 매장 레이아웃 및 상품진열 / 447
제2절 매장환경관리 ···················································· 448
1. 매장환경과 환경관리 / 448
2. 매장의 내ㆍ외부 환경관리 / 449
제3절 상품진열 ······················································· 450
1. 진열의 개요 / 450
2. 진열의 기본조건 / 451
3. 진열의 형식 및 기법 / 453
4. 상품포장 / 457
제4절 비주얼 프리젠테이션 ·············································· 459
1. 디스플레이 웨어 / 459
제5절 머천다이징 ····················································· 459
1. 머천다이징의 개요 / 459
2. 상품의 매입과 구매계획 / 461
3. 상품의 발주와 재발주 / 465
4. 비주얼 머천다이징(VMD) / 466
실전감각 기르기 ····················································· 468
Chapter 03 상품판매와 고객관리
제1절 상품판매와 고객서비스 ··········································· 481
1. 상품판매의 의의 / 481
2. 고객정보의 수집과 고객응대 / 482
3. 고객 컴플레인 대응 / 484
제2절 CRM 전략 및 구현방안 ··········································· 487
1. CRM의 배경 및 장점 / 487
2. CRM의 유형과 구현단계 / 489
실전감각 기르기 ····················································· 494
Chapter 04 유통마케팅 조사와 평가
제1절 유통마케팅 조사 ················································· 501
1. 유통마케팅 조사의 개요 / 501
2. 유통마케팅 조사의 절차와 방법 / 501
3. 유통마케팅 자료분석기법 / 508
4. 마케팅 정보시스템 / 510
제2절 유통마케팅 성과평가 ·············································· 512
1. 유통마케팅 성과평가의 개요 / 512
2. 유통마케팅 목표의 평가 / 512
3. 유통업의 성과평가 / 513
4. 경로구성원의 평가 / 519
실전감각 기르기 ····················································· 521
4과목 유통정보
Chapter 01 유통정보의 이해
제1절 정보의 개념과 정보화 사회 ········································ 540
1. 정보와 자료의 개념 / 540
2. 정보와 자료, 지식 간의 관계 / 542
3. 정보혁명의 의의와 특성 / 543
4. 정보화 사회의 개요 / 544
5. 정보화 사회의 특징과 문제점 / 547
제2절 정보와 유통혁명 ················································· 548
1. 유통정보혁명의 시대 / 548
2. 유통업에 있어서의 정보혁명과 유통업태의 변화 / 549
제3절 정보와 의사결정 ················································· 550
1. 의사결정의 이해 / 550
2. 의사결정의 종류와 정보 / 552
3. 의사결정상의 오류와 정보 / 553
제4절 지식경영과 지식관리시스템의 활용 ·································· 555
1. 지식경제와 지식경영 / 555
2. 지식경영 관련 이론 / 556
제5절 지식경영 프로세스 ··············································· 558
1. 지식근로자와 지식경영자 / 558
2. 지적 자본과 지식기반 조직 / 559
3. 조직문화와 지식문화 / 560
4. 지식경영 프로세스 / 561
제6절 지식경영 정보기술과 지식관리시스템 ································· 564
1. 지식경영 정보기술 / 564
2. 지식관리시스템 / 565
제7절 유통정보시스템 ·················································· 566
1. 정보시스템의 개념 및 설계 / 566
2. 정보시스템의 유형 / 568
3. 정보시스템의 운영환경적 특성 / 571
4. 유통정보시스템의 중요성 / 573
5. 유통정보시스템의 구성요소 / 574
6. 유통정보시스템의 구축 / 576
실전감각 기르기 ····················································· 578
Chapter 02 주요 유통정보화 기술 및 시스템
제1절 바코드의 개념 및 활용 ············································ 599
1. 바코드와 유통정보화 / 599
2. 바코드와 국제표준 / 602
3. 공통상품코드 / 607
4. 상품코드체계 / 612
5. 상품코드의 종류 / 614
제2절 POS 시스템의 개념 및 활용 ······································· 617
1. POS 도입과 유통네트워크화 / 617
2. POS 시스템의 효과 / 618
3. POS 데이터의 분류 및 활용 / 619
4. POS 데이터의 수집과 분석 / 620
5. POS 정보의 활용 / 621
제3절 EDI의 개념 및 활용 ·············································· 622
1. EDI의 의의 / 622
2. EDI의 효과 / 624
3. VAN, CALS, Internet, Intranet
