IR의 관계마케팅관리에 관한 연구 관계마케팅

목차

<요약>
본 연구에서는 기업의 IR활동에 영향을 미칠 수 있는 영향변수, IR구성요인, 신뢰와 관계결속 및 성과 등 제반변수들에 대해 이론적 고찰을 통하여 IR구성요인과 성과간의 관계를 검증할 수 있는 연구모형을 도출하고, 도출한 연구모형을 토대로 연구가설을 설정하고 검증하였다. 실증분석에서는 최근 3년간 IR을 기실시하였거나 실시중인 업체를 선택하여 설문조사를 하였다. 이 연구의 결과 첫째, IR구성요인에 영향을 줄 것이라고 판단된 선행변수들인 환경요인들의 수준이 높을수록 IR구성요인으로 인식되는 IR활동의 수준이 높아지는 것으로 분석되었으며, 둘째, IR구성요인들인 IR활동의 수준이 높을수록 투자자에 대한 관계결속의 수준은 높아지는 것으로 분석되었고, 셋째, IR구성요인들인 IR활동의 수준이 높을수록 투자자에 대한 신뢰의 수준은 높아지는 것으로 분석되었으며 또한 넷째, 관계결속과 신뢰의 수준이 높을수록 IR활동에 대한 성과는 높아지는 것으로 분석되었다. 따라서 이러한 연구의 결과 기업은 지속적인 IR활동을 행함으로써 고객(투자자)과의 관계결속과 신뢰를 바탕으로 증권시장에서의 기업목표를 달성할 수 있다고 할 수 있다.

Ⅰ. 서 론
Ⅱ. 이론적 배경
Ⅲ. 실증적 연구
Ⅳ. 연구분석 결과
V. 결 론
참고문헌

*한글97

본문내용

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IR and Relationship Marketing Management
Kim, Kyung Hoon
* Professor, Changwon National University, Changwon, Korea, 641-773
** Professor, Kaya University, KyungBook, Korea, 717-802
*·Park, Kee Hong**
Firms are confronting the age of an infinite competition. In order to respond to the rapidly changing business environment and make a success and survival in the international and domestic securities market, firms must take a consideration on the stockholders value-oriented philosophy which has greatly contributed not only to the maximization of corporate profits but also to the stability of financial markets.
To pursue stockholders value-oriented philosophy, a firm should build strong- relationship with investors by providing exact information of firm's state, financial statement, management policy. Stockholders value-oriented philosophy contributes to long-term growth and development of the firm as well as efficient equity financing and friendship with stockholder.
IR is the key factor to attain successful implementation of company's objective. It should be equipped with the most suitable organization and qualified man-power for IR activities.
The purpose of this study was to examine the relationship between IR and relationship marketing management.
Strategic implications of this study are as follows:
First, This study provides a new explanations of IR activities in Relationship Marketing Management. Second, IR activities were key determinants of Trust and Commitment. That means the more a firm does IR activities, the more Trust and Commitment a firm has for their investors. Third, The variables of trust and commitment are highly related to marketing and financial success. IR have a positive effect on a company total value and its cost of capital relative to that of the overall market.

키워드

IR,   관계마케팅