한국생활과학회지 (Korean Journal of Human Ecology)
- 제14권1호
- /
- Pages.179-192
- /
- 2005
- /
- 1226-0851(pISSN)
- /
- 2234-3768(eISSN)
패션기업의 사회지향적 마케팅 실천 및 전략에 관한 연구
A Study on the Practice and Strategy of the Social Marketing in fashion Business
- Kwon, Mi-Jeong (Dept. of Fashion Design, Miryang National University) ;
- Lee, Gye-Suk (Dept. of Fashion Design, Miryang National University) ;
- Lee, Soon-Deuk (Dept. of Fashion Coordinate, Dongju College)
- 발행 : 2005.02.28
초록
The purpose of this study is to investigate into the practical cases of social marketing and to seek the practical strategy in fashion business. These practical cases were investigated through theses, professional books, fashion magazines, fashion newspapers, daily newspapers and web site, etc. The results of this study were as follows : 1. The social marketing by decision-making is able to practice and to set up a strategy in consumerism, humanism and environmentalism. 2. The social marketing by feedforward is able to practice and to set up a strategy in business strategy and product strategy. 3. The social marketing by administrative is able to practice and to set up a strategy in product development, price decision, distribution management and advertisement & promotion. 4. The social marketing by total system is able to practice and to set up a strategy in marketing planning and self-audits system.
키워드