• 복식
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• 제59권7호
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• pp.140-153
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• 2009

In the 21st century called an age of culture and art beyond the information and technology, many companies are developing various art marketings. Cases of the art marketing especially utilizing Korean features among art marketings are being increased recently. It is creating new values as a characteristic based on the cultures value of Korea. This thesis examined cooperative product development focusing on collaborative trends between designers, artists and companies through research on product and art marketing using Korean features. Additionally, by studying features of culture promotional event including exhibition and contest sponsorship, advertisement and packaging and the meaning of futures art marketing were discussed. Though, to date, academic researches have not been thoroughgoing enough in this field, it is considered that cultural product commercializing cultural particularity can strengthen the national image with acknowledgement of the global value as the art marketing using Korean features can contribute to improve recognition and the national image. Based upon this study, the value of Korean features on which custom culture of Korea dwells will be able to give a help to the designer and artist for progressing collaboration with companies as well as the companies for introducing new cultural characteristic to marketing, in the future-proof point of view. Additionally, it will be able to help the government planning the policy for intensifying the national image as a reference.

• 한국실내디자인학회논문집
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• 제21권3호
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• pp.119-127
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• 2012

In correlation to the rapid growth of Korea's economy and increased international exchange, hotel architecture in Korea has likewise evolutionized in its own distinctive style. Since hotels accomodate foreign visitors, they should be representative of the local architecture in which they reside, to add to the experience of the regions culture. City hotels provide not only primary housing functions but also many different varieties of services. Furthermore, city hotels operate as a focal point for their local communities. Seoul announced special measures for the expansion of accommodations for foreign tourists, and a large number of hotel construction entities have consequently propagated. Unfortunately, the designs for most of these new hotels have failed to reflect their local cultural characteristics, with most having similar designs and programs. As Korea enters an era seeing ten million foreign tourists annually, progressive reform is especially necessary. Space marketing, which is based on strategies of cultural experience, is a crucial element to city boutique hotel planning. It must be applied to satisfy both the cultural needs of its local communities and well as to vitalize the local economy through development of cultural tourism. To date, there have been numerous studies on boutique hotels and space marketing. However, most of these studies are limited to interior designs and artistic trends rather than focusing on the unique architectural and public aspects of their respective cities. In this thesis, the overall aim and strategies of space marketing for the city boutique hotel are analyzed, and the elements of strategies are used for further case analysis. The purpose of this study is to find applicability of Korean boutique hotel development through the result of case studies. Also, this thesis aims to advocate space marketing for Korea's forthcoming boutique hotels, as a means to showcase its unique cultural assets as well as to advance its international appeal and competitiveness.

• 한국조리학회지
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• 제10권4호
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• pp.50-66
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• 2004

We defined life style as something that every members of society have in common. These social and cultural environments build up not only society group or every individual's expectation but also its own life style. In that way, these social and cultural environments leads to particular consumer behavior pattern in this food-service industry. So we regard next generation's trend which consists of rational consumers as important indicator when we make future's plan in foodservice industry. We consider smart map which needs rational and continuous consume pattern as the construction of next generation's main consumer class. Therefore, this study tried to develop of color and image marketing strategies to attract LOHAS and nomadic consumer.

• 한국의류학회지
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• 제30권8호
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• pp.1312-1322
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• 2006

A recent accelerated globalization has changed every aspect of consumers' life on the globe, thus understanding the similarity and the difference among people in the world became the crucial element of business for many global companies. As one of the most globalized industries in Korea, fashion businesses also require urgent assistance of academics in understanding global consumers. This study aimed to analyze cross-cultural fashion marketing studies published in two respectful journals in fashion studies: Journal of Korean Society of Clothing and Textiles and Journal of the Korean Society of Costume. Four researchers independently searched the target journals to locate studies using cross-cultural approaches. A total of 45 cross-cultural studies published in two journals between 1977 and 2005 were found and analyzed. The major findings could be summarized as followed. First, the US was the most frequently studied country followed by China, Japan, Hong Kong and others. Second, popular subjects of cross cultural studies in fashion marketing were fashion marketing environment and management rather than consumer psychology. Third, about 78% of the sampled studies were using quantitative approach, and statistical methods such as factor analysis, t-test, ANOVA, and $X^2$ analysis were commonly used. Finally, problems in sampling methods, translation of scales, and equivalence of concept, measure and sample were analyzed. Suggestions for future cross-cultural studies were discussed.

• 한국주거학회논문집
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• 제18권5호
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• pp.113-120
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• 2007

The purpose of this study is an analysis about space of housing cultural center with the marketing based on experience. By changing housing market, housing cultural center is a place to give an information, added value, image of housing. Consumers who experience a housing cultural center have an effect on purchase an apartment. The image of enterprise is important to select commodities to consumers. Today, company's brand image and concept include womanish, worthy and, sensual those. Under these views, housing cultural center should have continuous culture spaces that provide various experiential chance for consumers. The methods of this study are an analysis of brand image, analysis and application of experiential elements for housing cultural center. The results of this study have five parts. First, in Sense part, there are presented the sense of sight, smell and touch include material's color, finishing material, sound and etc. Second, in Feel part, consumers feel friendly and comfortable to brand through synesthesia. And they have a liberal mind about brand. Third, in Think part, consumers can experience a brand's image as a subject of event or space. Forth, in Act part, consumer is acted to scale of a space and aim of exhibition. Finally, in Relation part, consumers can have relation each other who visit Housing cultural center. And they can joint for interchange of information, culture enjoyment. In conclusion, this study has a great value of graft marketing view on the planning of Housing cultural center.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2007년도 추계학술발표대회 논문집
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• pp.26-29
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• 2007

By changing housing market, housing cultural center furnishes information, value added, image of housing. For publicity their unique house, construction companies provide not only concrete and substantial material but also sensible and capacity service through the community space of housing cultural center. The consumer's experience of housing cultural center have an effect on purchase power apartment. The image of enterprise is important to select commodities to consumers. Though main clients are women, housing cultural center has not space concept and aim to concern for them. According to begin women a group of consumers, they have purchasing power in family. Apartment is no exception. Housing cultural center is used as continuous culture space that provide various experiential chance for consumer, especially women by systematize and distinct design detail and feature component. Accordingly, the purpose of this study is an analysis about community space of housing cultural center with the woman marketing based on experience.

• 한국의류학회지
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• 제28권1호
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• pp.1-11
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• 2004

Cultural value is widely accepted as the crucial concept in understanding consumer behavior: cultural values influence consumption values, which determine choices of consuming everyday products and services. The objectives of this study were to (a) identify the difference between cultural and consumption values in the Korean fashion industry and (b) to explain the difference using the existing theories introducing fashion system, which are Solomon(2002)'s cultural production model in marketing area and Hamilton(1997)'s fashion system arbiter in clothing area. The qualitative data used to identify cultural values were 160 apparel advertisements listed in a fashion magazine issued in 2002. Utilizing the convenient sampling method, the quantitative data used to identify consumption values were gathered by surveying female university students aged over 20 living in the Seoul metropolitan area. Of 369 returned questionnaires, 255 were used in factor analysis and paired t-test. Cultural value ignored functional aspect of apparel while it was one of the most salient factors for consumption value. With respect to success and fashion orientation factors, cultural value highly appreciated them while they were the least considered factors for consumption value. These implicate that the Korean fashion industry can be explained by Hamilton's macro-level cultural and fashion system arbiters and cultural production model as well. Introducing macro-level perspectives about fashion system, this study encourages researchers to expand their research spectrum from micro-level consumers to macro-level fashion industry, which has long been neglected by the fashion marketing researchers in Korea.

• Journal of Evidence-Based Herbal Medicine
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• 제1권2호
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• pp.7-16
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• 2008

The main purposes of this study investigate as a cultural brand Oriental Medicine Cosmetics which has identification what images building up and which brand strategies are enforced refer to brand images of market. Follow this purpose, we want to investigate a concept of "Oriental Medicine Treatment" can become a brand or not through the Cosmetics. According to this purpose, we want to investigate that a concept of "Oriental Medicine" will be able to be Brand through the cosmetics. The Brand is emphasized the cultural value more than price and quality of the product. In case of "Oriental Medicine Cosmetics", above-mentioned fact is more important. Because "Oriental Medicine Cosmetics" is hard to divide into it's physical property and cultural character. What we want to comprehend through this investigation is, point out limitations of traditional marketing and the strategy of brand marketing which is possible to apply both the character and the history of "Oriental Medicine Cosmetics". Most important facts for this model, first, search for intermediately meanings for identification of "Oriental Medicine Cosmetics". Second, make a detailed plans after included the strategy of marketing communication at the inner part of cultural meanings. Should have done that, brand strategy and public relation tactics are composed in order identifiably with cultural. Finally, brand selling is able to move through the dimensional class. But it is necessary powerful mega brand for making a different level exceeding it's class.

• The International Journal of Costume Culture
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• 제12권1호
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• pp.52-70
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• 2009

Department store has actively expanded cultural center services by providing a series of educational courses in order to increase customer visits, enhance customer satisfaction, and ultimately increase sales. In this study, cultural center members' shopping behaviors and image building of the department store were explored through focus group interviews. Results generated from a total of 7 focus group interviews with female cultural center members in their 30's through 60's are as follows. First, the consumer group who attends courses for their own purpose is 45 to 55 year-old female customers who are actively involved in consumption at the department store for their own clothing, food and restaurant. They are not often engaged in impulsive either group shopping for clothing. They are satisfied with class quality compared to low tuition whereas dissatisfied with busy schedule of a lecture room and lack of special discount benefits for members. Second, the other consumer group who attends courses for their children is consumers in their 30's. They are charged in shopping for clothing for their husbands, children, and themselves. They are suffering time poverty due to nurturing their children, therefore, they want to shop more in the department store on the day of class. However, expensive kids-care facilities are barriers to do it. Convenience, familiarity and center of culture are important images of the department store, developed through frequent visits of these customers. Eight implications for marketing strategies were generated based on study results.

• 한국콘텐츠학회논문지
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• 제8권4호
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• pp.137-146
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• 2008

지역의 정체성을 확보하고 지역경제 활성화를 위한 문화관광개발 정책으로서 차별화된 장소 이미지 정립이 더욱 중요해지고 있다. 지역이 소유하고 있는 문화적 역사적으로 차별화된 장소를 활용한 장소마케팅 전략은 그 지역의 경쟁력강화를 위한 지역개발전략의 일환으로 매우 가치가 크다. 장소 이미지가 차별화된 브랜드로 구축되기 위해서는 그 장소와 지역에 가장 적합한 장소이미지 포지셔닝이 수립 되여야 하고 더불어 다양한 시너지 효과를 창출할 수 있는 종합적인 마케팅전략이 요구되고 있다. 이에 본 연구는 기존의 장소와 장소마케팅 관련 이론과 논의들을 토대로 하멜이 표류한 후 체류했던 역사적 문화적 배경과 장소자산을 가지고 있는 지역을 선정하여, 문화적 활동 공간으로서의 가능성과 보다 효율적인 활용방안을 모색하는데 있다. 이를 위하여 사례 조사를 통하여 역사적 문화적 배경을 고찰하고 브랜드화 및 장소 이미지 판촉과 관련한 제안, 그리고 종합적 이미지 구축을 위한 효율적인 방안모색과 자원화의 가능성을 도출하고자 하였다.