• 한국의상디자인학회지
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• 제5권2호
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• pp.93-102
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• 2003

With respect to this research, the College of Arts and Design, Kon Kuk University founded Design Venture of KKU(Kon Kuk University) in July 2001 as an approach to tackle the issue on how to accept and respond to the waves of changes in paradigms of the 21st century represented by information revolution. Such move is to cope more effectively with the changes in the current educational environment with an aim to secure the competitive edges compatible with the conditions of each college under the uniform and standardized educational systems. Even the professionals in the design fields of this country try to find the significance in bringing out in the open the latent creative talents of the students by improving the quality of our daily necessities and putting the students through more practical training, and in creating international competitiveness of our design field by encouraging the students to gain more diverse experiences. Therefore, the purpose of this research is to present the approaches to revitalize Design Venture of Kon Kuk University which has been managed as part of the efforts to establish the new identity for the design of this country in the 21st century, and to present the new model for an enterprise which, rooted in the College, can grow into a high value-added business. The methodology for this research is based on the case study of Design Venture of Kon Kuk University and investigation into the literature. The contents of this research include the following three steps. Firstly, initial research is made into the background for founding the College of Arts and Design which had been promoted as a differentiated strategy for the long-term and short-term development plan of the College of Arts and Design, in Chungju Campus of Kon Kuk University. Secondly, the basic strategy for Vonchi, brand of Design Venture of KKU and the brand launching process are examined. Thirdly, Various approaches to revitalize the Vonchi brand recognition are collected and analyzed to present the conclusion and the alternative. Such research findings as given above on Design Venture of KKU may satisfy diverse consumer-oriented requirements on the strength of the characterization and differentiation of the college and may enhance the competitive edge of the college.