• Journal of the Korean Geographical Society
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• v.41 no.1 s.112
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• pp.39-57
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• 2006

Place marketing strategy is an research or policy field of cultural politics on which various meanings, discourses and practices are deployed, contested and negotiated surrounding the development or destruction of urban cultures. So it is needed to correct and concrete understanding about the cultural significations of place marketing strategy. In that sense, this study aims to establish the concept and methodology of place marketing strategy as urban culture development strategy. At first, the theory of cultural politics of space and cultural political approach to the place marketing strategy are reviewed. And then, basic concept of place marketing strategy and the process of place marketing strategy are established. Finally, with drawing the cultual political factors(named SAUNE factors), the methodology of place marketing strategy is systematized.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• v.29 no.1
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• pp.345-352
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• 2005

Recently the large shipping companies are reducing a port of call to cut down on expenses related to the large size of ship for economy of scale. Due to this, it is necessary to work out a strategy to overcome the severe competition among ports. According to the importance of port marketing, there were many studies on port marketing. But previous studies for domestic port marketing are considered more importantly Products, Price and Promotion than Place of the 4Ps of marketing mix strategy. But it has to preferentially consider the place strategy in Busan Port because the best advantage is geographical position. So this paper shows the strategic plan of Place Marketing.

• Journal of the Korean Geographical Society
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• v.39 no.6 s.105
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• pp.888-906
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• 2004

With industrial restructuring and growing competition among places throughout the world, many countries including Korea are getting highly dependent on place marketing as their development strategy. Previous discussions on place marketing strategy maintain that the strategy should be performed on the basis of the unique placeness of each place. Not all places, however, have placeness that can be used for the place marketing strategy. Also, there are some cases of success in place marketing by introducing elements irrelevant to the places. In this context, this study aims to analyze previous debates on place and place marketing, and to investigate the possibility of creating placeness. In addition, it selected as case places the city of Ashland and the city of Jacksonville in the state of Oregon, USA and Tongyeong-si in Korea and examined how the art festivals, one of major means of place marketing, can be used in creating placeness.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.875-887
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• 2007

The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.

• Journal of the Economic Geographical Society of Korea
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• v.13 no.3
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• pp.498-513
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• 2010

This paper aims to critically discuss the place-marketing strategy that has been widely seen as an alternative way of regional development for the last decade in South Korea. In particular, it argues that the place-marketing strategy is highly likely to intensify the inter-local or inter-urban completion and to result in the territorialization of places because it is based on the essentialist notion of place that has been suggested by the humanistic geographers. In order to logically support my argument, I will critically review the essentialist notion of place, and introduce an alternative notion of place, in which the place is seen as socially constructed through complicated power relations and social, political and cultural processes. Also, I will logically demonstrate that the place-marketing can be seen as a strategy for territorializing places by discussing how territory is socially and politically constructed as a particular form of place.

• Journal of the Korean Society for Railway
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• v.12 no.6
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• pp.915-920
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• 2009

Place Marketing is a new strategy for the regional development, using the regional image, facility and history. The purpose of this paper is to search the possibility of place marketing in the area of railway. Already there were some cases to vitalize the close line and out-of-business station. In this context, some ideas to connect the railway with trip, leisure and regional festival are recommended. For the market place, the cooperation with local government is essential.

• Korean Institute of Interior Design Journal
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• v.19 no.5
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• pp.95-104
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• 2010

One of 21st century's main paradigms is a 'Culture', and people started to express their 'cultural desires and demands' regarding public environments. Accordingly central and local governments are paying attention to these demands from their citizens and trying to establish the policies to meet these needs. This research is done to suggest the strategy programming model to support the executions of culture-centered public designs which are based on the local resources and identities. The entire research contains three sub-topics. First topic is setting the prototype phases of strategy programming. Second topic is analyzing the associated indices for each prototype phase. Third topic is suggesting Matrix Model in which the prototype phases and their associated indices are linked. Among three topics, this paper deals with the first one - the prototype phases of strategy programming. It studies this subject in relation with Place Marketing which emphasizes the local resources and identities. The prototype phases are comprised of 3 steps for Place Strategy and 4 steps for Marketing Strategy. Place Strategy should be considered prior to Marketing Strategy because in culture-centered public design, locality has priority over other concerns. The phases for Place Strategy includes 'Resource_analyzing of local resources', 'Mission_setting a purpose', and 'Targeting_segmenting target groups'. The phases for Marketing Strategy involves 'Organization_instituting the main body and/or partnership', 'Image Positioning_setting an unique local image', 'Point_realizing the product', and 'Channel_deciding the sales promotion tools'.

• Asia Marketing Journal
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• v.15 no.1
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• pp.23-42
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• 2013

To overcome the profitability challenge these days, many global banks are increasingly focusing on cost efficiency through more efficient banking processes, such as online and mobile banking, whereas a number of other banks choose to differentiate their services for retaining and attracting the most valuable customer segment (Deloitte, 2011). While global banks in the retail banking industry are adopting either of these two business models as a strategic choice for their long-term growth, KB Kookmin Bank, one of the leading retail banks in South Korea, has begun to operate 'KB Rockstar' as a strategic channel, particularly designed to target college students in the youth market. The new marketing strategy has resulted in a positive impact on its brand image in customers' perception as well as a drastic increase in the number of youth customers. In this study, we analyze the case of 'KB Rockstar' and summarize the key factors for its success from a marketing perspective. First, 'KB Rockstar' is not simply a good channel strategy, but an innovative marketing strategy that aligns place, product and promotion together in order to create a synergy effect, resulting in the successful implementation of the bank's targeting strategy. Second, the strategy effectively establishes 'KB Rockstar' as a brand targeted to youth customers while also competently strengthening the image of the corporate brand, KB Kookmin Bank. The skillful implementation of organically combined marketing mix strategies has enabled the successful launch of the bank's sub-brand. Third, the strategy considers a retail bank branch as not only the place that makes sales transactions in order to generate short-term profits, but also the place that builds a long-term relationship with customers in order to maximize their lifetime values in the long run.

• Korean Journal of Organic Agriculture
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• v.19 no.3
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• pp.309-327
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• 2011

The paper analyzed on the level of consumer member's awareness to green marketing strategies (4P's; product, price, place and promotion strategies) of Hansalim specialty shops for environmentally friendly agri-products. For the study, Hansalim-Cheonanasan members had been surveyed. Consumers purchase environmentally friendly agri-products because quality and freshness of those is good. The difference in amount of the average monthly purchase between loyal customers and disloyal customers is about 130,000 won. And customer's awareness is that the first is promotion strategy, the second product strategy, the third place strategy, the last price strategy. The average monthly purchase is related with product strategy in correlations between the 4P's each other. If Hansalim maintains a product strategy, promotes extensively and keeps their product standard, more consumers will purchase Hansalim products because the most important one of effect of green marketing strategies on consumer behavior is products. Hansalim needs to go into action to increase recognition. Some of consumers have misconcepts or don't know about the 4P's well. If Hansalim promotes positively considering interrelationship about 4P's strategies or other strategies, the consumers awareness will be changed more effectively. This study shows that balanced 4P's is better than only one superior strategy because of the correlation amomg green marketing strategies.

• Korean Journal of Artificial Intelligence
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• v.12 no.1
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• pp.7-16
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• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.