2020 Consumer Trend Insights(체험판)

Rando Kim (김난도) , June Young Lee (이준영) , Miyoung Jeon (전미영) , Hyang Eun Lee (이향은) , Jihye Choi (최지혜) 지음

미래의창 2020년 04월 06일 출간

작품소개

책소개

책소개
영어로 읽는 <트렌드코리아 2020>
수 년 전부터, 다국적 기업의 외국 임원들과 국내 주재 특파원 그리고 해외 투자자들로부터 영문판 발행 권유를 꾸준히 받아왔고, 2020년 드디어 결실을 맺게 되었다. 영문판은 한글판을 최대한 충실히 옮기되 단어 대 단어의 직역을 피하고 글로벌 시장에서 일하는 기획자와 마케터, 디자이너, 사업가들이 보다 쉽게 이해하고 받아들일 수 있도록 조정 작업을 거쳤다. 글로벌 시장의 ‘테스트 베드’ 역할을 하는 한국 시장과 한국 소비자에 대한 이해는 글로벌 시장에 대한 이해에도 도움을 줄 것이다.

목차

목차

008 Preface
013 Ten Trend Keywords
025 Me and Myselves : Multi-persona
049 Immediate Satisfaction : Last Fit Economy
069 Goodness and Fairness : Fair Player
091 Here and Now : the ‘Streaming Life’
113 Technology for Hyper-personalization
137 You’re with Us, ‘Fansumer’
159 Make or Break, Specialize or Die
177 Iridescent Opal : the New 5060 Generation
199 Convenium : Convenience as a Premium
221 Elevate Yourself : Birth of Self-upgraders
244 Notes

작가정보

저자(글) Rando Kim (김난도)

Rando Kim is a professor in the Dept. of Consumer Science(DCS), Seoul National University(SNU) and the head of Consumer Trend Center(CTC), SNU. As a specialist in consumer behavior and market trend analysis, he has written more than 20 books including Trend Korea series, Trend China, What Consumers Want , and Luxury Korea. He also wrote essay books, Amor Fati , Future and My Job, and Youth, It’s Painful which is sold three million copies in 14 countries. He has conducted research projects about consumer needs finding, new product planning, and market trend probing for Korea’s major companies like Samsung, LG, SK, CJ, Hyundai Motors, Amore Pacific, Lotte, Fursys, Nongshim, and Coway.

저자(글) June Young Lee (이준영)

June Young Lee currently works as an associate professor in Sang-Myung University. He received a doctor’s degree in DCS, SNU. He received ‘The Best Paper Award’ in The Journal of Consumer Studies. He worked as a senior researcher in Life Soft Research lab of LG Electronics. He is a laboratory chief of Consumer Research Center in Sang-Myung University.

저자(글) Miyoung Jeon (전미영)

She currently works as a research fellow in the CTC, SNU. She worked as a research analyst at the Samsung Economic Research Institute. She obtained BA, MA, and PhD degrees in DCS, SNU. She wrote Ph.D. dissertation and subsequent articles about purchasing behavior and consumer happiness. She received ‘The Best Publication Award’ from the Korean Society of Consumer Studies in 2008. She is interested in tracking consumer trends in Korea and China as well as big data analysis for new product development and industrial application.

저자(글) Hyang Eun Lee (이향은)

Hyang Eun Lee is an associate professor in the Dept. of Service Design Engineering, Sungshin Women’s University. She has a master’s degree in Design Management from the Central Saint Martins in London, England and a Ph.D. in Design from the Graduate School of Arts, SNU with dissertation on “A Study on the Process Model Focused on Experience: Centering on Experience of a Designer Transformed into Intuitive Insight.” Her main area of research includes UX trends and user psychology, as well as design and consumption trends. She is working at a range of government to corporates in research and developments regarding innovation.

저자(글) Jihye Choi (최지혜)

Jihye Choi, Ph.D. in Consumer Science from DCS, SNU, works as a research fellow at CTC. She has participated in many consulting projects with Korea’s leading companies such as Samsung and LG, and gives public lectures on consumer trends. She currently teaches consumer behavior and qualitative research methodology at SNU. She contributes many articles and columns to major Korean newspapers and media.