한류 활용 문화마케팅 사례분석의 시사점 및 활성화방안

• 영문명: A Study on Implications and Activation Strategy of Case Analysis on Cultural Marketing through the Korean Wave
• 발행기관: 한국무역연구원
• 저자명: 최장우(Jang-Woo Choi)
• 간행물 정보: 『무역연구』제9권 제7호, 673~695쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2013.12.30

영문 초록

Korean Wave is rapidly spreading all over the world. Many countries import Korean Wave products and spread them in their home market. In order to diversify cultural products of Korean Wave, we should develop and promote differentiated high quality products as well as emphasize on developing high value products. We suggest the followings as the activation strategies of cultural marketing through the Korean Wave for the Korean exporting firms. The Korean government should actively support contents development to expand and strengthen the Korean Wave for export companies. Also, firms should consider the country's difference of the Korean Wave when they establish and execute the marketing strategy customized for target market. Especially, in case of SMEs, they should actively utilize social media like SNS and IT related cultural products marketing to save the promotion cost and maximize the Korean Wave. This study shows that the Korean Wave cultural products such as K-Pop and dramas are high value products that can generate huge economic benefit, and that Korean Wave products development and its expansion are needed.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 국내기업의 업종별 한류 활용 문화마케팅 사례 및 시사점

Ⅳ. 한류를 통한 수출기업의 문화마케팅 활성화 방안

Ⅴ. 결론

참고문헌

키워드

Korean Wave Korean Wave products cultural marketing cultural products