강원랜드 리조트 카지노의 글로벌 브랜드 경영전략에 관한 연구

• 영문명: A Study on the Global Brand Management Strategy of Kangwon Land Resort Casino
• 발행기관: 한국지방행정학회
• 저자명: 신윤창(Youn-Chang Shin) 손진아(Jin-A Son) 안치순(Chi-Soon An)
• 간행물 정보: 『한국지방행정학보』제8권 제2호, 154~179쪽, 전체 26쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2011.12.30

영문 초록

The abandoned mining areas including Jeongseon-gun have been at a standstill with the declined coal mining industries and rapidly reduced populations since the late 1980s. Fortunately, according to the institution of the Special Act for Abandoned Mining Areas(SAFAMA) in 1998, the abandoned mining areas started to find the breakthrough in the regional development. However, as SAFAMA come into force until 2015, there are many problems and uncertainties. Especially, the casino industry of the world is currently undergoing rapid change. Kangwon Land needs a completely new business strategies if it is to return to profitability and reinforce to publicity. In this context, the purpose of this study is to analyze how to manage Kangwon Land in terms of a global brand management. As a result, it is necessary to adapt a new management strategies such as a global trend management, an enlargement of market scope, a diversity of business structure, a development of soft program, an efficiency of transaction cost, and mission marketing on the premise of the second amendment of SAFAMA.

목차

Ⅰ. 서 론

Ⅱ. 글로벌 브랜드 경영의 이론적 검토

Ⅲ. 강원랜드 카지노 리조트 사업현황 분석

Ⅳ. 국내외 카지노 및 리조트 산업 분석

Ⅴ. 강원랜드 글로벌 브랜드 경영전략 방안

Ⅵ. 결 론

키워드

강원랜드 카지노산업 브랜드경영 폐광지역 폐광지역지원에관한특별법 Kangwon Land Casino Industry Brand Management Abandoned Mining Areas Special Act for Abandoned Mining Areas