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컨버전스와 디버전스 특성에 관한 연구 - 패션마켓 사례를 중심으로 -

Title
컨버전스와 디버전스 특성에 관한 연구 - 패션마켓 사례를 중심으로 -
Other Titles
A Study of Convergence and Divergence Characteristics -Case Study of Fashion Market-
Author
이영재
Keywords
convergence; divergence; fashion market; market segmentation; brand differentiation; 융합; 디버전스; 패션시장; 시장세분화; 브랜드차별화
Issue Date
2018-11
Publisher
한국패션비즈니스학회
Citation
패션비즈니스, v. 22, No. 5, Page. 64-82
Abstract
As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.
URI
http://kiss.kstudy.com/thesis/thesis-view.asp?key=3640403http://repository.hanyang.ac.kr/handle/20.500.11754/121507
ISSN
1229-3350; 2288-1867
Appears in Collections:
COLLEGE OF DESIGN[E](디자인대학) > JEWELRY & FASHION DESIGN(주얼리·패션디자인학과) > Articles
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