국내 문화상품 개발현황과 마케팅 전략 연구

Abstract

The purpose of this study is to give a help in enhancing the high value added of national competitive edge in the future, by surveying the present status of development for cultural goods so as to build a marketing strategy of domestic cultural goods, by grasping problems according to that, and by presenting a plan for improving cultural goods. The study results can be derived as follows. First, it needs to develop design of new goods, through the diversification of materials, which reflected endemism and symbolism of Korea, Second, it needs to establish hardware through the diversified strategy and electronic commerce aiming to sell excellent cultural goods capable of representing Korea and addressing a foreign image, Third, it needs to introduce management and marketing power of cultural goods, which can cope with a thorough market logic, Fourth, there needs to be the support of the businesses and the related agencies, in order to bring up the effective brand of cultural goods,Fifth, it needs a training agency to foster professional manpower of cultural goods.Moreover, it will need to be reborn as cultural goods with global universality, by making a motive of Korean design faithfully styled as an image of goods, and by developing design so as to be suitable for the globally consumption desire.