지역주민 인식에 기초한 지역 브랜드 개발전략 - 경기도 지역 사례연구

Abstract

This study aims to analy沈 the local brand development strat^ies on the basis of local residence perception. In order to achieve this aim, both theoretical and empirical investigations are carried out Based on the concept of place marketing and competitive advantage theories, establishment of strong local brand image is the key factor of local development strategies. This paper focused on the case of Gyeonggi province, the central state of Korea. The major findings are listed as follow: 1) Consumer knowledge of traditional local brands like Anseung-Yuki or Gapyeong pine nuts is not so high against its name value and long historical base. 2) Caisumer knowledge of Local brands with local event and strong promotion strategies of local government are higher than traditional local brand 3) Therefore, for effective local brand promotion strategies,following are needed a) establish local cooperation network for local brand development, b) providing enough information of local brand to local residence, the first consumer of local brand, and c) improving competitiveness of local brand good and service.