지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purpose of this research is to understand an idea of national brand value and find its competitiveness and make a plan for its improvement through finding the trend of consumption on Korean traditional Culture.
For this, online survey of 1,175 men and women over 13 years old in 2006 is carried out to analyze the consumption on six kinds of Korean traditional culture, and used the national brand asset classification as a standard model.
As a result, traditional culture had a core role in formulating the image of Korean traditional culture, and in particular, Kimchi was chosen as the most useful item which shows Korea. Also, through analyzing consumption intention on Korean traditional culture, the most competitive field was appeared to be Korea Traditional House, ‘han-ok'. Particularly it corresponds with the pro-environment and well-being trend based on the consumption analysis, and it was predicted to be in the limelight as a competitive cultural item hereafter. Showing the difference by age, unexpectedly, the younger they are, the higher interest they showed in Korean traditional clothes and the musical performance. This is a good example of the effect of the recent education emphasizing traditional culture experience. It is necessary to make an industrial strategy for the children ‘foot in the door' to be the main class of consumption on traditional culture from now. However, it was pointed out that the problem of management of Korean national brand was using various types of slogans without an agreement on identity based on its brand reality. Lastly, it requires the systematic management of national brand in terms of it fluidity and at the same time, plans must be groped for establishing its own identity.
For this, online survey of 1,175 men and women over 13 years old in 2006 is carried out to analyze the consumption on six kinds of Korean traditional culture, and used the national brand asset classification as a standard model.
As a result, traditional culture had a core role in formulating the image of Korean traditional culture, and in particular, Kimchi was chosen as the most useful item which shows Korea. Also, through analyzing consumption intention on Korean traditional culture, the most competitive field was appeared to be Korea Traditional House, ‘han-ok'. Particularly it corresponds with the pro-environment and well-being trend based on the consumption analysis, and it was predicted to be in the limelight as a competitive cultural item hereafter. Showing the difference by age, unexpectedly, the younger they are, the higher interest they showed in Korean traditional clothes and the musical performance. This is a good example of the effect of the recent education emphasizing traditional culture experience. It is necessary to make an industrial strategy for the children ‘foot in the door' to be the main class of consumption on traditional culture from now. However, it was pointed out that the problem of management of Korean national brand was using various types of slogans without an agreement on identity based on its brand reality. Lastly, it requires the systematic management of national brand in terms of it fluidity and at the same time, plans must be groped for establishing its own identity.
목차
Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 연구결과
Ⅳ. 논의
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UCI(KEPA) : I410-ECN-0101-2010-381-002407655