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한국조경학회 / v.35, no.4, 2007년, pp.81-89 
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도시마케팅을 위한 도시이미지 관리방안 연구 - 도시이미지 관리 프로그램 도출을 위한 정량적 분석 -
( A Study on City Image Management for City Marketing - Quantitative Analysis to Derive Management Programs of City Image - ) |
| 변재상;조예지;최형석;김송이;임승빈; 신구대학 환경조경과;서울대학교 대학원;수원대학교 도시부동산 개발학과;서울대학교 대학원;서울대학교 조경학과;
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| 초 록 |
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| Urban landscape represents a city's internal identity as well as external form. Therefore, urban landscape and image planning has to involve marketing strategies to deliver the economic growth and regional revitalization through recreating the environmental and cultural value of the city. This study intends to develop practical city image management programs as city marketing tools which consider opinions of local authorities, related experts, and residents. To achieve this purpose conjoint analysis was applied on three components which symbolically reflects features of assets and resources in Anseong. This study can be summarized as follows: 1. The first consideration for Lake Geumgwang is to develop farm experience Programs on waterside fields. 2. The rot consideration for Bauduki Festival is to make efforts for public relations(PR) to be able to merchandise festival-related goods and develop unique products. 3. The first consideration for Anseong Grapes is to build leisure-oriented theme parks for local farm products. This study is meaningful to develop the efficient and quantitative management method of city image for marketing. The integrated approach to the management programs to reflect opinions of local policies, experts and citizens is expected to become a useful foundation in studying city images and marketing. |
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| 키워드 |
| City Branding;Conjoint Analysis;City Identity;Image Components; |
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한국조경학회지 / v.35, no.4, 2007년, pp.81-89
한국조경학회
ISSN : 1225-1755
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO200735822316699)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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