연천군 브랜드의 IMC(통합마케팅 커뮤니케이션)전략에 관한 연구

Abstract

Today's urban society, people live in a very complex and diversified society, so for them a variety of integrated communication tools and activities are key to remember the brand. So the city branding is important element to form an image of the city. This study of Yoencheon introduces a strategic design direction for powerful integrated marketing communications(IMC) for brands in such dimensions. At the first , the concept of the city brand IMC strategy and needs of IMC strategy in city branding examined, and for the second, strategy and action plan of Yoencheon's IMC suggested. This research established Yoencheon city IMC strategic direction to strengthen the brand image and the communication methods between media and interested parties. The range of research is Yeoncheon's city brand, city marketing promotions, public facilities and public design. Research methods include theoretical considerations through advanced research, reference and case studies. Thus, the result support the conclusion that the combination of integrated marketing and city identity can create the new urban culture and the new city brand by examining symbol marks, city promotions, public facilities and public design cases for Yeoncheon's IMC In other words, communications strategy is organized in four different ways which are applying a unified brand, integrated management strategy of communication elements, new awareness of the city's brand and brand re-launching and the creation of new value associated with agricultural products brands. Therefore, the research set up the conclusion that the image of powerful Yoencheon can be built when meaning of the new city brand and the brand essence for Yoencheon are shared and spreaded.