캐릭터 중심의 전통시장 브랜드 재활성화 전략에 관한 연구- 경기도 수원 조원시장 브랜드 리뉴얼 사례를 중심으로 -

Abstract

To vitalize traditional markets, which have been in an increasing state of stagnation despite continued support of government dimensions, character-utilizing brands were developed and related brand strategies were presented for market developments and regional co-prosperity. Interviews and surveys were conducted on market traders and consumers and market condition and SWOT analysis were conducted along with consumer analysis and analysis on brand application conditions of existing markets. This was used and presented as base material of design directions and strategies were proposed for the revitalization of market brands using awareness through storytelling, openness for consumer participation, and expansion suited to market environments, and verification was made through satisfaction surveys. For the brand revitalization of traditional markets, first, recognition was made of the importance of storytelling utilization to allow for continual consumer brand awareness. Second, consumer participation connected with social network services and character photo-zone installations for brand promotions had market vitalization effects along with effects inducing the inflow of younger consumers. Third, the consistent application of character-focused brand identity in public market environments allowed them to be utilized as spaces for brand awareness expansion through familiarity and the product development of specialized market products served as a useful strategy that heightened brand expandability.