캐릭터를 활용한 통합 마케팅 커뮤니케이션 전략
The Strategy of Integrated Marketing Communication by utilize the Character
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초록
This study examined the strategy of integrated marketing communication by utilizing its characteristics. A symbol of cultural tourism festival has been promoted as a part of tourism software based on Korean identity and culture. This research implemented an empirical analysis on consumer images regarding character concept and presented of the meaning of the festival. It has been confirmed that the creative local culture intended by a regional authority could be created, if character concept and purpose of the festival consider local culture through the semiotic analysis. In addition, unique local culture could not only enhance local competitiveness from the cultural economics perspective in an era of the dream society but also bring efficient creation of character values and communication.
Abstract
This study examined the strategy of integrated marketing communication by utilizing its characteristics. A symbol of cultural tourism festival has been promoted as a part of tourism software based on Korean identity and culture. This research implemented an empirical analysis on consumer images regarding character concept and presented of the meaning of the festival. It has been confirmed that the creative local culture intended by a regional authority could be created, if character concept and purpose of the festival consider local culture through the semiotic analysis. In addition, unique local culture could not only enhance local competitiveness from the cultural economics perspective in an era of the dream society but also bring efficient creation of character values and communication.
참고문헌 (10)
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