패션산업에서의 문화마케팅 연구

Abstract

This is a study on the form of utilizing culture marketing in fashion industry. Given summarizing the findings, they are as follows. First, culture marketing was being applied to the culture marketing as a strategy for social contribution, the culture marketing as a marketing strategy, and the culture marketing as a managerial strategy. This strategy was confirmed to be a means that a company practices the differentiated and effective social marketing management. Second, the culture marketing was indicated not only to have positive influence upon reinforcing corporate image and upon market advantage, but also to have positive effect even on customer value. Third, as the importance of marketing investment in a dull season is recognized, the companies were indicated to utilize culture marketing as a key of overcoming recession. Fourth, compared to the conventional marketing, it has also a merit as saying of being superiorly efficient in its cost aspect and of being sustainable in its aftermath. Thus, culture marketing was confirmed to be successful core keyword that a company can maintain reputation for a long time. Fifth, as a concept of social marketing is emerged largely, the company's culture marketing was confirmed to be an alternative of practicing social marketing management in 21C type.