서비스마케팅 관점에서의 도시계획홍보관 사례 분석

Abstract

In accordance with the activation of the urban planning and development led by the municipal government, the construction of city planning exhibition hall is being vitalized. However, since its establishment and the operation is still just initial stage, it is showing that both the citizen participation and its satisfaction level are yet low degree. By means of the analysis in viewpoint of the Service Marketing about the programs of city planning exhibition hall, this Study intends to examine the characteristics features for strengthen the function and role of city planning exhibition hall. For doing this, through the relevant literature-review and the case research, in the standpoint of “Products, Place, Price, Promotion, Physical Proof, Person, Process” which applicable to “7P‘s” of Service Marketing, it extracts the contents that contributable to the vitalization of investment, thence based on such analysis mold, compared 9 examples of the domestic and foreign areas. As the result of case study, through the quality control on continuous exhibition item, the operation of planned program, contextual composition with the neighboring resources, trustworthy information provision, then the public relations as well as investment-inducement, expansion of the interested network using multilateral media were grasped as the important elements. Likewise, in order to raise the citizen participation and its satisfaction degree, it was appeared that a story telling related to the form of building and the neighboring resources, the activation of cultural program, formation of homogeneity cord with the audience through multilateral channels are necessary.