[마케팅] 실버세대 마케팅 (광고)

등록일 2000.12.11 한글 (hwp) | 44페이지 | 가격 1,500원

목차

실버세대 ································· 56

1. 들어가는 글·································56
2. 노인인구의 변화추이·····························56
1) 노인인구의 증가 ·····························56
2) 노인인구의 주요 특성 ·························· 58
3. 실버산업의 정의·······························59
4. 실버산업의 등장과 그 배경··························59
5. 실버산업의 필요성······························60
6. 새로운 소비 계층군으로의 전환························63
7. 실버산업의 유형사례·····························68
1) 실버패션·································68
① 노인층의 의복구매 실태 ························68
신체 만족도와 의복 만족도와의 관계 ··················68
노년기 여성의 의복에 대한 태도 ····················68
노년층의 의복구매 태도 파악 ····················· 69
노인층 무채색계열 선호 ························69
2) 노인용 상품 카탈로그사업 ························ 70
3) 적극적인 노년의 이미지부각 ······················· 71
4) 광고모델분야 사례 - 김복순 할머니 ····················72
5) 노인 광고 분야 사례 ···························73
6) 90대 노인 배우 란제리 광고에 출현 ····················74
7) 편견 없는 노인프로그램 ························· 74
8. 세계의 실버산업 실태 ····························75
1) 네덜란드(Netherland)···························75
2) 덴마크(Denmark)·····························77
3) 스웨덴(Sweden)····························· 78
4) 호주 ·································· 78
5)미국 ···································79
6)일본 ······························<font color=aaaaff>..</font>

본문내용

베이비붐 세대가 노령화되는 2000년부터 우리나라도 본격적인 고령화 산업에 진입하여 그들을 대상으로 하는 실버산업이 활발해질 전망이다. 사회복지의 수혜자가 아닌 당당한 소비자로서 타 소비군과 확연한 차이를 보이며 여가, 의료보건, 주거관리 분야에서 다양한 소비 행태를 띌 것으로 예상되기 때문이다. 21세기 유력한 소비집단 군으로 부상할 실버세대와 실버산업의 유형, 특징, 규모, 사례를 살펴보고 그들을 대상으로 한 실버광고의 유의점을 짚어보고자 한다.

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