한식 세계화 유관기관 및 해외진출 외식기업의 해외 한식 마케팅 커뮤니케이션 분석
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2011.12
- 11페이지/ 어도비 PDF
- 가격 4,200원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 한국식생활문화학회
ㆍ수록지정보 : 韓國食生活文化學會誌 / 26권 / 6호
ㆍ저자명 : 양일선, 김은정, 신서영, 차성미
영어 초록
The purpose of this study was to analyze methods and contents of global Korean food marketing. In-depth interviews were conducted from July to October in 2010 using a qualitative research approach. Government agencies and restaurant companies emphasized well-being and healthy aspects as a Korean food identity. Regarding the marketing contents, government agencies commonly included standard loanword orthography and recipes. On the other hand, restaurant companies contained their own contents differentiated from other brands. Government agencies used CF, video, book and newspaper as communication channels but restaurant companies did not have systematic communication channels. Government agencies attempted to use holding, supporting and participating expositions as communication methods, whereas restaurant companies mainly used sales promotion and point-of-purchase as communication methods.
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