도시지역의 장소마케팅 분석- 포항불빛축제를 사례로 - (A study on appraisal of place marketing on case firelight festival in Pohang)

서지정보

· 발행기관 : 한국도시행정학회
· 수록지 정보 : 도시행정학보 / 21권 / 1호 / 287 ~ 308페이지
· 저자명 : 오남현

초록

The propose of this paper is to appraise place marketing on case firelight festival in
Pohang. The results are fellowing. First, the firelight festival didn’t link marketing
with place value. The reasons haven’t developed strong mean and shocking message as
firelight city. Second, the contents of festival program were’nt included Pohang’s
identity and symbology. The festival-oven-place were short in facilities as toilet,
parking lot. Third, the marketing was concentrated on Deagu-Gyeongbuk. Other region
have’nt interest in public relations. Fourth, the firelight festival didnt a great
contribution to Pohang’s economic development.
The measures of the Pohang’s firelight festival development need to provide
emotional program(theme), construct use facilities, establish professional organization
system, drive nationwide marketing, develop only Pohang’design(brand value) program
with an impressive message.
and having impressive message.

영어초록

The propose of this paper is to appraise place marketing on case firelight festival in
Pohang. The results are fellowing. First, the firelight festival didn’t link marketing
with place value. The reasons haven’t developed strong mean and shocking message as
firelight city. Second, the contents of festival program were’nt included Pohang’s
identity and symbology. The festival-oven-place were short in facilities as toilet,
parking lot. Third, the marketing was concentrated on Deagu-Gyeongbuk. Other region
have’nt interest in public relations. Fourth, the firelight festival didnt a great
contribution to Pohang’s economic development.
The measures of the Pohang’s firelight festival development need to provide
emotional program(theme), construct use facilities, establish professional organization
system, drive nationwide marketing, develop only Pohang’design(brand value) program
with an impressive message.
and having impressive message.

참고자료

· 없음