[BUSS238] 광고론(영강)_레포트, 이마트의 지속가능성, ESG

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"[BUSS238] 광고론(영강)_레포트, 이마트의 지속가능성, ESG"에 대한 내용입니다.

목차

1 Introduction

2 Main point
2.1 Current situation
2.1.1 Strategies for environment
2.1.2 Current strategies for communication
2.2 Communication strategy
2.2.1 target audience
2.2.2 positioning
2.2.3 communication objectives
2.2.4 Designing the Message

3 Conclusion

본문내용

1 Introduction
With prolonged Covid-19, the trend in our lives has changed from "Contact" to "Untact." In particular, 'untacted' consumption resulted in increased deliveries and a flood of packaged waste. The change in the amount of waste generated before and after Corona 19 shows that it has increased by more than 10 percent in all areas, including paper, plastic bag, plastic, and foam. In other words, the total amount of waste has more than doubled. I wondered how the mart, which is closest to people's eating lives, is affecting this phenomenon and what efforts are being made to resolve it. Therefore, I would like to choose E-Mart, which has the largest number of stores in the country , to propose current strategies for sustainability and communication strategies for more effective marketing. This report only deals with E-Mart, a large offline discount store.

2 Main point
2.1 Current situation
2.1.1 Strategies for environment
2.1.1.1 Rental shopping bag
In October 2016, E-Mart introduced rental non-woven shopping bags to replace disposable paper bags at its stores nationwide. Depending on the capacity, you can use it by paying a deposit of 500, 3000 won.

참고 자료

Lee Kang-joon, "”The plastic chaos has begun…” Recycling Industry Warnings", Money Today, 14.09.2020
Lee Hyun-jung, "E-Mart, which even sells stores...Signaling restructuring of large retailers", Yonhap News Agency, 13.08.2020
Yoo Hyun-jin, "Pengsu is in E-Mart's shopping cart", Munhwa Ilbo, 30.3.2020
Jung Hye-min, "E-Mart, Launch 'E-Mart Tomorrow's Campaign to Practice Environmentally Friendly Consumption", News1, 22.04.2019
Moon Il-yo, "2030 Generation Half Environment Problems Sensitive 'Eco-Warrior'", Deonaeun Mirae, 20.10.2020
Park Ji-hoon, "[Brand reputation] Big Data analysis results for October 2020...No. 1 E-Mart, No. 2 Costco, No. 3 Homeplus", Mirae Korea, 06.10.2020