仁川 이미지 提高를 위한 都市 마케팅 戰略

The Place Marketing Strategy for Redefining City Image : A Case Study of Incheon

As the era of local autonomy emerged, the authority and role of the city government began to expand in 1995 and the importance of a city’s competitiveness increased in today’s age of globalization. Realizing the importance of a differentiation strategy for the advancement of regional development, local governments are now actively adopting and promoting city marketing strategies for their cities. Incheon’s image is mainly associated with an international airport and an international distribution center, and its image is slowly changing into that of a high tech city. Incheon is a place where traditional and modern times coexist. While the city is rapidly turning into a place with modern city appearances with Youngjong-do’s international airport and Song-do’s development into a cosmopolitan city Jung-gu and Dong-gu, which were the origins of modern Incheon, are still left unattended and unorganized. Like Ganghwa, Incheon, a place of traditional cultures, is capable of recreating itself as a city of modernization with the help of migrated artists’ influences. Instead of insisting on a particular cultural identity, Incheon must use a differentiation strategy by specializing unique cultural backgrounds and characteristics pertinent to each distinct region. To achieve these objectives as Incheon’s city marketing strategy, Incheon should take the following steps: first, enhance a differentiation strategy from other local cities by establishing prioritizedcity marketing policies second, establish a strategy utilizing its natural resources and cultural heritages; third, seek to actively promote cultural marketing of Jung-gu’s chinatown’s events in Incheon, which is turning into a multicultural society; fourth, establish Incheon’s city marketing strategy which effectively applies cultural events and festivals.