장소마케팅 전략을 활용한 이순신 브랜드 지역축제 비교 연구

The comparative study of the local festivals of Yi Sun Shin brand with the practical use of Place marketing strategy

What is the place marketing? It is the economical or social activities with the various efforts to sell the images geographically with its place s own attractivethings such as cultural attractive, historical moment, honorableplace and memorial accessories, souvenir and etc espacially for the tourists, organization or company even local residents. Hence, place marketing is definitely using its cultural or historical character that makes the place s image and look better as well as the economical effect. It is originally descended from the old industrial regions in the western countryto regenerate its local economy with nontraditional way since 1970, however in case of Korean, the local autonomy s political aim is the background of creating of place marketing to drive force the local policy. The advantage of identifying of local characters, of course it will help a lot in a political environment. Generally, company marketing has basically 4P (Product, Place, Promotion, Price) with mingle of themselves; place marketing is similarto that, having a mix of various marketing tools to the targeted marketplace to achieve its goal. For example, promotion of place s image, cultural architecture, events, various promotions, historical building and place, specialties with its place s image and creating of local brand (branding) and so on. As you can see, there are some factors of successful local festival, Firstly, they have focused on its geological and ecological significance such as natural resources, history, traditional culture and its own natural circumstances. Secondly, they create a distinctive local image rather than the others that are always being marketed with Korean s traditional way ex diligence, morning calm and etc. Next, local residents spontaneous participation and local government s support and sponsor would be helped a lot. Finally, this local brand ended up contributing to its local economy and marketing strategy would be the cause of pulling more participation of local resident. I would say that this study is just set the first stage of yisunshin brand s local place marketing. As you might realize or not, it is just the simple comparative study and would not be mentioned about the more practical answers, hence I hope that there is more practical study relating to Yi Sun Shin brand in the future, that will make Yi Sun Shin brand more globalized.