강원랜드 리조트 카지노의 글로벌 브랜드 경영전략에 관한 연구

A Study on the Global Brand Management Strategy of Kangwon Land Resort Casino

The abandoned mining areas including Jeongseon-gun have been at a standstill with the declined coal mining industries and rapidly reduced populations since the late 1980s. Fortunately, according to the institution of the Special Act for Abandoned Mining Areas(SAFAMA) in 1998, the abandoned mining areas started to find the breakthrough in the regional development. However, as SAFAMA come into force until 2015, there are many problems and uncertainties. Especially, the casino industry of the world is currently undergoing rapid change. Kangwon Land needs a completely new business strategies if it is to return to profitability and reinforce to publicity. In this context, the purpose of this study is to analyze how to manage Kangwon Land in terms of a global brand management. As a result, it is necessary to adapt a new management strategies such as a global trend management, an enlargement of market scope, a diversity of business structure, a development of soft program, an efficiency of transaction cost, and mission marketing on the premise of the second amendment of SAFAMA.