공기업과 지자체 협력을 통한 지역기여형 특화상품 개발: 코레일유통(주)의 ‘대전엑스포 꿈돌이 열차블럭’ 사례

Development of Regionally Contributive Specialized Products through Public Enterprise–Local Government Collaboration: A Case Study of the “Daejeon Expo Kumdori Train Block” by Korail Retail

최근 소비자들은 글로벌 대형 유통망보다 지역 고유의 가치와 지속가능성을 중시하는 소비 행태를 보이고 있다. 이러한 로컬소비 트랜드와 함께 공기업과 지자체가 협력하여 개발한 지역기여형 특화상품이 새로운 상생모델로 주목받고 있다. 본 연구는 코레일유통(주)와 대전광역시가 협력하여 개발한 “대전엑스포 꿈돌이 열차블럭”을통해 공기업과 지자체 간 협력이 어떻게 지역경제 활성화와 기업 가치 창출을 동시에 달성할 수 있는지 분석하고자 한다. 구체적으로 STP 전략과 4P믹스를 살펴보고, 어떠한 기획의도와 차별화 포인트들이 있는지 파악하였으며, 향후 성과창출과 지속적인 확산을 위한 과제와 방향성에 대한 논의를 제시하였다.

In recent years, consumers have increasingly demonstrated consumption behaviors thatprioritize local value and sustainability over global mass distribution systems. Alongside thistrend of local-oriented consumption, regionally contributive specialized products developedthrough collaboration between public enterprises and local governments have gained attentionas a new model of co-prosperity. This study aims to analyze how cooperation between a public enterprise and a localgovernment can simultaneously achieve regional economic revitalization and corporate valuecreation, focusing on the case of the “Daejeon Expo Kumdori Train Block,” jointly developed byKorail Distribution Co., Ltd. and Daejeon Metropolitan City. Employing a case study approach, this research examines the project through the frameworksof Segmentation–Targeting–Positioning (STP) strategy and the marketing mix (4Ps). In doingso, it identifies the underlying planning intentions and key points of differentiation thatcharacterize the product’s development and marketing strategy. Furthermore, the studydiscusses future challenges and strategic directions necessary for sustainable performancecreation and the continued diffusion of similar collaborative models. The findings suggest that public enterprise–local government collaboration can function asan effective mechanism for regional co-prosperity by aligning loconomy trends, differentiated IPcollaboration, and ESG-oriented management practices. This study contributes to the literature by presenting an empirical case that illustrates the potential of public-sector collaboration as aviable strategy for regional development and sustainable value creation.