◈ 논문열람
| 브랜드전략 변화에 따른 백화점 아이덴티티에 관한 연구/323-334 | |||
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| 글쓴이 | 양초산 | 날 짜 | 2006-03-01 12:35:20 |
| 첨부파일 | 09-양초산.pdf | ||
| 내용 | 브랜드전략 변화에 따른 백화점 아이덴티티에 관한 연구 A Study on Department Store Identity According to Change in Brand Identity Strategy 양 초 산 충남도립청양대학 디지털디자인과 교수 ----------------------------------------------------------------- Contents 목차 1. 서 론 1.1 연구배경 및 목적 1.2 연구방법 및 범위 2. 브랜드아이덴티티의 이론적 고찰 2.1 브랜드의 개념 2.2 아인덴티티와 이미지 3. 아이덴티티 전략의 변화 3.1 아이덴티티 전략의 세계적 경향 3.2 소비자 인식의 변화에 따른 기업의 변화 3.3 국내 기업들의 아이덴티티 전략의 변화 4. 백화점 대표 3사 아이덴티티 구축사례 4.1 국내 백화점 3사 아이덴티티 구축 사례 비교 4.2 백화점 3사 사례 비교 분석 5. L백화점 층별 브랜드 아이덴티티 구축 부분적 용 사례 5.1 롯데강남점 FOOD COURT매장 BI(Brand Identity)제작 과정 5.2 도입 후 최종 결과물 6. 결 론 참고문헌 Abstract In the past many companies in our country used to place emphasis on economic volume focused on consumers' psychology and operation of economic policies by business conglomerates in pursuit of scale economy and stability in this manner they were engaged in business marketing centering on CI (Corporate Identity) rather than BI (Brand Identity). For this reason change toward international trend centering on brand identity is taking place in department store's strategy for its identity. As a part of such effort 3 major companies are participating in BI effort competitively and they came to declare on new business image. In this treatise change in department stores' strategy for their identity was studied through comparison and analysis on such strategy by 3 major companies from the standpoint of their new BI effort. With recognition of reality where enterprises can not survive in this age of globalization without new strategy and change no matter how inadequate some effort for application may be in this treatise it was suggested that building up company image through change centering on brand image and generalization of introducing and expanding of brand identity by each floor will contribute to globalization of department stores. |
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