기업 기록관리와 히스토리마케팅·스토리텔링

다국어 초록 (Multilingual Abstract)

Corporate records management and history marketing · storytelling

Many Korean companies are closely connected with society and have variety of types endlessly. Many companies have their history and build trust for customers based on history. But reliable companies cannot be built overnight. If the activities of the company are public and the transparency is emphasized, Company activities such as company history, social activities, and ethical responsibility are formed by a strict measure. Company's record management is emphasized because it makes the business more transparent and allows customers to trust the company.
The 21st century is often referred to as the 'Age of Emotion' In this generation, companies pay attention to history marketing and storytelling as means of publicity. This study focuses on history marketing and storytelling cases which are used through records management. History Marketing should be based on ‘trust' to gain access to consumers effectively. In order to have credibility, there must be factual materials based on historical facts. Therefore, record management is required. History marketing sources come from records. The record can be achieved by taking advantage of the record. Storytelling can be created using record. If records management is done properly, it can be a good source of history marketing and storytelling. This can positively reflect the image of the company and the image of the product to consumers.
In this study, history marketing and story stories with records were analyzed to emphasize the importance of records management. Prior to examining the case, history marketing and storytelling and the role of the company were organized. Advantages of record management through historical marketing and storytelling practices that utilize company records were discovered.
The history marketing case in this study selected the top 10 company’s websites and Dong Wha Pharm. Co., Ltd. For storytelling cases, storytelling contents provided by Daelim Industrial CO., Ltd and AMORE PACIFIC were focused. In addition, The current company records management status of Dong-Wha Pharmaceutical, Daelim Industrial, and AMOREPACIFIC were examined, which were selected as case companies in order to check how the company records are being used. The case shows that many companies are 'making use' of company records.
Based on these facts, the necessity of record management is emphasized. Records play a much diverse role as well as aspects of 'utilization.' In this study, the various benefits of company records management were explained.
Although various effects and proven cases have emerged in the management of corporate records in Korea, many companies still do not have systematic records management.
Therefore, in this study, the advantages of record management were examined. In addition, the introduction of a record management system is emphasized by changes of perceptions toward company's record management and record management system establishment.

목차 (Table of Contents)

• 제 1장 서론 1
• 제 1절 연구의 배경 및 목적 1
• 제 2절 연구의 범위와 방법 3
• 제 3절 선행연구 검토 4
• 제 2장 기업의 기록관리와 히스토리마케팅/스토리텔링 8
• 제 1절 히스토리마케팅 8
• 1. 히스토리마케팅의 개념과 의미 8
• 2. 기업에서 히스토리마케팅의 역할 12
• 제 2절 스토리텔링 15
• 1. 스토리텔링의 개념과 의미 15
• 2. 스토리텔링의 유형 17
• 3. 기업에서 스토리텔링의 역할 25
• 제 3절 기업 기록관리를 통한 히스토리마케팅과 스토리텔링의 상호연계 28
• 제 3장 히스토리마케팅/스토리텔링 사례와 발전방향 31
• 제 1절 기업의 히스토리마케팅 사례 33
• 1. 국내 기업 웹사이트/히스토리마케팅 33
• 2. 동화약품의 히스토리마케팅 37
• 제 2절 기업 스토리텔링 사례 46
• 1. 대림산업 47
• 2. 아모레퍼시픽 53
• 제 3절 기업 기록의 활용을 통한 관리의 활성화와 기록경영시스템 개발 62
• 제 4장 결론 68
• 참고문헌 71
• Abstract 75
• Abstract 75