소비문화에 기반한 도시브랜딩 전략 = A Study on City Branding Strategies Based on Consumer Culture

다국어 초록 (Multilingual Abstract)

With the continuous development of consumer culture, consumption has
gradually become an important pathway for the dissemination of city culture, the
construction of identity, and the formation of city branding. However, existing
studies on city branding have mainly focused on city image communication, visual
design, and marketing strategies, while systematic research on how consumer
culture promotes the formation of city branding and how its internal mechanisms
operate remains insufficient. Therefore, from the perspective of consumer culture,
this study explores the relationship between consumer culture and city branding,
and constructs an analytical framework and research model for city branding
based on consumer culture.
This study is grounded in relevant theories of consumer culture, semiotics, city
branding, city culture, brand experience, and the SOR model, and adopts a
combined method of theoretical research, case analysis, and empirical research.
First, the study examines the relationship between consumer culture and city
culture, as well as the relationship between consumer culture and city branding, in
order to construct an analytical framework for city branding from the perspective
of consumer culture. Second, based on the formation logic of consumer culture,
this study proposes a three-stage model of city branding based on consumer
culture. The model consists of three stages: the identification of city branding
types and strategic positioning, the transformation process of city branding based
on consumer culture, and the generation of city branding design strategies and
meanings. Taking consumer symbols, consumption experience, identity, and brand
advocacy behavior as its core pathway, the model reveals the formation
mechanism through which city cultural resources are transformed into city brand
value. In addition, symbolic design, visual identity design, and experience design
are incorporated into the design process of city branding.
The research findings indicate that consumer culture serves as an important
medium connecting city culture and city branding. City culture does not directly
transform into a city brand; rather, the formation of a city brand requires the
mediating roles of consumption experience and identity. Specifically, city cultural
resources enter consumption scenes through the transformation of consumer
symbols, gradually form identity through consumption experience, and are further
transformed through design methods into city branding content that can be
recognized, experienced, and communicated, thereby promoting the formation of
city branding. In this process, consumption experience and identity are key factors
in the formation of city branding. The study also finds that, compared with
short-term consumption experiences, continuous cultural contact and everyday life
experiences are more conducive to the formation of city identity and brand
advocacy behavior. This suggests that city branding based on consumer culture is
not merely a process of displaying city cultural resources, but a dynamic process
in which the meanings of city culture are continuously generated, communicated,
and recognized.
Based on these findings, this study argues that city branding based on consumer
culture is essentially a cyclical process in which city culture continuously
undergoes symbolic transformation, experience formation, meaning construction,
and identity recognition within the process of consumption. Therefore, by
constructing an analytical framework and research model of city branding based
on consumer culture, this study aims to provide a modest supplement to research
at the intersection of consumer culture and city branding, and to offer theoretical
references and methodological implications for the practice of city brand design.

목차 (Table of Contents)

• 1. 서론 1
• 1.1. 연구 필요성 및 목적 1
• 1.2. 연구 범위 및 방법 5
• 1.3. 선행연구 검토 8
• 1.4. 연구흐름도 15
• 2. 이론적 배경 18
• 2.1. 소비문화와 기호학의 이론적 배경 18
• 2.2. 도시브랜딩의 이론적 배경 28
• 2.3. 소비문화 관점에서 본 도시브랜딩의 생성과 통합 38
• 2.4. 브랜드체험과 모형의 이론적 배경 SOR 40
• 3. 분석모형과 사례연구 46
• 3.1. 분석모형의 구축 46
• 3.2. 분석대상의 선정 51
• 3.3. 사례분석 53
• 3.4. 분석 결과 71
• 4. 연구모형 및 실증연구 75
• 4.1. 소비문화 기반 도시브랜딩 전략모형 75
• 4.2. 소비문화 기반 선양 도시 사례 검증 79
• 4.3. 실증연구 및 모형 검증 88
• 4.4. 사례 적용 및 실증연구 결과 종합 110
• 5. 결론 112
• 5.1. 연구의 요약 및 성과 112
• 5.2. 연구의 한계점 및 향후 연구 방향 115
• 참고문헌 117
• 부록 127