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국가와 기업의 소프트파워를 연계한 효율적 커뮤니케이션 방안모색
진용주(Jin, Young Ju),김광협(Kim, Gwang Hyep),박창일(Park, Chang Il),황성분(Hwang, Seong Boon) 계명대학교 사회과학연구소 2014 한국사회과학연구 Vol.33 No.2
This study aims to analyse the key image factors of global communication activity and to find the efficient ways for Nation and Global company to communicate with the local country. This research largely reviewed 3 parts of communication fields to find the solutions. That is to say, ‘the conceptual and operational definition of soft power and importance of soft power’, ‘the current status of Korea’s national brand and the connecting situation of Nation and global company for global communication’, ‘the soft power factors which Chinese think about Korea and Korea companies’. The research results were as follows. First, soft power, which are ethical principle, persuasive manner and cultural contents, is more important communication factor than hard power, which are economic scale and military power, for Nation and global company to persuade regional consumer. Second, the importance of National brand, which strongly support the global companies’ credibility to local people, became much higher than any other previous economic ages. Especially Korea’ National brand power has rapidly increased due to K-POP, TV-CM drama, international sports celebrities. For these reasons, Korea’s global companies should consider the uses of National brand image on the contrary. Third, the soft power which Chinese think about Korea was K-POP, TV DRAMA, Movie & TV stars for Korea, and ICT technique, strong brand preference for SAMSUNG.
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국가 브랜드파워를 활용한 기업커뮤니케이션이 현지국가 소비자에게 미치는 효과: 중국지역에 대한 한국기업의 글로벌 커뮤니케이션을 중심으로-
진용주 ( Young Ju Jin ),김광협 ( Gwang Hyep Kim ),박창일 ( Chang Il Park ),황성분 ( Seong Boon Hwang ) 한국지역언론학회 2015 언론과학연구 Vol.15 No.2
과거 국내의 대기업들은 글로벌 마케팅에서 국가브랜드파워를 활용하는 것을 기피하는 경향이 많았다. 그러나 최근 대한민국의 위상은 과거의 수준과는 다르게 한층 높아진 상황이다. 본 연구는 한국기업의 글로벌 커뮤니케이션에서 국가브랜드파워를 활용한 기업커뮤니케이션 활동이 현지국가 수용자반응에 미치는 효과를 살펴보고자 하였다. 독립변수는 순수 기업이미지 광고, 국가브랜드파워 혼합형 기업이미지 광고의 2가지 유형을 통하여 차이를 비교하고자 하였다. 종속변수는 광고태도, 기업태도, 제품구매의도로 설정하였다. 조사응답지역은 최근 대한민국의 최대 경제교역국인 중국을 대상으로 하였다. 연구결과, 첫째, 글로벌 커뮤니케이션 활동에서 순수 기업이미지 광고와 국가브랜드파워 혼합형 기업이미지 광고에 대한 수용자반응의 비교에서 광고태도, 기업태도, 제품구매의도 모두에서 통계적으로 유의미한 수준에서 국가브랜드파워 혼합형 기업광고가 높게 나타났다. 둘째, 성별에 따른 광고태도, 기업태도, 제품구매의도를 비교한 결과, 통계적으로 유의미한 수준은 아니지만 남성이 여성보다 전반적으로 높게 나타났다. 셋째, 광고유형과 성별에 따른 소비자반응의 상호작용효과는 나타나지 않았다. 본 연구결과로 판단해 보면, 대한민국 국가브랜드 파워가 대기업들의 글로벌 커뮤니케이션에 긍정적인 후광효과를 제공하고 있는 것으로 생각된다. 본 연구결과에 대한 학술적, 이론적 함의들이 논의되었다. This study aims to verify the effect of the corporate communication activity which combined national brand power together on the local country residence responses. The independent variables are 2 different types of advertising used brand power. That is to say, solo corporate image advertising, corporate image advertising mixed with national image. The dependent variables are attitude toward advertising, attitude toward company, purchase intention. The research results are follows. First, there was significant difference between solo corporate image advertising and corporate image advertising mixed with national image. That is to say, corporate image advertising mixed with national image was higher than solo corporate image advertising in terms of 3 variables, attitude toward advertising, attitude toward company, purchase intention. This result showed that Korea``s national brand power has been rapidly increased comparing past 2000s situation which national image was so low qualitative and low credible that not so good impact on global corporate brand on the contrary. The research result showed that the power of Korea``s national image increased as much as the power of corporate image. And even though corporate image advertising mixed with the national image was higher than solo corporate image advertising, global company should consider in detail concerning using national brand power in terms of its brand identity.
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청년실업에 대한 창의적 대안, 학교기업에 대한 수용자 반응 사회과학분야 광고홍보전문 학교기업에 대한 사례연구
진용주 ( Young Ju Jin ),김광협 ( Gwang Hyep Kim ),박창일 ( Chang Il Park ) 한국PR학회 2014 PR연구 Vol.18 No.2
School based enterprise(SBE) aims not only to give the students opportunities to practice practical work but also to contribute regional society to support small/middle companies. SBE specialized PR/ Advertising is doing business regarding internal communication for University, marketing consulting for regional companies, and supporting city marketing for regional community. This study has verified the differences of stakeholder’s responses about SBE’s activities. The dependent variables which were used in this study are corporate reputation, social connectedness, and attitude towards corporate. The research results showed that company managers were higher than college students in terms of corporate values, but college students were higher than company managers in terms of attitude towards corporate. Other result showed that the ranking was internal communication, supporting city marketing, and marketing consulting in terms of SBE’s activities. Another result showed that the ranking was company managers, college students, and internal employees in terms of stakeholder’s responses.
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진용주(Jin, Young-Ju),박창일(Kim, Gwang-Hyep),김광협(Park, Chang-Il) 계명대학교 사회과학연구소 2013 한국사회과학연구 Vol.32 No.2
School based enterprise is the innovative Social enterprise that was established to enhance the practical working ability of students and to get strong confidence in working place and to increase the rate of job employment. This study is the success case studies of School based enterprises and is to analyze the key success factors of School based enterprises to find the solution of the unemployment of young generation. This research result shows that the business model program of school based enterprise is the key factor of sustainable growth. The attitude of participated professors are also important to activate the school based enterprise. That is to say, their enthusiasm and service to university and university students. And the attitude of students are the intrinsic factor of success. That is to say, their confidence to the school based enterprise and the trustworthiness to their professors and programs are the motivated factor. The authority of university also plays an important role to enhance the school based enterprise. This research results which analysed the success factors of school based enterprise predicts firmly that the school based enterprises are the good solution to open the closed problem for unemployment of young generation.
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