지역경쟁력 강화를 위한 지역브랜드개발전략 = Development Strategies of Local Brand for Regional Competitiveness Strength

다국어 초록 (Multilingual Abstract)

This study aims to analyze the local brand development on the basis of regional competitiveness strategies. Based on the concept of place marketing and competitive advantage theories, establishment of strong local brand is the key factor of regional competitiveness strategies. As more local governments pay attention to this issue. they reguire a local brand development strategies suitable for the environment of the regional community. in order to achieve this aim. both theoretical and empirical investigations are carried out. On the basis of the study. we propose the following 4 issues for local brand development.
1) establishment of the gradual development and growth strategies for local brand,
2) providing enough information of local brand to local residence, the first consumer of local brand,
3) promoting effective local brand promotion strategies based on the place marketing concept by local government,
4) establishing local cooperation network for local brand development.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 지역경쟁력과 지역브랜드에 관한 이론적 고찰
• Ⅲ. 국내외 지역브랜드 개발 사례
• Ⅳ. 지역브랜드 개발전략 방안
• Ⅴ. 결론
• 참고문헌