전시회를 이용한 도시마케팅 활성화에 관한 탐색적 연구 = An Exploratory Study on the Activation of City Marketing Using Trade Fairs

다국어 초록 (Multilingual Abstract)

City marketing is more than just publicity for a certain city. City marketing combines a variety of different sub-system of city culture, economies, politics and administration with the objective to improve the living conditions in a city. Modern city marketing conception tries to densely interweave the different sub-systems of the horizontal as well as the vertical axis in order to create positive synergies and overcome negative influences. Trade fair is the ideal medium for the transfer of the corporate culture, corporate identity and corporate design of a company. There is no debate as to the place of trade fairs in city and regional economic development. It generates local income, employment, and output, and increases the volume of economic activity occurring locally. This research endeavors to identify the role of trade fair as an instrument of city marketing. After discussing some of the theoretical aspects of the city marketing, the city marketing strategies related with trade fairs are given. The result could be used to set up the new concepts and marketing plans for the trade fair organizers as well as city marketers.