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명광주(Kwang Ju Myung) 한국기초조형학회 2000 기초조형학연구 Vol.1 No.1
Today`s consumers have a tendency to give importance to the satisfaction of the needs caused by emotional motives. This tendency shows that time has changed and consumers` consciousness has also grown. The market system can no longer be operated in the way it has been. Consumers are also changed. The quality of products has been mostly leveled up. And that caused consumers to have more rigid criteria for choosing a product. The quality of a product can no longer be the distinguishing factor for consumers. The current standard for differentiation is how much the product is identified with the consumers` emotion. Such good images as those on goods or corporations can stimulate and result in consumption. A symbol, corporate symbolic representation, is another corporate substance. Therefore, the credit to a corporate symbol is very important, since itis the point of contact with its consumers. By analysing the tendencies and characters of the symbols and logos from the country`s 100 big corporations, a few guidelines for symbol and logo that are faithful to their functions, can be found, In this research, corporate symbols and logo have been analysed with the methodology of image scale that is from the color marketing method. It is essential that the study on the corporate symbol and its logo should be accomplished with the view of emotional marketing strategy as a measure to be endowed with strong corporate competitiveness. Its strategic usage is expected.