금융기관의 Youth 계층 대응에 관한 사례연구 = Case Studies on Financial Institutions’ Youth Marketing

다국어 초록 (Multilingual Abstract)

In this paper, youth marketing activities carried out by overseas advanced financial institutions are introduced. Youth marketing reaches children, teens, and young adults. These young people populate the financial markets of the future, while having increasing financial interests today. They also have an influence on their parents’ financial products and services purchases. Therefore, financial institutions need to engage in youth marketing if they want to create brand loyalty and long-term success for not only these demographic but also current customers. Planning and implementing successful youth marketing activities, just like in any other marketing activities, requires a systematic approach, preceded by careful market segmentation and target market selection.