공기업과 지자체 협력을 통한 지역기여형 특화상품 개발: 코레일유통(주)의 ‘대전엑스포 꿈돌이 열차블럭’ 사례 = Development of Regionally Contributive Specialized Products through Public Enterprise–Local Government Collaboration: A Case Study of the “Daejeon Expo Kumdori Train Block” by Korail Retail

다국어 초록 (Multilingual Abstract)

In recent years, consumers have increasingly demonstrated consumption behaviors thatprioritize local value and sustainability over global mass distribution systems. Alongside thistrend of local-oriented consumption, regionally contributive specialized products developedthrough collaboration between public enterprises and local governments have gained attentionas a new model of co-prosperity.
This study aims to analyze how cooperation between a public enterprise and a localgovernment can simultaneously achieve regional economic revitalization and corporate valuecreation, focusing on the case of the “Daejeon Expo Kumdori Train Block,” jointly developed byKorail Distribution Co., Ltd. and Daejeon Metropolitan City.
Employing a case study approach, this research examines the project through the frameworksof Segmentation–Targeting–Positioning (STP) strategy and the marketing mix (4Ps). In doingso, it identifies the underlying planning intentions and key points of differentiation thatcharacterize the product’s development and marketing strategy. Furthermore, the studydiscusses future challenges and strategic directions necessary for sustainable performancecreation and the continued diffusion of similar collaborative models.
The findings suggest that public enterprise–local government collaboration can function asan effective mechanism for regional co-prosperity by aligning loconomy trends, differentiated IPcollaboration, and ESG-oriented management practices. This study contributes to the literature by presenting an empirical case that illustrates the potential of public-sector collaboration as aviable strategy for regional development and sustainable value creation.