관계-체험 마케팅 홍보(PR) 전략에 대한 일 고찰 = An Exploration of the PR Strategies for the Relational-Experiential Marketing

다국어 초록 (Multilingual Abstract)

This study investigates PR strategies for the brand marketing of the agri-fisheries products. Agri-fisheries brands creats the relationship among the producers, sellers, and consumers. The relationship is created and managed by marketing communications with brand values. This study examines when argi-fisheries brand was selected by the customers, what kinds of the brand values were attracted the customers. The brand have made a profit to the producers, and have an important effect upon economy, society and culture as PR strategies of the relational-experiencial marketing. The brand values that are recognized by costumers tends to be operated by the PR strategies such as taste, shape, aroma, nutrition attributes as well as the marketing functions of the brand name, logo/symbols, slogans, images, reputation, consumer royalty, marketing events. This study result shows that under the marketing environment, the producers with the reational-experiential agri-fishery items keep up the goodwill relationships with cosumer groups and promote an individual and corporate profits.

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