This study aims to maintain and improve the value of urban parks in the changing paradigm as part of an effort to propose concepts and study directions. In order to achieve this, there was an intention to derive characteristics of each current operating agencies of park marketing through a comparative analysis, to allow early stages of active park marketing development in the future to become a precedent and, to lead as indicator of new direction. This method was used to organize the yet unfamiliar principle of park marketing from one’s perspective and to recognize the importance earlier on and observe overseas exemplars highly applicable to the study. As basis of the aforementioned method, well-regarded examples of urban parks-Seoul Forest, World Cup Park and Olympic Park-, which demonstrate excellent marketing, were selected as study sites to examine the current park marketing strategies and characteristics of each operating agencies. This study suggests and analyzes new concept of park marketing, which are insufficiently examined, in a new perspective. In addition, it is significant in the analysis of the current status of national and international exemplars. However, more specific and professional marketing proposals are desired to improve the completeness of this study, and personal perspective on park marketing and insufficient number of samples in the surveys might hinder objectivity of this study. In addition, more extensive research on the park users who can verify the effectiveness of the marketing strategy is required to support the findings in this study.