콘텐츠 바로가기
로그인
컨텐츠
  • HOME
  • SEARCH
PLUS Text Size MINUS RESET
INSTAGRAM FACEBOOK YOUTUBE

Category Open

Resources

tutorial

Collection of research papers and materials on development issues

home

Resources
Government and Law General
Government and Law Public Administration

Print

도시공원 운영 주체별 공원마케팅 전략 비교연구(Comparative study on park marketing strategies by urban city operator)

Related Document
Frame of Image
  • 도시공원 운영 주체별 공원마케팅 전략 비교연구(Comparative study on park marketing strategies by urban city operator)
  • 김성은
  • 서울대학교 대학원


link
Title 도시공원 운영 주체별 공원마케팅 전략 비교연구(Comparative study on park marketing strategies by urban city operator)
Similar Titles
Material Type Report
Author(Korean)

김성은

Publisher

서울 : 서울대학교 대학원

Date 2013-02
Pages 155
Subject Country South Korea(Asia and Pacific)
Language Korean
File Type Link
Original Format pdf
Subject Government and Law < General
Government and Law < Public Administration
Holding 서울대학교 디지털 서고
License

Abstract

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.