경쟁력 강화를 위한 마케팅 공동체의 활용에 관한 연구

Abstract

The industry and companies which symbolized the growth and the success of Korean economy had collapsed or been merged by foreign companies. The success factors of the past

are not the key of success any more. Nevertheless, there were few researches to identify the core competence and to strengthen

the competitiveness of our companies in the industrial environment.

This study had six major First, it attempted to analyze the current marketing activities and provide future directions

by reviewing the change in the role of marketing for last 40 years.

Second, thorough investigation in the change of marketing community was made to provide new tools for marketing activities.

Third, the marketing community of the past was focused on the supplier side. But with the

development of online community, research on consumer community was provided. Fourth, the emergence of new marketing paradigm, which links communities of suppliers and consumers, was studied in this research.

Fifth, Ok Cashbag, TTL, and NA, as a example of connecting supplier community with consumer community, were analyzed to explain the principle of co-marketing for identifying of target segment. Finally, empirical study was provided to examine the possibility of cultural brand to link supplier communities and consumer communities, and it was the first study in academic field. Is there any possibility in creating cultural brand GKME(Keeper) which represent activities to keep true value in this confused era? What is the standard of categorizing GKME? What will be the best composition of different industry members to maximize effectiveness in grouping target segment who are accustomed to online activities. How effective is this new marketing strategy? The marketing effectiveness was tested with the Hite beer case.