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[마케팅전략] SK텔레콤 월드컵 마케팅전략(영문)에 대한 자료입니다.
목차
1. About the SK Telecom
(1) SK Telecom's Introduction
(2) SK Telecom's Vision and Mission
(3) Business Area
2. Corporate Environment Analysis
(1) Situation Analysis
① Internal environment
② External environment
③ Competitor
(2) SWOT
① Strengths
② Weakness
③ Opportunities
④ Threats
3. Marketing Strategy
(1) Worldcup Strategy(2002 vs 2006)
(2) Happy Wing
(3) e-sports
(4) membership card
(5) Customized one to one marketing
본문내용
1. About SK Telecom
(1) SK Telecom's Introduction
We have made a number of historical breakthroughs in the Korean telecommunications industry over the last 21 years. Our developmental history has evolved from a first generation analogue cellular system, to the world's first second generation CDMA, then to the 2.5 generation CDMA 2000 1X system as well as the world's first third generation synchronized IMT-2000 cellular system (CDMA 2000 1x EV-DO). Based on these advanced mobile communications technologies, SK Telecom has become a pioneer in clearing the path into a next generation network arena that includes the development of the 4th and 5th generation mobile communication technology. The continued support, affection, and encouragement of our valued customers has made possible the two decades of brilliant accomplishments by SK Telecom.
Based on rapid network advancement, the information communication sector is facing unparalleled changes that are dismantling the boundaries between the realms of different industries. To meet the challenges of these paradigm shifts, SK Telecom has mapped out a variety of future growth engines that continues to create new values for its customers. Our focus is on the development of the wireless Internet business, e.g. MelOn, GXG, and Mobile Cyworld. We are also concentrating on exploring new services like MONETA, Satellite DMB, and 1mm, in preparation for the increasing convergence in telecommunications, broadcasting, finance, and entertainment.
참고문헌
* 유정연, “KTF, 즐거움을 파는 회사”, 제일기획 모바일포럼, 2005
* 김영곤,이병철 “대한민국에는 SK텔레콤이 있다.”, 21세기북스, 2005
* 윤상배, “월드컵 스폰서쉽이 브랜드 태도에 미치는 영향”, 중앙대학교 신문방송대학원 석사학위논문, 2002
* 한상수, “IMC에 의한 ‘Be the reds' 월드컵 광고 캠페인 전략연구”, 홍익대학교 산업미술대학원 석사학위논문, 2003
* MPR 광고보다 강한 PR, 정해동 ․ 박기철 커뮤니케이션북스 (20002)
* 대한민국을 바꾼 마케팅, 이시혁, 중앙 M&B, (2003)
* MPR 연구회 http://www.seri.org/forum/mpr
* http://www.kinds.or.kr
* http://www.sktelecom.com
* http://www.nso.go.kr
* http://www.ktf.co.kr
* http://www.lgt..co.kr
* http://www.mic.go.kr/
* http://www.mktinsight.co.kr/
* http://www.hunet.co.kr/
* http://www.mk.co.kr/