소개글
[커뮤니케이션 연구] BANGBANG 뱅뱅 브랜드 조사(영문)에 대한 자료입니다.
목차
Ⅰ. Situation analysis
Ⅱ.Segmenting and targeting strategies
Ⅲ. Research methods and results
Ⅳ. Research methods and results
본문내용
BANGBANG is the first jean company of Korea, and it was the renovation brand that changed the recognition of people about 'Korean Jean'. In 1970, Korean technique was bad and they don't have enough 청. So Korean people didn't believe the Korean jean company. They liked oversea brands.
In 1980, all Korean school started to wear the free dress except uniform(교복자율화), and jean market began expanded in Korean. Jean is from Western, and it symbolize the Western so BANGBANG's quality was hard to get good valuation. However, In 1985, 1989, 1900, They got ALL A from 진흥청. They recognized the quality from people and they make the oversea brands away. Therefore, they entered to Jean market well.
'1982 교복자율화' lead BANGBANG to success, but it was not acted only for BANGBANG. Levis, 씨지오바렌테, 리루방 etc so many oversea jean brands got attention too and it was not too good for BANGBANG. But BANGBANG hold the top in market because it had high quality and cheap than other Korean brands and also people had the recognition that it is the first jean brand in Korea.