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[광고심리] 대한항공과 아시아나 항공 광고전략(영문)에 대한 자료입니다.
목차
1. Marketing status
2. Management strategy
2-1. Korean Air
2-2. Asiana Airlines
3. Brand Analysis
3-1. Korean Air
3-2. Asiana Airlines
4. Advertisement Analysis
4-1. Korean Air
4-2. Asiana Airlines
6. Theory
6-1. Korean Air
6-2. Asiana Airlines
7. Evaluation
본문내용
2-2. Asiana Airlines
(1) Business philosophy
Asiana airline which make an offer with fast and safety service to consumer think Airline's quality is based on safety and service, they have strong consciousness
(2) Management ideology
Customer's satisfaction with best safety and service.
Consumers' needs became more specific and competition is more intense. So they should think about customer's side and make consumer to be satisfied.
(3) Management philosophy
Social contribution with enlargement of employing and management with rationality.
Our market is whole customers of world, and we need to realize high growth and high income by our customers. Consumer satisfaction management set the goal which is to be best world airlines.
3. Brand Analysis
3-1 Korean Air
SWOT analysis
(1) Strength
1) Korean air is an domestic airline, and has International reputation and recognition
2) International aeronautical cooperation chain ' SKY team' leads a departure and the strong alliance body composes
3) Compares in air navigator and domestic other aircraft possibility, employee possibility, proceeds from sailing route possibility etc.
(2) Weakness
1) Because of past plane accidents, they have an image of unsafeness
2) Compares in other industry, it depends a lot on the overseas resources
3) Compares to Asiana, expensive
4) Compares to Asiana, lower service quality
5) Lever price of land of freight section takes big part and the debt ra