분야
docx1-1. Industry Overview
1-2. Changes in Marketing Activities in the Industry.
2. Culture Marketing
2-1. Culture Marketing as a New Trend
2-2. Examples of Culture Marketing
2-3. Studies on Effects of Culture Marketing
3. Validation of Effects in Credit Card industry
3-1. Change in the view of consumer decision making process
3-2. Effects of Culture Marketing in Credit Card Industry
4. Conclusion
The assumption on the culture marketing is that consumers do not show only rational thinking process to consider the purchase. That is, the emergence of culture is based on the change in the view of consumer decision making process.
The traditional view of the consumer’s decision-making process is divided according to whether consumers are rationally thinking or emotionally appealed as well as the level of involvement. The process in considering the purchase of credit card products and services is based on high-involved rational thinking. Therefore, consumers search and learn information on products when considering the purchase. Based on the view, traditional marketing strategy in the credit card industry focused to deliver specific information on products. To deliver complicated and difficult information, a relatively long-sentence is used as delivery.
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and Consumer Welfare” The Bank of Korea, 2004.08.10 :
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3. Sim, S.,“Categories and Practice way of Culture Marketing” KARI Report, 2009
4. Forbes Korea, 2009, 9 “Magic of Samsung Card – Raume”
5. http://www.superseries.kr, Formal Blog of Hyun-dai Card Super Series
6. Kim.S., Kang.Y.,“Effectiveness of Corporate Culture Marketing to the Corporate image,
Corporate Identification, Customer Loyalty” SukMyung WomenUniv
7. http://blog.naver.com/PostView.nhn?blogId=baekos1&logNo=30079755977:
“Effectiveness of Culture Marketing”
8. Institution of Korean Advertisement Studies : “Amvibalance in Consumer Behavior”
9. http://www.kobaco.co.kr/information/adinfo/html/200810/104_%BA%D0%BC%AE.htm
10. http://data.adic.co.kr/lit/publication/3/200802/SK007541/01.html
11. STATISTICS KOREA:” Increase in Monthly Culture Expenditure per Household
with Credit Card”
