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Recently, becoming the competition among airlines are keen, airlines are using culture marketing, as the new marketing means. Hereby this research focused to contribute setting of marketing strategy of airlines by proven research of cultural marketing to the corporate image and relationship-persistence intentions. Based on the result of empirical analysis, the following implication and significance were concluded. First, before conducting culture marketing, airlines should clarify market analysis and establish appropriate culture marketing strategy. Second, by touching consumers’ emotion, strengthening the communication with the current consumers, airlines should expand the culture marketing actively, as the means of creating new consumers. Third, there is a need to modify and complement the strategy, reviewing culture marketing, which are being processed. Fourth, culture marketing should be processed with a long-term point of view. Fifth, for customers to recognize the corporations’ culture marketing activities, airlines should promote actively through homepage, blog, SNS. Finally, airlines should strength the communication with costumers, not corporations’ one-sided promotion. In hereafter research, it’s necessary to extend the scope of study to, not only national flag carriers, also other corporations. In addition, it’s necessary to have comparative study, expanding to other tour business corporations. Understanding consumers’ recognition about the airlines’ culture marketing, it is also necessary to conduct the research about the difference according as it’s recognized or not.
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참고문헌 (46)
참고문헌 신청
AFCH / 1999 / Marketing Arts & Culture Work in Business. The Business Case for Cultural Investment Guide
Barich, H. / 1991 / A Framework for Marketing Image Management / MIT Sloan Management Review
Bernstein, D. / 1984 / Company Image Reality: A Critique Corporate Communications / Cassell Educational Ltd
Berry, L. L. / 1991 / Prescriptions for a Service Quality Revolution in America / Organizational Dynamics (Spring) : 5 ~ 15
Brown, T. J. / 1997 / The Company and Product: Corporate Associations and Consumer Product Responses / Journal of Marketing 61 : 68 ~ 84
Barich, H. / 1991 / A Framework for Marketing Image Management / MIT Sloan Management Review
Bernstein, D. / 1984 / Company Image Reality: A Critique Corporate Communications / Cassell Educational Ltd
Berry, L. L. / 1991 / Prescriptions for a Service Quality Revolution in America / Organizational Dynamics (Spring) : 5 ~ 15
Brown, T. J. / 1997 / The Company and Product: Corporate Associations and Consumer Product Responses / Journal of Marketing 61 : 68 ~ 84
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