earticle

영어

This study aims to analyze the characteristics of the place marketing strategies in the rural development projects and to propose an effective place marketing strategies. In order to achieve this aim, the investigation on 21 rural development projects by 6 governmental offices have been carried out. The major findings are listed as follows: The rural marketing strategies implemented by governmental offices usually focus on the promotion activities rather than the marketing activities and have lack of the marketing mix strategies, especially People and Place aspects among 3P(People, Place, Promotion) place marketing mix strategies. In order to implement the rural marketing strategy, this study proposes the place branding strategy as an alternative of the place marketing. Place marketing application is largely dependent on the construction, communication and management of the place's image, therefore the object of place marketing is the place's image, which in turn is the starting point for developing the place's brand. The rural branding strategy-especially rural village branding strategy- consists of (1) the development of rural village brand identity (2) the construction of rural village brand architecture (3) the implementation of hard branding (4) brand communication programs (5) brand equity evaluation and feedback.