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디지털융복합연구 = Journal of digital convergence, v.12 no.8, 2014년, pp.157 - 173
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In this study, how social media PR marketing affect corporate brand expansion was studied. this study consist of 5 chapters; needs and purposes in 1st, concept& characteristics, development processes, needs of social media and merits&demerits as marketing tool in 2nd. concept& characteristics and me...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 최근 기업 성장 전략의 일환으로 브랜드 확장 전략을 활용하는 기업이 늘어나는 이유는 무엇인가? | 최근 기업 성장 전략의 일환으로 브랜드 확장 전략을 활용하는 기업이 늘어나고 있다. 이것은 기존에 확립된 브랜드 자산 (brand equity)을 이용하여 생산비는 물론 전반적인 마케팅 비용 절감 효과를 가져오는 유용한 방법이기 때문이다. 브랜드 확장이 제공하는 이점은 다음과 같다. | |
| 많은 기업들이 소셜미디어를 이용하여 소비자들에게 다양한 마케팅 활동을 펼치는 이유는 무엇인가? | 이런 소비자들의 요구에 대응하기 위해서 최근에는 국내/외 많은 기업들은 소셜미디어를 통하여 소비자들과 쌍방향 의사소통의 추구가 가능하고 소비자들의 반응과 요구를 즉각적으로 확인하고 빠른 대응을 할 수 있다는 장점 때문에 소셜미디어를 이용하여 소비자들에게 다양한 마케팅 활동을 펼치고 있다. 마케팅 환경의 변화로 인해 기업들은 많은 고민을 하게 되었으며 기존 고객의 이탈을 방지하면서 신규 고객들을 자사로 끌어들이기 위해 소셜미디어를 마케팅에 활용하고 있으며, 최근 실시간으로 고객과의 소통이 가능한 스마트폰 사용자들을 중심으로한 모바일 마케팅에 주력하고 있다. | |
| 브랜드 확장이 무분별하게 이루어질 경우 어떤 문제점이 발생하는가? | 결과적으로 성공적인 브랜드 확장은 모 브랜드와 기업에 긍정적인 피드백을 제공함으로써 브랜드에 대한 인식을 명확히 해준다는 것이다. 하지만 이러한 브랜드 확장이 단순히 기존의 브랜드 인지도에 기대어 무분별하게 이루어질 경우 이는 신제품의 이미지가 모호해지는 결과뿐 아니라 원래 브랜드의 이미지마저 악화시키는 부담을 안고 있다. |
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