소비자 구매의사결정과정 기반 IMC전략

• 영문명: IMC Strategy Based on Consumer’s Purchase Decision-Making Process : LG Hausys Brand Z:IN Case Study
• 발행기관: 한국산업경영시스템학회
• 저자명: 이재진(Jae-Jin Lee)
• 간행물 정보: 『산업경영시스템학회지』제43권 제3호, 135~142쪽, 전체 8쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2020.09.30

영문 초록

In this study, the case of brand IMC communication of LG Hausys’ total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer’s purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys’ products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

목차

1. 서 론

2. 이론적 배경

3. 브랜드 Z:IN의 소비자구매의사결정과정 기반 IMC전략

4. 지:인Z:IN의 브랜드 지수

5. 결 론

References

키워드

IMC Consumer’s Purchase Decision-Making Process Consumer Participation and Experience