부산광역시 브랜드 가치 향상을 위한 포지셔닝 전략
- 저자
- 윤지영 외
- 정보분류
- 정책연구
- 발행년월
- 2017년 09월
- 발행부서
- 도시미래연구본부
- 목차
- 표목차
- 그림목차
제1장 서 론··············································································· 1
1. 연구의 배경 및 목적····························································· 1
1) 연구 배경·········································································· 1
2) 연구 목적·········································································· 3
2. 연구 내용 및 연구 방법························································ 3
1) 주요 연구 내용································································· 3
2) 연구 방법·········································································· 4
3) 연구 범위·········································································· 4
제2장 글로벌 도시 평가 체계··············································· 7
1. 글로벌 도시 평가 체계 개요················································ 7
1) 평가의 역할과 그 의미···················································· 7
2) 평가사례별 체계 조사······················································ 8
3) 평가 체계의 유형화······················································· 12
2. 글로벌 도시 평가 체계 분석·············································· 15
1) 평가 체계에 의한 주요 이슈········································ 15
2) 평가 방법에 관한 고찰·················································· 16
3. 부산시 도시지표 현황························································· 17
4. 부산시 글로벌 도시 평가 시사점······································ 22
제3장 전문가 조사································································ 25
1. 조사 개요·············································································· 25
1) 조사 목적 ······································································ 25
2) 조사 설계········································································ 25
2. 인터뷰 조사 결과································································· 26
1) 종합 의견········································································ 26
2) 시사점·············································································· 35
제4장 부산시 도시브랜드 제고 포지셔닝 전략················ 37
1. 도시브랜드 포지셔닝 전략·················································· 37
1) 포지셔닝 전략의 필요···················································· 37
2) 도시브랜드 포지셔닝 전략 구상··································· 39
3) 도시브랜드 포지셔닝 맵 분석······································ 44
4) 도시브랜드 포지셔닝 전략 맵······································ 48
제5장 도시브랜드 포지셔닝 정책········································ 51
1. 정책 방향 : 체계적인 평가지표 관리 필요······················ 51
1) 정책 방안 : 평가지표 관련 인프라 조사···················· 59
2) 정책 방안 : 도시 관리 통계 자료 영문 데이터화····· 60
3) 정책 방안 : 중장기 계획 수립과 지속적인 지원정책 수립
·························································································· 62
2. 정책 방향 : 효율적인 도시 관리 정책······························ 63
1) 정책 방안 : 거버넌스 구축으로 공공관리체계 재정립· 66
2) 정책 방안 : 국제행사 상호 교류································· 67
3. 정책 방향 : 글로벌 홍보 활동 강화································· 69
1) 정책 방안 : 미디어 활용을 통한 적극적인 홍보······· 71
2) 방안 : 오피니언 리더들과의 접점 마련············ 72
4. 정책 방향 : 도시의 브랜드 경쟁력 구축·························· 73
1) 정책 방안 : 도시 홍보 마케팅 전략 추진·················· 75
2) 정책 방안 : CI에 대한 전면 재검토··························· 76
3) 정책 방안 : 부산시 브랜드 포지셔닝을 위한 로드맵 78
제6장 결론 및 정책제언······················································· 81
1. 결론························································································ 81
2. 정책 제언·············································································· 83
Abstract ···················································································· 85
참고문헌 ·················································································· 88
부록 ·························································································· 92
1. 글로벌 도시 평가 개요······················································· 92
2. 글로벌 도시 평가 세부지표·············································· 106
3. 전문가 의견 조사······························································· 128