A study of COPD as Marketing Strategies

Lee Hyun(Product Design Major The Graduate School of Industrial Design Ewha Woman's University)

From the beginning of 1980s, the Korean business corporations came to face changing circumstances in an acute pace.

In the altering world economic trends, in addition to the change of business environment such as the situation of Multinational Corporation and the increase of international trade, the consciousness of employees or consumers was transformed.

Therefore, the expansion of the competitive ability of corporation was really required through the development of better products by technological innovation and more of good design.

In this situation, corporations began to recognize 'design' as an important and comprehensive project at the level of administrative strategies under the attentive participation of supreme administrative members and accordingly, no more minor of passive business simply accomplished in the subordinate departments of the corporation.

And moreover, corporation should set up 'design policy' for the discriminative image making along with the establishment of comprehensive image system for the scientific and rational production and marketing expanse by way of the organic connection and control between production project and production-line.

In the midst of 1970s, CI was introduced lively into Korea mainly through banks, but this was only no more than a comprehensive system of visual expression.

CI system is not just a unification of outward exhibitions such as corporation symbol or logotype, Essential CI can be completed through the shape, quality, price and service of each product produced under the coherent and unified production policy by which administrative philosophy, corporation ideas, producing technologies, planning and design can be accorded.

CIPD(Corporate Identity through Product Design) should be settled gradually as a part of corporational administrative policies by which corporation idea which is coherently realized through products can build up corporational image system through the consensus of communication with the consumers, and also by which market share can be increased by improving trust toward the corporation.

In this perspective, the gist of this thesis is to stimulate the recognition of the necessity of taking in of CIPD in Korean corporations by way of defining the meaning of products in corporation, the general conception of the development policy of new products, the conception of CIPD and the necessity of CIPD in the level of marketing policy.