21세기 세계화ㆍ지방화시대를 맞이하여 지역은 새로운 패러다임에 직면하고 있다. 이에 따라 지역이 발전하기 위해서는 지역은 지역정체성(Identity) 확립과 새로운 발전전략이 추진돼야한다.
지역 마케팅은 세계화ㆍ지방화의 큰 흐름 속에서 지역간 생존경쟁이 더욱 치열해지고 있는 상황에서 개별지역이 생존ㆍ발전하기 위한 주요 전략으로, 공공부문에 기업가 적인 경영 마인드를 도입 활용하는 것이다. 그리고 전략적 지역 마케팅은 전략적 경영(strategic management) 기법을 지역 마케팅에 적용하여 지역발전을 효율화 하고자 하는 것이다.
지역간에 경쟁체제가 본격화됨에 따라 지역마케팅의 핵심은 다른 지역과 차별화되는 매력적인 지역정체성을 창출하는 것으로 모아지고 있다. 따라서 지역은 전략적 경영기법을 적극적으로 도입하여 차별적인 경쟁우위를 확보하고자 지역의 자산을 브랜드화 하여 지역마케팅 전략으로 활용해야 한다.The purpose of this study io to expose the regional development strategy through the strategic marketing on local areas.
Under the local self government, a local area have recently been regarded very effective means of developing local economies and increasing awareness in those areas. This study sought to find out local development strategy of these areas.
Today, the projected image of a city may play a greater role than its reality in shaping the views of visitors, investors, and, even, residents. High pressure marketing and sales techniques are frequently used to help troubled cities in their transition to post-industrial centers of tourism, culture and reinvestment. Yet for all the slick professionalism, none of this in new.
Selling Places details the successive waves of how places have been sold and marked as attractive locations for resorts, residential areas, and cultural and business centers over the past 150 years in Europe.
From studies of cities and nations throughout the world, so many places have fallen on hard times, and make recommendations on what can be done to revitalize a place's economy.
The hidden key to vigorous economic development, the authors argus, is strategic marketing of places by rebuilding infrastructure, creating a skilled labor force, stimulating local business entrepreneurship and expansion, developing strong public/private partnerships, identifying and attracting "place compatible" companies and industries, creating distinctive local attractions, building a service-friendly culture, and promoting these advantages effectively.
Strategic marketing of places requires a deep understanding of how "place buyers" tourists, new residents, factories, corporate headquarters, investors make their place decisions. With this understanding, "place sellers" economic development agencies, tourist promotion agencies, mayor's offices can take the necessary steps to compete aggressively for place buyers.
The results of this study may be useful to establish effective the strategic local marketing.