Title Page
Contents
국문 초록 5
ABSTRACT 7
1. INTRODUCTION 9
Abstract 11
Abstract (Korean) 12
Purpose of the study 13
Methodology 15
What is place marketing? 16
2. WHY PLACE MARKETING IS CRITICAL FOR SEOUL 26
about SEOUL 26
Necessity of Place Marketing Seoul 28
SWOT Analysis 34
STRATEGIC OPTION 35
STP Analysis 36
DBR Model 37
3. CHEONGGYECHEON PROJECT 38
Cheonggyecheon History Since 1960s 38
Cheonggyecheon Today 39
Taking the Cheonggyecheon Peoject along the Path to Success 40
4. HAN RIVER RENAISSANCE PROJECT 42
Seoul Government On-going Project "Han River Renaissance" 42
5. CHALLENGES FOR SEOUL 54
Seoul Government 8 Major Tasks 54
Changed organizational Form in Seoul 55
Preliminary Conclusion 56
Benchmarking : Floating House Concept 58
Conclusion 77
Han River 77
Seoul Development 78
Reference 81
APPENDIX 85