| abstract |
| Background Traditional markets have served as a center of local economy and culture. However, due to the development of the modern distribution system and changes in consumption patterns, the competitiveness of the traditional market is weakening, and some markets are facing a crisis of soil. Accordingly, the government is carrying out various traditional market support projects to revitalize the traditional market. This study proposes a brand development plan centered on the communicative traditional market for local residents, centering on Ocheon Market in Pohang, Gyeongbuk in 2023 as a result of support for the joint brand development of traditional markets and alley commercial areas. The purpose of this study is to find a way for Ocheon Market to secure economic competitiveness while preserving cultural values.
Methods This study analyzes the necessity of brand development by selecting Ocheon Market in Pohang, North Gyeongsang Province as an example among traditional markets, and attempts to clearly identify the market's identity by considering the types of activation of the traditional market. To this end, the characteristics of the traditional market and the theoretical background of the brand strategy were investigated through literature research, and field surveys and SWOT analysis were conducted to identify the current situation and strengths and weaknesses of the market. In addition, based on consumer research, demands for brand development were derived, and a brand design strategy for a region-centered communicative traditional market was proposed.
Result Through this study, Ocheon Market developed a brand that reflects the identity of the market. Through this, it was confirmed that it can be effectively applied not only to strengthen the image of Ocheon Market, but also to establish a promotion strategy to attract tourists. In addition, it is possible to expand the contact point with consumers by developing various application elements such as apron, shopping bag, and package design through continuous management of the brand.
Conclusion The brand development of Ocheon Market is expected to have a positive effect on revitalizing the local economy and maintaining cultural identity beyond simply securing market competitiveness. Through this, Ocheon Market will be able to establish itself as a sustainable traditional market closely linked to the local community. |
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| Key Words |
| 전통시장, 브랜드디자인, 포항 오천시장, Traditional Market, Brand Design, Ocheon Market in Pohang |
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