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Vol.33, No.0, 201 ~ 211, 2011
Title
The current state of the Korean financial industry`s character developments and applications
조용진 Cho Yong-jin
Abstract
The current financial Industry is changing into the customer-centered innovations from its own self-contentment systems. The Customer`s needs are extremely diversified and fragmented because of the development of internet and digital technology. As the number of financial companies is increased, their specialty of various services offers customers the wider choices for choosing the companies. Such changes hammered the financial companies to establish the corporate images which are friendly, warm and emotional rather than safe, honest and trusty. The latter identities have been classic values for the financial firms, so called stiff and rational groups. However, they needed the changes without choices. Such necessity appears from the consciousness changing of the customers. Their judge for the companies has been shifted from the logical and rational perception to the optical, sensible and intuitive awareness. Initially, this let the financial companies establish the strategies of the customer-centered images. Then character is becoming as the one of the great communication tools. Characters create friendly impressions and build the familiar images. The character communications simply induce customer`s intimacy. Therefore, many of the financial companies currently make the best use of their corporate characters to distinguish their identities from the others. Its ultimate purpose of character use is the active and smooth communications with the customers. Companies can provide the customers the better services and images which are different and preferable by applying and practically using the characters as the customer-centered marketing. This study examines the current state of Korean financial industry`s character applications and strategies. Furthermore, it investigates the efficient directions of Character uses as the crucial marketing for the smarter customers.
Key Words
금융업, 캐릭터, 고객 중심 마케팅, financial company, character, customer-centered marketing
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