| Abstract |
| In the industrial society with deepening competition, consumers before the industrial revolution purchased products according to rational consumption. However, in order to survive in a digital society where many of new technologies and new products are introduced, it is important to powerfully attract consumers` interest at the beginning stage of introduction of products.
In particular, early adopters are those who accept and spread new technologies or innovation earlier than others. They have own socio-economic status and play an important role as opinion leaders in various groups.
Therefore, companies came to try marketing strategies stimulating various senses as part of emotional consumption of early adopters, among them. marketing strategies using the sense of sight became much more activated. This phenomenon especially appeared from digital products containing up-to-date technologies targeting young people such as mobile phones and MP3 players. Due to shortened lifespan of those products and characteristics changes by up-to-date technology, recent products presents different formative characteristics from the existing products.
On the other hand, early adopters lead this new trend as new consumers. And color marketing that can make different by maximizing effect with minimum cost became a medium that promotes sales by maximizing emotional appeals to early adopters.
As stated above, early adopters that are becoming a consumer group the world is paying attention to pursue amusement, not possession, through consumption. On the basis of those characteristics, the current study examined countermeasures to maintain and develop sustainable competitiveness of the domestic market through analyzing cases about strategic approaches of color marketing targeting early adopters. |
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| Key Words |
| 얼리어답터, 컬러마케팅, 디지털 제품, Early adopter, color marketing, digital products |
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