마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례 레포트 KF

마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례 레포트

문서 (DownLoad).zip

마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례

마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례

Samarkand Re-design

“Blooming The Glory Of Silk Road”

CONTENTS

Introduction

- Where is Samarkand

- Why did we choose Samarkand

Body

- Background Information

- SWOT Analysis

- Proposal

- Re-designing Strategies

Conclusion

- Samarkand Re-design Portfolio

Where is Samarkand

Samarkand..

- used to be the most important spot on Silk Road and Islamic center for scholarly study

- has substantial remains of ancient landmarks

Why did we choose Samarkand

Because Samarkand

- has prospective possibility to be revitalized

- has good location and historical background

- has a lot of concentrated attractions

Background Information

General Information

Attractions

The Registan

square

Bibikhanym

Ulugbek

Madrasa

Afrasiyab

museum

Background Information

Residents

- Nice and friendly / Not able to speak English

Transportation

- Poor public transportations - lack of buses, no subway / only one railroad to the capital.

Principal Product

- Easily can obtain a great quality inexpensive silk.

Additionally information

- Can’t use internet, Almost food is oily and salty.

SWOT Analysis

S

W

O

T

Proposal

Target:

International tourists

1. Improving their own culture

2. Reducing factors that cause inconvenience to tourists.

3. PR strategy

Re-designing Strategies

People strategy

1. Friendly & Family communal culture

-`Home-stay

2. Low language level

-` Professional guide training in hotel.

3. Corruption

-` Privatization

Re-designing Strategies

1. Transportation

-` Making a profit from adverting outside of buses.

2. Traditional market

-` Experiencing their friendly culture

3. Internet service

-` Increasing internet cafe.

4. Money value & banking system

-` Modernizing banks

Infrastructure strategy

Attraction Strategy

- Taking advantage of lots of

attractions

1. More leisure events

-` Synergy effect

2. Historical sight will be cleaned

by hired cleaners

-` Pleasant atmosphere

Re-designing Strategies

Image Strategy

- The city of Silk Road culture &

history

1. Symbolic slogan:

-` “Blooming The Glory of Silk Road”

2. Ad on social websites &

international travel magazines

-` help increase the awareness

3. TV commercial

-` helpful for negative image about

Islam in Samarkand

Re-designing Strategies

Samarkand Re-design Portfolio

The city of culture and history like Rome

The city of ancient Silk Road

Q & A

References

- Pictures: From Tae Youn’s camera (BEST photographer)

http://www.wikipedia.com

http://www.yunhapnews.co.kr

http://news.hankooki.com

http://www.kotra.or.kr

http://economy.hankooki.com/ArticleView/ArticleView.phpurl=economy/201012/e2010120315381070070.htm&ver=v002

“Samarkand” - Amin Maluf / 정신세계사 (1997)

삶과꿈 - 2008년 11월호 | (주)

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