The importance of urban branding is increasingly emphasized as distinct differences between cities are removed worldwide. In order to market cities, it is important to identify each city's assets and image them to make them look attractive. And findin...
The importance of urban branding is increasingly emphasized as distinct differences between cities are removed worldwide. In order to market cities, it is important to identify each city's assets and image them to make them look attractive. And finding and promoting each and every attractive place in the city is also an important factor in city marketing.
Through this paper, we analyze the assets of Anyang City and discover the factors that can be used to market the city. The reason why Anyang City was chosen as the place for urban marketing is that it does not have a clear image of the city compared to other regions of Korea, especially cities in the surrounding Gyeonggi Province. In case of Anyang City, we think it is an area with high potential for future development through urban marketing because it has good access to Seoul and traffic is well connected.
We looked into the current status of urban marketing in Anyang City and studied what parts should be developed in the future. Earlier papers on Anyang City and papers on urban marketing were analyzed and suggestions were derived through domestic and foreign cases. We analyzed the marketing factors such as the place assets and festivals and slogans that Anyang City currently has. And We investigated the area where urban marketing is taking place and analyzed the awareness and urban marketing development strategy for Anyang City through the Enquete survey.