ACTIFELD에 근거한 증평 장소마케팅의 전략적 의사결정

Even though place-marketingstrategies geared towards upgrading regional competitiveness have been brought to the forefront, due attention has not given to how to set up practical and viable strategies. Based on Geoff Coyle's ACTIFELD method, this study aims at formulating a series of implementation strategies of Jeungpyeong Place-Marketing. As the ACTIFELD technique contains intrinsic devices which would facilitate structural and systematic approach, it can easily encompass both qualitative and quantitative factors in reinterpreting complicated social phenomena and providing feasible alternatives. Furthermore, the study carries out additional public opinion surveys and expert brainstorming methods, as specific means to overcome relative weak points within the proposed ACTIFELD approach. The followings are major research findings. Firstly, in terms of maximizing existing strategies, Jeungpyeong should develop commercial items focused on Korean Ginseng and its byproducts. Secondly, among various festivals, Jeungpyeong should devise concrete processes to concurrently concentrate its support on Pork (Samgyupsal) and Korean Ginseng Festivals. Thirdly, as the majority of Jeungpyeong people prefers both do-it-your-self and traditional types, Jeungpyeong should prepare appropriate governance systems to deal with these issues. Fourthly, in order to contribute regional vitality, Jeungpyeong should strengthen public relation activities including guest-staying facilities. Lastly, Jeungpyeong should constantly improve the aggregate value of County Identity (CI)-based brands and it should also pursue production and public relation strategies actively applying the elderly.