• Title/Summary/Keyword: 이종업계

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A case study on design collaboration marketing in Korean cross-business (국내 이종업계 간 디자인 콜라보레이션 마케팅 사례연구)

  • Park, Hye-in;Kim, Seung-In
    • Journal of Digital Convergence
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    • v.18 no.5
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    • pp.383-389
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    • 2020

  • The purpose of this study is to suggest consideration and direction of collaboration among different industrial field in Korea which has recently increased through the analysis of design collaboration case of cross-business in domestic. To do this, I did literature research followed with theoretical background of collaboration, and I analyzed case study of collaboration between different industries in domestic. In addition, I categorized as millennial targeting and brand premium positioning shifts. As a result, brand have to select a partner that is appropriate and would be an issue for purpose of collaboration and that the result should have a clear difference from existing product, including the design elements of the brand that they want to highlight. I expect this research will become a reference for collaboration between different industries.

  • https://doi.org/10.14400/JDC.2020.18.5.383 인용 PDF KSCI