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국내 전통시장 활성화를 위한 브랜드 아이덴티티 연구

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Author(s)
서선향
Issued Date
2017
Abstract
The market that is opened every fifth day as a start of bartering and place for gathering in the village or town is usually called as a traditional market. Tradition has to be continued and inherited, but today's traditional market is losing its original meaning, so it is needed to make policies to increase its independency. While consumers visit supermarkets or convenient stores more often, traditional markets are losing their position in this age.
In the past, transactions were completed in traditional markets, the center of communication and gathering, even without any rules or regulations set for the producers or consumers, and they were deeply associated with the necessities of their lives. Also, in each region, unique traditional markets were held with their regional specialties. As endeavoring to let the legacy of traditional markets continue, the government has been trying to devise and carry out a variety of cultural projects related to traditional markets in order to form desirable symbiotic relationship between traditional markets and supermarkets and between consumers and producers, for example, 'A Day to Go to a Traditional Market', 'A Pilot to Vitalize Traditional Markets through Culture', or 'A Cooperative Project between Traditional Markets and Universities'. It also made policy to increase the use of Onnuri Gift Coupons or operate a compulsive closing system for SSMs. Despite such regulatory operations, consumers are still reluctant to visit traditional markets because of inconvenient parking facilities, poor sanitary conditions, the merchants' unkindness, or unstandardized products. Even if the government has increased a huge budget and made much political effort for them, the growth of traditional markets is still dragging because they barely recognize the reality at the site and the merchants are participating rather passively.
To increase sales in traditional markets and vitalize them more, it is needed to improve the environment, provide customers with more convenient and modernized facilities, and establish a market brand identity combined with culture, arts, and design through creative ideas.
Mainly with Suncheon-Wutjang, a major traditional market in Suncheon with 100 years of history, this study is going to figure out ways to vitalize 5-day markets and permanent markets, too. Analyzing the characteristics which Suncheon-Wutjang, uniquely has, this author embodies the image of it and establishes the concept for it. This researcher will analyze the market's specialties and strengths as well as what to be improved or pursued afterwards through a survey comparatively in order to develop its brand identity.
Accordingly, this study aims to allow Suncheon-Wutjang, to be a major market in Suncheon where consumers not just fill their basket with things they buy in it but also become fully satisfied with their warmness and come to publicize Suncheon either directly or indirectly. Also, it is expected that an identity system can be established for it with a brand well reflecting its originality as well as unity so that it can be firmly positioned as a representative traditional market in Suncheon and play positive roles for the regional development, too.
물물 교환의 시작이고 모임의 장소가 되어 5일마다 촌락과 마을을 중심으로 보통 장이 열리는 곳을 재래시장 또는 전통시장이라 한다. 전통은 계승되어야 하고 이어져야 하지만 오늘날의 전통시장은 그 의미가 퇴색되어 자립도를 위한 정책 마련이 시급해졌고 소비자들의 대형마트나 편의점의 사용빈도가 높아지는 가운데 현대사회에서 전통시장은 자리를 잃어가고 있다.
소통과 모임의 중심지가 되었던 전통시장은 생산자나 소비자나 정해진 규칙이나 규율 없이도 거래가 성사되었고 의식주생활에 깊이 관여를 하고 있었다. 또한 지역마다의 특산물로 인해 특색 있는 희소성을 보여주며 전통시장의 맥을 이어오려 애쓰는 가운데 정부에서는 전통시장과 대형마트 그리고 소비자와 생산자의 올바른 공생관계를 형성하기 위한 방안으로 '전통시장가는 날', '문화를 통한 전통시장 활성화시범사업', '전통시장 대학협력사업'등 여러 가지 전통시장과의 문화 접목 사업들을 모색하여 시행하였고, 온누리 상품권 사용 확대와 대형마트의 SSM 강제 휴․무제를 시행하였다. 그러나 이러한 제한적인 사업 시행에도 불구하고 전통시장으로 소비자의 발길이 닿지 않은 이유는 불편한 주차시설 및 위생 청결도의 미흡함과 상인들의 불친절, 규격화 되어 있지 않는 상품들의 이유를 들 수 있다. 정부의 막대한 예산 및 정책적 노력에도 불구하고 전통시장의 활성화가 더딘 성장속도를 내는 것은 현장의 현실성 인식이 부족하고 상인들의 적극적인 참여도가 결여되는 점을 들 수 있다.
전통시장은 환경을 개선하고 고객의 편의시설 제공 및 현대화를 구축하여야 하고, 창의적 아이디어를 접목한 문화․예술 디자인을 접목한 시장 브랜드 아이덴티티를 개발하여 매출 증대 및 전통시장 활성화를 촉진시켜야 한다.
본 연구는 100년 역사를 지닌 순천의 중심 전통시장인, 순천웃장을 중심으로 상설 또는 5일 마다에 열리는 시장의 활성화 방안을 모색하고자 한다. 순천웃장 만이 가지고 있는 특징을 분석하여 이미지화 형상을 하고 콘셉트를 설정하였다. 설문조사를 통해 시장의 특 장점 및 개선 지향 점을 비교 분석하여 브랜드 아덴티티를 개발하고자 한다.
이에 본 연구는 순천웃장이 순천시의 중심 시장으로서 소비자가 물건만 담아 돌아오는 곳이 아니라 직․간접적으로 순천을 알리고 정겨운 마음까지 담아 돌아 올 수 있는 곳이 될 수 있도록 한다. 또한 브랜드에 독창성과 통일감을 잘 반영된 아이덴티티 시스템을 구축하여 순천의 대표 전통시장으로서 자리매김 하여 지역 발전에도 긍정적 역할을 할 수 있게 변화를 기대한다.
Alternative Title
A study on brand identity for vitalization[Around the Suncheonwutjang traditional market]
Alternative Author(s)
Seo, Seon Hyang
Department
디자인대학원 브랜드커뮤니케이션디자인학전공
Advisor
임채형
Awarded Date
2017. 8
Table Of Contents
Abstract····················································································01
제1장 서론············································································07
제1절 연구배경 및 목적························································07
제2절 연구범위 및 방법························································09

제2장 이론적 배경·······························································12
제1절 브랜드 아이덴티티의 이해···········································12
1. 브랜드 아이덴티티 개념 ·················································11
2. 브랜드 아이덴티티의 구성요소 ·········································14
3. 브랜드 아이덴티티의 역할 ··············································17
제2절 전통시장의 정의··························································18
1. 전통시장의 개요 ··························································18
2. 전통시장의 기능과 특성 ·················································21
3. 전통시장의 활성화 필요성················································23

제3장 현황 및 사례 분석 ··················································27
제1절 국내 주요 전통시장 활성화 사례 ··································27
1. 서울종로 광장시장 ························································27
2. 광주 1913 송정역전시장 ·················································32
3. 오산 오색시장 ·····························································35
4. 자양 전통시장 ·····························································39
제2절 연구대상 ···································································45
1. 순천웃장의 역사 및 현황 ················································45
2. 순천웃장의 국밥골목 ·····················································54
3. 순천웃장의 디자인 현황 ················································56

제4장 문제점 파악 및 개선방향 제시 ······························61
제1절 순천웃장 디자인 개발 설문조사·····································61
1. 설문조사 목적 및 방법····················································61
2. 설문조사 결과 분석 및 통계 ············································62
제2절 순천웃장 아이덴티티 디자인 개발 ································73
1. 순천웃장 아이덴티티 디자인 개선 방향······················73
2. 순천웃장 아이덴티티 디자인 전략······································75

제5장 결론···········································································82

【참고문헌】·······································································84
부록(설문지) ·······································································89
Degree
Master
Publisher
조선대학교
Citation
서선향. (2017). 국내 전통시장 활성화를 위한 브랜드 아이덴티티 연구
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/1831
http://chosun.dcollection.net/common/orgView/200000266300
Appears in Collections:
Art, Design & Physical Education > Theses(Master)(디자인대학원)
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