본문/내용
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GLOBAL MARKETING
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Contents
introduction
STP
swot
4P
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Introduction
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Introduction
Temple stay과
Staying in Korea`s traditional temples to experience the life of Buddhist temples and Buddhist traditions of South Korea to perform culture and experience the spirit means.
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Introduction
The emergence of Temple stay
- At the time of the 2002 World Cup accommodation of foreigners, emerged as measures for problem solving.
- After the World Cup in Korea, South Korea as well as Buddhist culture with a good program to inform has attracted global interest.
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HAEIN Temple
About HAEIN Temple
HAEIN Temple is one of the three temples in Korea, located in Mt Gaya with outstanding natural beauty.
It has lots of cultural heritages like The Tripitaka Koreana(Palman Daejanggyeong)
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1. Experience tradition culture and Buddhism culture in the content while providing.
2. New accommodation model.
3. Support and assistance to religious enthusiasm.
4. Thought to relax, the body and the ch
e to find greater meaning of life.
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STP
→이참氏 (President of KTO)
Psychographic Segmentation
“The Germans love to experience the exotic culture. Germans to visit Korea, unlike other Asian countries, the dimension of the strategy is required.”
Targeting niche
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STP
Targeting
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STP
Targeting-Twenties
20 to 30 American, German exchange student or a native speaker teachers
(24, German) Angie Ross
“Through Temple Stay arose stability and peace of mind.”
(23, German) Alex
“In Germany, I can’t feel at all and It was a special experience Unlike Seoul.”
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STP
Targeting-Fifties to Sixties
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STP
Positioning
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STP
Positioning
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SWOT
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SWOT
1. Experience tradition culture and Buddhism culture in the content while providing.
2. New accommodation model.
3. Support and assistance to religious enthusiasm.
4. Thought to relax, the body and the ch