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ContentsAddYourTextinhereAddYourTextinhereAddYourTextinhereAddYourTextinhereAddYourTextinhere[ImageInfo]·EconomyWorldFirstTerrestrialDMBServiceinKoreain2005WorldFirstServiceofHigh-speedMobileInternetContinuousCreation&ExpansionofNewICTSeedsinKoreaETRI’s30-yearContributiontoKoreanEconomy:104.6billionUSD(perinputof4.4billionUSD)*1,000KRW/USDETRI:MajorAchievementsKOREA김치오랜역사서울영화드라마친절한국어분단국가2004년10월관광공사,한국관광해외홍보사이트네티즌대상’05년월간중앙,한국이미지커뮤니케이션연구원미국·일본·중국의오피니언리더600명대상미국:한국전쟁북핵경제성장일본:김치한류월드컵독도삼성중국:김치삼성한류LG‘한국’하면떠오르는이미지KOREA한국의국가이미지한국을표현할뚜렷한국가이미지요소가없음2002년한국일본중국뉴욕타임즈75187238LA타임즈32162218합계107349456미국언론에나타난동북아3국의국가이미지비교연구(김정탁,박진서,김소형,2002)2002년1월~2002년3월뉴욕타임즈LA타임즈한국7(12.7%)8(27.6%)일본48(87.3%)21(72.4%)합계55(100%)29(100%)뉴욕타임즈와LA타임즈에보도된한국과일본의국가이미지분석(최진봉,유찬열,2005)매스미디어는보도된대상국가에대한이미지형성에실질적인영향을끼침특정국가에대해미디어가얼마만큼지면을할애해자주보도하는가하는것은그국가의중요도를단적으로증명일본,중국관련기사의1/3에도못미치는수준한국은일본,중국에비해열악한상황해외언론에비춰진한국의국가이미지OpportunityWeaknessThreatsStrength-IT강국으로서국가이미지부각-세계적인문화유산이많은문화국가로서의이미지-새로운대중문화중심국으로서의국가이미지부각-인터넷강국-국가정체성차별적이미지미흡-국가이미지중요성에대한국민인식부족-국가이미지제고를위한제도적정책적기반미흡-IT등산업성장으로신경제선진국이미지기대-한류등을통한창의적인국가이미지기대-DynamicKorea를통한국가이미지정책활성화기대-북한핵문제및사회적갈등으로불안정국가이미지존속-부정적국가이미지상존-국가브랜드의차별성부재한국국가이미지SWOT분석현황2004년한류효과에따른관광부문(일본,중국,대만)에서의수입은12억1.735만달러로분석문화파생상품수출과한류관광이활발2000년부터2004년까지문화콘텐츠의수출은매년44%씩증가“한류의영향으로한국에대한호감도가높아졌다”응답자가78.9%를차지(KOTRA오사카무역관2005.3.22)체계적인개발이뒤따르지못하여단순한상품으로전락하고있고한류는일시적유행에그칠수도있음한류를문화컨텐츠뿐만아니라한국상품,한국음식,한국인,한국문화등을아우르는한국전반으로확대지속가능한체험을통한문화컨텐츠개발이중요함일방적인문화전달이아닌상호호혜적인문화교류로접근전망문화마케팅사례-한류뉴미디어를통한체험StrategyGoal국가이미지제고문화뉴미디어는앞으로우리나라가국가브랜드를확립시키기위한중요한홍보매체이며,발전가능성이매우높은매체Clicktoedittitlestyle404580ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.DescriptionofthecontentsDescriptionofthecontentsDescriptionofthecontentsDescriptionofthecontentsDescriptionofthecontentsDescriptionofthecontentsClicktoedittitlestyleDescriptionofthecontentsTextinhereDescriptionofthecontentsTextinhereThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.TextinhereTextinhereTextinhereTextinhereTitleinhereTitleinhereTextinhereTextinhereClicktoedittitlestylePleasewritedownaboutdetailsofintroducingyourcompany.(Vision,duties,andcustomerserviceofcompany)AddyourvisioninhereAddyourvisioninhereAddyourvisioninhereCompanyLOGOClicktoedittitlestyleThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ClicktoaddTextContentTitleContentTitleContentTitleDiagramRealityIdentityCreativityDescribeavisionofcompanyorstrategiccontents.Describeavisionofcompanyorstrategiccontents.Describeavisionofcompanyorstrategiccontents.RealityIdentityCreativityThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.AtitleaboutcontentDiagramTextinhereTextinhereTextinhereTitleTitleThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.DiagramDescriptionofthecontentsTitleinhereTitleinhereThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.BeforeAfterThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.DescriptionofthecontentsThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.Clicktoedittitlestyle2.DescribecontentsforaChartDescriptionofthecompany’ssubcontentsDescriptionofthecompany’ssubcontents1.DescribecontentsforaChartDescriptionofthecompany’ssubcontentsDescriptionofthecompany’ssubcontentsChartTitleinhere2003200420052006305070120Diagram-ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.-ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.-ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.Descriptionofthecompany’ssubcontentsDescriptionofthecompany’ssubcontentsDescriptionofthecompany’ssubcontentsDiagramTextTextTextTextText4.Descriptionofthebusiness5.Descriptionofthebusiness1.Descriptionofthebusiness2.Descriptionofthebusiness3.DescriptionofthebusinessThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ClicktoedittitlestyleClicktoaddTitleThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.ClicktoaddTitleClicktoaddTitle“Atitleaboutcontent”[Descriptionofthecontents]ClicktoaddTextClicktoaddTextClicktoedittitlestyleContents01Contents02Contents03Contents04Contents05Contents060%20%40%60%80%100%18.5%17.5%8.7%23.6%63.6%84.3%ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.DiagramDescriptionofthecontentsDescriptionofthecontentsDescriptionofthecontentsThemeGalleryisaDesignDigitalContent&Contentsmalld