교회이미지 개선을 위한 마케팅커뮤니케이션전략에 관한 연구

Today, the churches in Korea are facing a crisis of consistent decrease in number and forming negative image by losing the ‘christian-likeness' of churches. These problems affect the growth of the churches in Korea, and without a reformation the crisis will only accelerate. This research makes a diagnosis about the crisis from the churches' point of view and answers some of the questions of why is the image of churches in Korea so tarnished and what is needed to be done to improve the image of churches in Korea?Improving the church image has an important meaning to obtain the reliability of church, to motivate the Christians to evangelize with confidence, and to handle the mission of church. Especially in 21st century, various cultural changes in Korea has brought the changes of communication methods, attitude of life and value of system. These changes require more effort and research to spread the gospel. Desirable development of church image, vitalizations of local community, and mission activities are the assignment to realize the nature and mission of the church. In this research, we studied the marketing communication strategy and the development of the church image to carry out the mission of church as the light and salt of the world through the theoretical study and case study of the concept, role and the organization factor of the church image and church marketing communication strategy.