지역마케팅을 위한 통합적 관점의 지역산업정책에 관한 연구

Regional development policies and regional industrial policies need to be designed from the regional marketing perspective. Because a regional industrial policy targets to improve the competitiveness of local industries, here we can apply marketing knowledge that has studied competitiveness at various micro-levels. Regional marketing's distinctive perspectives are summed up in vision-, synergy-, and customer-orientation. Through a vision oriented approach, we can pursue consistent regional industrial policies from a long-term perspective. By using a unified identity, a region is possible to improve the competitiveness of its industries and facilitate direct investment from outside. Customer orientation helps policy-makers move away from reliance solely on technology-driven thinking and improve industrial competitiveness and identify new industries by leveraging the concept of industrial ecology. The study specifically examines whether the regional industrial policies of Gwnagju and Jeonnam are directed by their identities and visions. It also investigates whether we can apply the business portfolio analysis to regional industry portfolios. It shows that the portfolio analysis can assess the synergistic advancement of regional service and agricultural sectors together with manufacturing industries.