언택트(Untact)시대 시장환경 변화에 따른 문화마케팅 상품개발에 관한 연구

The concept of “Untact.” which adds connections to the outside world through online, is having a lot of influence on the social economy. Uncontact is a neologism that has the word “contact” meaning “contact” and “un” meaning “negative,” which refers to a non-face-to-face consumption pattern that does not require meeting. Pre-Covid-19 distribution, which occurred in 2020, has bought and sold products face-to-face, but after Covid-19 Untact is changing the market environment by buying and selling goods through non-face-to-face distribution. Changes in the market environment in which products can be purchased online without having to be purchased directly from stores are also affecting the marketing method of developing and selling products. Cultural products that create economic value using culture, which is a mental and material product of a society, are considered to be of higher value than other industrial products because they express information or meaning to the product itself. This paper aims to apply to wine products and develop products using cultural products symbolizing the Daejeon area. Compared to wine products made using general graphic elements, developing and selling cultural marketing products that can actively promote cultural elements of Daejeon can be a reasonable marketing strategy to promote the region. In other words, they want to help solve difficult situations of consumers who do not have direct field experience in the era of untact and inform information in the field. Through this research, we hope to present new marketing methods and strategies to promote and promote the Untact era region, and to help it be used and spread as useful materials for developing cultural marketing products.