한국 생활 도자기 산업의 수출 활성화 전략에 관한 연구

The purpose of this study is to analyze corporate-level marketing strategies for boosting exports in the Korean living ceramics industry from various perspectives and to evaluate their significance. Specifically, the aim is to propose fundamental and accessible improvements to the distribution structure for ceramics, which is currently being implemented in parallel with the recognition of ceramics as a high value-added industry. This includes a marketing approach based on product and price differentiation, achieved through the development of diverse cultural products and the creation of a unique brand image. Focusing on distribution, branding, events, popularization through e-commerce, the introduction of a quality certification system, and other measures that facilitate interactions between producers and consumers, this study aims to identify strategies that encourage consumers to purchase ceramics. The goal is to present various strategies for enhancing the recognition and practical use of ceramic products. To achieve this, the study seeks to analyze the role of corporate marketing in revitalizing exports of the Korean living ceramics industry and to evaluate its importance. This involves exploring the export dynamics of living ceramics from multiple angles, using literature review methods encompassing domestic and international books, academic papers, and industry analyses related to ceramics. Additionally, the study will compare the current status of the living ceramics industry across different countries, examine strategic alternatives and future prospects, and draw conclusions based on these findings.