Earticle

초록

영어

The current study initiated from an action-plan level perspective of revitalizing Green IT (Information Technology) in Korea by building a standardized national Green IT brand. In order to setting up a national level brand, there should be a big quantitative survey for identifying Green IT brand concepts. For this, the current study provides exploratory research results based on preliminary interviews and literature survey before the quantitative survey. The present article suggests a research framework and describes important factors for setting up a national level Green IT brand. In-depth interviews with panels were executed and existing Green IT brands in other countries are summarized and asked for evaluation to a small number of panels. The research results show that (1) National level Green IT brand should include wider concepts of IT, (2) Green IT brand will be more appealed by the public when it is simple, straightforward, and intuitive, (3) Earth, Tree, and/or Water show higher correlation with Green IT concepts. Green IT brand will offer marketing promotion effects to companies who adopt national level Green IT brand as well as increase public use of Green IT in daily life. For this reason, Green IT brand will be a win-win strategy and this should be cared and executed by the related government agencies with long term perspective.

목차

Abstract
 1. 서론
 2. Green IT 관련 문헌
 3. 국가 수준 브랜드
  3.1 다이나믹 코리아(Dynamic Korea)
  3.2 Korea Sparkling(코리아 스파클링)
  3.3 KOTRA 보증제 도
 4. 브랜딩 (Branding) 관련 문헌 연구
 5. 연구 방법론
  5.1 패널 조사
 6. 분석 결과
  6.1 인구통계학적 분포
  6.2 자유 연상
  6.3 해외 Green IT 브랜드/슬로건/로고 평가
  6.4 국가 Green IT 표준 브랜드(안) 슬로건
  6.5 Green IT 국가표준 브랜드 수립 방향성 제시를 위한 연관성 분석
  6.6 브랜 드 회 상(Brand Recall) 분석
 7. 결론 및 시사접
  7.1 연구의 시사점
  7.2 연구의 보완점 및 미래 연구 방향
 참고문헌

키워드

저자

• 강상백 [ Sang-Baek Chris Kang | SK C&C 마케팅 부문， 부장/경영학 박사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005