본 연구는 장소마케팅을 통한 농촌지연산업 활성화 전략을 살펴보기 위함이다. 이를 위해 순창을 사례지역으로 하여, 순창의 장소자산 특성을 통해 순창전통고추장민속마을의 위상과 핵심장소자산을 도출하였다. 이를 토대로 장류산업형․ 장류문화형․전통가치 교류형 장소마케팅 전략을 수립하였다.

This paper addresses issues on promotion of rural-based industries and exploitation of new rural markets among other urgent tasks facing the Korean agricultural economy. The focus will be placed on finding out the ways to overcome limits to resolving their current outdated marketing strategy. Sunchang county in Jeonbuk province has been selected for the case study. It is concluded that rural-based industries, which is based on local resource endowment and labor, need to cope with highly competitive marketing environment on a long-term basis. They need to make an effort to diversify place marketing strategy, develop an unique ethnic place assets and establish place identity, attachment of rurality and scene of place in the process of direct-marketing.

• 양병우(전북대학교 농업경제학과 교수) | Yang, Byung Woo
• 이소영(전북대학교 농업경제학과 조교) | Lee, So Young Corresponding Author