비교마케팅,대한항공마케팅,아시아나마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

소개글

비교마케팅,대한항공마케팅,아시아나마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

목차

Ⅰ. The motivation of selecting subject


Ⅱ. Introduction of Korean air and Asiana air


Ⅲ. Analysis of 4P strategy


Ⅳ. Analysis of STP of the two company


Ⅴ. Advertisement of the two company


Ⅵ. Conclusion(comparison of result)

본문내용

I. The motivation of selecting subject

As of 2010, Korean Air and Asiana Airline, both of which the two major airlines of Korea, have the latest types of aircraft including jumbo jets. But modern society has seen a change from a product-selling era to a brand name-selling world. Nowadays, brand name itself shows the quality of the products and services of a company and it even induces consumers to spend money on them. In other words, today`s consumers put much importance on `what its brand name is` in their every choice.

II. Introduction of Korean air and asiana airline

1. Korean Air

The largest airline in Korea and one holding high rank in Asia
Starting with Incheon Int`l Airport, it has plenty of international flights to Asia, North and South America, Europe, Africa, and Oceanian countries, and starting with Gimpo int`l Airport, it has domestic flights and several short-distance international flights to Japan and China.
For the last few years, Korean air had enhanced the quality of aircraft and services and, with drawing acclaim around the world, won several prizes. They won ,in 2005, `Phoenix Award` presented by ATW, Air Transport World which was recognizing their excellent management and were given `Mercury Award` twice by ITCA. Also, TIME selected them as the best airline company in Asia for their First/Prestige Class services and the frequent flyer program.

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