Consumer Trend in Korea 2013 : 트렌드 코리아 2013 영문판
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이 책은 다가올 2013년은 언제 발생할지 모르는 문제 상황에 대비해 끊임없이 주변을 경계하며 스스로를 방어하는 태도가 확산될 것이며, 이제 사람들은 논리와 상식을 뛰어넘어 기발한 감성과 상상이 만든 난센스에 열광할 것이라고 예측한다. 이어 북유럽식 자녀 양육법을 추구하는 '스칸디맘', 누릴 수만 있다면 더 이상 소유에 집착하지 않는 '물질주의자의 무소유', 시즌 개념의 상실, 디톡스 관련 상품 등이 날 선 대한민국을 관통하는 소통과 공감의 키워드가 될 것이라 전망한다.
작가정보
Rando Kim
A professor in the Department of Consumer Sciences of College of Human Ecology, Seoul National University. He is a researcher of consumption trends and a bestselling author. He currently does consulting for Samsung Group, Amore Pacific, CJ CheilJedang, Lotte Mart, Cheil Worldwide, Halla Meister, Woongjin Coway, AeKyung Department Store (AK Plaza), I-Fashion Business Center and others, synergizing his theoretical knowledge and empirical experience.
Since 2008, Consumer Trends in Korea has been released every year-end, offering indicators of the Korean economy and consumer culture for the near future to leaders and executive managers in every industry, in addition to general consumers. His critical study on society’s fervor for noted brand-name products, Luxury Korea 2007 drew an enthusiastic response from readers and selected as "the book of the year" by The Chosun-Ilbo. Based on statistical data on Korean consumer preferences, he co-authored 2011 Korea Consumption Map. His essay on the perturbed youth of our times, Youth, It's Painful ranked first among bestsellers for 30 weeks in 2011, sold more than two million copies, and was translated into foreign languages in 10 countries. Published in 2012, It Takes a Thousand Episodes of Agony to Grow Up also garnered a sensational response in bookstores, getting onto the bestseller list in the latter half of the year.
June-young Lee
He is professor in Consumer and Housing Studies, Sangmyung University. He acquired undergraduate, graduate and doctoral degrees from Consumer Studies at the College of Human Ecology, Seoul National University. In 2012, he won the best academic publication award presented by the Korean Society of Consumer Policy and Education, and in 2011 he received the excellent academic publication prize by the Korean Society of Consumer Societies. He has worked at SNU’s Consumer Trends Analysis Center and at Life Soft Research (LSR) of LG Electronics. His major interests include consumer trends, consumer behavior and retailing.
Mi-young Jeon
She works as research professor in Consumer Studies of the College of Human Ecology, Seoul National University. She achieved her undergraduate and graduate degrees at SNU, and her Ph.D. thesis was on “the concept of consumer happiness and the structure of contributing factors.” In 2008, she received the best publication award from the Korean Society of Consumer Studies, and worked as research analyst at the Samsung Economic Research Institute. She currently works as senior researcher at the Consumer Trends Analysis Center of the Research Institute of Human Ecology, SNU, and lectures on Trends Analysis Theory. She is very interested in the tracking of consumer trends in Korea and China, and its methodological development for industrial applications.
Hyang-eun Lee
She works as adjunct professor of Sungshin Women’s University and lectures at Sangmyung Univ., Konkuk Univ., and Seoul National University of Science & Technology. She earned her Bachelor of Arts degree from the Department of Art Education of the College of Education, Inha University, a Master of Arts in Management Studies at the Business School of Kyunghee University and a Master’s in Design Management from the Central Saint Martins in London, England. She has worked as a global collaborative team leader at the Seoul Design Center. She earned her Ph.D. in the Division of Design from the Art College at SNU. Currently she is involved in multiple trends and design projects at the Korea Design Research Institute and the Consumer Trends Analysis Center at SNU.
Seo-young Kim
She is currently enrolled in the Ph.D. program of Consumer Studies at the College of Human Ecology, SNU. She received her Master’s degree based on her academic thesis ?「A Study on the Consumption Values of Married and Single Women in their Twenties and Thirties」 from The Research Institute of Consumer Behavior at SNU’s Graduate School. As a senior researcher at the Consumer Trends Analysis Center, SNU, she is currently conducting a study on ‘The Characteristics and Trends of Chinese Consumers.’ She has a great interest in the psychological structure with regard to consumer ambivalence; and the dissemination process and prediction methods of consumer trends.
목차
- Part 1. 2012 in Retrospect
Deliver authenticity 17
Rawganic fever 27
Attention, please! 34
Give’'em personalities 41
Over the generation 49
Neo-minorism 56
Blank space for my life 63
All by myself society 72
Let me choose plan B 81
Lessen your risk 91
Part 2. 2013 Trends Outlook
City of hysteria 99
OTL…… nonsense! 113
Bravo, Scandi-mom! 125
Redefined ownership 139
Arrival of detox fever 157
Tiding over burnout society 169
Whenever U want ?- the absence of seasons 182
Inconvenience is welcomed 196
Solitary lounging 210
Taste, the ascent thereof 223
Coauthors 236
2007~2012 Keywords Table 237
Index 238
책 속으로
I have often been asked to elaborate in English about Korea’'s consumption trends by foreign entrepreneurs practicing their business in Korea and business people doing business in other Asian regions ? including China, Thailand and Vietnam ? which a few years later show a similar market pattern to the Korean trends. So I have long had in mind the need to publish an English edition of this Korea Trends series. Yet, swamped with lectures, writing and consulting, I didn't dare to publish the same book in English, but rather kept it on my wish list. So this year, I am very glad to get an English edition published through the help of a professional translator. I hope this translation reasonably conveys the cultural aspects of varied Korean consumption trends.
This book is designed for all readers wanting to know more about Korean consumers and the Korean market. The global community is becoming increasingly interconnected via the Internet and mobile devices, while at the same time we live in very complicated times in which the consumer market is influenced by the national characteristics of each country. Although global trends appear simultaneously in many different countries, in some countries these trends may not hold much clout. Despite Korea being globalized, the Korean consumer market should not be understood simply as an extension of global trends. Moreover, from the point of view that Korean trends ? such as K-pop ? are pervading the globe, it can give one a good understanding of how Korean consumer trends may offer an indirect route on any quest to understand other countries’' consumers. I hope readers will find this book helpful for navigating Korean trends, and indeed grasping the trends of other nations’' consumers and markets. P8~9
The center of the typhoon, the 1990s’' craze, is tvN drama Reply, 1997. With a backdrop of Busan in the 1990s when it was dichotomized by the music groups H.O.T. and Sechs Kies, this sentimental retro drama portrays six characterful high school girls and boys. Breaking 5% viewership, considered a "super success viewership rate” among cable channels, it created a newly popular word, "Reply-sick” which means the provocation of strong sentimental attachment to the drama. It used three key themes ? reminiscence, nostalgia and retro ? as subject matter and unfolded stories from diverse angles. As a result, the drama Reply, 1997 attained popularity and compathy from a broad range of age groups.
Reply, 1997 exactly reproduced 1990s’ fashion, props, episodes, background music, etc. which were deceptively great and perfect. Thanks to the drama’'s popularity, on-line sales for 1990s-recalling retro items increased drastically. On the Auction (www.auction.co.kr), the sales of the drama props ? game machines, cartoon books and fashion items ? surged up to 45%, to date. Much attention was paid to "Eastpak” and "JanSport” backpacks that were used by the drama characters. P50~51
The 2012 pop culture industry was evidently swamped with those prevalent minors fortified with such B-class cultural sentiment. One of the most extreme cases is Gangnam Style by Psy, who has suddenly emerged as an international star. Despite his definitely minor features in light of appearance, choreography, costume and songs, upon going public via YouTube with a diverse parody of productions, his music videos easily broke 100 million Internet hits, unprecedented for Korean content, and he continues to break records. Psy was invited by the globally esteemed MTV video music awards, and was asked to make an appearance for one of the top American TV programs covering the households of Americans and provoking "Psy fever” around the globe.
His incredible success has still been dissected in diverse analyses, but one clear thing is that the global music market, too, is going through a “minorism” trend. P57~58
A conventional theory works the way in which the ensured management of existing customers costs
출판사 서평
COBRA TWIST : The Top-10 consumer trends in Korea in 2013
"Be the first to catch Korea's latest consumer trend"
2008년부터 해마다 다음 년도 한국 소비자들의 움직임과 다양한 사회적인 경향을 예측해온 트렌드 코리아가 발간 5년째를 맞이하여 영문판을 출간했다. 이로써, 과학적이고 체계적인 분석을 동원하면서도 대중적으로 친근한 방식으로 트렌드 소통의 문을 연 《트렌드 코리아》는 이제 한국을 넘어 세계로 나갈 채비를 마쳤다. 최근 폭발적인 관심을 불러일으킨 K-팝과 드라마의 열풍에 힘입어 한국에 대한 세계적인 관심이 증폭한 가운데, 서울대 소비트렌드분석센터를 이끌고 있는 김난도 교수는 이 책이 한국 트렌드를 궁금해 하는 외국인(비즈니스맨과 투자자, 그리고 일반인을 통틀어)들에게 적절한 정보를 제공해줄 것이라고 말한다. 세계 어디에도 없는 다이내믹한 시장. 한국이라는 나라와 거기 사는 소비자들의 다채롭고도 역동적인 움직임을 담은 트렌드 코리아에 세계의 이목이 쏠리고 있다.
기본정보
ISBN | 9788959892129 |
---|---|
발행(출시)일자 | 2013년 01월 01일 |
쪽수 | 240쪽 |
크기 |
153 * 225
mm
/ 440 g
|
총권수 | 1권 |
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