본 연구는 필립 코틀러의 3.0 시장의 소비자 중심 환경이 형성 된 것에 주목하여, 오늘날 브랜드 의미를 구축하는 ‘브랜딩’ 과정이 어떻게 이루어지고 있는지 살펴보고자 한다. 필립 코틀러가 정의한 3.0 시장은 ‘협력’, ‘문화’, ‘영성’을 핵심으로 한 마케팅 방법으로 새로운 기술로 인해 형성된 오늘날의 온라인 브랜딩 활동에 대한 특성을 파악하게 하고, 그 활동을 구성하는 기업과 소비자의 역할에 대해 고찰해볼 수 있게 한다. 현재 온라인에선 브랜딩 과정을 수행하는 커뮤니티는 기업 또는 소비자 주도에 의해 구분되는데 본 연구에서는 그 사례로 기업 중심으로 형성된 화장품 브랜드 ‘베네피트’와 디자인 소품 쇼핑몰 ‘텐바이텐’. 그리고 소비자 주도로는 뷰티 카페 ‘파우더룸’과 디자인 문구mmmg의 소비자 커뮤니티 ‘mmmg매니아’를 사례로 들었다. 이를 통해 본 연구에서는 앞으로의 브랜딩 과정에 적합한 방향을 제시하고자 한다. 그것은 ‘경청하기’, ‘진실되기’, ‘문화형성하기’ 로 요약될 수 있다. 기업은 소비자의 대화에 경청함으로서 서로간의 신뢰도를 얻을 수 있고, 그 신뢰 속에서 맺은 관계로 인해 3.0 시장에서 새로운 문화를 형성할 수 있을 것이다.
 
영어 번역문

A Research of Roles of Enterprises and Consumers in the e-Branding Market 3.0

This research was motivated by the formation of consumer-oriented environment of Philip Kotler's 3.0 Market. This research aims to look into the "branding" procedure which establishes the meaning of brand today.

Philip Koter defined 3.0 Market as a marketing method which has three cores "cooperation", "culture" and "spirituality." 3.o Market enables us to understand characteristics of the today's e-branding activity formed by a new technology and to examine roles of enterprises and consumers which perform the activity. Now the community performing the branding procedure on-line is divided into enterprise- and consumer-oriented one. This research adopted the following cases. First of all, the cosmetic brand "Benefit" and the design collection shopping mall "Ten by Ten" were led by enterprises. Then, the beauty cafe "Powder Room" and "MMMG Mania", a consumer community of the design stationery MMMG, were led by consumers. Through these case, this research attempt to give a direction appropriate to the future's branding procedure. The direction can be summarized as 'listening attentively", "being sincere", and "forming culture."

In conclusion, an enterprise can gain consumers' trust by communicating with consumers and listening to their words attentively. The connection established through the trust will enable a new culture to be created in Market 3.0.