1. - * () . () ' , ' . . () . 20 . () . . . () 8 , . . . , . . 1) 1. 1984 () . . , 2030% . . * 2. 130 6 2 2003 2 1992 (SSAMZIE) , 1995 (ISSAC) (NOM) . 1996 5 50 1997 8 , 1998 1000 . 1 60 36% , 1997 . 1997 LA . 1998 . IMF . 98 . 1999 (NIMA) () () . 2000 , 2001 5 , 7 . , 2001 . 10 . 2001 70 53 32.1% . 2001, 1300 1180 10.2% . ", , 7 " . 2) 2) (), 2002. 3. - / 131 : 1993.10.19 : () : 6,978 : (, , , ) : , , , , , : 623(2002 12) 1984 2 1988 , 1992 10 SSAMZIE 1993 8 1 1993 11 1994 9 2 1995 1 ISSAC . 1995 10 NOM . 1996 4 1 & 1997 2 L.A OPEN 1997 10 OPEN 1997 11 OPEN 1998 2 SSAMZIESPORT 1998 3 OPEN http://www.ssamzie.co.kr 1998 5 - 1998 11 '98 , 1999 11 1 "(NIMA)" 1999 12 () () 2000 4 "()" open - 2000 6 "" open 2000 11 2001 1 2001 2 5 2001 7 '' 2001 12 3 2001 4. 132 6 2 2003 2 . 1993 3 . . 1996 . , . . 1997 , . 3 . IMF , . 150% . , . 3040 2 10 . OEM . 1996 . , . OEM POP . 20 . 1 23 , , . 1998 , . 5. - / 133 , (NEO BANA) 20 . 20 , 3040 . . IMF 1999 . . , . IMF . . 1. () . , , . , . . 15 . . , . . . '' ' ( )' " , " ' , 6. 134 6 2 2003 2 ' . () . . . . . , . . . . . 3) . , . . . . . . . . . . . 4) . . . 3) , 2001, 3, 8. 4) (55), (3), (73)/ (42), (13) (20), (17) / (21), (26) / (29) / (36) / (13) / (21) (6) 7. - / 135 2. . . . , . , ' ' " " . IMF ' ', ' ', , . .5) ' ' . , , . , . , . 3. 1997 1, . ? . ? , . . . . . ? 1 . . ... . . . 5) , 2001, 2, 22. 8. 136 6 2 2003 2 , . . , . . . . , , . , . . . , . ? . , , , , , , ..... . . . , , , . , . , . . . . . 6) 4. '()' . . . " " CEO . . (1) -ART ' .' " . . ." 6) , 2001, 2, 26. 9. - / 137 (52) ' ' . ' ' . , . . . ." 1 , , . . . ", " " " . , , . ' ' , ' ' . , ' ' . ' ' . . (2) -FREEDOM ' ' . . ! , ' . , ." . " , " " " . . . " (free) " " ?" . " ? , , ' ' . . , ." 10. 138 6 2 2003 2 (3) -DESIGN , ' " ', , ' ." . . , , , , , , , 9. ' ' , ' ' , , 10 . . . , . . " ?" . 7) . 1. '' . . , . 'Soft Sculpture'( ) . . 90 . , , , . . . , , , , . . , . . 7) , 2001, 6, 7. 11. - / 139 . , '' , , . '' . . IMF . '', '' . , . 1993 20 , , , , , , , . 10 (ISSAC) 1995 (NOM) . 10 . 30 . . '' . , . '' . 2002 (SSIOT) . 1 . 2. 1997, . . 12. 140 6 2 2003 2 . . 1999 2 6 . 1999 2 . . 2000 . . 3. () . 98 ' ' 10~20 . , , 2,000 , 40 . . , . (!) . , , , . 2000 10 5 9 2001 7 10 . . . 10 20 . , , , . 10 13. - / 141 3 1 5 . , , , . 2001 . , , 1000 . 40 . 2001 5 3 8 30% . 4. - (1) 1998 3, , IMF ' ' . , , , . 1930 ' '(Federal Art Project) , " " . , , , . 2000 4 . , 7 , , , . 1, 2, 3 3 2 , 1 / , 7 4, 5, 6 8 . , , 7 . . 1 , 5 . , , 2001 1 ' ' . . 14. 142 6 2 2003 2 / , . . 35 , . ' ' '' , . ' ' , , , . . . , , . ' ' . . . . 8) (2) . . . . ' ' . . . . . . , , . . , . 8) , 2001, 2, 27. 15. - / 143 . (3) - , 1999 . LG . . , . , . . . . ' ' , . . 1999 , . , , '+'. . . . ' ' . 2 . . '' ' ' , ' ' . 16. 144 6 2 2003 2 10 . . , . , . . . . . , . , , . , . 9) , , . '' . , , . , . . . 21 . 5. 2003 6 . . 12 . 3, 1 . . CEO , . 9) , 2001, 3, 5. 17. - / 145 2001 4, 12 . , , , 12 . 6 450 '12 . . . 1 12 . . . 35 100 . . 500 . . , . , . . . . . . . . " " . , . , . , . . , , , , , . . ' ', ' ', ' ', ' ', ' ' . 18. 146 6 2 2003 2 , . . . . , , . , ' ' . ' ' . . , , . . , . . . , . . " , " , . , . . 10) 10) , 2001, 3, 6. 19. - / 147 Ssamize's Art Marketing-Design Management 11)Hwang Bok Ju* Abstract Ssamize has made bags and shoes an area of fashion, not the clothes' lower part by using a niche market. At the same time it has pursued Korean indigenous creativity and has made to be known overseas. Though these activities, Ssamize has worked out its basic concept that a Korean thing is a global thing. That includes its enterprise philosophy which expresses Korean sensibility as design. In 1993, bags, shoes and wallets were shown with a brand name, Ssamize which means Korean pocket in the market. Ssamize has made fashionable bags with revolutional idea, "Put on a bag." Now it is keeping Korea's dignity in the fashion industry where foreign brand names are prevailing. Also it is advancing abroad as a representing brand of Korea. * Konyang University