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Cultural Marketing to Promote Entertainment Management Planning
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엔터테인먼트 경영기획 활성화를 위한 문화마케팅 연구

논문 기본 정보

Type
Academic journal
Author
Won-Soub Pyo (청주대학교)
Journal
The Korean Entertainment Industry Association Journal of the Korea Entertainment Industry Association Vol.12 No.2 KCI Accredited Journals
Published
2018.2
Pages
207 - 214 (8page)
DOI
10.21184/jkeia.2018.2.12.2.207

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📌
Topic
본 연구는 엔터테인먼트 경영기획의 활성화를 위한 문화마케팅 전략을 논의한다.
📖
Background
21세기는 문화 산업의 시대이며, 엔터테인먼트 문화의 소비자 중심 접근 방식이 필요하다.
🔬
Method
한국 전통 문학작품을 활용하여, 공연예술에서의 4C 전략을 통한 문화마케팅 방안을 제안하였다.
🏆
Result
2021년까지 국내 공연 예술 시장은 예술 산업화와 연관된 법 제정으로 활성화할 것으로 예상된다.
Cultural Marketing to Promote Entertainment Management Planning
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Abstract· Keywords

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Measures to promote entertainment in line with Management planning and cultural marketing for performing arts such as theater, musicals, non-verbal performance, TV drama and classic literature can meet the demand of the times when such performances are preceded by unique and creative performing arts planning that can offer benefits to audiences and local residents through the use of efficient entertainers and 4C strategy that encompasses performance space, theater, agreements with the media and promotion.
The 21st century is often dubbed as the era of cultural industries. As such, the acceptance of entertainment culture with a focus on popular culture and related marketing strategies are important. In accordance with the trends in an era of cultural industries where images, uniqueness, stories and emotional appeal take on more importance, society is also changing into one where the competitive source of an individual, corporation, region or nation is found in emotional appeal rather than material or technical prowess.
The acceptance of entertainment culture where the focus is on the consumer is creating new demand through differentiated strategies and premium strategies in cultural marketing, as well as through supply of services to meet consumer needs. By developing performing arts plans and marketing strategies based on these points, entertainment content can be further developed.
#promote entertainment #Management planning #cultural marketing #creative #audiences #entertainers #performing arts #엔터테인먼트 경영기획 #문화마케팅 #4C전략 #공연예술기획 #공연예술 콘텐츠 #상품화 #관객 #문화수용 #엔터테이너

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Topic

본 연구는 엔터테인먼트 경영기획의 활성화를 위한 문화마케팅 전략을 논의한다.

Background

21세기는 문화 산업의 시대이며, 엔터테인먼트 문화의 소비자 중심 접근 방식이 필요하다.

Method

한국 전통 문학작품을 활용하여, 공연예술에서의 4C 전략을 통한 문화마케팅 방안을 제안하였다.

Result

2021년까지 국내 공연 예술 시장은 예술 산업화와 연관된 법 제정으로 활성화할 것으로 예상된다.

주요내용

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 본론
Ⅲ. 결론
References
요약

References (16)

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[단행본] - 아리스토텔레스 / 2002 / 시학 / 문예출판사 : 5 ~ 40 google schola [학술지(정기간행물)] - 김영중 / 2016 / 한류콘텐츠의 제작기획 의도에 반응하는 외국인 수용에 관한 연구: 이스탄불 - 경주 세계문화 엑스포 행사를중심으로 / 한국엔터테인먼트산업학회논문지 10 (5) : 31 ~ 42 dbpia [단행본] - 허행량 / 2002 / 스타마케팅 / 매일경제신문사 : 29 ~ google schola [기타자료] - / / 시설을 갖고 있는 극장의 기획, 대관, 렌탈, 공연시설을 총칭하는 용어이다 google schola [학술지(정기간행물)] - 강익모 / 2008 / 문화 예술 산업과 경영 : 5 ~ 40 google schola

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UCI(KEPA) : I410-ECN-0101-2018-691-001813950