한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제13권4호
  • /
  • Pages.1525-1531
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  • 2012
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  • 1975-4701(pISSN)
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  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
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저예산 독립영화의 구전 마케팅을 위한 스마트폰 모바일 애플리케이션 모델 개발 연구

A Study on Development of Smartphone Mobile Application for Word-of-Mouth Marketing in Low-Budget Independent Film

  • 투고 : 2012.03.16
  • 심사 : 2012.04.12
  • 발행 : 2012.04.30
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초록

본 논문은 저예산영화의 흥행을 위해 구전마케팅을 하기위한 마케팅툴의 개발이 목적이다. 무선인터넷과 모바일의 컨버전스로 2천만 명의 사용자를 갖게 된 스마트폰의 저예산 독립영화의 애플리케이션을 개발을 통해 최적의 애플리케이션 서비스, 기능, 환경 등을 알아낸다. 이로써 저예산 독립영화의 마케팅 기반을 구축하여 한국영화 산업의 발전에 기여하고자 한다. 이를 위해 컨조인트 설문과 일반 설문을 종합하여 컨조인트 분석을 실시하였다.

This study has been developed to make a marketing tool for word-of-mouth marketing for "Low-Budget Movie". By developing an application program of Low-Budget Movie for 20millions of Smart-Phone user, it can find out the best environment of service, function, etc. Hereby, it could contribute the progress of Korean film industry with this marketing tool of Low-Budget movie. For the research, conjoint analysis has been done through conjoint survey and general survey.

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참고문헌

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