DOI QR코드

DOI QR Code

공연산업에서 NFC와 LBS 마케팅에 관한 실증적 연구

An Empirical Study on Marketing of NFC and LBS in Public Performance

  • 박범진 (인하대학교 산업경영공학과) ;
  • 장정환 (인하대학교 산업경영공학과) ;
  • 이창호 (인하대학교 산업경영공학과) ;
  • 이광수 (연변대학교 경영정보학과)
  • Park, Beom-Jin (Department of Industrial Engineering, INHA University) ;
  • Jang, Jung-Hwan (Department of Industrial Engineering, INHA University) ;
  • Lee, Chang-Ho (Department of Industrial Engineering, INHA University) ;
  • Li, Guang-Zhu (Department of Management Information System, YANBIAN University)
  • 투고 : 2015.01.04
  • 심사 : 2015.03.19
  • 발행 : 2015.03.31

초록

To invigorate and develop marketing strategies in public performance, this thesis reviewed the literatures such as papers, academic materials and internet information on marketing in public performance. We performed surveys for specialists and non-specialists of public performance from on-line or off-line for questionnaire which is classified as demographic characteristics, tendency for seeing public performance and for knowledge of NFC and LBS, and analyzed the questionnaires for knowing the effects of NFC and LBS marketing in public performance. This thesis revealed generally a higher level of satisfaction with NFC than LBS, especially for specialists as compared with non-specilists. The reason of a lower level of satisfaction with LBS than NFC is that LBS technique has privacy problem about personal information by exposing the user location information. The reason of a lower level of satisfaction with NFC to non-specialists is that there are insufficiency of promotion for NFC technique and contents utilizing NFC. A total average score for a level of satisfaction of NFC and LBS service was revealed high as more than 3.50 out of 5.00. Through this thesis we suggest the public performance marketing strategies.

키워드

참고문헌

  1. American Marketing Association, "AMA Board Approves New Marketing Definition", Marketing News, 1985.
  2. Chicago AMA, "Marketing Definitions: A Glossary of Marketing Terms", American Marketing Association Committee on Definition, 1960.
  3. Choi Kyeoi-Yeong, "2013/2014 ICT Key Issues and Prospects", KISDI Premium Report 14-01, 2013.
  4. Del Rey, Jason, "Lexus Brings FIRST NFC-Enabled Print Ad to Wired Magazine", printmediacentr, 2012.
  5. Hanlon, Joseph, "Billboard Magazine great use of NFC", whistleout, 2013.
  6. Korea Comunications Agency, "NFC Latest Technology Trends", Information Communication Technology and Issues, 2013.
  7. Lee, "Emerging location-based Service(LBS)", CEO information 615, 2007.
  8. Marketing unwired, "RONZE MOBILE LIONS: NFC Charity Stickers - Unicef / Cheil HK", Marketing unwired, 2013.
  9. Wang Ruoxue, "Consumers'Evaluation of Chiness NFC Wireless Payment", KyungHee University, 2013.