The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Creating Cultural Consumer Value in Corporate Culture Marketing. -Focused on Cultural Space 'SpigenHall' and Opera , Apple Steve Jobs' 10th Anniversary Memorial Study-

기업 문화마케팅의 문화소비자 가치 창출 -융복합문화공간 '슈피겐홀'과 오페라 <스티브 잡스의 혁명>을 중심으로, 애플 스티브 잡스의 10주년 추모 연구-

  • Oh, Se Jong (Dept. of Culture Contents, Han Yang Univ)
  • 오세종 (한양대학교 문화콘텐츠학과)
  • Received : 2020.05.25
  • Accepted : 2020.07.09
  • Published : 2020.08.31
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Abstract

This is a case study of corporate culture marketing to commemorate the 10th anniversary of the death of Steve Jobs on October 5, 2021. Corporate culture marketing seeks to derive cultural consumer values through Steve Jobs' fandom, and to increase corporate brand image and achieve profits. According to Big Data, Steve Jobs' brand image was derived from 'Innovation', 'First', 'Creativity', 'Change', and 'Design'. So, the relationship between Spigen convergence culture space 'SpigenHall', which is highly related to Steve Jobs' brand image, and the opera , which is made of the material of former Apple CEO Steve Jobs, is analyzed with big data and culture. We investigated the opinions of content experts. SpigenKorea and the digital opera are designed to provide Steve Jobs' story of joy and sorrow, offer VIP members' premium services, press publicity is 'the first in Korea', GangNam's suitable for famous celebrity performance venues and cultural and artistic venues 'SpigenHall', the revenue of the performance ticket was selected as a donation. This study is suitable for researching the life story of male CEOs and planning a cultural city. The limitations of the study need to analyze various works by genre and attempt to analyze consumer values according to the industry.

2021년 10월 5일 스티브 잡스 사망 10주년을 추모하는 기업 문화마케팅 사례 연구이다. 기업 문화마케팅은 스티브 잡스의 팬덤을 통해 문화소비자 가치를 도출하고, 기업의 브랜드 이미지 제고와 수익을 달성하고자 한다. 빅데이터에 따르면, 스티브 잡스의 브랜드 이미지는 '혁신', '최초', '창의성', '변화', '디자인'이 도출되었다. 그래서 스티브잡스의 브랜드 이미지와 연관성이 높은 슈피겐코리아의 융복합문화공간 '슈피겐홀'과 전 애플 CEO 스티브 잡스의 소재로 제작된 디지털 오페라 <스티브 잡스의 혁명>의 연관성을 빅데이터로 분석하고, 문화콘텐츠 전문가의 의견을 수렴했다. 슈피겐코리아와 디지털 오페라 <스티브 잡스의 혁명>은 스티브 잡스의 희로애락 스토리, 슈피겐코리아의 VIP 회원의 프리미엄 서비스 제공, 언론홍보는 '국내 최초', 유명 연예인 공연장소와 문화예술 장소로 적합한 강남의 '슈피겐홀', 공연 티켓의 수익은 기부로 기획했다. 본 연구는 남성 CEO만의 인생 스토리 연구와 문화 도시 계획에 적합한 연구이다. 연구의 한계점은 장르별 다양한 작품의 분석과 업종에 따른 소비자 가치 분석 시도가 필요하겠다.

Keywords

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