• Proceedings of the KAIS Fall Conference
• /
• 2009.12a
• /
• pp.118-121
• /
• 2009

제주지역의 대표적인 공립예술단이라고 할 수 있는 제주특별자치도립예술단 소속 교향악단과 합창단을 중심으로, 지역 공립예술단을 활성화하기 위한 체계적인 마케팅 기법 도입방안을 제시하고자 한다. 더 나아가서 향후 다른 장르의 공연예술 분야에도 적용할 수 있는 마케팅 전략의 이론적 틀을 제공하는데 연구의 목적이 있다. 본 연구에서는 공연 관람객을 대상으로 설문조사와 면접을 실시하고 공연 마케팅의 5대 요인(제품전략, 가격전략, 장소전략, 촉진전략, 고객전략)과 공연 관람객이 인식하는 공연 활성화 요인(공연 만족도, 타인 추천의향, 재관람 의향)과의 상관관계를 살펴봄으로써 마케팅 전략적 측면에서 제주공연예술단의 활성활 방안을 모색하기 위한 이론적 근거를 제시해보고자 하였다. 본 연구의 가설검증 결과를 요약하면 공연 활성화에 영향을 끼치는 마케팅 전략 요인은 제품전략과 가격전략, 그리고 고객전략이었다. 제품전략과 관련해서는 '공연작품 및 작가', '공연단체 및 출연진의 유명도' 그리고 '공연의 예술성과 흥행성'을 고려해야 하는 것으로 나타났다. 가격전략에서는 관객들이 입장료 '할인혜택'과 '적정한 가격이라는 느낌'을 갖도록 하는 것이 중요하며, 고객전략에서는 공연 이외에도 꾸준한 '고객관리'와 '공연정보 제공' 그리고 '공연체험', '공연시간 준수' 등이 주요 고려사항이었다.

• Review of Culture and Economy
• /
• v.20 no.3
• /
• pp.87-114
• /
• 2017

The Supply side of performance arts has been pretty much developed since the establishment of ARCO. The development level of the demand side, however, was much lower than that of supply side. This unbalance make it difficult to achieve the goal and to complete the mission of ARCO's assistant to the performance arts. Unlike the existing research for solving this problem, this study suggests the positioning strategy of a new value of performance arts for solving this problem. This positioning is, instead of meeting the experiential and symbolic needs, targeting the functional needs to solve the life problems to be faced with aging, for example, the problems from education, human relationship and health. The new positioning will make the demand for the performance arts belong to the top priority group in the expenditure list of consumers because the perceived concept of performance arts will be changed from the "Wants" consumption to "Should be" consumption like a expenditure of private education for children and that of health problems. Therefore, this new positioning is surely expected that the development of new demand from the new position is pretty much higher than that of present positioning. This study also suggests practical strategies, PR and cross functional management system for the implementation of this new positioning.

• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.88-99
• /
• 2016

Traditional Performing Arts is a key element of national competitiveness that represents the identity of a country. Preserving traditional performing arts such as traditional culture overall aggregate such as literature, art, music, dance, theater and enable it to meet future national culture is to secure a competitive brand. Meanwhile, it shrouded in advance global success of K-pop and TV content, such as our popular culture, but our traditional performing arts sector, there has been a steady effort to receive the attention of the world and expanding capacity and performance. Now, this point will be a new policy approach needed to expand more popular in both domestic and world demand in traditional performing arts. In this study, we propose a strategic plan to raise the popularization and industrialization of our own needs and unique traditional performing arts opportunities for successful overseas expansion and promotion of the content of traditional performing arts.With the help of information technology.

• The Journal of the Korea Contents Association
• /
• v.15 no.9
• /
• pp.84-95
• /
• 2015

The aim of this research is to find out how to cope with and manage environmental uncertainty to be effective. Environmental conditions of complexity and change create a greater need to gather information and to respond based on that information. Despite of the governmental campaign 'creative economy, flourishing culture', governmental subsidies are becoming more unstable. The prosperity of culture means that artists can create great works and people can enjoy them without boundaries. This research investigated Boundary-spanning roles through the strategic formulation and implementation. Key factors of strategy are information and knowledge management. Boundary-spanning roles link and coordinate an organization with important elements in the external environment. It is primarily concerned with the exchange of information to detect and bring into the organization information about changes in the environment and send information into the environment that presents the organization in a favorable light. Two themes in this article are that organizations can learn and adapt to the environment and that organizations can change and control the environment.

• Korean Association of Arts Management
• /
• no.53
• /
• pp.153-177
• /
• 2020

Arts organizations commonly face a range of operational challenges, from a lack of skilled workers to limited financial resources and thus are dependent on subsidies from the government. Yet, to fully realize their mission arts organizations must both develop strategies to effectively utilize government support and seek a way forward that does not depend on public subsidies. Business diversification, a strategy from corporate management, entails the expansion of products and services, and entry into new industries, enabling companies to disperse risks and increase profits. We propose that business diversification can be effectively applied to arts organization to address the myriad operational difficulties they face. To understand how an arts organization might deploy business diversification we conducted a case study of an organization that is actively pursuing the strategy: Sanwoollim Theater. We interviewed staff members of Sanwoollim including the executive director, as well as selected audiences, to understand how the business diversification model was being applied at Sanwoollim. Our findings indicate that, in a complex arts and cultural space, business diversification is a fresh and flexible new strategy that can enable private cultural arts organizations to thrive sustainably. It is also evident that government support in the initial stages of the process encourages diversification and that successful private arts organizations will leverage government subsidies into a sustainable business plan.

• The Journal of the Korea Contents Association
• /
• v.19 no.8
• /
• pp.399-411
• /
• 2019

TV Broadcasting is an undeniable cultural medium. TV Broadcasting Station needs a long-term perspective that suits cultural media and an aggressive cultural and artistic program development strategy that matches rapidly changing culture and technology. Of course, production staff should be composed of experts in the field as well as cultural artists. This paper is researching the promotion strategy of TV Arts programs by substituting the three keywords - the U.S., the public broadcasting station(TV) and Arts programs. And through case studies and analyses of PBS TV's "Art in the 21st Century" series, the way the public TV broadcasting station shares cultural arts with viewers is extracted. It raises the question of how the U.S. TV public broadcaster's cultural and artistic programs are different from South KOREA's. Through the above research, let's find a clue to the future direction of how the new media, now represented as Korea's blacklist, should recognize, foster, educate and strategize Fine Arts.

• Journal of the Economic Geographical Society of Korea
• /
• v.19 no.4
• /
• pp.642-659
• /
• 2016

This study examines the characteristics of creative city policy for Japanese culture and arts creation cities and finds the implications of culture and arts city policy by reexamining the examples of Kanazawa and Yokohama from the viewpoint of creation-based strategy of the city. The policy implications of creative-based strategies are as follows. First, in terms of the governance of the creative-based strategy, Kanazawa conducted governance through a citizen-led cooperative network, while Yokohama promoted creative city policy through a local government-led cooperative network. Second, The mechanism of action of the endogenous resources of Kanazawa and Yokohama was different. Third, the territorial embeddedness in Kanazawa and Yokohama was easy for pedestrians to access to the customer center in the creation core area. Both cities have good access to domestic and international demand, and amenity is well established.

• 한국벤처창업학회:학술대회논문집
• /
• 2021.04a
• /
• pp.119-123
• /
• 2021

수많은 예술 관련 분야 대학 졸업생들과 예술가들은 많은 시간과 열정을 투자하여 예술 공부와 창작활동을 하지만 창작물을 통해 수익을 창출하는데 많은 어려움을 겪고 있다. 최근에는 이런 문제를 해결하기 위해 많은 예술 플랫폼 창업 기업들이 생기고 있으며 이 기업들은 수익 창출이 어려운 많은 예술가들에게 수익 창출의 기회를 제공하고 있다. 예술가들의 창작물인 그림, 글, 음악, 패션 등을 사업화하여 수익을 창출하는 예술 플랫폼 창업 기업은 그림 대여 및 판매 플랫폼, 예술가 창작물 상품화 플랫폼, 예술 크라우드 펀딩 플랫폼, 공연 전시 플랫폼 이렇게 4가지 분야로 분류해 볼 수 있다. 또한, 국내 창업 생태계의 발전과 함께 예술 플랫폼 창업 기업에 대한 관심이 더욱 증가하고 있지만 예술 플랫폼 형태 분석 및 사례 적용 연구는 미흡한 실정이다. 따라서 본 연구는 예술 플랫폼 창업 기업 형태를 분야별로 분석하여 예술 플랫폼 창업을 준비 중인 예비 창업자들에게 향후 예술 창업 전략 수립에 있어 시사점을 제고시하고자 한다.

• Cartoon and Animation Studies
• /
• s.32
• /
• pp.121-140
• /
• 2013

This study takes a look at diverse artistic strategies is taking as a graphic novel of participation. Pascal Croci has used and combined the forms to convey the message he want as a writer of an inclusive graphic novel, image-text. It is linked with an intrinsic to the graphic novel as well as tradition of realism in a wide variety of genres. This study takes a brief look at the realism art in each genre and confirms in relation to the artistic characteristics of intrinsic to the graphic novel is taking as a graphic novel of participation. is consists of the process of covering a case and the form of a broadcasting report and a fictional format emphasizes the objectivity in contents to highlight the journalistic characteristics of the general narrative. uses various artistic languages of realism. The audience feels a realistic case through the experience and writer's message is convey effectively. shows the generic openness of the graphic novel.

• Cartoon and Animation Studies
• /
• s.17
• /
• pp.163-173
• /
• 2009

The reactivation for Art & Culture Content Space in Gangwon province need new turning point according to new approach with internal and external change. That should be established in sustainable possibility model with preexisted natural advantage instead of economical depression and global warming of in these days. That is not a choice to get a successful construction of art & culture content space in Gangwon province. Throughout of reactivation of art & culture content space in Gangwon province, this proposal should go on with diversity of culture and concrete art & culture educational program absolutely to get a goal in regional economical success and social good influence. Already Yeongwol region had lots of art & cultural spaces and developmental strategy compared with other regions in decade. In these points, I choose this region and would like to research Yeongwol region in limit. Thus I would examine and study about art & culture content space in Yeongwol region. And I will concretely suggest that this proposal is composed with economical creating employment and incoming. The reactivation for Art &Culture Content Space in Yeongwol will build up social and cultural influences to this region to get a new modern cultural images and improvement of common life of regional people by and large. In the way of the process to globalization, this reactivation project for Art &Culture Content Space in Yeongwol should go on the base of regional culture background as a mean of glocalization paradigm strategically. Ahead of developing model for globalization in macroscopic view point, we have to research the demend of reginal situation of cultural content and build up its own strength points. Because Art & Culture Content Space in Yeongwol is the place of people in Yeongwol directly as itself. And managing plans of reactivation of art & culture content space in Yeongwol should build up with diversity of culture and environmental circumstances.