• Title/Summary/Keyword: 콘텐츠 전략

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A Study on Success Factors of Global Strategy of Cultural Content Company: Focusing on Iconix (문화콘텐츠기업 글로벌전략의 성공 요인에 관한 연구: 아이코닉스를 중심으로)

  • Han, JooHee;Choi, MyeongCheol;Zhang, MengTian
    • The Journal of the Convergence on Culture Technology
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    • v.7 no.4
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    • pp.337-342
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    • 2021

  • The purpose of this study is to analyze the environment and strategic behaviors of cultural contents companies with a focus on Iconix, and to derive strategic recommendations for Iconix to pursue in order to create a sustainable competitive advantage. As a result of the analysis, Iconix is a vertically integrated development-business system from content planning to business in line with their mission to develop into an all-weather entertainment content provider that can confidently compete with the major players in the US and Europe that are already leading the global market. It is building a strong global business network covering both domestic and overseas markets in stages, taking a high-level global strategy. However, depending on Pororo's success or due to various problems within the organizational structure, it is facing limitations. Therefore, if the various strategic suggestions presented in this study are implemented based on the One Source Multi Channel/Multi Use strategy that can maximize the added value of contents through the participation and business linkage of leading companies in each sector of the entertainment industry, the total entertainment will be stabilized. It will establish itself as a leader in the contents industry.

  • https://doi.org/10.17703/JCCT.2021.7.4.337 인용 PDF KSCI