• 한국콘텐츠학회논문지
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• 제11권6호
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• pp.228-241
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• 2011

본 연구에서는 소셜미디어를 통한 커뮤니케이션 문화의 변화가 대중의 소비문화에 적지 않은 영향을 미치고 있음에 주목하고 그러한 변화가 영화의 마케팅에 미치는 영향을 고찰하고자 한다. 특히 소셜미디어의 한 종류로 최근 가장 빠른 성장세를 보이고 있는 '트위터(Twitter)'가 어떤 기능적 특성을 가지고 있는지 살펴보고 이러한 특성이 영화마케팅에 어떠한 잇점을 제공하는지를 논한다. 자유로운 접근성, 단순성으로 인한 높은 주목도, 정보 확산의 신속성 그리고 저렴한 비용이라는 특성을 지닌 트위터는 일반 상업영화뿐 아니라 재정적인 문제로 충분한 마케팅 기회를 갖지 못했던 저예산 영화나 독립영화들에게 다양한 마케팅 기회를 제공한다. 본 논문의 분석 대상인 다큐멘터리 영화 <땅의 여자>(2010, 권우정)의 경우 제작과정에서부터 개봉과정을 거쳐 종영 이후까지 지속적으로 트위터를 통해 잠재 관객들과 활발히 상호소통하면서 광고, PR, 프로모션, 구전 등 영화마케팅의 모든 도구들을 구현하는 시도를 보여줌으로써 저예산영화 혹은 독립영화들이 트위터를 활용하여 어떠한 대안적인 마케팅 활동을 펼쳐나갈 수 있는지에 대한 하나의 모델을 제시하고 있다.

• 유통과학연구
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• 제13권10호
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.

• 농업과학연구
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• 제20권1호
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• pp.9-17
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• 1993

'후지' 사과의 저장 및 유통 과정에서의 상품성 향상을 위한 몇가지 수확 후 처리기술을 검토한 결과 다음과 같은 결과를 얻었다. Polyethylene film 포장은 저장 중의 수분손실 방지에 따른 감량억제에 탁월한 효과를 보여 주었으나 저장기간이 걸어짐에 따라 PE 대내의 ethylene 축적으로 인한 과실의 노화가 심하였다. Polyethylene 포장과 ethylene scrubber를 함께 포장한 경우 저장 12주까지 선도유지에 효과적이었으나 장기저장에서는 ethylene scrubber의 효과가 저하되어 선도유지에 대한 효과가 감소되었다. 피막제 중 Prolong 처리는 감량 방지에 대한 효과가 인정되지 않았으나 수용성 wax 처리는 효과적이었다. 그러나 wax 처리는 일부 과실에서 조직의 괴사를 수반하는 장해를 유발하였으나 장해를 받지 않은 과실은 저장 21주까지 매우 신선한 상태를 유지하였다.

• 유통과학연구
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• 제14권10호
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• pp.147-152
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• 2016

Purpose - High quality films are affected by both the production stage and various variables such as the size of the movie investment and marketing that changes consumers' perceptions. Consumer preferences should be recognized first to ensure that the movie is successful. If a film is produced without pre-investigation and analysis of consumer demand and taste, the probability of success will be low. This study investigates the balance of production costs, marketing costs, and profits using game theory, suggesting an optimization strategy using the simplex method of linear programming. Research design, data, and methodology - Before the release of the movie, initial demand is assumed to be driven largely by marketing costs. In the next phase, demand is assumed to be driven purely by a movie's production cost and quality, which might also further determine consumer demand. Thus, it is essential to determine how to distribute pure production costs and other costs (marketing) in a limited movie production budget. Moreover, it should be taken into account how to optimally distribute under the assumption that the audience and production company's input resources are limited. This research simplifies the assumptions for large-scale and relatively small-scale movie investments and examines how movie distribution participant profits differ when each cost is invested differently. Results - When first movers or market leaders have to choose both quality and marketing, it has been proven that pursuing a strategy choosing only one is more likely than choosing both. In this situation, market leaders should maximize marketing costs under the premise that market leaders will not lag their quality behind the quality of second movers. Additionally, focusing on movie marketing that produces a quick effect while ceding creative activity to increase movie quality is a natural outcome in the movie distribution environment since a cooperative strategy between market competitors is not feasible. Conclusions - Government film development policy should ignore quality competition between movie production companies and focus on preventing marketing competition. If movie production companies focus on movie production quality improvement then a creative competition would ensue.

• 농업과학연구
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• 제47권3호
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• pp.415-424
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• 2020

This study investigated the effects of an ethylene scrubber (ES) with a micro-perforated polypropylene (MP-PP, 30 ㎛) or a high density polyethylene (MP-HDPE, 30 ㎛) film liner for the export carton packaging box in 'Campbell Early' grapes. Rachis browning was highest in the untreated group, followed by MP-PP and MP-HDPE for 14 days of simulated marketing at 20℃. The combination treatment of ES with the film liners showed a partial inhibition of the rachis browning regardless of the film liners. The effects of an alcohol releaser (AR) sachet or chlorine dioxide (CD) diffuser co-packaging were also investigated in the 'Campbell Early' grapes packed with the MP-HDPE (40 × 99 pin hole·m^-2) film liner. The CD 1 g treatment showed a very limited weight loss of 1.1%, which was significantly lower than the 4.7% of the untreated control after 14 days of simulation marketing at 20℃. The berry shatter was 0.7% for the MP-HDPE + CD 1 g treatment and 1.8% for the MP-HDPE + CD 5 g treatment on the 10th day of the simulated marketing, which was significantly lower than the 8.9% of the control. The stem browning was significant suppressed until the 10th day of the simulated marketing. In particular, the CD 1 g treatment in combination with the MP-HDPE showed a low rachis and pedicel browning index of 2.0, which is 50% and 40% lower than that of the untreated control and the MP-HDPE single treatment, respectively. In addition, the CD 1 g treatment group showed a higher decay reduction effect than the CD 5 g treatment group, which caused high concentration damage.

• 한국산학기술학회논문지
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• 제13권4호
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• pp.1525-1531
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• 2012

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.

• Asia Marketing Journal
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• 제11권2호
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• pp.53-72
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• 2009

In the summer of 2008, the movie Dachimawa Lee: Villain, Get on the Express to Hell is waiting for its first release. This movie is based on a short film which was tremendously popular when it was first introduced on the internet in 2000, and the director Ryu Seung Wahn is expecting a mega hit of the movie this summer. Showbox is one of the leading movie distributors in Korea. After a series of blockbuster hits such as Welcome to Dongmakgol, The Host, and The Chaser, Showbox is now in stagnation. Along with sluggish economy in Korea, most of recent movies distributed by them didn't even reach the breakeven. However, expectation on the upcoming movie, Dachimawa Lee, is higher than ever. Marketing department of Showbox has to decide what kind of media channel to choose and which marketing strategy to apply. It needs to make a decision about whether to target the so-called mania group or the general public of much bigger size. In this case study, the distinctiveness of the movie marketing and its process will be discussed. Moreover, the marketing strategies for Dachimawa Lee's success will be examined in the Showbox's point of view.

• 한국멀티미디어학회논문지
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• 제20권8호
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• pp.1472-1479
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• 2017

The trailer is an advertising process that requires systematic fabrication in the planning process. However, the role of sufficient consideration of the specialty of the merchandise, and the study of the quality of the merchandise, can serve as an effective advertisement. Therefore, a trailer from a marketing standpoint should effectively express the components that need to be delivered to potential audiences within a brief running time. Want to see if the rhythm of the trailers can be tangible, and how it affects receivers.

• 경영과학
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• 제32권2호
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• pp.125-143
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• 2015

When studying the film industry, researchers have seldom addressed the dynamic interaction between marketing information and word of mouth in the motion picture industry mainly because of the limitation of traditional research methodologies. This study explores integration and competition among important variables influencing on audience's choice on movie selection, particularly by using a new method of agent-based modeling including competitive environment. Decision process of moviegoer composed of transition probability based on multinomial logit model, considering marketing and box-office information, critique, and word of mouth from other moviegoers. After validating the fitness of market share among released movies, this study conducted a set of simulation experiments considering several variables such as market size, change of weight between variables, and movie performance under competition. Propositions are derived from the simulation results is also suggested for future research.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2014년도 춘계 종합학술대회 논문집
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• pp.427-428
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• 2014