지역 민방 부산방송(PSB)의 인터넷 비즈니스 전략 연구

Abstract

This paper studied about the present situation and characteristics of Internet business strategies of regional commercial broadcasting company ‘Busan Bangsong’(PSB). First of all discussed in theory about main concepts and characteristics and business strategies of Internet economy, and analyzed the present situation and a characteristic of strategies of PSB's Internet business in five strategic viewpoints, a competition strategy, a product strategy, a price strategy, a communication/marketing strategy, and a contents strategy. Internet business of iPSB had character of Internet venture, and did not have character of an Internet broadcasting company as the study results. As a result of having analyzed a competition strategy, market competition strategy of iPSB was profit invention through business diversification by strategic alliance. Early product strategy of iPSB was to produce contents for sports, music, region, and medical section. Product strategy of iPSB changed later to other business scopes not being broadcast scopes. And windowing and versioning were not enforced. The results of communication strategy analysis showed that the iPSB's effort about database utilization or personal customized service was short. In the contents strategy sides, expansion of local adherence contents is required. A strategic basis of Internet business of iPSB puts with possibility of profit invention. The results of study show the fact that Internet business of PSB was nothing more than one small-scale Internet venture.