서울지역 뮤지컬 전용 공연장 콘텐츠 분석을 통한 포지셔닝 전략 연구

Abstract

The following study focuses on the intimate relation of the performance industry with the high technology of the 4th Industrial Revolution era and the expansion of cultural andartistic activities from increased leisure time. Along with the development of performing arts, the performing arts industry is growing. The purpose of this research is to find ways to develop the performance industry through the analysis of contents offered from concert halls exclusively for musicals. The analysis conducted delves into the performance contents during the past three-year period from major theaters seating an audience of more than a thousand; D-cube Art Center, Char lotte Theater and Blue Square. The report also endeavors on presenting the direction of performance and management strategy positioning through itʼs analysison performance content. For logical reasons, the occupancy rate of the performance audience was applied among the performance measurement methods. The analysis bases evidence of the positioning strategies that have increased the brand value of musical theaters from such as but not limited to, VIP ticket price, initial performance contents of license, and performances in Korea by the Oregon Team.