무용관객 개발을 위한 감성마케팅 전략에 관한 연구

Abstract

The purpose of this study is to explore ways to apply emotional marketing in dance marketing, in order to overcome the limitation of conventional marketing and to switch potential audiences to real audiences in dance. The conventional marketing is only for audiences who are interest in dance, without pursuing profits in dance art. Therefore, this study suggests emotional marketing strategies after researching and analyzing the current condition of dance marketing. This emotional marketing is divided into 3 parts, which are sensitive marketing, cultural marketing, and impressive marketing. Emotional marketing is actively applied in dance festivals, and people use experience marketing in outdoor performances by drawing friendly reaction toward dance performance. Other marketing strategies expect emotional marketing to use posters which are not tried in dance contests, so it is urgent to develop new marketing strategies for ordinary people who will be new audience in dance world, in order to overcome the limitation of performance only for dance majors. Emotional marketing shares an area with art in stimulating people's emotion. It could display its real worth when it is combined with dance performance. Also, it is necessary to develop a long-term strategy which could enhance more relations with dance art. This does not mean promoting temporary effect, which just includes the elements of the emotional marketing. Rather, this should be related with experience marketing such as dance education. This could influence positively on the development of the arts expressing people's inner side as well as dance performance.