Multichannel Strategies: A Case Study of the Korean Musical Myeongdong Romance
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: The purpose of this study is to confirm that multichannel distribution strategies may be used for cultural and artistic products such as musicals, just as for general consumer goods, through a case study on the distribution strategy for a musical title. In addition, a distribution strategy for cultural and artistic products is proposed based on the analysis of the case. Research design, data, and methodology: Qualitative research methods, such as case study research and in-depth interviews, were used in this study. Results: The case study of the Korean musical Myeongdong Romance confirmed that multichannel distribution strategies may be used for musicals, including performances at theaters, Naver TV screenings (a service linked to an Internet portal), LGU+ screenings (an IPTV and OTT media service), DVD releases, and screenings of recordings of Romance Hall performances. Conclusion: For cultural and artistic products such as musicals, distribution channels can be diversified to incorporate the simultaneous use of multiple channels. New cases involving other cultural and artistic products and services to which this distribution strategy is applicable may be identified, and the strategy may be implemented along with new technologies to reduce costs further.
Abstract
Purpose: The purpose of this study is to confirm that multichannel distribution strategies may be used for cultural and artistic products such as musicals, just as for general consumer goods, through a case study on the distribution strategy for a musical title. In addition, a distribution strategy for cultural and artistic products is proposed based on the analysis of the case. Research design, data, and methodology: Qualitative research methods, such as case study research and in-depth interviews, were used in this study. Results: The case study of the Korean musical Myeongdong Romance confirmed that multichannel distribution strategies may be used for musicals, including performances at theaters, Naver TV screenings (a service linked to an Internet portal), LGU+ screenings (an IPTV and OTT media service), DVD releases, and screenings of recordings of Romance Hall performances. Conclusion: For cultural and artistic products such as musicals, distribution channels can be diversified to incorporate the simultaneous use of multiple channels. New cases involving other cultural and artistic products and services to which this distribution strategy is applicable may be identified, and the strategy may be implemented along with new technologies to reduce costs further.
참고문헌 (8)
- Cacovean, C. M., "Marketing–A Way To Increase The Value Of The Performing Arts", Management and Marketing Journal, 13(1), pp.137~150 (2015)
- Châtelain, S., "Marketing des activités culturelles, touristiques et de loisirs", pp.57~71 (1997)
- Dickman, Sharron, "Arts Marketing – The Pocket Guide", Centre for Professional Development (Aust.), ~ (1997)
- Jang, "personal communication", ~ (2021)
- Kelly, R. F., "Le marketing et les musées", Muse, XI(2), pp.24~28 (1993)
- 김선영, "공연예술산업의 유통부문 지원 개선방안", 한국산학기술학회논문지, 18(11), pp.176~186 (2017), 한국산학기술학회[DOI]
- 남정미, "공연예술상품 속성과 기대혜택에 대한 공연예술 전문가와 소비자의 인식 차이 비교", 한국콘텐츠학회 논문지, 15(5), pp.66~77 (2015), 한국콘텐츠학회[DOI]
- 신은주, "문화예술상품 소비자의 가치인식이 추구혜택과 상품속성에 미치는 영향", 아시아마케팅저널, 14(2), pp.177~207 (2012), 한국마케팅학회[DOI]