기업 메세나의 효과 및 활성화 방안

Abstract

This study aims for searching systems and cases of corporations supporting performing arts and for finding out positive effects on their image. Moreover, this article makes a mention of the necessary of encouraging performing arts and describes how to vitalize their support. The result is as follows; To begin with, corporations are able to set their image by supporting performing arts. It gives credibility and that has an effect on achieving advancement of marketing strategy in order to produce profit. In addition, it provides employees’ satisfaction with cultural desire. It offers a chance to release internal conflicts and an active office life. Lastly, it also helps to make profits on corporation up and increase cultural competitiveness strength. Through direct and indirect investment on various arts, corporations are able to be against standardization based on free creativity and diversity. In conclusion, corporations are able to take social and economic benefit back by supporting performing arts. Therefore it seems to me that the more corporations have positive and aggressive support on arts, the more differentiated competitiveness they can have.