Post-코로나 디지털전환시대의 PEST-SWOT-IPA 분석 기반 중국뮤지컬 시장 발전전략 연구
A Study on the Development Strategy of the Chinese Musical Market Based on PEST-SWOT-IPA Analysis in the Age of Post-COVID Digital Transformation
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초록
코로나로 인한 공연의 온라인화, 메타버스, VR/AR, NFT 등 디지털기술 발전에 따라 뮤지컬공연도 영상정보화가 진행되고 있으며, 중국시장에서도 발전된 디지털기술의 활용과 더불어 1선도시와그 외의 지역간 격차해소등을 위해 디지털기술기반 뮤지컬 창작이 적극적으로 시도되고 있다. 따라서본 연구는 중국 뮤지컬시장의 발전전략의 시사점을 찾기 위해 PEST-SWOT 분석기법을 이용하여 중국 뮤지컬 관련 전문가의 설문을 요구하는 IPA(Importance Performance Analysis) 분석하고 이를바탕으로 발전전략을 마련할 수 있도록 하였다. 연구 결과, ‘뮤지컬 브랜드화를 통한 관객개발과 확대’, ‘창작뮤지컬 전문 인력과 육성 정책 마련’, ‘관객개발 및 확대를 통한 대중화 추진’, ‘관객 세분화에 따른 차별화 된 관객확대 방안마련’, ‘창작기반과 지원방안 마련’이 우선적으로 추진되어야 할 활성화 요인으로 나왔다. 본 연구의 결론은 점차 확대되고 있는 디지털 전환시대에서 중국 뮤지컬시장 발전요인별 구체적인 개선 방안 수립의 토대가 되는 전략을 제공하였다는 점에서 의의가 있다.
Abstract
In this study, to find implications for the development strategy of the Chinese musical industry, existing PEST-SWOT analysis factors were stratified and IPA(Importance Performance Analysis) analysis requiring expert surveys was conducted to quantify factors that relied on intuition to analyze the relative importance of individual factors. In order to be competitive in the global musical market, it is necessary to develop differentiated themes unique to Chinese musicals. It should also focus on strengthening the planning and organization skills. As a method of utilizing the research results, when establishing policies and strategies with limited resources such as the government, musical-related organizations, and companies, PEST-SWOT-IPA analysis results can be used to easily determine policy priorities. Therefore, in order to establish strategies and policies for the development of the musical industry in China, this study presents a practical advice on what areas policy-making organizations and organizations should focus on.
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