글로벌 미디어 생태계의 태동과 한국의 전략적 포지셔닝
Emergence of Global Media Ecosystem and Korea's Strategic Positioning
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현재 전세계 미디어 산업은 글로벌 미디어 생태계의 태동과 성장이라는 새로운 변화를 경험하고 있다. 본 연구는그 변화의 실체를 규명하고 그 변화에 대응하는 글로벌 미디어 그룹의 대응 전략을 살펴봄으로써 한국의 올바른 전략적 포지셔닝을 모색하는 데 연구의 목적이 있다. 이 목적에 따라 미디어 생태계의 개념과 특성을 정립하고 이에 따라글로벌 미디어 생태계의 태동과 성장의 모습을 전망하였으며 이에 대응하는 글로벌 미디어 그룹의 전략행위를 분석하였다. 그 분석 결과를 바탕으로 한국의 전략적 포지셔닝을 비즈니스 환경, 가치창출 활동의 주도, 비즈니스 범위, 전략적 선도성, PPP(Public Private Partnership) 수준의 다섯가지 전략차원의 관점에서 제안하였다.
Abstract
The global media industry is facing with a dramatic, and structural change induced by the emergence and growth of the global media ecosystem. The goal of this paper is to explore a set of structural positioning strategies of Korea by analyzing the underlying dynamics of the transition, and by benchmarking the global media conglomerates' strategic responses to this threat. To achieve this goal, the concepts and distinctive characteristics of the media ecosystem were established, the global media ecosystem dynamics was forecasted,and the strategic responses of the incumbent media conglomerates were analyzed. Based on the analysis,suggested were five strategic positioning guidelines in line with business environment, the owner of value creation, business scope, strategic initiative, and the level of PPP (Public Private Partnership).
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