한국 영화의 성공적 Marketing 전략에 관한 연구

기본 정보

본제목

한국 영화의 성공적 Marketing 전략에 관한 연구

부제목

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대등제목

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국가구분

국내

생산일자

2002-**-**

언어

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크기(mm)

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페이지

106

ISBN/ISSN

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판차

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마스터파일

-

생산자

김영식 (영남대학교 대학원 국제경영 및 무역실무 전공 석사 논문 저자)

내용

(논문요약)[목적] 본 연구는 한국 영화를 마케팅적 관점에서 어떻게 하면 보다 많은 관객에게 어필하여 '긴 생산단계에서 짧은 판매기간동안 최대의 이윤을 남기느냐.' 하는 의식하에서 영화의 특수성을 감안한 흥행 필요 요소들을 파악하고 어떤 요인들이 영화의 성공적 흥행에 영향을 미치고 국제적 경쟁력을 갖게 하는지를 분석하여 마케팅 관점에서 연구하는데 목적을 둔다. (영문초록)[영문초록] Korean Movie production is a comprehensive art form to create world of imagination based upon organic interactions of related art fields such as music, art and literature. Unlike the general manufacturing industry, motion picture production generates high added value on the basis on creativity. Thus, infinite demand can be created as more diverse functions of windows are added on, rather than with a simple linear marketing approach. This study aims to grasp essential elements required to increase box-office value for Korean Movie with consideration to the special features of motion pictures from a marketing perspective and to investigate the elements affecting successful box-office record as well as contributing towards securing internal competitiveness from a marketing perspective. Now the time to preponderantly investigate more realistic and active marketing strategies to achieve globalization of Korean Movie has come. The diversely derived fields of motion picture industry, not just as a film for a movie theater, have been subjected to the investigation of popular marketing strategies on Korean Movie as well as of marketing routes to penetrate into both domestic and foreign markets. The recently frequented aspect of in-the-film marketing strategy which is popular in corporate advertising industry has also been subjected to this study. This study is an investigation on current marketing channels realistically used in Korean Movie industry. Although realistic, with the ever-rapidly changing audience inclinations, it is very difficult to keep up with the changes in motion picture market. Thus, this study has been intended to focus on realistic factors to remove dissociation between theory and reality. The limitations of this study lies in having been prepared on the basis of research data and results, rather than actually verified analysis, thus leaving the detailed aspects under-excavated.

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