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불법복제를 고려한 영화채널 간 배급시기 및 가격 결정 모형
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Type
Academic journal
Author
Journal
Korean Marketing Association Korean Journal of Marketing Vol.28 No.1 KCI Accredited Journals
Published
2013.2
Pages
133 - 159 (27page)

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불법복제를 고려한 영화채널 간 배급시기 및 가격 결정 모형
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Entertainment products including motion picture and electronic games use mainly sequential distribution. Marketing scholars have studied the timing and order of the distribution channels for maximizing industry revenue. We focus on the motion picture industry where the distribution for a film traditionally begins with a theater, followed by a release to rental market of DVD and VHS, display on cable channels, and eventually, television. However, as nontheatrica1 markets have growed and new media such as von have entered the market, this traditional sequencing of channels has come under siege. The goal of this article is to identify the optimal strategies of sequential distribution for maximizing industry revenues. We extends the extant model in three ways. First, the piracy is the greatest threat in its I DO-year motion picture history, so we consider the impact of piracy on revenue of distribution; Second, we use Hierarchical Multinomial model including consumer heterogeneity and prove that its fit is better than other models; and third, the model includes online VOD and TV VOD that consumer face in reality and test the effects of changes in the timing and order of the windows of the sequential distribution chain on consumer choices. The empirical results suggest that the movie industry`s current distribution model is not optimal in terms of revenue generation. The configuration that performs best includes making a film available in movie theater followed by other windows as a DVD rental and through VOD simultaneously two months later at a price of 4500 won. If this configuration were to be used to distribute motion pictures and illegal downloading can be unrooted, industry would increase total revenue and the revenues can be increased by up to 26.2%. In conclusion, we discuss scenarios and their implications for planning channel strategy.
#영화산업 #유통채널 #홀드백 #불법복제 #불법다운로드 #Motion picture industry #Distribution channelsm #Illegal downlod

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References (33)

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2. [보고서] - 영화인회의 / 2005 / 온라인 유통 현황과 수익구조 개선을 위한 연구 google schola 3. [보고서] - 영화진흥위원회 / 2007 / 영화소비자조사 google schola 4. [보고서] - 영화진흥위원회 / 2011 / 영화소비자조사 dbpia 5. [단행본] - Blume, Stephen E. / 2004 / The Revenue Streams: An Overview, In The Movie Business Book / Fireside : 331 ~ 359 google schola 6. [학술지(정기간행물)] - Boldrin, Michele / 2002 / The Case Against Intellectual Property / American Economic Review 92 (2) : 209 ~ 212 google schola

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UCI(KEPA) : I410-ECN-0101-2015-320-002623990