지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.10
- 수록면
- 1,073 - 1,083 (11page)
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초록· 키워드
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The method of approaching marketing mix(4P) of Korean traditional arts was based on specialty publications and selective research papers. Marketing strategy of dance performance is based on marketing mix(4P) which is the basic element of Business Administration. These references are chosen from publications about Business Administration. The historical and marketing strategy references on Japanese classical arts, Kabuki, were selected from newspapers, selective research papers, and specialty publications. However, the references on Kabuki were not enough. The following findings were given:
First, the result of marketing strategy of Korean arts showed that element of marketing mix(4P), product, price, place, and promotion, were used to apply work of art, admission fee, sale, advertisement, and promotion. The productive strategy of dance performance (work of art) should adopt methodical producing system such as Western repertory system to secure diverse repertories. The pricing strategy (administration fee) should base on demand of audience, investment costs, and relative price with competitors. The price strategy(sale) should concern about performing provincial performance to contact directly with diverse audiences. The promotional strategy is based on the broadcast or mass media and flyers are the popular distributive method. This promotional method is generally preferred by small performance.
Second, the result of marketing strategy of Kabuki showed that Kabuki have value of cultural asset and product. Shochiku entertainment manages the marketing strategy of Kabuki. Its main strategy is based on Japanese tradition and heritage. The one of the strategy is releasing DVD to show cultural history of Kabuki from Edo period to present. Appearance on broadcasting of Kabuki actor is another strategy. Kabuki actors are actively appeared on movies and dramas which give positive influence to vitalize Kabuki performance.
First, the result of marketing strategy of Korean arts showed that element of marketing mix(4P), product, price, place, and promotion, were used to apply work of art, admission fee, sale, advertisement, and promotion. The productive strategy of dance performance (work of art) should adopt methodical producing system such as Western repertory system to secure diverse repertories. The pricing strategy (administration fee) should base on demand of audience, investment costs, and relative price with competitors. The price strategy(sale) should concern about performing provincial performance to contact directly with diverse audiences. The promotional strategy is based on the broadcast or mass media and flyers are the popular distributive method. This promotional method is generally preferred by small performance.
Second, the result of marketing strategy of Kabuki showed that Kabuki have value of cultural asset and product. Shochiku entertainment manages the marketing strategy of Kabuki. Its main strategy is based on Japanese tradition and heritage. The one of the strategy is releasing DVD to show cultural history of Kabuki from Edo period to present. Appearance on broadcasting of Kabuki actor is another strategy. Kabuki actors are actively appeared on movies and dramas which give positive influence to vitalize Kabuki performance.
목차
Abstract
Ⅰ. 서론
Ⅱ. 일본 가부키의 유래 및 문화예술로서의 가부키
Ⅲ. 마케팅 믹스(4P)분석을 통한 가부키의 마케팅적 전략
Ⅳ. 결론
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UCI(KEPA) : I410-ECN-0101-2015-690-002655591