뮤지컬 공연 시장의 브랜드 포지셔닝 전략 연구 : '점프'공연의 브랜드 포지셔닝 전략을 중심으로

다국어 초록 (Multilingual Abstract)

This Study is intended to present the strategic framework in order to achieve the korean's musical market efficiently by combing the brand positioning theory to the musical marketing strategy. Korea's musical markets is gradually developed after period of 1990th. so the growth of korea's musical markets is now 'industrialization'
However, they don't perform the marketing strategy suitable for the performing arts planning, promotion, development of production, etc. Accordingly, it is necessary to conduct the efficient marketing by searching the best performing arts model suitable for the marketing purpose and vision of each performing arts production and by combing the brand positioning theory with the marketing.
This study was efficiently brand positioning marketing strategy, focusing on the brand positioning strategy of martial arts performance <Jump>.
An essential goal of musical performance marketing is to improve the performance's brand value. the core thing of marketing is 'Customer'. Searching the customer needs and settling the performance's brand position in the customer's mind is just the brand positioning. In the brand positioning, the most basic principle is to establish the performance purpose and a long run of a play. Through a survey, brand positioning strategy can be mixed 4ps-product, price, place, promotion, so intergrated marketing strategy.
By means of intergrated marketing strategy, analyzed the example of brand positioning marketing of non-verbal performance <Cooking> in korea and 'Siki' representative performing art company in Japan. Also, analyzed korea' musical market scale.
evently, these example apply to musical performance brand positioning marketing. analysing the brand positioning strategy of martial arts performance <Jump>, the follow result is obtained.
<Jump>'s brand position strategies are produced, focusing global musical marketing. at this point, feature of performance obtained the generalization of performance's product. this performance is upgraded step by step since the first performance at 2003. also from the viewpoint of integrated marketing strategy, <Jump>'s brand positioning strategies is efficiently included of 'Jump theater' used exclusively, a various ticketing discount, a various promotions marketing for performance.
In order to grant consistency to general progresses for improving the musical performance brand value, performing arts company practice the brand positioning strategy with a exactly forecast for musical markets, performance planning for global contents, and managing & upgrading the brand value of performance, then the brand positioning can be succeeded. so if the marketer consistently practices the customer=oriented brand positioning strategy to satisfy the customer' needs, production will be able to build the strong brand image which cannot be converted into money. This Study is intended to present the strategic framework in order to achieve the korean's musical market efficiently by combing the brand positioning theory to the musical marketing strategy. Korea's musical markets is gradually developed after period of 1990th. so the growth of korea's musical markets is now 'industrialization'
However, they don't perform the marketing strategy suitable for the performing arts planning, promotion, development of production, etc. Accordingly, it is necessary to conduct the efficient marketing by searching the best performing arts model suitable for the marketing purpose and vision of each performing arts production and by combing the brand positioning theory with the marketing.
This study was efficiently brand positioning marketing strategy, focusing on the brand positioning strategy of martial arts performance <Jump>.
An essential goal of musical performance marketing is to improve the performance's brand value. the core thing of marketing is 'Customer'. Searching the customer needs and settling the performance's brand position in the customer's mind is just the brand positioning. In the brand positioning, the most basic principle is to establish the performance purpose and a long run of a play. Through a survey, brand positioning strategy can be mixed 4ps-product, price, place, promotion, so intergrated marketing strategy.
By means of intergrated marketing strategy, analyzed the example of brand positioning marketing of non-verbal performance <Cooking> in korea and 'Siki' representative performing art company in Japan. Also, analyzed korea' musical market scale.
evently, these example apply to musical performance brand positioning marketing. analysing the brand positioning strategy of martial arts performance <Jump>, the follow result is obtained.
<Jump>'s brand position strategies are produced, focusing global musical marketing. at this point, feature of performance obtained the generalization of performance's product. this performance is upgraded step by step since the first performance at 2003. also from the viewpoint of integrated marketing strategy, <Jump>'s brand positioning strategies is efficiently included of 'Jump theater' used exclusively, a various ticketing discount, a various promotions marketing for performance.
In order to grant consistency to general progresses for improving the musical performance brand value, performing arts company practice the brand positioning strategy with a exactly forecast for musical markets, performance planning for global contents, and managing & upgrading the brand value of performance, then the brand positioning can be succeeded. so if the marketer consistently practices the customer=oriented brand positioning strategy to satisfy the customer' needs, production will be able to build the strong brand image which cannot be converted into money.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구배경 및 목적 = 1
• 제2절 연구의 범위 및 방법 = 3
• 제2장 이론적 배경 = 5
• 제1절 마케팅 포지셔닝 전략에 대한 이해 = 5
• 1. 포지셔닝의 개념 = 5
• 2. 공연예술 마케팅 믹스 '4P' & 마케팅믹스 '4C' = 8
• 1) 제품(Product) = 9
• 2) 가격(Price) = 10
• 3) 유통(Place) = 10
• 4) 판촉(Promotion) = 11
• 3. 공연예술 마케팅 믹스 '4P'의 사례 분석 = 13
• 1) 제품(Product) 전략 = 13
• 2) 가격(Price) 전략 = 15
• 3) 유통(Place) 전략 = 17
• 4) 판촉(Promotion) 전략 = 18
• 4. 통합적 마케팅 믹스 = 20
• 제2절 브랜드 포지셔닝 전략에 대한 이해 = 24
• 1. 브랜드의 유래와 개념 = 24
• 1) 브랜드의 유래 = 24
• 2) 브랜드의 개념 = 26
• 2. 뮤지컬과 브랜드자산 = 28
• 1) 브랜드와 공연상품과의 관계 = 28
• 2) 브랜드 자산의 정의와 기능 = 29
• 3) 뮤지컬전문공연기획사와 브랜드 자산 = 34
• 제3장 국내 뮤지컬 공연시장의 현황 = 36
• 제1절 우리나라 뮤지컬시장 현황과 문제점 = 36
• 1. 공연기획사의 개념 = 36
• 2. 뮤지컬 공연시장의 현황 = 38
• 1) 국내 공연시장의 외형적 규모 = 38
• 2) 국내 공연시장의 성장 = 39
• 3) 정부의 공연예술예산 = 39
• 4) 국내 공연시설 회원수 현황 = 41
• 5) 국내 공연예술시장의 대관공연 현황 = 42
• 6) 국내 공연예술시장의 관객 현황 = 44
• 7) 국내 공연장 현황 = 44
• 3. 국내 뮤지컬 공연시장의 현황 = 45
• 4. 국내 뮤지컬공연시장의 문제점 = 46
• 1) 뮤지컬 전문 프로덕션 및 전문 제작인력 인프라 부족 = 46
• 2) 공연장의 부족으로 인한 뮤지컬 제작환경의 구조적 악순환 = 48
• 제4장 공연기획사의 브랜드 포지셔닝 사례분석 = 51
• 제1절 <점프>의 공연제작사 소개 = 51
• 1. 공연제작사 (주)예감 소개 = 51
• 2. 조직 현황 = 53
• 3. 운영시스템 = 54
• 1) <점프>의 공연 현황 및 조직 운영 현황 = 54
• 2) <점프>의 공연 연보 = 55
• 제2절 <점프> 공연 소개 = 58
• 1. 공연프로그램 소개 및 내용 = 58
• 1) 공연 개요 = 58
• 2) 공연 시놉시스 = 58
• 3) <점프> 공연의 제작 및 변천 과정 = 59
• 제3절 <점프>의 공연 마케팅 분석 = 61
• 1. <점프>의 외부 공연환경 분석 = 61
• 1) 2007년 상반기 국내 공연 현황 = 61
• 2) 해외 공연시장 분석 = 63
• 2. <점프>의 내부 공연 환경 분석 = 64
• 1) <난타>와 함께 오픈런 공연의 가능성을 위한 초석 마련 = 64
• 2) 비언어극을 통한 공연의 보편성 획득 = 64
• 3) 한국적 태권도와 무술이 결합된 마샬아츠 퍼포먼스 시도 = 64
• 4) <점프>의 SWOT 분석 = 65
• 3. 4P 마케팅 전략 = 66
• 1) 제품(Product)전략 = 66
• (1) 공연상품의 컨셉 = 66
• (2) 브랜드 전략 = 67
• 2) 가격(Price)전략 = 67
• 3) 유통(Place)전략 = 69
• (1) 국내 점프전용극장 마련 = 69
• (2) 해외 점프전용극장 마련 = 69
• 4) 판촉(Promotion)전략 = 70
• (1) 광고 전략 = 70
• (2) 기업과의 전략적 제휴 = 70
• 제5장 결론 = 72
• 제1절 연구결과 요약 = 72
• 제2절 연구의 한계 및 제안 = 74
• 참고 문헌 = 75
• （Abstract） = 78