무용공연의 효율적인 마케팅 전략에 관한 연구

다국어 초록 (Multilingual Abstract)

This study is about effective marketing strategy to dance performances and has the purpose to show effective marketing strategies to expand and acquire new audience of dance performances to a variety of audiences.
The subjects of this study were divided into two groups: general audience groups and dance performance officials from Bucheon and Suwon from Gyeonggi Province. A total of 300 hundred questionnaires were distributed and collected directly by the researchers from the dances venues. In order to investigate the awareness of the general audiences and dance performance officials empirically, questionnaire method was chosen as the measurement tool. The questionnaire is based on Sujung Jang(2002) and Seungju Beok(2005) questionnaire. After verifying the suitability and reliability of the questionnaire contents, it was modified to suit the purpose of the present study. The questionnaire consists of 30 questions: 5 questions on demographic and economic variables(gender, age, education, occupation, marital status), 5 questions on the characteristics variables according to performances and leisure activities(number of watching performances, dance performances, monthly income, amount of leisure spending, expenses used in watching dance performances), and 4PsCM which is a marketing strategy using sub-factors involved in dance(performing work, price, place, promotion, customer management). Questionnaire data was processed through data cording and data cleaning, then into the program ‘SPSS 18.0 for Windows’ statistical package. The specific analytical methods were, in order to determine the general characteristics of the two groups Frequency Analysis was conducted and to determine the reliability Reliability Analysis was conducted. In addition, to grasp the importance of the 4PsCM relationship between the variables of demographic and economic variables and the characteristics variables according to performances and leisure activities, Pearson’s Correlation Analysis was conducted. T-test and analysis of variance(One-Way ANOVA) was conducted to examine the difference of importance according to the characteristics of the two groups’ 4PsCM relationship between the variables of demographic and economic variables and the characteristics variables according to performances and leisure activities. The ones that showed significant difference after analysis of variance, Scheffe’s post-test was conducted and the following results were obtained.
First, 4PsCM relationship between the variables of demographic and economic variables and the characteristics variables according to performances and leisure activities all appeared to be significant that are organically combined which shows the close relationship between the importance awareness.
Second, 4PsCM relationship awareness between the general audience variables of demographic and economic variables showed significantly in: age groups according to the performance works and promotion, education groups in price and performance works and place, occupation groups in customer management only, marital status groups also in customer management only.
Third, 4PsCM relationship awareness between the general audience and the characteristics variables according to performances and leisure activities showed in: difference of place according to the number of annual performances watched, difference of place according to monthly income.
Fourth, 4PsCM relationship awareness between the dance performance officials and variables of demographic and economic variables showed significantly in: education groups according to performance piece, place and customer management, occupation groups according to price and customer management.
Fifth, 4PsCM relationship awareness between the dance performance officials and the characteristics variables according to performances and leisure activities showed in: difference of price according to the number of annual performances watched, difference of promotion according to the expense spend on leisure activities.
Based on the results obtained through this study, the most variable factor in dance performance marketing strategy is place and customer management, and by this fact communities should create a dance performance program featuring their characteristics, and also create a local dance performance program that visits the citizens of th region. Additionally, they should create differentiated venues and specialized performance culture, and should distribute a cariety of facilities. They should stand in the audience position to treat and manage them in satisfactory so they could continue to participate as a member of the management and induce their active participation in dance performance activities to maintain a intimate relationship between dance performance. If many of these measures are built and programs are ready, dance performance will be developed as well as a better awareness of the audience in the future. Also it will be an opportunity to create familiarity to dance performances that will capture the attention of many people, which will gradually increase the audience of dance performances.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성과 목적 1
• 2. 연구의 가설 3
• 3. 연구의 제한점 4
• 4. 용어의 정리 5
• Ⅱ. 이론적 배경 6
• 1. 무용공연의 정의와 특수성 및 환경 6
• 2. 무용공연의 마케팅 전력 9
• 3. 선행연구 23
• Ⅲ. 연구방법 26
• 1. 연구대상 26
• 2. 측정도구 28
• 3. 조사절차 31
• 4. 자료처리 31
• Ⅳ. 연구결과 32
• 1. 인구사회학적 변인, 공연 및 여가활동 변인과 4PsCM의 상관계수 32
• 2. 일반관객집단의 인구사회학적 특성에 따른 4PsCM의 중요도
• 인식차이 33
• 3. 일반관객집단의 공연 및 여가활동 특성에 따른 4PsCM의 중요도
• 인식 차이 36
• 4. 무용공연관계자 집단의 인구사회학적 특성에 따른 4PsCM의
• 중요도 인식 차이 40
• 5. 무용공연관계자집단의 공연 및 여가활동 특성에 따른 4PsCM의
• 중요도 인식 차이 43
• Ⅴ. 결론 및 제언 47
• 참고문헌 52
• ABSTRACT 54
• 부 록 58