빅 데이터 기반 한류산업 트렌드 분석과 성장전략 = Big data-based Korean wave industry trend analysis and growth strategy

국문 초록 (Abstract)

본 논문은 구글 트렌드라는 빅데이터 분석툴을 활용하여 국가별, 콘텐츠별 한류산업 트렌드와 시장확산수준을 분석하였다.
선행연구 검토를 통해 한류산업에 대해 2가지 측면의 시사점을 도출하였다. 첫째, 한류산업는 고정된 것이 아니라 시간이 지남에 따라 변화하는 것이며, 둘째, 국가별 한류의 시작 시기가 다르고 역사․문화적 배경 및 정치․외교적 관계 등이 다르므로 국가별 차별화된 전략이 필요하다는 것이다.
한류산업의 트렌드와 시장확산수준을 국가별·콘텐츠별로 분석한 결과 국가별·콘텐츠별 인기와 시장확산수준은 상이한 것으로 파악되었다. 대표적인 한류산업인 K-POP의 경우 2012년 싸이의 강남스타일이 전 세계적으로 인기를 거둠에 따라 전 년도 대비 큰 폭으로 관심도가 증가하였다는 것을 알 수 있다. 이후 K-Pop에 대한 관심은 지속적으로 증감을 반복하고 있으며, 검색량은 다소 감소하고 있는 것으로 보일 수 있으나, 2016년 이후 EXO, 트와이스, 방탄소년단 등 다시 전 세계적으로 선풍적인 인기를 끌고 있어 K-Pop에 대한 인기는 지속적이고 안정적인 성장추세를 보인다고 볼 수 있다.
한류산업의 지속적인 발전을 위해 ‘한류산업 생태계 육성’, ‘국가별 맞춤형 진출전략 수립’, 그리고 ‘국가적 차원의 지원체계 구축’ 등 3가지 측면에서의 발전전략을 제시하였다.
본 연구를 통해 한류산업을 새로운 관점에서 진단하고 세계시장에서의 위상을 재조명하는 기회가 되기를 바라며, 한류산업의 지속적인 발전을 위해서는 국가차원의 체계적인 지원이 절실히 필요한 시점임을 밝히며 논문을 마무리하고자 한다.

다국어 초록 (Multilingual Abstract)

In this paper the trend of Korean Wave Industry and Level of Market diffusion was analyzed both by country and by contents with Google Trend.
Two implications through literature review were drawn. First, Korean Wave Industry is changing as time goes on and second, differentiated strategies need to be provided due to different beginning period of Korean Wave, history and cultural background etc..
As expected, the results say that popularity and level of market diffusion of contents are different to each country. For the K-Pop, one of typical korean wave industry, the interests on K-Pop increased rapidly due to PSY with Gangnam Style since 2012. Since then, the interests on K-Pop have repeated increase and decrease, and the search volume for the K-Pop seems to have been decreasing a little. However, because EXO, TWICE and BTS gain popularity again globally the interest on K-Pop seems to have a continuous and stable increase in recent days.
Also, three aspects of sustainable development for Korean wave industry such as ‘Cultivating Eco-system of Korean wave industry’, ‘Establishing Country-oriented Entry Strategy’, and ‘Constructing Support System from the country level’ were suggested.
I wish this study can give a chance to diagnose Korean wave industry from a new point of view and review the status and the national level of support is needed for sustainable development

목차 (Table of Contents)

• 제1장 서론 ························································································ 1
• 제1절 연구의 배경 및 목적 ········································································· 1
• 1. 연구의 배경 및 필요성 ·········································································· 1
• 2. 연구의 목적 ······························································································· 4
• 제2절 연구의 범위 및 방법 ········································································· 5
• 1. 연구의 범위 ······························································································· 5
• 2. 연구의 방법 및 수행절차 ······································································ 5
• 제2장 문헌고찰 및 시사점 도출 ················································ 8
• 제1절 한류산업 동향 ······················································································ 8
• 1. 한류 및 한류산업의 정의 ···································································· 8
• 2. 한류산업 트렌드 변화 ········································································ 10
• 3. 한류산업 수출 현황 ·············································································· 22
• 제2절 기존 문헌 검토 ················································································· 28
• 1. 한류 현황 분석 연구 ············································································ 28
• 2. 한류의 경제적 효과 및 가치 분석 연구 ········································· 30
• 3. 한류의 지속적 성장전략 연구 ··························································· 31
• 제3절 시사점 및 본 연구의 차별성 ························································ 34
• 1. 시사점 ····································································································· 34
• 2. 본 연구의 차별성 ················································································ 35
• 제3장 한류산업 트렌드 분석 ···················································· 37
• 제1절 연구방법론 설정 ··············································································· 37
• 1. 연구방법 ··································································································· 37
• 2. 모형설정 ··································································································· 39
• 제2절 분석결과 ······························································································ 43
• 1. 빅데이터 탐색을 통한 한류산업 트렌드 분석 ······························ 43
• 2. 국가별 한류산업의 시장 확산 수준 진단 ······································· 46
• 제3절 소결 및 시사점 ················································································· 61
• 제4장 한류산업 성장전략 ·························································· 64
• 제1절 한류산업 생태계 육성 ····································································· 64
• 1. 생태계의 개념과 특성 ·········································································· 64
• 2. 한류산업 생태계 구성요소 및 상호관계 파악 ······························ 65
• 3. 한류산업 생태계 경쟁력 분석을 통한 발전전략 수립 ················ 67
• 제2절 국가별 맞춤형 진출 전략 마련 ···················································· 71
• 1. 한류인지도 제고를 통한 저변 확대(신흥시장) ····························· 71
• 2. 해외 전진기지 구축 및 다양화(성장시장) ····································· 72
• 3. 한류 콘텐츠 다양화 및 민관협력체계 강화(성숙시장) ·············· 73
• 제3절 국가적 차원의 지원체계 구축 ······················································ 75
• 1. 한류 콘텐츠 및 관련 산업 육성정책 추진 ····································· 75
• 2. 공정경쟁을 위한 관련 제도개선 ······················································· 77
• 제5장 결 론 ·································································································· 80
• 참 고 문 헌 ···················································································· 83
• ABSTRACT ················································································· 86