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한류의 소비자 지각상 경제적 파급효과 : 중국에서 한류파생문화산업 및 한국소비재산업에 대한 영향력을 중심으로
한은경(???),??怡 (번역자) 한국방송학회 2005 한국방송학회 세미나 및 보고서 Vol.- No.-
The study examined the economic value of the Korean Wave by observing the buying habits of Chinese consumers. It analyzed the ripple effect Korean Wave has influence on a derivative culture industry and the general consumption goods industry A Chinese company called Marketing Analysis Partner conducted a large number of one on one interviews. It asked questions 800 people aged 15-40 in Beijing and Shanghai and made them the object of a scientific study. The Beijing interviews were conducted from November 22, 2004 to December 3rd, 2004. The Shanghai interviews were conducted from January 10, 2005 to January 22, 2005. The sampling used the proportional allocation sampling method which considers the ratio of sex, age and the area. The study focused on people with high purchasing power; hence, it only interviewed people who earn more than 5,000 RMB a month. Beijingers demonstrated a willingness to spend their money on products related to specific television actors, film stars, and muscians. Shanghai residents, on the other hand, were willing to spend more money on television shows, movies, CDs, and more general products of the arts. Shanghai residents also were willing to spend more money on Korean products such as computers, lifestyle articles, and food. Generally, it could say that Shanghai consumers seem to think that Korean goods are more valuable than Korean entertainers and stars. Surely, they demonstrated a high willingness to pay a high price for Korean goods. Also, we have been exploring the cultural effects of the Korean Wave. First of all, at the elements of the Korean Wave, Korean music has been the most valuable. Shanghai consumers want to buy and are willing to spend money more easily than others. Music seems to be the most powerful and significant. The Korean Wave mostly flows from television soap operas. However, in the case of music, it is used as the background music to soap operas and movies. I strongly think it does the maintaining, reinforcing, and controlling of the Korean Wave because it is related to almost the contents of the Korean Wave. Also, the willingness to pay price on sightseeing is much more strong and strong factor when comparing with other cultural goods, for it reflects economical, and physical sacrifice. Because travelling requires such physical sacrifice, only people who are strongly influenced by the Korean wave will take part.
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이은미(李銀美),정용준(鄭溶俊),??怡 (번역자) 한국방송학회 2005 한국방송학회 세미나 및 보고서 Vol.- No.-
Traditionally, broadcasting market is considered as an object of protection rather than liberalization, because of national identity and security. Since the 1990's, however, the liberalization of broadcasting market in Asian countries has gradually appeared. China, being WTO treaty members, coped with the transition of the CCTV and People's Daily into multi-media complex group and restrictive liberalization through cableTV rather than satellite broadcasting. Contrary to the cases of China, South Korea, which had stuck to the protection strategy of broadcasting market, recently changed it into radical liberalization one. The foreign investment in cable TVs and broadcasting channels has enlarged into 49% from 33%, considering the enlargement of the broadcasting platform transmission capacity of foreign broadcasting channels such as CCTV, NHK and CNN. South Korea requested those negotiation states, especially Mainland China, to open their broadcasting at the same level. Despite of the recent enlargement of foreign investment, South Korea does not obtain much in return. In contrast with the retransmission of CCTV in South Korea, Mainland China does not permit South Korea's broadcasting. On the basis of this liberalization policy, broadcasting exchange among South Korea, China can be more active, which helps the improvement of relations among those countries. In order to do this, it is thought that China's restrictive liberalization broadcasting policy should be modified.
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