음악경영을 통한 효율적인 마케팅 전략에 관한 연구 = Efficient Marketing Strategies Through Music Management

다국어 초록 (Multilingual Abstract)

The Korean market for music educators has become saturated to the tilt with excessive production of music majors. Even worse, the labor market for them has become tougher. Fierce competition has posed hardship to music educators and institutes that pursue pure educational purposes and ideas, the concepts that once flourished during the 1990s.
Various factors contributed as well. Above all, the educational gap has become narrower, ending in easy representation. Consequently, it has become difficult to excel only with the strategy to differentiate educational policy or the external educational environment. In this age, the new direction of music education requires constant provision of dynamic educational policies that can not only deliver knowledge, but also enrich and enhance the individual capability and insight of each educator, and that can communicate with the flow of contemporary thoughts and ideas. It is extremely important to cope with the ever-changing environment of this age, which proceeds in a significantly different manner than the pre-New Millennium educational policies did. Everything depends on it.
In other words, the new approach starts with incorporation of the philosophy of corporate management in the simple educational ideology, and proceeds on fine-tuning of the new merged body of thoughts and on establishment of efficient strategies. Then, the new educational policy can move the customers, or students and parents, and transform the previous idea of educational operation into a new idea of educational management. Thus, we live in an era where music education requires adoption of marketing techniques that enable perception of each individual’s uniqueness and specialness amidst mass similarities, techniques that are frequently used in TV commercials and for promotional purposes. Therefore, it is necessary to set forth marketing strategies that are suitable and tailored for students and parents, and to pursue them with diligence, creativity and consistency.
Of course, it may not be plausible to apply corporate marketing tactics across the board, and to expect the same results in the environment of music education. Each marketing strategy, however good it may be, should be tailored for a specific environment such as individual community, living environment, and situation. Herein, an in-depth examination will be conducted of the marketing strategies that have been tailored for Koreans and their unique collective character, since, unlike other corporate marketing strategies, they have commanded success for a long period of time. Then, I will propose efficient marketing strategies that can more efficiently communicate with music management of the Korean community.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 1. 연구목적 = 1
• 2. 연구범위 및 방법 = 2
• Ⅱ. 이론적 배경 = 4
• 1. 음악경영의 기초 = 4
• 1) 음악경영의 정의 = 4
• 2) 음악경영의 구조와 종류 = 5
• 3) 음악경영의 기획과 전략 = 13
• 2. 음악경영과 마케팅 = 20
• 1) 음악경영에서 본 한국인의 성향 = 20
• 2) 음악경영과 마케팅 대상 = 24
• 3) 한국형 마케팅의 법칙 = 34
• Ⅲ. 음악경영을 통한 효율적인 마케팅 접근 = 43
• 1. 음악경영의 내형적인 마케팅 접근 = 43
• 1) 상향성 관련 법칙의 마케팅 전략 = 44
• 2) 감정성 관련 법칙의 마케팅 전략 = 47
• 3) 집단성 관련 법칙의 마케팅 전략 = 48
• 4) 관습성 관련 법칙의 마케팅 전략 = 53
• 2. 음악경영의 외형적인 마케팅 접근 = 56
• 1) 상향성 관련의 복합적인 마케팅 전략 = 56
• 2) 감정성 관련의 복합적인 마케팅 전략 = 58
• Ⅳ.결과 및 제언 = 70
• 참고문헌 = 73
• ABSTRACT = 76