무용 활성화를 위한 공연 단체의 마케팅믹스 전략 연구 = Marketing mix operation method for dancing performance activation

다국어 초록 (Multilingual Abstract)

All performing arts, including dance, lack artistic value without an audience.
In the case of Korea, though many dance performances are held, the general public has been either unaware or uninterested. So, in the case of the performing arts, a marketing or awareness campaign approach must be conducted to inform and interest the public. However, the approach of marketing dance as a 'product' has not been thought of in that manner.
Though there is an awareness of the problem of lack of interest by the general public as opposed to a small group of people, much effort has not been made to investigate appropriate strategies to incorporate ideas for wider acceptability and enthusiasm by the public.
The biggest problem has been that the artists suffer from the trend of pursuing art for the sake of art itself and not to the tastes of public consumption; making a presentable performance that suits the audience's tastes and favor.
Since the problem of arts is to appeal to a wider audience, a marketing oriented approach should be applied to the performing arts. The marketing oriented approach would consider factors such as that of finished products, price, currency and promotion strategies.
So, with that idea in mind, various articles and papers were researched and their ideas taken to be utilized towards strategies for the performing arts.
The following are the results from those researches:
First, a total marketing-based approach must not be taken. Since art brings out or appeals to a higher intellectual or aesthetic state of mind to produce emotion or feeling in people, an approach should be taken where both marketing factors as well as aesthetic are factored in to offer a wider appeal to a general audience.
Second, the social stigmas and attitudes towards watching dance performances should be changed. It is the belief of the general public that watching these types of performances are for the upper-class or rich in society; that kind of thinking must be changed to have a general wider appeal. Also, physical conditions of the theater such as seating and appropriate dress must change. People should be able to feel more comfortable and less formal in those types of surroundings instead of feeling stuffy.
Third, in Korea, a lot of performances are "one-shot" deals. Once a performance is finished it is quite "finished" literally because it is rare that the same production would be conducted again. As a consequence of this, the efforts and resources involved in the production are not as involved as they should be. In the west, performances are created generally in the thoughts of long-term and long-running. We can see that these productions remain in circulation because of the 'quality' of the production. In korean plays, the 'quality' is somewhat lacking because of the idea that the plays would be neither long-running or produced again.
So, the performances and the performing arts in Korea should be more geared towards long-term goals and be less superficial. Efforts and investments in plays should be given greater emphasis to give a longer life span and reproducibility value to the plays.
Fourth, the support infrastructure for monetary support or funding must change.
Sometimes, the sponsor has a negative affect on how the artists will produce their performance and deviate from 'true' vision that the producer originally had in mind.
Fifth, productions should be less "art for the sake of art" but must be made with the audience in mind to have more acceptance.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의 필요성 및 목적 = 1
• 2. 연구 방법 = 3
• 3. 연구의 제한점 = 4
• II. 공연 예술 마케팅의 일반적 이해 = 5
• 1. 공연 예술로서의 무용 = 5
• 1) 공연예술의 개념 = 5
• 2) 무용공연의 개념 = 5
• 2. 공연예술 시장의 특성 = 9
• 1) 공연예술의 수요 = 11
• 2) 공연예술의 공급 = 13
• 3. 공연예술 마케팅의 개념과 목적 = 15
• 1) 공연예술 마케팅의 개념 = 15
• 2) 일반 경영학의 마케팅믹스의 개념 = 19
• 4. 공연예술 마케팅의 전략 이론 = 23
• III. 무용공연의 문제점 = 26
• 1. 공연예술 하부 구조의 문제점 = 26
• 2. 공공성과 기업성의 문제 = 27
• 3. 운영가치의 문제 = 28
• 4. 재정체계의 문제 = 29
• 5. 운영체계의 문제 = 30
• IV. 무용공연활성화를 위한 마케팅 전략 = 33
• 1. 무용공연단체의 마케팅믹스에 의한 전략 = 33
• 1) 무용공연 상품전략 = 33
• 2) 무용공연 가격전략 = 40
• 3) 무용공연 유통전략 = 49
• 4) 무용공연 촉진전략 = 54
• 2. 예술단체의 마케팅 전략 대안 = 63
• V. 결론 = 67
• 참고문헌 = 69
• ABSTRACT = 73