Global Online Distribution Strategies for K-Pop = k팝의 글로벌 온라인 유통전략 - 강남스타일 사례 -

국문 초록 (Abstract)

온라인 유통채널이 K팝(k-pop) 콘텐츠를 만나 신(新)한류 부흥을 이끌기 시작한 오늘날 ‘강남스타일’의 성공 사례를 짚어보고 글로벌 온라인 유통의 방향성을 재정립할 필요성이 대두된다. 이에 본 연구의 목적은 ‘강남스타일’ 사례 분석을 통해 K팝의 온라인 글로벌 유통 전략을 제시하는 것이다. 이를 위해 먼저 그동안 글로벌전략에 대해 논의한 선행 연구 결과 및 이론을 탐색해 디지털시대 적용 한계를 지적하고, 이의 대안이론으로 웹2.0 이론과 주요 특징들을 논의했다. 이를 이론적 배경으로 하여 연구자는 먼저 ‘강남스타일’ 자체의 성공 요인들을 조사 분석하여 제시한 후 웹2.0 이론에서 제시된 주요 특징들과 성공요인들을 연계해 향후 K팝 확산을 위한 글로벌 온라인 유통전략 방향을 제시했다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to present global online distribution strategies for K-pop through a case analysis of “Gangnam Style” (hereafter GS). For it, this study reviews the literature concerned with traditional global strategy before the digital economy and discuss a new approach feasibility of the Web 2.0(hereafter Web2) theory for new global online distribution. Based on these, the author conducts an analysis. Firstly, it is examined what kind of success factors are mentioned about GS. Then, The Web2 is examined in light of the factors that led to the success of GS and this study proposes a direction of global online distribution strategy of K-pop in the future.

목차 (Table of Contents)

• 1. Introduction
• 2. Theoretical Backgrounds
• 3. Research questions and methods
• 4. Analysis result
• 5. Summary and Conclusion
• References and further reading
• 국문초록

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