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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

ISSN : 1738-3110

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선공개 논문 논문 투고

Vol.20 No.1

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Multichannel Strategies: A Case Study of the Korean Musical Myeongdong Romance

Multichannel Strategies: A Case Study of the Korean Musical Myeongdong Romance

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2022, v.20 no.1, pp.109-114
https://doi.org/https://doi.org/10.15722/jds.20.01.202201.109
AHN, Sung-sook (Department of Service Management, Kyonggi University)
PARK, Yoon-joo (Department of Service Management, Kyonggi University)
AHN, Sung-sook, & PARK, Yoon-joo. (2022). Multichannel Strategies: A Case Study of the Korean Musical Myeongdong Romance. The Journal of Distribution Science(JDS), 20(1), 109-114, https://doi.org/https://doi.org/10.15722/jds.20.01.202201.109

Abstract

Purpose: The purpose of this study is to confirm that multichannel distribution strategies may be used for cultural and artistic products such as musicals, just as for general consumer goods, through a case study on the distribution strategy for a musical title. In addition, a distribution strategy for cultural and artistic products is proposed based on the analysis of the case. Research design, data, and methodology: Qualitative research methods, such as case study research and in-depth interviews, were used in this study. Results: The case study of the Korean musical Myeongdong Romance confirmed that multichannel distribution strategies may be used for musicals, including performances at theaters, Naver TV screenings (a service linked to an Internet portal), LGU+ screenings (an IPTV and OTT media service), DVD releases, and screenings of recordings of Romance Hall performances. Conclusion: For cultural and artistic products such as musicals, distribution channels can be diversified to incorporate the simultaneous use of multiple channels. New cases involving other cultural and artistic products and services to which this distribution strategy is applicable may be identified, and the strategy may be implemented along with new technologies to reduce costs further.

keywords
Multichannel Strategies, Cultural and Artistic Products, Musical, Videoization

참고문헌

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Châtelain, S. (1997). Le marketing-mix en milieu muséal. Une revue de la littérature. In Marketing des activités culturelles, touristiques et de loisirs. 57-71.

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The Journal of Distribution Science(JDS)

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