국내 무용단체의 SNS프로슈머 마케팅 현황 연구
Research on local dancing communities’ SNS prosumer marketing status
- 발행
- 2018 등록이 논문은 발행 시점을 확인하지 못해 원문 등록일을 적었습니다. KCI가 2005~2008년에 옛 논문을 몰아서 올린 탓에, 그 시기 등록분은 발행보다 평균 3~5년 늦습니다. 실제 발행연도는 더 이를 수 있습니다.
- 소속·발행
- 숙명여자대학교
- 출처
- 국내 KCI
- DOI
- 10.21317/ksd.75.6.1
- 원문
- 원문 보기 ↗
개념
키워드
National Dance Company of Korea, Korea National Ballet, Korea National Contemporary Dance Company, Universal Ballet, SNS prosumer marketing status investigation, National Dance Company of Korea, Korea National Ballet, Korea National Contemporary Dance Company, Universal Ballet, SNS prosumer marketing status investigation
초록
This research aims at investigating the current status of SNS prosumer marketing initiatives taken by National Dance Company of Korea, Korea National Ballet, Korea National Contemporary Dance Company and Universal Ballet. The results of the research are as followings. First, the local dance groups are undertaking SNS prosumer marketing initiatives of which the objectives are mainly divided into three parts: improving relations with the consumers and accommodating to their needs, providing education for audience participation and experience, and performance planning for audience development. Secondly, it was found through the research that National Dance Company of Korea and Korea National Contemporary Dance Company were best practicing SNS prosumer marketing for improving relations with the audience and for hearing their feedback. In addition the National Contemporary Dance Company was found to be providing multi-leveled education programs for diverse audience to offer experiences and induce participation from the audience, while actively taking SNS prosumer marketing approach. Lastly, the Universal Ballet was found to be taking proactive approach in SNS prosumer marketing by intro