The three cities of Masan, Changwon, and Jinhae have comprised a zone of life from a long time ago, and when the history of their cultural arts is concerned, they can be said to be from the same root. However, even if the three cities become integrated as one administrative district, it will take a ...
The three cities of Masan, Changwon, and Jinhae have comprised a zone of life from a long time ago, and when the history of their cultural arts is concerned, they can be said to be from the same root. However, even if the three cities become integrated as one administrative district, it will take a significant amount of time to establish the infrastructure of cultural arts necessary for integration. In the market of performing arts as well, the three cities had different types of audience according to their own regional characteristics. Masan is the center of education and traditional cultural arts and is rather conservative having relatively stronger regionalism, school relations, and kinship than Changwon or Jinhae. Thus, the main type of audience of it is the middle-aged or the old from Masan. Changwon is the center of the complexes of machinery industry and has the inflow of population from outside; thus, its audience is mostly the people in their twenties or thirties, and it is more opened than Masan. Jinhae is the center of marine tourism and particularly of military cities. Therefore, its chief audience consists of military men or children. In order to overcome these differences, the marketing for performing arts should be raised as a new center of cultural arts in the city of integrated Changwon. Also, it is necessary to conduct profound researches on the marketing for performing arts that is appropriate for the three cities before the integration. Furthermore, it is needed to establish marketing strategies for performing arts by considering the audience characteristics in the marketing of performing arts and applying performing arts’ marketing mix, 7 Ps: Product, Price, Place, Promotion, People, Physical evidence, and Process. Thereby, this study has set up the following goals to accomplish. Based on theoretical consideration, it will understand the marking of performing arts and also examine both local and foreign marketing cases of performing arts. Also, this research will investigate the actual status of performing arts in Changwon, Masan, and Jinhae before they were integrated into Changwon, centering around their geographical or audience characteristics and will diagnose its problems. Setting up marketing strategies for performing arts, it attempts to better the problems and also supports both qualitative and quantitative growth of the performing arts market by activating the performing arts marketing of integrated Changwon. Moreover, this paper will help provide the citizens enjoying performing arts culture with the benefits of quality performances and let those including the neglected class of people enjoy performing arts as well.
The three cities of Masan, Changwon, and Jinhae have comprised a zone of life from a long time ago, and when the history of their cultural arts is concerned, they can be said to be from the same root. However, even if the three cities become integrated as one administrative district, it will take a significant amount of time to establish the infrastructure of cultural arts necessary for integration. In the market of performing arts as well, the three cities had different types of audience according to their own regional characteristics. Masan is the center of education and traditional cultural arts and is rather conservative having relatively stronger regionalism, school relations, and kinship than Changwon or Jinhae. Thus, the main type of audience of it is the middle-aged or the old from Masan. Changwon is the center of the complexes of machinery industry and has the inflow of population from outside; thus, its audience is mostly the people in their twenties or thirties, and it is more opened than Masan. Jinhae is the center of marine tourism and particularly of military cities. Therefore, its chief audience consists of military men or children. In order to overcome these differences, the marketing for performing arts should be raised as a new center of cultural arts in the city of integrated Changwon. Also, it is necessary to conduct profound researches on the marketing for performing arts that is appropriate for the three cities before the integration. Furthermore, it is needed to establish marketing strategies for performing arts by considering the audience characteristics in the marketing of performing arts and applying performing arts’ marketing mix, 7 Ps: Product, Price, Place, Promotion, People, Physical evidence, and Process. Thereby, this study has set up the following goals to accomplish. Based on theoretical consideration, it will understand the marking of performing arts and also examine both local and foreign marketing cases of performing arts. Also, this research will investigate the actual status of performing arts in Changwon, Masan, and Jinhae before they were integrated into Changwon, centering around their geographical or audience characteristics and will diagnose its problems. Setting up marketing strategies for performing arts, it attempts to better the problems and also supports both qualitative and quantitative growth of the performing arts market by activating the performing arts marketing of integrated Changwon. Moreover, this paper will help provide the citizens enjoying performing arts culture with the benefits of quality performances and let those including the neglected class of people enjoy performing arts as well.
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#공연예술마케팅 문화예술경영 마케팅 통합창원시
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