본 연구에서는 실감콘텐츠(VR AR MR)를 활용한 공연장 마케팅 방안을 제안하였다. 공연장은 관객이 직접 체감할 수 있는 공간이며, 공연장 마케팅 방안은 다음과 같다. 첫째, 공연장 좌석의 배치를 활용한 마케팅전략이다. 이는 가상현실(VR)을 통해 관객에게 원하는 관람석에서 공연이 어떤 각도와 시야로 관람되는지에 대한 예상이 가능하며 몰입감이 높은 좌석을 예매하도록 유도한다. 둘째, 혼합현실(MR)을 통해 공연 홍보 및 광고물을 활용한 콘텐츠 마케팅이다. 기존의 정적인 홍보수단에 비해 공연예술의 현장감을 살린 동적 홍보가 가능하다. 셋째, 등장 캐릭터를 활용한 마케팅전략이다. 공연은 1회성 예술이다. 이를 보완하도록 등장캐릭터가 공연의 한 장면을 증강현실(AR)콘텐츠로 사전에 제공하여 공연에 대한 흥미를 유발하도록 한다. 넷째, VR소셜 네트워크를 구축하여 고객과 직접 소통하는 방법이다. 이를 통해 공연장 활성화를 위한 관객 유치에 도움이 되고자 한다.
본 연구에서는 실감콘텐츠(VR AR MR)를 활용한 공연장 마케팅 방안을 제안하였다. 공연장은 관객이 직접 체감할 수 있는 공간이며, 공연장 마케팅 방안은 다음과 같다. 첫째, 공연장 좌석의 배치를 활용한 마케팅전략이다. 이는 가상현실(VR)을 통해 관객에게 원하는 관람석에서 공연이 어떤 각도와 시야로 관람되는지에 대한 예상이 가능하며 몰입감이 높은 좌석을 예매하도록 유도한다. 둘째, 혼합현실(MR)을 통해 공연 홍보 및 광고물을 활용한 콘텐츠 마케팅이다. 기존의 정적인 홍보수단에 비해 공연예술의 현장감을 살린 동적 홍보가 가능하다. 셋째, 등장 캐릭터를 활용한 마케팅전략이다. 공연은 1회성 예술이다. 이를 보완하도록 등장캐릭터가 공연의 한 장면을 증강현실(AR)콘텐츠로 사전에 제공하여 공연에 대한 흥미를 유발하도록 한다. 넷째, VR 소셜 네트워크를 구축하여 고객과 직접 소통하는 방법이다. 이를 통해 공연장 활성화를 위한 관객 유치에 도움이 되고자 한다.
We proposed a marketing plan for the performing arts venue using realistic contents(VR, AR, and MR). The venue is a place where the audience can experience the performance directly. The marketing plan of the performance venue is as follows. Firstly, it is a marketing strategy that utilizes an arrang...
We proposed a marketing plan for the performing arts venue using realistic contents(VR, AR, and MR). The venue is a place where the audience can experience the performance directly. The marketing plan of the performance venue is as follows. Firstly, it is a marketing strategy that utilizes an arrangement of venue seats. It is possible to predict for watching a performance at angle and sight in performance venue seats that audience want through VR. This allows the theatre seats to be experienced in advance with the VR contents inducing the reservation of the seats with a high sense of immersion. Secondly, it is a marketing using PR and AD of performing arts through MR in the space with a large transient population. It is possible to promote dynamic promotion utilizing the sense of the presence of performing arts compared with existing static promotion means. Thirdly, it is a marketing strategy that utilizes actor characters in performance. The audience could be interested in the performing arts in advance via a preview of the AR contents of the pamphlet. Fourthly, it is a way to communicate with customers directly by establishing a VR social network to manage venue members. This will help attract an audience to revitalize the theatre venue.
We proposed a marketing plan for the performing arts venue using realistic contents(VR, AR, and MR). The venue is a place where the audience can experience the performance directly. The marketing plan of the performance venue is as follows. Firstly, it is a marketing strategy that utilizes an arrangement of venue seats. It is possible to predict for watching a performance at angle and sight in performance venue seats that audience want through VR. This allows the theatre seats to be experienced in advance with the VR contents inducing the reservation of the seats with a high sense of immersion. Secondly, it is a marketing using PR and AD of performing arts through MR in the space with a large transient population. It is possible to promote dynamic promotion utilizing the sense of the presence of performing arts compared with existing static promotion means. Thirdly, it is a marketing strategy that utilizes actor characters in performance. The audience could be interested in the performing arts in advance via a preview of the AR contents of the pamphlet. Fourthly, it is a way to communicate with customers directly by establishing a VR social network to manage venue members. This will help attract an audience to revitalize the theatre venue.
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문제 정의
It will be an opportunity to illuminate promising business fields related to virtual reality and augmented reality in preparation for a full-fledged fourth-generation industry, and this will serve as an opportunity to develop the performing arts industry. Therefore, this study suggests ways to activate the marketing of the performing arts using VR, AR, MR. This paper is organized as follows. In Chapter 2, it explores the concepts and examples of VR, AR, and MR, and the change of performing arts marketing with a definition of Space Marketing and Experiential Marketing.
In this study, VR, AR, and MR were suggested to promote the marketing of the performing arts. This paper describes the concepts and examples of VR, AR, and MR, the concept and characteristics of marketing, and the marketing strategies of venues, and discusses limitations of existing marketing systems. In addition, the marketing plan that can utilize VR, AR, MR in performing arts field is as follows.
제안 방법
Secondly, it contents marketing using public relations promotion and advertisement through MR in the same space as a bus stop. This is a way to publicize the work that is planned and performed at the performance hall by installing the MR booth. Thirdly, it is a marketing strategy that utilizes emerging characters.
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