This study discusses the importance of the cultural approach on the marketing strategies for media industry in contemporary globalization. Global media corporations which are leading the globalization now operate in the world arena in terms of quality, product variety and the close understanding of ...
This study discusses the importance of the cultural approach on the marketing strategies for media industry in contemporary globalization. Global media corporations which are leading the globalization now operate in the world arena in terms of quality, product variety and the close understanding of markets. In this context, we have seen the cultural conflicts between the global media corporations and the local. The global media corporations use the various marketing tools to relate to the local and appeal to the local audience. During the speedily changing globalization, the structure of Korean media industry has been largely changed after the direct distribution of Hollywood media industry in the early 1990s. The Korean media industries have to compete with the Hollywood media industries. They realized to produce the programs for the local and the global markets, because of the small domestic market. In this context, the implications of this study are to suggest the importance of cultural aspects of marketing and the sociocultural context of the local to the• marketers of media industry. And we propose to include the marketing strategies and performance of media industry as the analytic arena of culture. The theoretical framework of this study is the cultural economy. The cultural economy is to suggest the integration of culture and economy which have been recognized as separate areas. It suggests that culture is involved in all those practices which carry meaning and value for us, which need to be meaningfully interpreted by others, or which depend on meaning for their effective. A crucial feature of the cultural economy is the way it treats economic processes and practices as cultural phenomena, as depending on meaning for their effective operation (du Gay, 1997). The importance of cultural economy is that it allots to language, representation and meaning for understanding the conduct of economic life and the construction of economic identities. The advertising, design and marketing of industry have increased their influence on the culture. The turn to culture within the world of business is to reveal the circular feature and interaction of production, consumption, representation, identity of consumer, and regulation. Based on the cultural economy, firstly we have analyzed the general marketing strategies of Walt Disney Co. Korea and the context of the industry, audience, and the regulation. Secondly, we have analyzed the specific local marketing tools and events of Walt Disney Co. Korea as the culture. Thirdly, we have analyzed its local publicity strategy and meaning of the message to construct its good image and to give information of its products to the audience. From the case study, we have concluded that the marketing of Disney Korea could have been interpreted as a cultural intermediary action. Disney Korea changed the structure of home entertainments market, they started to sell the sell-through video contents. And the Korean consumers could meet the characters and symbols of Disney at the every shopping centers much more than ever. Therefore. we can say that its various marketing performances and events have contributed to change the Korean consuming culture to "the culture of consuming character" in the 1990s. The marketing strategies reflecting the local socio-cultural context were very important to succeed in the publicity and improve its image in the local market.
This study discusses the importance of the cultural approach on the marketing strategies for media industry in contemporary globalization. Global media corporations which are leading the globalization now operate in the world arena in terms of quality, product variety and the close understanding of markets. In this context, we have seen the cultural conflicts between the global media corporations and the local. The global media corporations use the various marketing tools to relate to the local and appeal to the local audience. During the speedily changing globalization, the structure of Korean media industry has been largely changed after the direct distribution of Hollywood media industry in the early 1990s. The Korean media industries have to compete with the Hollywood media industries. They realized to produce the programs for the local and the global markets, because of the small domestic market. In this context, the implications of this study are to suggest the importance of cultural aspects of marketing and the sociocultural context of the local to the• marketers of media industry. And we propose to include the marketing strategies and performance of media industry as the analytic arena of culture. The theoretical framework of this study is the cultural economy. The cultural economy is to suggest the integration of culture and economy which have been recognized as separate areas. It suggests that culture is involved in all those practices which carry meaning and value for us, which need to be meaningfully interpreted by others, or which depend on meaning for their effective. A crucial feature of the cultural economy is the way it treats economic processes and practices as cultural phenomena, as depending on meaning for their effective operation (du Gay, 1997). The importance of cultural economy is that it allots to language, representation and meaning for understanding the conduct of economic life and the construction of economic identities. The advertising, design and marketing of industry have increased their influence on the culture. The turn to culture within the world of business is to reveal the circular feature and interaction of production, consumption, representation, identity of consumer, and regulation. Based on the cultural economy, firstly we have analyzed the general marketing strategies of Walt Disney Co. Korea and the context of the industry, audience, and the regulation. Secondly, we have analyzed the specific local marketing tools and events of Walt Disney Co. Korea as the culture. Thirdly, we have analyzed its local publicity strategy and meaning of the message to construct its good image and to give information of its products to the audience. From the case study, we have concluded that the marketing of Disney Korea could have been interpreted as a cultural intermediary action. Disney Korea changed the structure of home entertainments market, they started to sell the sell-through video contents. And the Korean consumers could meet the characters and symbols of Disney at the every shopping centers much more than ever. Therefore. we can say that its various marketing performances and events have contributed to change the Korean consuming culture to "the culture of consuming character" in the 1990s. The marketing strategies reflecting the local socio-cultural context were very important to succeed in the publicity and improve its image in the local market.
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