한국 출판의 동북아 시장 진출 전략 연구

• 영문명: Industrial Strategies of Korea Publishing for the Northeast Asian Market
• 발행기관: 한국출판학회
• 저자명: 김동규(Kim Dong-Gyu)
• 간행물 정보: 『한국출판학연구』통권 제46호, 5~26쪽, 전체 22쪽
• 주제분류: 사회과학 > 신문방송학
• 파일형태: PDF
• 발행일자: 2004.06.01

영문 초록

Publishing industry is rising as the most attractive industry in the 21st century, which is the knowledge-based society. This article will cover the following issues: first, a recent trend of the world culture industry and the overall status of publishing industry; second, the characteristics of the Northeast Asian cultural market, which is newly rising; and third, a direction for the Korean publishing industry with respect to how to make an entry into the Northeast Asian market. The Findings are as follows: (1) Digitalization, On-off Networking, Global Marketing To achieve that, first of all, the authorities as well as the publishing industry itself should get more active in expanding their perception on advancement into the foreign markets. Second, the concept of publishing should be extended from the existing off-line centered, i.e., books in printed form, mind to a so-called contents-centered mind enabling on-off-line connection. Third, improving the perception on the importance of the Northeast Asian market is necessary. (2) Cooperation among Korea, China and Japan 1) Sharing Resources First of all, in term of market size, it will be relatively more difficult for these countries to advance in the world market as opposed to other western countries if they respectively act as an independent market. Second, cultural products of these three countries have been rarely recognized by the international market, except for a few selected products such as Japanese animation. Third, to halt the monopolization strategy of media conglomerates(super-national media enterprises), which are major players in the global market, mutual cooperation is much more effective than that through independent confrontation. 2) Reciprocal Cooperation for Win-Win First of all, Japan, as the most advanced nation among the three nations, should cooperate by providing system competitiveness such as capital and technology, which is its best strength for Japan, and its planning and marketing abilities. Korea will be able to provide market vitality, talented manpower, contents production ability as an IT super power in the digital field such as internet and technology. In the contrary, Korea can fill its problems in system competitiveness such as weakness in the market size due to the limit in the population size, planning and marketing through cooperation with other countries. China's best strength can be condensed into the factors such as the size of its potential market, rich contents resources coming from its various history and culture and rich manpower. Accordingly, if China provides its market size, contents resources and manpower and sets its objective of cooperation at obtaining a realization of economic value of its publishing industry, system competitiveness, and cutting-edge technology, it will be able to establish a reciprocal relationship with other. 3) Realistic Cooperation Method First, each country should have priority on a policy and efforts to open its market for other publishing industries over a policy and efforts to close its market. Second, it is necessary to co-establish an institution that will be able to promote and coordinate cooperation at both governmental and civil levels. To be more specific, such means as the following will be necessary: i) to jointly establish permanent publishing and contents cooperation institution that will be in charge of constructing human network and actual decision-making and work management; ii) to prepare a place where inter-company exchanges and commercial transactions can take place by hosting publishing fair or festivals as a joint effort by the publishing industries of the three nations and iii) to support research centers and joint-research projects purported to analyze the realities of the global publishing industry and to establish the database and market strategy.

목차

Ⅰ. 문제제기

Ⅱ. 세계 문화산업의 동향과 출판산업

Ⅲ. 동북아 문화시장의 특성

Ⅳ. 한국 출판과 동북아 시장

참고문헌

Abstract