Multichannel Strategies

• 발행기관: 한국유통과학회
• 저자명: Sung-sook AHN Yoon-joo PARK
• 간행물 정보: 『유통과학연구(JDS)』제20권 제1호, 109~114쪽, 전체 6쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.01.30

영문 초록

Purpose: The purpose of this study is to confirm that multichannel distribution strategies may be used for cultural and artistic products such as musicals, just as for general consumer goods, through a case study on the distribution strategy for a musical title. In addition, a distribution strategy for cultural and artistic products is proposed based on the analysis of the case. Research design, data, and methodology: Qualitative research methods, such as case study research and in-depth interviews, were used in this study. Results: The case study of the Korean musical Myeongdong Romance confirmed that multichannel distribution strategies may be used for musicals, including performances at theaters, Naver TV screenings (a service linked to an Internet portal), LGU+ screenings (an IPTV and OTT media service), DVD releases, and screenings of recordings of Romance Hall performances. Conclusion: For cultural and artistic products such as musicals, distribution channels can be diversified to incorporate the simultaneous use of multiple channels. New cases involving other cultural and artistic products and services to which this distribution strategy is applicable may be identified, and the strategy may be implemented along with new technologies to reduce costs further.

목차

1. Introduction

2. Literature Review

3. The Distribution Strategy of Myeongdong Romance

4. Conclusion

키워드

Multichannel Strategies Cultural and Artistic Products Musical Videoization