중소형 공연의 브랜드 인지 향상을 위한 연구 (A Study on the Enhancing Factors for Brand Awareness of Small and Medium-sized Performances)

서지정보

· 발행기관 : 한국디자인문화학회
· 수록지 정보 : 한국디자인문화학회지 / 30권 / 3호 / 17 ~ 30페이지
· 저자명 : 강하현, 나건

초록

본연구의목적은중소형공연의소비현황과공연과브랜드의관계성을분석하고중요성을확인하여중소형공연의브랜드인지향상을위한요소들을제안하는것이다.이를위해공연의정의와장르의범위가다양한만큼,문헌연구를통해공연의범위를규정하며,중소형공연의의미와범위를이해하고자하였다.이에공연시장의호황기를맞이하고있는최근5 년의공연시장규모와중소형공연의소비현황을심층적으로분석하여대형공연과중소형공연간의간극요소를확인하고자하였다.또한,기존선행연구를통해공연과브랜드구축간의연관성을파악하고, 브랜드구축의중요성을확인하여,추출된결과물토대로중소형공연의특성에적합한브랜드구성요소들을재구성하였다.이를통해공연시장의주소비층인20-30세대중심으로공연빈도수와선호도가다른소비자16명대상으로심층인터뷰를진행하였다.소비자들의공연경험과인식을종합한결과,중소형공연의브랜드인지향상은작품의개성,극장과공연의인터렉션,정보의접근성,포스터이미지,헤리티지요소로도출되었다.본연구는다양한공연소비계층의중소형공연경험과인식을수집하고분석하여중소형공연만의차별화된브랜드인지향상에관한연구의가치를두며,브랜드구축에방향성만제시한것과제한된인터뷰인원구성은본연구의한계로지적된다.따라서중소형공연의차별화된브랜드연구가지속되기를바라며,연구결과가중소형공연의진입장벽을낮추고공연의선순환구조구축에기초가되기를기대한다

영어초록

This study aims to analyze the consumption patternsofsmallandmedium-sizedperformancesand their relationship with branding, identifying key elementstoenhancebrandawareness.Tothisend, a literaturereviewwasconductedtodefinethescopeof performances, focusingonunderstandingthemeaning andrangeofsmall tomedium-sizedperformances.An analysis of the past five years of the performance market,markedbysignificantgrowth,wascarriedout toidentifythekeydifferencesbetweenlarge-scaleand small to medium-sized performances. Additionally, existing research was examined to explore the relationshipbetweenperformancesandbrandbuilding, confirming its importance. Based on these insights, brand elements tailored to small tomedium-sized performanceswere restructured. In-depth interviews with16consumers intheir20sand30srevealedthat brand awareness improvement is linked to the uniqueness of the work, theater-performance interaction, information accessibility, poster images, andheritage elements.While this researchprovides valuable insights into consumer experiences and perceptions, it is limitedby its directional focus on brandestablishment and the small interviewsample size.Continuedresearchisneededtodifferentiatethe branding of small andmedium-sized performances, withthegoalof loweringentrybarriersandfostering avirtuouscycle intheperformance industry

참고자료

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